A patient with heel pain, a diabetic patient due for a foot check and a runner with a bunion all search differently and are worth different amounts to the practice. Most podiatry accounts put them in one campaign and let the cheapest clicks decide.
Most of the waste comes from treating every foot problem as the same search.
Bunion and ankle surgery are worth far more than a nail visit, but they convert less often. In one campaign the cheap visits take the budget and the surgical schedule stays empty.
Google returns no search volume or cost for many foot condition searches. An account built on guessed numbers overspends, so planning starts from your own calls and bookings.
Searches about foot pain often come from people looking for insoles or creams, not a doctor. Without the right exclusions, the practice pays for retail shoppers.
Most podiatry patients call. When calls are not tracked to the keyword and marked as booked, the account optimizes for the phone ringing.
Built around the conditions you treat and the time you have open.
Heel pain, ingrown nails, diabetic foot care, sports injuries and foot and ankle surgery run separately, each with its own search terms and page.
Insole, cream and home remedy searches are excluded, so the budget goes to people looking for a podiatrist.
Each call traced to its keyword and marked by outcome, without sending patient details to the ad platforms.
Targets set from what a surgical patient is worth, so a bunion surgery consult and a routine visit are not bought at the same price.
A page for each condition that explains the visit, the insurance you accept and how to book. See landing pages and websites.
Routine visits, surgical consults and cost per booked patient reported for each office.
Ads are written inside the healthcare policies of Google and the health rules of Meta. Google treats chronic conditions such as diabetes as a sensitive health category, so diabetic foot care cannot use audiences built from your own patient lists or site visitors.
Search volume and average cost per click on Google in the United States. Google reports figures for the general searches but returns none for most foot condition searches, so a podiatry account is planned from your own calls and bookings.
| Search term | Monthly searches | Average CPC |
|---|---|---|
| podiatrist | 246,000 | $5.28 |
| wart removal near me | 4,400 | $4.16 |
| podiatrist near me | Not reported | Not reported |
| foot doctor near me | Not reported | Not reported |
| plantar fasciitis treatment | Not reported | Not reported |
| bunion surgery | Not reported | Not reported |
| ingrown toenail removal | Not reported | Not reported |
Source: Google Ads data for the United States via DataForSEO, read on October 15, 2026. National averages for the last twelve months.
I have not published a podiatry 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.
Podiatry and foot and ankle practices with room in the schedule.
Not a fit. Stores that sell insoles or foot care products online, which is ecommerce and a different kind of account.
When I checked in October 2026, Google returned no volume or cost for searches such as plantar fasciitis treatment, bunion surgery and ingrown toenail removal, while it did for the general search podiatrist. People still make those searches. The figures are just not published, so the plan starts from your own call and booking data and from a short test.
In October 2026 the United States average was $5.28 for podiatrist and $4.16 for wart removal near me. Google did not report a cost for most condition searches, so the real figure for your market comes from the first weeks of a campaign.
Usually both, in separate campaigns. Routine care fills the schedule and brings patients who may need surgery later. Surgery is worth more per patient and needs its own budget so it is not crowded out by cheaper visits.
Yes, with limits. Google treats diabetes as a sensitive health category, so audiences built from your own patients or site visitors cannot be used. The campaign relies on search intent, location and a clear page about the service.
I have not published a podiatry 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 booked foot and ankle appointments.
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.