There is no denying that competition amongst plastic surgery medical practices is stiff. At the end of the day, all plastic surgeons want to ensure a steady stream of patients walks through their doors—but the bigger challenge is making this a reality. This is where incorporating paid ads in a digital marketing strategy can be a game-changer. However, it is true you may still have doubts. After all, are patients likely to click on these paid ads to find a plastic surgeon? And if so, how can you ensure you realize a return on your investment? In this article, Firm Media will answer your questions and examine how plastic surgery medical practices benefit through paid advertising on search engines—and why you should immediately implement this strategy.

Are Google Ads Used Anymore by Advertisers?

The short answer? Absolutely! In fact, in a study recently conducted by KlientBoost, Google boasts more than 7M advertisers on their platform alone. And this proves a simple point. If consumers did not click on Google ads, there is no way that 7M dedicated advertisers spanning hundreds of industries would be spending their money to ensure their business is showcased at the top of the search results. And that is where the true benefit of paid ads happens to reside. Namely, no matter where you happen to be in organic rankings, Google ads will enable your practice to show up at the top of searches or allow you to dominate organic and paid searches at the same time.

Does the Average User Know the Difference Between Paid and Organic Search Results?

This is a great question because it is true that Google has made some considerable effort to ensure pay-per-click ads resemble how organic search results appear. For instance, the color of the text of paid ads matches organic search results better than in the past. Thus, it is estimated that over 50% of consumers do not know the difference between these results. This means that a user will most likely click on the result that appears most relevant to what they are looking for, and that is based on what is described in the ad copy, the selling points that are featured, and how those factors align with the patient’s search.

So, considering plastic surgery practices, contemplate this example of how we structure an ad at Firm Media. If a patient is searching for “best quality breast augmentation,” we will create ad copy that contains credible information about your practice. The ad might include the following verbiage:

  • Board-certified Surgeon
  • 5K+ Procedures Performed
  • 20+ Years of Experience
  • Award-Winning Surgeon

This terminology instills trust with the patient as they seek to qualify a plastic surgeon during their discovery process.

Are Mobile Ads Clicked on More than Desktop Ads?

This is another simple answer. Yes, mobile ads are clicked on more than desktop ads. Why? Because desktop users are more likely to have an ad blocker in place—however, this likelihood still remains low and does not make a dent in the potential size of an audience. KlientBoost estimated that only 27% of Internet users employ an ad blocker. And the statistics back this up. According to a study done by WebFX, Google ads receive 95% of mobile clicks. This is due to Google’s integration of PPC ads. They are so seamless on mobile that users do not even see the difference between the two listings, other than the ad label.

Here is a recent example of a successful PPC campaign for Esprit Cosmetic Surgeons.

Are Advertisers Scaling Back Their PPC Budgets?

Actually, in 2020, here at Firm Media, the opposite held, and many of our clients increased their PPC budgets. In fact, we had one client increase their ad spend by 30%, which resulted in a 60% increase in conversions in 2020 alone. Now, one might point to the COVID-19 pandemic as a reason to up a budget if you are a plastic surgeon—after all, with more people staying home, it was the ideal time for many to pursue plastic surgery. However, according to KlientBoost, even in 2019, 60% of marketers increased their PPC budget. This leads us to believe that the demand for PPC is not likely to fizzle out anytime soon.

Let’s Help You Get More New Patients

Our search engine marketing & PPC team would love to consult with you on best practices to follow in conjunction with a comprehensive digital marketing strategy.

Reach out to Firm Media today, and let us talk.

By Anthony Albiero
Anthony came to Firm Media in 2017 and started as an Account Executive. Through his willingness, perseverance, and thirst for knowledge Anthony has since been elevated to SEM Strategist, where he is certified by Google and consistently delivers strong results in our client's PPC campaigns.

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