Search advertising for diagnostic centres: queries naming a scan turned into scanner bookings.
Someone searching "knee mri almaty price" already has a referral and is choosing where to get it faster and cheaper. We run Google Ads and Yandex Direct on such queries to scan pages with price and free times, and track calls and bookings for every keyword.
Search ads are a diagnostic centre's main advertising channel because demand here has already been created by the doctor. A patient was prescribed a lung CT or a neck vessel ultrasound and compares centres on three things: price, the earliest time and proximity. An ad showing the price for a specific area and "book today" beats an ad saying "Modern diagnostic centre".
The second feature is equipment load. We set ad scheduling and bids for the hours when scanners are free, promote night rates separately and reduce activity when the week ahead is fully booked. Ads adapt to the schedule rather than running the same all day.
The third is moderation. Google and Yandex require a medical licence, Yandex requires a contraindications warning, and personalised advertising based on health data is restricted. We prepare all of this before launch.
What search ads management for diagnostics includes.
Queries for each MRI and CT area, ultrasound type and popular tests with price, city and district; negative keywords for "free", "jobs", "training".
Separate campaigns for MRI, CT, ultrasound, tests and check-ups, ad groups by area — so the ad matches the query and budget follows margin.
Price per area in the headline, callouts like "book today", "night rate", "result on the day of the scan", branch address.
Traffic goes to the page for the specific area with price, preparation and booking, not to the home page.
Bid adjustments by hour and day for free scanner slots, separate night-rate campaigns.
Preparing the licence and documents for Google and Yandex, contraindications warnings, wording without promised results.
Dynamic numbers by campaign and keyword — most diagnostics patients call rather than fill in a form.
Cost per call, booking and attended patient for each campaign from the CRM, revenue by service.
Campaigns and queries.
- Search "MRI": by area — brain, spine, joints, with contrast, price
- Search "CT": lungs, sinuses, abdomen, with contrast
- Search "Ultrasound": abdomen, thyroid, pregnancy, vessels
- Search "Tests": popular tests and panels with price
- Search "Check-ups": comprehensive examination, women's and men's check-up
- Search "Local": mri nearby, 24 hours, at night, districts
- Brand: centre and branch names
- Google retargeting: scan page visitors who did not book
- Yandex Direct: duplicates of priority campaigns for Russian queries
- Kazakh-language campaigns for queries like "МРТ бағасы", "УДЗ"
What you need to advertise medical services in search.
- Licence — Yandex Direct requires uploading a medical licence for ads about medical services; Google may request verification and limit delivery without it.
- Warning — in Direct, a contraindications warning is added to medical ads automatically, and the ad text must account for it.
- No promises — no "guaranteed detection", "100 % accuracy" or "the best scanner in town" without proof.
- Health-based remarketing is restricted — Google does not allow personalised audiences based on medical conditions; retargeting is built on page visits, not diagnoses.
- The landing page must show the licence, legal entity, address and prices — otherwise moderation and ad quality suffer.
We check and prepare all of this before launch so campaigns do not get stuck in moderation.
What a patient from search ads costs.
Cost per click for MRI and CT queries in Almaty is higher than for ultrasound and tests, but the average scan value is higher too. In our experience and according to market data, with a landing page showing price and booking, 8–15 % of clicks turn into a call or booking; on a home page without prices — several times fewer.
We calculate economics by service: MRI and CT with contrast justify a pricier click, tests pay off through repeat orders and average cart value, check-ups through the package. If a service does not pay off, we shift budget to those that do — based on CRM data, not clicks.
The minimum ad budget is ₸200,000 per month; for competitive MRI queries in Almaty — from ₸250,000–₸400,000.
What affects the price of management.
Managing one platform for one centre — ₸150,000–₸250,000 per month; Google and Yandex together, several branches or two languages — ₸250,000–₸400,000. The ad budget is separate, at least ₸200,000 per month, for MRI and CT in Almaty — from ₸400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Landing pages for scans are estimated separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for a diagnostic centre cost?
Management — ₸150,000–₸250,000 per month for one platform, ₸250,000–₸400,000 for Google and Yandex together or several branches. The ad budget is separate, from ₸200,000 per month, for MRI in Almaty — from ₸400,000.
Google or Yandex?
In Kazakhstan most search volume is on Google, so we start with Google Ads. We add Yandex Direct for Russian-language MRI and CT queries if the budget allows running two platforms.
Can we send ad traffic to the home page?
You can, but it costs more: a patient searching for a specific area does not find the price and leaves. It is better to send traffic to scan pages — if there are none, we build landing pages.
How do ads take scanner load into account?
We set ad scheduling and hourly bids, run separate night-rate campaigns and reduce activity when bookings are full. For this we check in with the front desk or MIS data weekly.
Is a licence needed to launch?
Yes, Yandex Direct requires a licence for medical services, and Google may request verification. We help prepare the documents before launch.
Same service for other industries
Want to fill your scanners through search? Send your price list and hours — we will propose campaigns and a budget.
Tell us which scans are a priority, which cities your branches are in, whether your website has scan pages and which hours are underused. We will reply with a campaign plan and a budget forecast within 1–2 business days.