The Client
Divina Dermatology is a dermatology practice competing in a specialty where hospital systems, med-spa chains, and insurance directories crowd the search results — and where both medical and cosmetic patients arrive through the same search box.
Why Is Google Ads Hard for Dermatology Practices?
- Healthcare ad policies restrict how conditions and treatments can be described.
- Medical dermatology and cosmetic dermatology are different economics on the same keywords — one insurance-driven, one cash-pay.
- Hospital networks and national chains dominate organic results, making paid placement the independent practice's equalizer.
- Symptom-research and "at home treatment" queries can drain a budget without booking a single patient.
What Did We Do Differently?
- Separated medical and cosmetic service lines into their own campaigns so budget and messaging matched each patient's intent.
- Sustained a 9.41% account-wide CTR by answering condition- and treatment-specific searches precisely.
- Tracked calls and appointment requests to their source keywords, steering spend toward booked patients.
- Cut informational, DIY-remedy, and out-of-area queries with continuous negative keyword discipline.
What Results Did Divina Dermatology Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Patient leads | 11,198 |
| Cost per lead | $27.25 |
| Ad spend | $305K |
| Clicks | 136,013 |
| Impressions | 1.4M |
| Click-through rate | 9.41% |
Key Takeaways
- 11,198 patient leads at $27.25 each is a full appointment book, purchased predictably.
- A 9.41% CTR — nearly one in ten searchers clicking — shows the ads matched real patient intent.
- Independent practices don't outspend hospital systems; they out-target them on the searches that book appointments.
How Much Should a Dermatology Practice Spend on Google Ads?
This practice invested $305K over the life of the account and received 11,198 tracked patient leads — $27.25 each. Against the lifetime value of a dermatology patient — medical or cosmetic — that acquisition cost recovers itself on the first visit. The right budget keeps provider schedules full; this account shows what patient demand costs when campaigns are built around booking intent.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Leads include tracked calls and appointment requests.