Running Google Ads in a highly regulated industry such as healthcare requires a different approach compared to other sectors. Factors such as higher keyword costs, stricter compliance requirements, and more complex patient decision-making all need to be carefully considered. In addition, advertising must be conducted responsibly, as it can influence patient expectations and trust.
In some cases, clinics may observe clicks and traffic from their campaigns without a corresponding increase in patient enquiries or appointments. If this situation feels familiar, it is important to recognise that campaign performance is influenced by multiple factors beyond clinical expertise alone. This article outlines common reasons why Google Ads campaigns may underperform in a healthcare setting and highlights how a structured, compliant marketing approach can support more effective patient engagement.
Table Of Contents
- Targeting the Wrong Keywords
- Ignoring Negative Keywords
- Sending Patients to the Wrong Page
- Writing Ad Copy That Does Not Align with MOH Guidelines
- Lack of Conversion Tracking and Performance Visibility
- How a Specialised Healthcare Marketing Agency Can Help
- Partner with Fiture Health to Improve Your Clinic’s Google Ads Performance
Mistake 1: Targeting the Wrong Keywords
This is a common underlying issue in many underperforming clinic advertising campaigns. It is often overlooked because broad keywords can still generate clicks, just not meaningful patient enquiries or appointments.
Some clinics or generalist agencies may target broad, high-volume search terms such as “knee pain”, “skin clinic”, or “doctor Singapore”. While these keywords attract significant traffic, they often reflect general information-seeking behaviour rather than immediate intent to consult a healthcare provider. For example, users may be researching symptoms, learning about conditions, or exploring options without being ready to book an appointment.
The Core Consideration
Broad keywords tend to capture a wide range of search intent. In healthcare, there is an important distinction between individuals who are seeking general information and those who are ready to consult a medical professional. When campaigns are not structured to differentiate between these groups, advertising spend may be directed towards audiences who are less likely to convert into actual patient enquiries.
A more effective approach is to focus on search terms that indicate a clearer intent to seek care. These typically include queries where individuals are looking for specific services, locations, or appointment-related information. While no keyword can guarantee patient conversion, aligning campaigns with more specific and relevant search intent can help improve the quality of enquiries.
By refining keyword strategy in this way, clinics can better align their advertising efforts with patients who may be actively considering professional care, while maintaining a responsible and patient-centred approach in line with healthcare advertising guidelines. Examples of high intent keywords:
- orthopaedic specialist Novena
- back pain clinic doctor Singapore
- acne dermatologist Orchard Road
- diabetes management clinic near me
- GP clinic Tampines open Saturday
Mistake 2: Ignoring Negative Keywords
Even with a well-planned keyword strategy, advertisements may still appear for searches that are not relevant to your services unless clear exclusions are in place. These exclusions, known as negative keywords, help ensure that your ads are shown to more appropriate audiences. In healthcare marketing, this is particularly important for maintaining relevance, managing advertising spend responsibly, and aligning with patient expectations.
For example, a dermatology clinic targeting “acne treatment Singapore” may also appear for searches such as “free acne treatment”, “home remedies for acne”, “student research on acne”, or “acne treatment side effects”. While these searches are related to the topic, they often reflect general information-seeking behaviour rather than an intention to consult a medical professional. As a result, these clicks may not translate into meaningful patient enquiries.
Budget Considerations
In Singapore, the cost per click for healthcare-related search terms can vary significantly depending on the specialty and level of competition. Without proper keyword refinement, advertising spend may be directed towards less relevant searches, which can reduce overall campaign efficiency.
Implementing negative keywords is therefore an important part of maintaining a focused and responsible advertising strategy. By filtering out less relevant queries, clinics can improve the relevance of their campaigns and better align their ads with individuals who may be considering professional care.
Mistake 3: Sending Patients to the Wrong Page
A common issue in clinic advertising campaigns is directing users to pages that do not closely match their search intent. For example, when a patient clicks on an ad for a specific service but lands on a general homepage, they may need to navigate further to find relevant information. In many cases, this additional effort can lead to users leaving the site before taking any action.
This is often referred to as a landing page mismatch, where the content of the page does not align clearly with what the user was searching for. In healthcare, this is particularly important, as patients are often looking for specific information about a condition, treatment, or consultation. Providing clear, relevant, and accessible information helps users better understand whether the service is appropriate for their needs and how to take the next step.
Examples of Less Effective Landing Experiences
- Users are directed to a general homepage rather than a specific service page
- Limited or unclear information related to the search query
- Key actions, such as enquiry or appointment options, are not immediately visible
- Limited visibility of practitioner qualifications or clinic information
Mistake 4: Writing Ad Copy That Does Not Align with MOH Guidelines
One of the most important considerations in healthcare advertising is ensuring that all ad copy aligns with the requirements set by Singapore’s Ministry of Health (MOH) and the Healthcare Services Act (HCSA). These regulations apply across all marketing channels, including Google Ads, websites, social media, and printed materials. Unlike other industries, healthcare advertising must prioritise accuracy, clarity, and responsibility, as it directly influences patient decisions and expectations.
