Aided response
Google Ads management for audiology practices
Ads that serve the search, then step aside
Ads that show the SEO which searches book, then step down as the pages rank.
What is included
- Search campaigns in your own Google Ads account, with the spend billed by Google straight to the practice
- Campaigns built per service line, mirroring the pages the organic work is building
- The search terms report read every month and fed into the content build order
- Conversion tracking on calls and forms, reconciled to booked appointments
- A step-down plan: each ad group is cut back as its organic position arrives
How it is measured
- Booked first-time appointments from ads, by service line, reconciled each month
- Cost per booked appointment, rather than cost per click
- Searches moved from paid to organic as their pages rank
- The share of the ad budget still covering searches organic has not reached
Every engagement starts with the SEO Audit: where your practice can be found today, and the order to fix it in. You keep it whether or not you continue.
Aided response
What the ads carry, and what search takes over, by phase
Measure before touching anything
Days 0 – 30- Ads
A research budget on each service line: which searches book, and which never do
- Organic
The baseline is measured; nothing has moved yet
Fix the floor
Days 30 – 90- Ads
Covering the high-intent searches the geo-grid shows the practice missing
- Organic
Profile and listing fixes start to move the map
Take the lines the chains cannot
Days 90 – 180- Ads
Each line's ad group runs until its page ranks, then steps down
- Organic
Service-line pages earn their positions, one line at a time
Compound and defend
Days 180 – 365- Ads
Kept only where organic cannot reach yet, and only while it books
- Organic
The organic work carries the searches that book
The triangle is the aided result: what the ads carry. The circle is the practice's own, unaided search. The shape is illustrative; each service line steps down on its own schedule.
Ads that never step down are rent. These are scaffolding.
Presenting complaint
Most practices running Google Ads have been running the same campaigns for years. The spend never comes down, nothing is being built underneath it, and every new patient is bought again at whatever the click costs that month.
Why a search firm runs ads at all
Organic search is the asset, and it is slow: local work shows in sixty to ninety days, service-line pages in three to six months. Ads are fast, and run properly they make the slow work better. That is the main reason we run them, and why we only run them alongside an SEO engagement.
The search terms report is research
Every click arrives with the search that produced it. Within weeks the search terms report shows what people in your catchment type and which of those searches book, which organic rankings take months to reveal. It goes straight into the keyword research, and a small campaign can test whether a tinnitus or vestibular line has real demand before anyone writes a page for it.
Hold ground, then step down
Ads cover the high-intent searches the practice cannot win yet: a new location, a line with no page, a neighbourhood the geo-grid shows it missing. Each ad group is tied to the page being built for the same searches, and is cut back as that page holds its position. What is left after the first year stays only while it books, and every result is judged on booked appointments in the monthly report.
What we will not do
Run ads on their own: a practice that only wants ads is better served by an agency that does nothing else. Build audiences around anyone's hearing or health. Hold the account: it is yours, Google bills the spend to you, and if we part company the campaigns stay where they are.
Questions
Questions about this piece
Can you run our Google Ads without the SEO?
No. We run ads alongside an SEO engagement because their main job here is to make the organic work better and faster. A practice that only wants ads is better served by an agency that does nothing else, and we will say so.
Whose account is it, and who pays Google?
Yours. The campaigns run in a Google Ads account the practice owns, and Google bills the ad spend to the practice directly. Our fee covers the management. If we part company, the account and its history stay with you.
Will the ad budget go down over time?
That is the intent. Each ad group is tied to a page the organic work is building, and it is cut back as that page earns its position. Some searches stay paid for longer, such as a new location or a contested neighbourhood, and the monthly report says which and why.
We already have someone running our ads. Does that change anything?
We can leave them in place and read the search terms report each month for the SEO, or take the account over if you would rather have one plan. Either way, the ads and the organic work should be steered together.
This one rarely works alone.
The audit decides which pieces you actually need and in what order. You keep it whether or not you continue.
Works with
- 4 kHzKeyword researchWhat your catchment types, how much of it there is, and which of it is winnable.
- 4 kHzService-line SEOTinnitus, balance, cerumen, custom protection, paediatrics. Real demand, usually unclaimed.
- AidedChatGPT Ads managementA labelled ad under ChatGPT's answer while the AI search work earns the practice a place in it.
- AidedSEO reporting & call trackingSessions are not the product. Booked, kept appointments are.
From the blog
- Google Ads for audiologists: how to build campaigns that generate new patientsGoogle Ads for audiology practices, step by step: what to advertise, high-intent keywords, local targeting, landing pages, and tracking booked visits.
- Audiology marketing budget: how much should your practice spend?How to set an audiology marketing budget: three example budgets, splitting SEO and Google Ads, working back from appointment goals, and measuring ROI.
- Are Google Ads worth it for audiologists? A guide for independent practicesWhen Google Ads pay off for an audiology practice, what they cost, how to measure them by booked appointments, and how they fit alongside SEO.