Why Google Ads for Aesthetic Clinics
Google Ads places your clinic at the top of search results for high-intent keywords — people actively searching for treatments like "lip filler near me" or "Botox [city]". Unlike organic SEO, which takes months to build, PPC delivers visibility and enquiries from day one.
A typical cost-per-click for aesthetic treatment keywords ranges from £2–£8 in most UK cities. With a conversion rate of 5–10% on a well-optimised landing page, your cost per enquiry is £20–£80. If your average treatment value is £300–£500, the return on ad spend can be 5:1 or higher.
Campaign Structure
Structure your account around treatment categories with separate campaigns for each major service:
| Campaign | Ad Groups | Example Keywords |
|---|---|---|
| Anti-Wrinkle Treatments | Botox, Anti-wrinkle injections | botox [city], anti wrinkle injections near me |
| Dermal Fillers | Lip filler, Cheek filler, Jawline | lip filler [city], dermal filler near me |
| Skin Treatments | Chemical peels, Microneedling | chemical peel [city], skin rejuvenation near me |
| Brand Campaign | Clinic name variations | [clinic name], [clinic name] reviews |
Use ad extensions extensively: sitelinks, callout extensions, location extensions, and call extensions.
Keyword Strategy
Focus on high-intent, treatment-specific keywords with local modifiers. Use phrase match and exact match for core keywords. Essential negative keywords include: training, courses, jobs, DIY, at home, free, cheap, side effects, gone wrong, and celebrity names.
Review your search terms report weekly to find opportunities and eliminate waste. Your negative keyword list becomes one of your most valuable campaign assets over time.
Budget and Bidding Strategy
Start with a test budget of £500–£1,000 per month:
| Campaign | Budget Share | Expected CPC | Rationale |
|---|---|---|---|
| Dermal Fillers | 35% | £3–£7 | High demand, strong margins |
| Anti-Wrinkle | 30% | £2–£5 | Highest volume category |
| Skin Treatments | 20% | £2–£4 | Growing demand, lower competition |
| Brand | 15% | £0.50–£1.50 | Protect brand, high conversion |
Begin with manual CPC bidding, then transition to target CPA once you have 30+ conversions per month.
Conversion Tracking and ROI
Set up tracking for form submissions, phone calls, online bookings, and WhatsApp clicks. A typical conversion funnel: 100 clicks produce 5–10 enquiries, 3–6 consultations, and 2–4 treatments. At an average treatment value of £350, that is £700–£1,400 in revenue from £300–£500 in ad spend.
For the organic search strategy that complements your PPC efforts, see our comprehensive SEO guide. For a website optimised for PPC landing pages, explore our ready-made templates.
