A skin check, a psoriasis consult and a laser package are three different buyers with three different values to the practice. Put them in one campaign and the cheapest clicks win the budget, which is rarely the mix of patients you wanted.
Most of the waste comes from treating one practice as one product.
An insured medical visit and a cash cosmetic treatment have different margins, different urgency and different lead times. Bid together, the platform chases whichever converts cheapest and the other side of the practice goes unfunded.
When the next medical appointment is ten weeks out, every extra click for that service is spend with nowhere to go. Budgets should follow the calendar, by provider and by service, and most accounts never see the calendar.
A form fill is not a patient. Without call tracking and a check against the schedule, the account optimises toward people who never book, and the report still looks healthy.
Google does not allow health conditions to be used for personalised ads, and Meta limits what a health site can send back as a conversion. Accounts built on remarketing lists and deep funnel events get disapproved or go blind.
Built around the mix of patients you want, the capacity you have and the rules health advertisers work under.
Separate campaigns, budgets and pages for medical dermatology, cosmetic treatments and surgery such as Mohs, so each is funded and judged on its own numbers.
Spend moves toward the providers and services with open appointments and away from the ones booked out for months.
Calls and forms traced to the keyword that produced them, then checked against what was booked, without sending patient details to the ad platforms.
Targets set from what a new patient is worth by service, so a cosmetic package and a routine visit are not bought at the same price.
One page per service group, with the provider, the treatment and how to book. Fixed scope, built for the campaigns. See landing pages and websites.
Medical, cosmetic and surgical reported separately, with cost per booked patient next to each.
Ads and pages are written inside the healthcare and prescription drug policies of Google and the health rules of Meta. Injectables that carry a prescription drug name are a common reason for disapproval, so they are planned for from the start.
Average cost per click on Google in the United States. It shows why a medical consult and a cosmetic treatment cannot share one bid.
| Search term | Monthly searches | Average CPC |
|---|---|---|
| dermatologist near me | 673,000 | $5.43 |
| psoriasis treatment | 165,000 | $21.33 |
| eczema treatment | 165,000 | $15.50 |
| laser hair removal near me | 110,000 | $17.32 |
| chemical peel near me | 22,200 | $6.06 |
| skin cancer screening | 12,100 | $7.38 |
| cosmetic dermatologist | 3,600 | $4.95 |
Source: Google Ads data for the United States via DataForSEO, read on October 13, 2026. National averages for the last twelve months.
I have not published a dermatology case, and I would rather say so than borrow one. This is what is real.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs. Read the case.
I have also worked in paid media in healthcare. Nothing from that work is published on this site. No employer is named, and there are no budgets, results or internal details.
What carries over is the method. Conversions are defined as booked work, calls are tracked to the keyword, and bids are set against what a customer is worth.
I go through the account, the tracking and the path a patient takes from search to appointment and tell you what is broken. The findings are yours whether or not we keep working together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy and landing pages built around how patients actually search, and around what the platform rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Longer reads on this topic from the blog.
Dermatology practices with room for new patients in at least one service line.
Not a fit. Practices booked out for months on every service, where more demand has nowhere to go.
Both can work, but never in the same campaign. Medical searches are high volume and limited by insurance and by how soon you can see the patient. Cosmetic searches are lower volume and paid in cash, so the value per patient is different. The split decides where the budget goes, and the answer changes with your schedule.
It depends on the service. In October 2026 the United States average was $5.43 for dermatologist near me, $17.32 for laser hair removal near me and $21.33 for psoriasis treatment. These are national averages, and your market can sit above or below them.
Only in a limited way. Google does not allow audiences built on health conditions, and Meta restricts the conversion events health sites can share. Campaigns here rely on search intent, location and the page itself, not on following a patient around the web.
No. I need to know which leads became booked patients, and that can be shared as counts or as a list without clinical details. Tracking is set up so that patient information is not sent to Google or Meta.
I have not published a dermatology case, so I will not claim one. I have also worked in paid media in healthcare, and the published numbers on this site come from a home services company in Houston. The method is the same one, applied to your service lines.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.