Clinics or generalist agencies that are less familiar with these guidelines may unintentionally create ad copy that does not meet regulatory standards. This can lead to issues such as ad disapproval by platforms, the need for revisions, or potential regulatory review. More importantly, unclear or overly promotional messaging may affect patient trust, which is a critical factor in healthcare decision-making.
Key Considerations for MOH-Compliant Ad Copy
- Avoid absolute or guaranteed outcome claims
- Do not include patient testimonials that suggest specific treatment outcomes
- Refrain from comparative or superlative language
- Ensure any pricing information is clear, factual, and not misleading
- Maintain a professional, factual tone that reflects the nature of healthcare services
- Remember that clinics remain responsible for all advertising content, including campaigns managed by external agencies
Mistake 5: Lack of Conversion Tracking and Performance Visibility
Without a clear way to track where patient enquiries are coming from, it becomes difficult to understand how effectively your marketing efforts are performing. Conversion tracking refers to the process of measuring meaningful actions, such as appointment enquiries or contact form submissions. So clinics can better evaluate which campaigns and channels are contributing to patient engagement.
In some cases, campaigns may run for extended periods without proper tracking in place. While metrics like clicks and impressions may indicate activity, they do not provide insight into whether patients are actually taking the next step. Without reliable data, it becomes challenging to assess performance accurately or make informed improvements to the campaign strategy.
Key Metrics to Monitor
To better understand campaign effectiveness, clinics may consider tracking:
- Appointment or enquiry form submissions
- Phone call interactions (using trackable numbers where appropriate)
- Clicks on messaging platforms such as WhatsApp
- Visits to key pages, such as booking or contact pages
- Cost per enquiry or appointment (rather than cost per click alone)
- Overall campaign performance across different keywords and ad groups
How a Specialised Healthcare Marketing Agency Can Help
1. Build a Keyword Strategy Around Patient Intent
A specialised healthcare marketing agency develops keyword strategies that reflect how patients actually search for care. This involves combining location-based terms, medical specialties, and signals of enquiry intent to reach individuals who may be considering a consultation. Understand the different stages of the patient journey to structure campaigns more effectively around relevant search behaviour. This approach helps ensure your marketing remains both responsible and patient-centred.
2. Build and Maintain a Comprehensive Negative Keyword List
Effective campaign management includes identifying and excluding search terms that are less relevant to clinical services. A healthcare marketing agency typically establishes a negative keyword list at the start of a campaign, filtering out queries that may not align with consultation intent (such as general research or non-clinical searches). These lists are reviewed regularly using search term data and refined over time, helping to improve the relevance of traffic and support more efficient use of advertising budgets.
3. Dedicated Landing Pages for Each Campaign
A tailored approach to landing pages can significantly improve user experience. Instead of directing all traffic to a general homepage. A healthcare marketing agency creates dedicated pages aligned with specific services or search queries. These pages are designed to provide clear, accurate, and accessible information that supports patient understanding, while ensuring compliance with MOH advertising guidelines.
4. Healthcare-Specialist Copywriting
Healthcare advertising requires a careful balance between clarity and compliance. A specialised agency works with experienced copywriters who understand both effective communication and Singapore’s regulatory framework under MOH and HCSA guidelines. All ad copy is developed with a focus on accuracy, professionalism, and patient understanding, ensuring that messaging remains appropriate while still being informative and relevant.
5. Full Conversion Tracking from Campaign Launch
A structured tracking setup allows clinics to better understand how their campaigns are performing. A healthcare marketing agency typically implements tools such as Google Tag Manager, Google Analytics, and Google Ads conversion tracking from the outset. This enables the monitoring of key interactions, such as enquiry form submissions, call button clicks, or booking page visits. It provides clearer visibility into how users engage with the website. With this data, clinics can make more informed decisions and continuously refine their marketing approach based on measurable outcomes.
Partner with Fiture Health to Improve Your Clinic’s Google Ads Performance
Fiture Health is a specialised healthcare digital marketing partner supporting clinics, medical practices, and healthcare brands across Singapore. With experience working with 99+ healthcare clients across a wide range of medical specialties, we understand the complexities of running paid campaigns in a highly regulated environment. Our approach focuses on building structured, compliant, and data-driven Google Ads strategies. From refining keyword intent and managing negative keywords to developing aligned landing pages and accurate conversion tracking. Every campaign is designed to improve relevance, enhance patient experience, and support meaningful enquiry generation.
💬 Ready to strengthen your clinic’s Google Ads performance? Book a healthcare marketing strategy session with us today. Connect with us on WhatsApp or explore our social platforms to learn how we can support your clinic’s growth!
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