Healthcare Digital Advertising 101: A Step-by-Step Guide to Practice Growth

Key Takeaways

• Use Google, social media, and retargeting ads to reach patients where they are — searching, scrolling, or browsing.
• Strong ad copy includes a clear headline, compelling offer, and direct call-to-action to drive clicks and patient conversions.
• Start with a small ad budget, prioritize high-intent Google Search Ads, and track Cost Per Lead (CPL) to measure success.
• Inception’s websites and patient engagement tools help practices attract, convert, and engage more patients online.

Essential Advertising Tips to Grow Your Online Presence & Attract More Patients

Relying on word-of-mouth to grow your practice? You may as well rely on luck.

No matter your specialty, there are thousands of practices in the healthcare industry competing for online visibility. If yours doesn’t show up in the right places (and in the right way), you risk being overlooked.

But with the right digital advertising strategy, you can position your practice in front of the exact patients you want to attract. We’ll show you how to take control of your online visibility — and your growth.

3 Digital Ads Every Practice Should Use

Not every digital platform is worth your time. Instead of overwhelming you with options, we’ll focus on the three most essential digital marketing strategies proven to drive growth.

1. Google Search Ads

When patients need help now, they turn to Google. That’s why showing up at the top of search results for terms like “chiropractor near me” or “same-day dental appointments” is a game-changer.

• What it looks like: Paid listings at the top of Google’s search results (yes, the ones with “Ad” next to them).
• Why it works: Google Ads healthcare campaigns ensure your practice reaches your target audience.

If your practice isn’t appearing here, it’s likely your competitors are. And with intent-based targeting, you only pay when people actually click — so every dollar goes toward getting real leads.

2. Facebook & Instagram Ads

Patients aren’t always searching for you — sometimes, you have to meet them where they are. And where are they? Scrolling through Facebook and Instagram.

• What it looks like: Eye-catching images, short videos, and special offers right in patients’ social feeds.
• Why it works: Instead of waiting for patients to search, these ads put your practice in front of them. It’s perfect for promoting wellness programs, seasonal offers (like back-to-school eye exams), and staying top-of-mind in your local community.

Unlike Google Search Ads, which catch people in “search mode,” Facebook and Instagram Ads are more about discovery. The goal is to grab attention with visuals, offers, or a message that makes people pause and think, Maybe I do need that.

3. Retargeting Ads

Not every patient books on their first visit to your website — but that doesn’t mean they’re gone for good. Retargeting ads bring them back.

• What it looks like: Ads that "follow" people as they browse other websites or social media platforms.
• Why it works: People rarely book on the first visit, especially for healthcare. Retargeting reminds them where they left off and nudges them to come back.

Think about the last time you browsed a website and later saw an ad for that same brand on a completely different site. That’s retargeting in action. For healthcare practices, it’s a chance to re-engage people who were this close to booking but got distracted.

These three ad types work together to keep your practice in front of patients no matter where they are — searching, scrolling, or just browsing. Start here, and you’ll have the foundation for a digital strategy that actually drives patient growth.

What Makes a Click-Worthy Ad?

If you want patients to click, your ad needs four core elements. Get these right, and you’ll have their attention.

1. A clear headline. Speak directly to the patient’s problem or need. People scroll fast, so a line like “Back Pain? Relief Starts Here” instantly connects with them. It’s specific, it’s relevant, and it addresses their pain point head-on.
2. A compelling offer. What’s in it for them? People are far more likely to click when they see a clear benefit. Maybe it’s “$49 New Patient Special” or “Free Consultation This Week Only.” Give them a reason to act.
3. A call-to-action (CTA). CTAs like ‘Schedule Your Visit’ or ‘Call Today’ should lead to focused landing pages that make it easy to take the next step. Vague CTAs like “Learn More” just don’t have the same urgency or impact.
4. Human, conversational language — Skip the stiff, formal tone. Ads that say “Comprehensive Chiropractic Solutions” sound like a brochure. Ads that say “Get Back to Feeling Your Best” sound human, relatable, and action-oriented. Write like you’re talking to a real person.

If your ads are missing any of these pieces, they’ll get scrolled past — fast.

Make Every Advertising Dollar Count

If you’re wondering how much to spend on ads, you’re not alone. It’s one of the most common questions practices ask. The answer? You don’t need a huge budget to see results. The key is starting with strategy, not guesswork. Here’s how to make every dollar work harder for you.

Start Small, Then Scale

You don’t need a $1,000/day ad budget to succeed in attracting new patients. Start with as little as $10 to $20 per day on Google or Facebook. This lets you test what works before you increase your budget. As you see which campaigns are driving real patient inquiries, you can invest more in what’s working. It’s a smarter, safer way to grow.

For larger practices (multi-location or high-volume clinics), starting with $50-$100/day per location can help maintain visibility across multiple markets. A larger budget supports both high-intent search ads and broader brand awareness campaigns. Track performance by location to see where you’re getting the best return.

Focus on High-Intent Campaigns First

If you’re looking for fast results, start with Google Search Ads. These ads show up right when people are searching for things like “optometrist near me” — meaning they’re already ready to book. Other ad types (like social media) are great for brand awareness, but Google Search drives action.

Track ROI, Not Just Clicks

Clicks are nice, but clicks don’t pay the bills — patients do. It’s easy to get caught up in how many clicks your ad gets, but what really matters is how many patients it brings in. Look at conversions (calls, appointments, contact form submissions) to see if your ad is actually working. Tools like call tracking or form submission tracking make this easy.

