Google Ads for Singapore Clinics
Search, Performance Max and YouTube campaigns for clinics, optimised on booked consultations rather than clicks, and written within Singapore's healthcare advertising rules.
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Patients who search are already deciding
Someone typing "wisdom tooth removal Bishan" or "knee specialist near me" knows what they need. They are comparing clinics, not browsing.
That is why Search is usually the first place a clinic's ad budget should go. The work is in reaching those searches without paying for the many that look similar but aren't patients: students, job seekers, people looking for home remedies.
The takeaway
Search catches demand that already exists. We build campaigns so that budget goes to treatment and condition searches near your clinic, and nowhere else.
How we build a clinic's Google Ads account
Structure decides what you can control. A single campaign for the whole clinic hides which treatments make money.
By treatment
Separate campaigns or ad groups for each key service, each with its own budget, ads and landing page.
By intent
Treatment, condition, clinic-type and "near me" searches are split, because they convert at very different rates.
By location
A radius or set of planning areas around each clinic, scheduled to opening hours so you're not paying for calls nobody answers.
Negative keywords
Jobs, courses, home remedies, other clinics' names and DIY searches, reviewed weekly from the search terms report.
Google's AI bids for you. We decide what it chases.
Smart Bidding and Performance Max adjust bids for every auction. They optimise for whatever you tell them is a conversion.
Count every form fill and they find more form fills, including spam and low-intent enquiries. Send back the enquiries that became booked consultations and they learn what a patient looks like.
- Booked consultations as the goal. Measured with a tag on your booking confirmation step. No contact or health details are uploaded: Google's customer data policy doesn't allow health-related conversion data.
- Guardrails. Exclusions, locations, schedules, budget caps and reviewed assets, so automation can't wander into placements or wording you wouldn't approve.
- Every enquiry traced. Forms and WhatsApp clicks carry the gclid and UTMs, so each enquiry can be matched to the campaign and keyword that produced it.
Google approval isn't HCSA compliance
Google reviews ads against its own policies. It doesn't check Singapore law, so an approved ad can still breach the advertising regulations.
Every asset reviewed, including the ones Google writes
Google can now generate headlines, descriptions and images from your website and your existing ads. That saves time, and it can also produce a superlative or a promotion your clinic would never write.
We decide which automated features are switched on, review what they produce, and keep landing pages clean, because that is where Google pulls its text from.
The takeaway
Under the HCSA rules the clinic is responsible for its advertising, whoever or whatever wrote it. We treat Google's automation as a draft, not a decision.
Every retainer delivers
- Search campaigns structured by treatment, condition and location
- Keyword research, match types and a living negative-keyword list
- Responsive search ads written to Google's health policies and HCSA rules
- Performance Max with controlled assets, search themes and exclusions
- Conversion tracking on booked consultations, with no patient or health details sent to Google
- Call tracking and click-to-WhatsApp measurement
- Landing pages built for enquiries, reviewed for compliance
- Monthly reporting on cost per enquiry and cost per booked consultation
Diagnose · Prescribe · Treat · Monitor
Diagnose
Audit search terms, wasted spend, tracking gaps and disapproved ads.
Prescribe
Campaign structure, conversion goals and guardrails for each key treatment.
Treat
Launch and optimise daily in month one, weekly after that.
Monitor
Report on bookings and cost per patient, not clicks and impressions.
Three things that set us apart
Healthcare only
We only run ads for clinics and healthcare providers, so policy limits and HCSA rules are part of every brief.
Bookings, not clicks
Google's bidding learns from booked consultations we send back, so budget follows patients rather than cheap form fills.
AI-enabled, human-checked
Part of the Claude Partner Network. We use AI in analysis and reporting, and review every asset Google's automation produces.
How google ads differs by specialty
Patients search differently for each specialty, so the work changes too. A few examples:
Dental Clinics
Dental searches split into urgent (toothache, wisdom tooth pain) and planned (implants, braces). Urgent terms get call-focused ads scheduled to opening hours; planned treatments get their own campaigns with landing pages that explain the process, never before/after photos.
Aesthetic Clinics
Aesthetic treatments are among the most restricted on Google, and prescription-only products can't be named in ads. We build around the consultation and the condition, keep every asset free of promotions and outcome claims, and review what Google's automation generates before it runs.
GP & Family Clinics
GP searches are local and immediate. Budget goes to Search within a tight radius, scheduled around opening hours, with call and directions tracking so we can see which estates the patients come from.
Orthopaedic Surgery
Patients search by symptom and injury (knee pain, ACL tear, slipped disc) long before they search for a surgeon. Campaigns are built around conditions, with negative keywords that keep out exercise and home-remedy searches.
Specialists
Care
Common questions about Google Ads
How much should a clinic spend on Google Ads?+
Most single-location clinics start between S$2k and S$5k a month in ad spend, and multi-location groups spend more. We work back from your target cost per booked consultation and how many new patients your team can see each week.
Can a clinic advertise on Google in Singapore?+
Yes. Most clinic services can run on Google Search, within Google's Healthcare and medicines policy and Singapore's HCSA advertising rules. Some categories, such as prescription medicines, are restricted, so we check your services before launch.
Why optimise on booked consultations instead of form fills?+
Google's Smart Bidding finds more of whatever you count as a conversion. Count every form fill and it finds cheap, low-intent enquiries. Send back the enquiries that became consultations and it learns to find patients.
Can we use remarketing for a clinic?+
Only carefully. Google treats health as a sensitive category under its personalised advertising policy, so you can't build audiences around a person's health condition. General site-visitor lists are handled conservatively, and we never pass health details to Google.
Can clinic ads offer a free consultation or a discount?+
Not for licensed clinics. The HCSA advertising rules prohibit inducements such as free consultations, discounts and packages, even when Google would approve the ad. We write ads that describe the service, the clinic and the next step.
Do we need Performance Max?+
Not at the start. Search comes first. Performance Max is worth adding once conversion tracking is reliable, with asset review and exclusions, because it generates ad combinations automatically and can drift to cheap placements.
Free consult.
No commitment.
30 minutes. We'll review where your clinic currently is, and what we'd do first.
No contracts. No hard sell. Just honest advice from healthcare marketing specialists.