Home » Blog Articles » SEO & PPC » PPC Ads: Independent Healthcare Providers & Smaller Medical Practices

How do patients find your practice? How can a smaller practice stand out and be noticed with all of the noise on the internet? Search engine focused PPC marketing is a way for healthcare providers to get noticed by potential patients. Online pay-per-click ads, otherwise known as PPC ads, are one of the best advertising methods in digital marketing.

As a company, Advanced Billing & Consulting Services (ABCS) is able to integrate with numerous EMRs and PM systems. We have built our own billing software and EVV compliant mobile apps for Ohio Waiver Provider agencies. We understand the impact and demands of digital technology on the healthcare industry. Especially for small and independent providers. No where is this more evident than in healthcare-focused online advertising.

At first glance, people may believe that healthcare providers do not need digital or online marketing. But this is not true. Larger hospitals and health systems already understand this fact and allocate considerable time and resources toward online marketing efforts.

People obtain most of their information and make judgements based on information found online. Yet, there is considerable competition for a viewer’s attention on the internet. Increasingly prospective patients will shop around for healthcare with a marketplace mentality through the use of online resources. Especially, due to the fact that they are now more financially responsible to cover a greater amount of their healthcare cost.

Independent Providers and Smaller Practices:

It is true that healthcare professionals will have a listing on their in-network participating insurance panel. But this is not enough. Healthcare providers need to market themselves and their practices. This is particularly true for smaller-sized and independent centers and clinics.

Smaller practices and independent healthcare providers already face stiff competition from larger health systems and healthcare-focused corporations. Multiple listings from credible online resources help to establish a sense of trust. Independent healthcare professionals must wear many hats, since they are in essence — a small business.

As a specialized business, medical providers need to quickly show people where they are located and information about their services. In order to accomplish this task, they should understand some basic digital marketing terminology. For example, their online information should include their practice’s NAP (name, address and phone number). Yet, beyond this basic information, healthcare professionals need to standout on the internet. This is where PPC ads are especially helpful.

Google and Facebook PPC Ads:

Websites, blog articles and social media all play a role in marketing strategies, but it is a challenge for a medical practice to get noticed. Marketing strategies that include pay-per-click (PPC) ads are almost always more successful. There are numerous PPC ad platforms such as Twitter, Instagram, LinkedIn, etc. But one of the best for maximum return on revenue is Google Ads.

Google’s PPC ads platform first launched in October 2000. Since this time, it has expanded and improved greatly. Now through the use of machine learning and advanced algorithms, Google Ads can delivery targeted advertising campaigns for a variety markets and industries. People sometimes forget that Google is actually an advertising company that happens to own a really nice search engine. The dominance of Google’s search engine is what makes Google Ads one of the more optimized and cost-effective online advertising platforms.

Google ads platform allows medical practices and healthcare agencies to quickly show up on the first page of a Google search result. One reason that Google Ads is so effective is because the technology focuses on the intent of the internet user’s search query.

Google’s search algorithm is based on user intent, so if some searches for behavioral health counseling in central Ohio; the search engine will use a variety of metrics to deliver the best answers. The strength of this advertising technology is that it captures the attention to the internet user as they are searching for a specific medical service. It gives them the answer they were looking for, when they were looking for it. Google PPC Ads understand a user’s search intent, and delivers ads that reflect this intent.

Facebook PPC ads are slightly different in their approach. Facebook Ad’s model is based on a network that is designed to connect and expand. Facebook Ads focus on a network and reaching a targeted or broad audience. When individuals are looking for a specific product or service, they often first use Google. But, when they are searching for a general topic or group they may use Facebook.

Facebook Ad campaigns can use this to target a broad audience or focus on a narrow piece of that audience. For example, everyone living in central Ohio over the age of 18 who may be interested in behavioral health therapy. Or, people living is a few specific zip codes in Columbus, OH who are female, between the ages of 25 and 35 year of age.

Both Google and Facebook Ads create the cornerstone of a sound online advertising strategy. However, if practices are just starting out, Google Ads is usually the best fit. However, it depends on the goals of the individual advertiser. For additional questions about PPC ad campaign, reach out to ABCS RCM. We create customized digital ad campaigns that are economical and effective.


Advanced Billing & Consulting Services delivers experienced digital marketing solutions which includes dedicated pay-per-click services.

They also deliver a complete suite of revenue cycle management tools for healthcare professionals and medical centers. This includes insurance enrollment and credentialing monitoring services as well as billing/account management services for agencies that provide supports for the Ohio I-DD community.

To learn more about this topic or for general questions, email or call ABCS at 614-890-9822.

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