At their best, Google Ads are the modern-day Yellow Pages. They’re an advertising channel that gives you quick access to prospective patients in your area.
They can also be like a casino, where the house (aka, Google) always seems to win.
Indeed, many practices don’t see positive ROI with Google Ads. Or they question their ROI due to insufficient tracking.
Such failure often stems from one of two scenarios:
- An amateur do-it-yourselfer tries to run their own campaigns without paid ad experience.
- A PPC provider runs templated campaigns that don’t cater to the practice’s unique situation.
In essence, it’s a training issue or simply an attempt to cut corners.
The biggest corner to cut is where you send people once they click on the ad. That is, rather than directing users to a custom landing page on your website, you send users to your homepage or default contact page.
Building out custom landing pages for a Google Ads campaign takes time. But it’s well worth it. After all, you pay a fee every time someone clicks your ad, making it crucial to capitalize on every click by serving up the best possible user experience.
Learn more about the link between PPC and website design here.