Online Ads

Find the Right Patients with Targeted Advertising

Strategic Ad Campaigns That Deliver Qualified Surgical Candidates, Not Just Clicks

When done right, online advertising is the fastest way to increase surgical volume. But most practices waste money on broad campaigns that attract people who may not be ready for surgery just yet. We create laser-focused campaigns that target the patients who are the best fit for your practice.

Why Surgeons Are
Skeptical About Advertising
(And Why You Should Still Do It)

We get it. You’ve heard horror stories:

“We spent $10K on Google Ads and got nothing.”
“Facebook sent us people with no insurance.”
“The leads were terrible. No one showed up.”

Here’s What Went Wrong:

Problem #1:
Generic Targeting

Most campaigns target “orthopedic surgeon” or “back pain” searches, attracting people seeking conservative care or second opinions.

Our Solution:

Target high-intent surgical keywords like “knee replacement surgeon near me” or “herniated disc surgery options.” These phrases indicate readiness for surgery, not just diagnosis.

Problem #2:
Poor Landing Pages

Sending paid traffic to your homepage or a generic “services” page kills conversion rates.

Our Solution:

Custom landing pages for each procedure with clear surgical pathways, insurance information, and immediate booking options.

Problem #3:
No Real Tracking

Can’t measure what matters: Which ads led to consultations?

Our Solution:

We track from ad click to phone call and/or appointment request.

Strategic Ad Campaigns for Surgical Practices

Google Search Ads:

Capture High-Intent Surgical Candidates

Google is the #1 advertising channel for surgical practices. These are the ads at the top of Google when someone searches for a surgeon or procedure.

What Makes Our Google Ads Different

Surgical Intent Keywords Only:

✓ “Total knee replacement surgeon [city]”

✓ “Spine fusion surgery near me”

✓ “Best shoulder surgeon for rotator cuff”

✓ “ACL reconstruction surgeon [city]”

✗ “knee pain treatment” (too early in journey)

✗ “orthopedic doctor” (too generic)

Geo-Targeting Strategy:

Primary radius: 15-20 miles (your core market)
Secondary radius: 20-40 miles (competitive expansion)
Target appropriate ZIP codes (the ones where you are most likely to find patients)

Ad Copy That Converts:

Fellowship training and board certification
Specific techniques (minimally invasive, robotic)
Years of experience / case volume
Insurance accepted (highlight commercial)

Procedure-Specific Landing Pages: Each ad sends traffic to a dedicated page that:

Explains the procedure in patient-friendly language
Showcases your expertise and credentials
Displays before/after results (where appropriate)
Includes patient testimonials
Offers multiple conversion paths (call, form)

Google Ads are Best For:

High-value elective procedures
Competitive markets with multiple surgeons
Filling specific gaps in case mix
New surgeons building initial patient base

Facebook Ads:

Brand Building & Specific Demographics

Social media advertising works differently than search ads. They are better for awareness than immediate conversions.

When Facebook Ads Make Sense:

New Service/Procedure Launch:

Introducing a new procedure to your market
New surgeon joining the practice
New office location opening
Biologic treatments (not allowed on Google Ads)

Demographic Targeting:

Targeting specific age groups (knee replacement: 55-75)
Reaching women for specific procedures
Targeting by occupation or interests

Brand Building:

Building awareness in new markets
Competing against larger, established groups
Showcasing practice culture and values

What We DON’T Recommend:

✗ Using Facebook as primary surgical lead source
✗ Spending majority of ad budget on social
✗ Expecting immediate ROI comparable to Google

For surgical practices, Facebook ads work best as a 10-20% complement to Google Search campaigns, not as the primary strategy. The ROI is typically 50-70% lower than search ads.

Facebook Ads are Best For:

Practice-building in year 1-2
Specific demographic targeting
Lower-cost procedures (trigger point injections, minor procedures)
Procedures not allowed on Google Ads, like biologic treatments

What’s Included in Our Ad Management

Strategy & Setup

Keyword research: Identify high-intent surgical keywords
Landing page audit and recommendations
Campaign architecture setup
Ad copywriting
Conversion tracking implementation
Budget allocation across campaigns
Initial launch and monitoring

Ongoing Monthly Management

Weekly optimization:
- Bid adjustments based on performance
- Pause underperforming keywords
- Add negative keywords (filter out bad traffic)
Conversion tracking:
- HIPAA compliant phone call tracking
- HIPAA compliant form submission tracking
Monthly reporting:
- Website visits from campaigns
- Click-through rates
- Average cost per click
- Cost per conversion (phone calls and form submissions)

Important Notes:

Results improve over time as campaigns optimize (months 1-2 are learning phases)
Higher ad spend generally = better cost per lead (economies of scale)
Your actual results depend on: procedure mix, local competition, conversion rates, surgical pricing

What Surgeons Ask Us About Online Advertising

“Won’t ads attract low-quality patients?”

Not if done right. Our targeting focuses on:

High-intent surgical keywords (not general pain searches)
Geographic areas with higher commercial insurance rates
Demographic targeting based on your ideal patients (on Facebook)
Negative keyword filtering to exclude unwanted searches (where appropriate)

“Advertising feels desperate or unprofessional”

This mindset costs you patients. The reality:

77% of patients use search engines before booking appointments
Your competitors ARE advertising (check for yourself—Google your procedures)
Patients don’t distinguish between ads and organic results (Google makes it difficult to tell the difference between the two)
Not advertising means losing qualified patients to competitors who do

Modern medicine is competitive. Advertising is standard practice, not desperate.

“Can’t we just rely on physician referrals?”

You should pursue both. Here’s why ads matter:

Hospital employment steers PCPs to refer within health system
Many patients self-refer for surgical consultations (especially elective procedures)
Younger patients rarely get PCP referrals—they Google directly
Ads diversify your patient sources (making you less vulnerable to referral changes)