Search ads for medical clinics: high-intent queries converted into bookings.
Someone searching 'cardiologist Almaty price' or 'thyroid ultrasound Astana' has already decided to see a doctor and is choosing where to go. We run Google Ads for these queries, send traffic to landing pages with pricing and booking, and track calls and bookings down to the keyword level.
Search advertising is the hottest paid channel for a clinic: the patient is already looking for a specific doctor or service and just needs to choose a clinic. But it is also the most competitive: a click on 'gynaecologist Almaty' costs hundreds of tenge, and dozens of clinics compete for 'dentistry'. The winner is not the biggest budget but the sharpest execution: negative keywords, ads with pricing and schedules, landing pages for each specialty and a fast response to calls.
In Kazakhstan, Google has the dominant share of search, so we start with Google Ads: specialty and service search, local campaigns with map, remarketing. Яндекс Директ is added second — it delivers additional traffic for Russian-language queries in Almaty, Astana and northern regions.
Calls are tracked with call tracking, bookings through the CRM: the report shows the cost per booked patient by query group, and the budget is reallocated to wherever the patient is cheapest.
What is included in clinic search ad management.
Queries by specialty, doctor and neighbourhood with cost per click; negative keywords 'free', 'vacancies', 'public', 'forum' to avoid paying for non-target clicks.
Separate campaigns for each specialty, diagnostics, lab tests, check-ups and local queries; split budgets and bids by priority.
Headlines with 'from' pricing, doctor name, experience and next available slot; extensions — address, phone, specialty links.
A page for each advertised specialty with pricing, doctor, schedule and booking — instead of the homepage; conversion is 2–3× higher.
Google Business Profile and maps: clinic shown on the map for 'doctor nearby' and 'clinic nearby', directions and call in one tap.
Virtual numbers per campaign, call recording, assessment of receptionist response quality — often where the most patients are lost.
Bringing back patients who visited the site but didn't book: display and search remarketing with an offer and reviews.
Cost per call, cost per booking, cost per attending patient by campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search 'General practice': appointment, check-up, certificate, price
- Search 'Specialists': gynaecologist, cardiologist, endocrinologist, neurologist + city
- Search 'Paediatrics': children's doctor, paediatrician, vaccinations, check-up
- Search 'Diagnostics': ultrasound, ECG, X-ray + specialty + price
- Search 'Lab tests': blood test, complete blood count, biochemistry + nearby
- Search 'Check-ups': comprehensive examination, medical check-up, price
- Google local campaigns (maps): clinic nearby, doctor nearby
- Brand: clinic name and doctors
- Remarketing: site visitors without a booking
- Яндекс Директ: duplicate priority campaigns for ru-language queries
What you need to launch healthcare ads.
Google requires medical licence verification for healthcare advertising and prohibits promising treatment outcomes; Яндекс Директ requires a licence and the disclaimer 'contraindications exist, consult a specialist'. We collect the documents, complete account verification and write compliant ads from the first draft — the account is not suspended and ads don't go into endless review.
What does a patient from search ads cost.
Kazakhstan benchmarks: a click on general practice and paediatrics queries — ₸100–₸300; specialists — ₸300–₸800; check-ups — ₸200–₸500. A call or lead — ₸3,000–₸8,000 for general specialties; ₸8,000–₸20,000 for scarce specialists. A booked patient is 1.5–2× more expensive than a lead. With an average bundled check-up ticket of ₸30,000–₸80,000, this pays back on the first visit — if the receptionist answers calls.
What affects the management fee.
Managing one platform for one clinic — ₸150,000–₸250,000 per month; Google and Яндекс together, multiple branches or two languages — ₸250,000–₸400,000. Ad budget is paid separately, minimum ₸200,000 per month; for competitive specialties in Almaty — from ₸250,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Specialty landing pages are quoted separately as landing pages. General terms on the search advertising page.
The short version.
How much do search ads for a medical clinic cost?
Management from ₸150,000 per month plus budget from ₸200,000 per month. For competitive specialties in Almaty, budget from ₸250,000. Setup is included in the first month.
Google or Яндекс for a medical clinic?
We start with Google Ads — it has the dominant share of search in Kazakhstan. Яндекс Директ is added second for Russian-language queries in Almaty, Astana and the north: cheaper traffic, lower volume, but it's there.
Can we run ads to the homepage?
Technically yes, but conversion from the homepage is 2–3× lower than from a specialty landing page. We typically build 2–4 landing pages for priority specialties in 1–2 weeks in parallel with campaign setup.
How do you measure results?
Call tracking counts calls by campaign; CRM counts bookings and attending patients. The report shows the cost per patient by specialty and keyword — not clicks and impressions.
Is a licence required to launch ads?
Yes, Google and Яндекс request a medical licence for healthcare advertising. We help gather the documents and complete verification — usually takes 3–7 days.
Same service for other industries
Want patients from high-intent queries? Send us your specialty list — we'll calculate the budget and forecast.
Tell us your city, priority specialties, current website and budget. We'll reply with a cost-per-patient forecast and campaign plan within 1–2 business days.