What are Google Call Ads?

Google Call Ads are a type of pay-per-click (PPC) advertising strategy specially designed to encourage phone calls to your business directly from the search engine results page. When users search for healthcare services, these ads show up with your practice’s phone number and a 'click-to-call' button. They provide a convenient one-tap solution for users to connect directly with your practice, bypassing the need to visit a website first.

The ads are strategically placed to be highly visible on the search results page, making it easier for potential patients to find your practice when they need it most. The ability to instantly connect with your healthcare practice with a single click increases the chances of engagement and conversions.

How Can Google Call Ads Drive Traffic to Your Medical Practice?

Google Call Ads are a powerful tool for driving direct calls to your practice and can also effectively drive digital traffic. These ads enhance your practice’s visibility on search engine results pages (SERPs), helping you stand out in the crowded digital landscape of healthcare services.

The keyword-rich content of Call Ads aligns with the searches of potential patients, meaning your ads are served to an audience actively looking for the services you offer. This hyper-targeted advertising strategy can lead to higher conversion rates as it connects you with users who have demonstrated interest in your service.

Moreover, Call Ads provide invaluable insights into your target audience, including peak call times, call duration, and caller location. These insights can help fine-tune your broader marketing strategy, optimizing your campaigns for greater reach and efficacy.

For example, if data reveals most of your call ad responses come in the afternoon, you might consider staffing more members during this time to handle the increased call volume. Similarly, if the data shows many calls coming from a specific location, you could tailor your future ad campaigns to better target that geographical area.

With their immediate engagement feature, Google Call Ads can significantly improve your medical practice's reach, drive digital traffic, and ultimately increase patient appointments and conversions.

Why Quality of Response Matters

Consider this scenario: a potential patient seeking specialized healthcare services clicks on your Call Ad and gets through. However, instead of a well-informed, empathetic human voice, they're met with an automated system or, worse, silence. Such instances can significantly deter potential patients and negatively impact your ad's Return on Investment (ROI).

In healthcare, where empathy and human connection are paramount, having your first point of contact be an impersonal automated system can be particularly off-putting. These patients are often anxious, unwell, or stressed. A lack of human interaction may only add to their stress, and they could very well decide to look for a different provider who offers a more personalized approach.

In contrast, when an informed, trained staff member answers the call, the outcome is markedly different. They are not just answering a call; they are representing your practice's values and setting the tone for future interactions. An educated staff member can provide immediate, comprehensive responses to the patient's queries, reassuring them and increasing the chances of a positive impression and a booked appointment. They can ask relevant questions, guide the patient through their concerns, and give a preview of the care and attention they can expect to receive from your practice. This not only reflects positively on the healthcare provider but also significantly improves the ROI of your Call Ad.

Moreover, having knowledgeable staff handle incoming calls can have long-term benefits for your practice. These professionals can collect vital information during the call, helping to streamline the patient’s visit when they come in for their appointment. This could mean gathering medical history, understanding the reason for their visit, or explaining the necessary preparations ahead of an appointment.

Every call isn’t just a potential appointment; it’s an opportunity to start a long-term patient relationship on a positive note. When potential patients feel heard, understood, and cared for from the first call, they're more likely to trust your practice for their healthcare needs. Therefore, it's crucial for the growth of your practice that the first human interaction patients have is positive, informative, and reassuring.

The Power of First Impressions

The first interaction potential patients have with your practice often forms the basis of their impression. If their call, prompted by your Call Ad, is answered by an informed staff member who can provide accurate and timely responses, it sets a foundation of trust. Conversely, an impersonal or uninformed response may paint a negative picture of your practice, which could deter patients.

Each call isn't just a potential appointment; it's a potential long-term patient relationship crucial to the growth of your practice.

Breaking Down the Numbers

Suppose your medical practice sets aside a budget of $1500 per month for Google Call Ads. According to 2023 data from the Centers for Medicare and Medicaid Services (CMS), the approximate reimbursement rate for a non-facility office visit in Florida is about $166.63.

With these figures, if your Call Ads manage to attract just ten new patients each month, it translates to roughly $1666.30 in returns, which already surpasses your initial ad spend. The potential for generating higher returns grows with every additional new patient visit.

Prioritizing Quality Interactions

So, why would a medical practice run a Call Ad leading to a phone without an informed person ready to answer? The answer is clear: it shouldn't.

A calculated budget of $1500 can yield meaningful returns from Google Call Ads if the practice prioritizes quality interactions on every call. The success of a Call Ad campaign hinges not only on the number of calls generated but also on the quality of interaction after the call connects.

By ensuring that every call is met with an immediate, informed response, medical practices can maximize their Call Ads' effectiveness, cultivate valuable patient relationships, and drive practice growth.

Google Call Ads can be a powerful tool in your healthcare marketing strategy. However, to reap their full benefits, it's crucial to ensure that a knowledgeable team member is always available to answer potential patients' calls and inquiries.

Don't let potential patients slip through your fingers—make sure every click counts by running Google Ads that lead to a phone with a person ready to answer their call. Contact MOXY’s marketing experts today to optimize your ad campaigns and maximize your conversions!