Is Google Ads A Good Way To Get New Patients?
Yes – but only if you use it the right way.
If you’re a wellness professional, you may well have asked yourself: “Should I try Google Ads to get more clients?”
The truth is, when done right, it can be one of the quickest ways to bring in new patients – especially people who are actively looking for your help.
But if you’ve never run ads before, it can feel overwhelming. This guide will walk you through what you really need to know – in plain English – so you can get started without wasting time or money.
Why Google Ads Works For Wellness Businesses
Imagine someone in your area types “help for back pain near me” or “book an osteopath today” into Google. That person isn’t browsing. They’re looking for help right now.
That’s where Google Ads comes in. It lets you appear right at the top of the search results at the exact moment someone is looking for the service you provide. These are people who already know they need support, they just need to find the right person.
If your ad shows up and your website makes it easy to book, you’ve already done the hard part.
What Exactly Is Google Ads?
Google Ads is what’s known as a pay-per-click (PPC) advertising platform. It works like this: you choose a few relevant search terms (called keywords), create a short ad, set a budget and your ad shows up when people search for those terms.
You only pay when someone clicks on your ad, which means you’re not wasting money on people who scroll past. You’re putting your services in front of potential clients at the moment they’re actively looking.
Getting Set Up: Easy Mode vs Expert Mode
When you first set up Google Ads, you’ll be asked whether you want to use Smart Mode (Easy Mode) or Expert Mode. If you’re new to advertising, we recommend starting with Easy Mode. It simplifies everything – you tell Google your goal (like getting more calls or website visits), set your budget, and Google does the rest.
You can also choose where your ads appear. Most beginners start with Search ads, which show up when someone types in a relevant Google search. But Google also offers Display ads (image-based ads on websites), YouTube ads and Google Maps ads. These can work well, but they’re more advanced and better used as part of a wider strategy.
Expert Mode gives you full control over targeting, keywords, bidding and more. This is where match types come in – but if that sounds overwhelming, don’t worry. You can stick to Easy Mode to get started or ask someone to manage it for you when you’re ready to take it further.
Match Types: Broad, Phrase Or Exact – What’s The Difference?
This section applies only if you’re using Expert Mode in Google Ads. If you’re in Smart Mode (also called Easy Mode), Google chooses match types for you behind the scenes.
But if you or someone managing your ads has switched to Expert Mode, you’ll be asked to choose how tightly you want your ads to match search terms. There are three options:
Broad match is the most open. If you choose a keyword like osteopath, your ad could show up for all kinds of searches – including things like “osteopath salary” or “osteopath training course.” It reaches a wide audience but it’s often not very targeted.
Phrase match is a safer bet. If your keyword is “osteopath near me”, your ad will only show up if that phrase is included in the search – for example, “best osteopath near me”. It’s a good balance between reach and relevance.
Exact match is the most specific. Your ad will only show up when someone types the exact term you’ve chosen – like [osteopath Blackheath]. It’s highly targeted but can limit your visibility if you don’t include variations.
If you’re just starting out, phrase match is usually the best choice. It keeps your targeting tight without being too restrictive.
What Should You Say In Your Ad?
You only get a small amount of space in a Google ad – so every word matters. The goal is to be clear, specific and action orientated.
Here’s a simple structure to follow:
1. Headline: Speak directly to the problem
Use keywords your potential patient might be searching. For example:
- “Back Pain Treatment in Blackheath”
- “Experienced Osteopath – Book Today”
- “Sports Massage for Injury Recovery”
Keep it local, and don’t try to be clever – be clear.
2. Description: Highlight what makes you different
Use the limited space to reassure the reader and include a clear next step. For example:
- “Same-day appointments available. Fully qualified osteopath. Convenient Blackheath location. Book online now.”
Think: What does someone in pain need to hear to take action?
3. Include a call to action
Tell people exactly what to do next:
- “Book online today”
- “Call now for a free consultation”
- “Check availability and book instantly”
Extra tip:
If you offer online booking, mention it. If you’re open evenings or weekends, say so. Little details can make a big difference when someone is choosing between you and a competitor.