What to Do After Launch in 4 Steps

Launching your ad is just the beginning. What you do next determines whether it succeeds or stalls. Here’s how to keep things on track.

1. Focus on Patient Actions

Clicks don’t mean much if they don’t lead to patients. Track what really matters: calls, form submissions, and online bookings. These are the actions that turn interest into revenue. Use tools like call tracking software or Google Analytics to see which ads actually drive patient activity.

2. Watch Your Cost Per Lead (CPL)

It’s easy to focus on getting cheap clicks, but clicks aren’t patients. Cost Per Lead (CPL) tells you how much you’re paying to get an actual patient inquiry — like a call or form submission. Would you rather have 5 patient calls at $30 each or 100 random clicks at $2 each? Exactly. Keep your eye on the leads, not just the clicks.

3. Make Small Tweaks, Not Overhauls

If your ad isn’t performing, resist the urge to scrap it all. Instead, test small changes one at a time. Swap out the image, adjust the headline, or try a new CTA like “Call Now” instead of “Schedule Today.” This method helps you pinpoint what works without guessing. Change too many things at once, and you’ll never know which update made the difference.

4. Your Website Matters (A Lot)

A strong ad can only do so much — if your website fumbles the handoff, patients won’t book. Your site needs to feel fast, simple, and intuitive, or potential patients will leave before you’ve had a chance to win them over.

When a patient clicks your ad, they expect the same speed and clarity on your website. If it’s slow, confusing, or hard to navigate, they’ll bounce — fast. That’s wasted ad spend and a missed opportunity for a new patient.

Here’s what a great website experience looks like:

• Fast load time (3 seconds or less) — Patients won’t wait, and search engines won’t either.
• Clear call-to-action (CTA) — Don’t make them guess what to do next. Buttons like “Schedule Your Visit” get straight to the point.
• Mobile-friendly design — Most patients search on their phones. If your page isn’t mobile-optimized, you’re losing leads.

If you’re not sure how your site stacks up, tools like Google PageSpeed can help you pinpoint performance issues. A slow, clunky site could be quietly costing you patients.

Inception websites go beyond “looking nice.” They load quickly, guide patients with clear calls-to-action, and stay mobile-friendly for people searching on the go. Every page is built to convert clicks into patients. If your website isn’t keeping up, it’s time to rethink your online presence.

Take Control of Your Online Growth

Healthcare digital marketing doesn’t have to be complicated. It’s about being in the right place, at the right time, with a message that makes patients pay attention. Essentials like Google Search, retargeting, and a fast, user-friendly website help your practice go from “hoping to get noticed” to actually standing out.

If your online presence isn’t working for you, it’s time to partner with experts who know how to change that. Inception helps healthcare organizations grow with high-performing websites, SEO, Google Ads, and patient engagement tools that drive real patient growth.

Want to see how your practice can stand out online? Talk with an Inception expert and get a personalized strategy for your website, advertising, and patient engagement.

Healthcare Digital Advertising FAQs

How do I know if my advertising budget is being spent effectively? Focus on conversions, not just clicks. Look for actions like calls, appointment bookings, or form submissions that directly result from your ads. Tools like Google Analytics or call-tracking software can help you see where your budget is making an impact.

What’s the most common mistake healthcare practices make with digital ads? Many practices send traffic to a slow or confusing website. If patients can’t find what they need or if the site takes too long to load, they’ll leave. Make sure your site is fast, mobile-friendly, and has clear calls-to-action like “Schedule Your Visit.”

Should I run ads on every platform? No. It’s better to focus on the platforms where your target patients are most active. Google Search Ads work best for intent-driven searches (like “dentist near me”), while Facebook and Instagram are better for brand awareness. Retargeting ads are essential for re-engaging people who visited your site but didn’t book.

How long does it take to see results from digital advertising? It depends on the platform. Google Search Ads can deliver immediate results because they target patients actively searching for care. Facebook and Instagram ads may take longer as they build brand awareness. Retargeting can speed up conversions by re-engaging past visitors.

Can I run ads if I don’t have a strong website? Technically, yes — but it’s risky. Even the best ads won’t convert if your site is slow, confusing, or hard to navigate. Patients expect a fast, intuitive experience. Use tools like Google PageSpeed to check your site speed and ensure you have a mobile-friendly design and clear calls-to-action.  

Inception creates HIPAA-compliant websites with fast load times, clear calls-to-action, and mobile-friendly design — ensuring your online presence is ready to support your ad strategy.  

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References

Craig, S. (2023). Leveraging the Power of Digital Marketing in Health Care. MedicalEconomics, 100(11). https://www.medicaleconomics.com/view/leveraging-the-power-of-digital-marketing-in-health-care

Health, K. (2024, April 18). How Consumers Prefer to Find, Select and Access Healthcare. Kyruus Health. https://kyruushealth.com/how-consumers-prefer-to-find-select-and-access-healthcare/

Howarth, J. (2024, September 29). Internet Traffic from Mobile Devices (Oct 2024). Exploding Topics. https://explodingtopics.com/blog/mobile-internet-traffic

PageSpeed Insights. (n.d.). About PageSpeed Insights. Google for Developers. https://developers.google.com/speed/docs/insights/v5/about

The Best Chiropractic Websites to Inspire Your Practice. (2024, August 28). Inception Online Marketing. https://www.inceptiononlinemarketing.com/best-chiropractic-websites-inspire-your-practice/