What Should You Spend?
One of the best things about Google Ads is that you’re in full control of your budget. You can set a daily and monthly cap, so you’ll never spend more than you’re comfortable with.
We recommend starting with a budget of £3 to £10 per day. That’s enough to begin testing, gather useful data and see how many people are clicking your ad. Once you know what’s working, you can gradually increase your budget with confidence.
And if you only serve clients in a certain area, make sure your campaign is set to target that specific location. There’s no benefit in paying for clicks from people hundreds of miles away.
Understanding Results: What Do CTR And CPC Mean?
Once your campaign is running, there are two key metrics to keep an eye on.
Click-Through Rate (CTR) tells you what percentage of people saw your ad and clicked on it. If 100 people see your ad and three click it, your CTR is 3%. That’s generally considered a solid result. If it’s lower, it may mean your ad needs clearer messaging or more relevant targeting.
Cost Per Click (CPC) is how much you’re paying each time someone clicks on your ad. For most wellness services, a CPC of £1 to £3 is normal. That might sound expensive – but the value of each new patient is usually much higher.
Let’s say you spend £60 on ads and that gets you 30 clicks. If two people book in, each paying £60 for their first appointment, that’s £120 in revenue already. But that’s just the beginning.
Now think long-term. If your average patient returns for four appointments over the next 12 months, that same £60 in ad spend could generate £240 or more in revenue – not including any referrals they might send your way.
That’s why it’s important to look beyond the first booking. Knowing your average client value helps you understand the real return on your investment.
Track What Matters: Set Up Conversion Tracking
Getting clicks is great – but what really matters is whether people are booking. That’s where conversion tracking comes in. It tells you what happens after someone clicks your ad.
Do they call? Fill in your contact form? Book an appointment?
You can track these actions by setting up conversion goals inside your Google Ads or connecting your booking software if it allows it.
If you’re not sure how to do this, it’s worth getting help. Without tracking, you’re flying blind and guessing what’s working is a fast way to waste money.
Google Ads – Common Mistakes To Avoid
1. Going too broad with your keywords
If your keywords are too general – like “massage” or “osteopath” – your ads could be shown to people who aren’t looking for what you actually offer. That means you’ll pay for clicks that don’t lead to bookings. Be specific. Focus on terms like “sports massage in Greenwich” or “osteopath for back pain Blackheath.”
2. Sending people to your homepage
Your homepage often tries to do too much. Instead, send people to a clear, focused landing page that tells them what you do, who you help, and how to book. The fewer clicks they need to take, the more likely they are to get in touch.
3. Forgetting to use location targeting
If you’re running a local practice, you don’t want to show ads to people across the UK. Make sure your campaign is set up to only target the area you serve. This keeps your clicks relevant and your budget focused.
4. Launching and leaving it
Google Ads isn’t something you set once and forget. Check in weekly. Look at which keywords are working, pause anything that’s wasting money and make small tweaks. A bit of regular attention can make a big difference.
Give Google Ads Time To Learn
Google Ads isn’t instant. It needs time to collect data, test what’s working, and improve performance. The more it learns from people clicking your ad and taking action, the better it gets at showing your ad to the right kind of searchers.
This is known as the learning phase, and it’s perfectly normal for results to be a bit patchy in the first week or two. Don’t panic. Give your campaign at least two weeks before making any major changes. In the meantime, check in regularly, monitor your clicks and costs and pause anything that’s clearly off-target.
Google Ads: Start Simple
If you’ve never used Google Ads before, it might feel intimidating at first. But it doesn’t need to be. Start with a small budget, choose a few well-targeted keywords and write a clear, helpful ad.
Track your results, tweak as you go, and give it time to build momentum. The clients are out there – Google Ads helps them find you.
And if you’d rather spend your time with clients instead of learning ad platforms, we can help.
Want Help Getting Started With Google Ads?
We work with wellness professionals who are brilliant at what they do but don’t want to spend hours figuring out how to run ads.
If that’s you, let’s have a quick chat. We’ll talk through what you want to achieve and help you get set up for success.