Intent separation
Research-stage and decision-stage queries are managed in separate campaigns.
Medical-tourism agency service
Google Ads Management for Medical Tourism
Google Ads management in medical tourism means building a campaign structure that meets a treatment-seeker’s query in the right market and the right language, then converts it into a qualified enquiry. Copy, landing page and measurement are screened against both promotion regulation and platform policy.
Search advertising in this sector does not behave like retail. The person clicking is not comparing products; they are making a decision about their body, usually from another country, in another language, and usually after consulting a family member.
So we do not start from a keyword list. We start from a narrower question: which country can you actually answer today?
Why does Google Ads work differently in medical tourism?
Two filters apply at the same time, and they are independent of each other. The first is platform policy: Google restricts certain claim formats and targeting options in health-related advertising. The second is Turkish regulation, under which promotion of health services must stay within the boundaries of factual information.
A line of copy can clear one filter and fail the other. We therefore screen every ad against both before it goes live. This is not about getting approved once; it is about staying live.
Pre-publication screening on both filters
- Any phrasing implying an outcome, recovery or success rate
- Comparative superiority and “best in” style claims
- Price promises and discount language against promotion limits
- Consent status for any patient image, before-and-after or testimonial
- Absence of targeting options based on health condition
Which campaign structure fits which market?
Grouping several countries into one campaign sends the budget to the most expensive market and makes the report meaningless. We treat market, language and treatment area as separate economies.
The table below summarises the split institutions ask about most often. It is a starting structure, not a fixed rule, and it narrows to the institution’s capacity.
| Market | Campaign language | Dominant search behaviour | Key structural decision |
|---|---|---|---|
| Türkiye | Turkish | Searches for institution and physician names | Separating brand from non-brand; local competition |
| Germany · Netherlands | German · Dutch · Turkish | Treatment plus city plus price comparison | Keeping diaspora and local-language demand in separate campaigns |
| United Kingdom | English | Queries driven by waiting times and cost | Moving duration and process detail onto the landing page |
| Gulf · UAE · Qatar | Arabic · English | Queries about comfort, privacy and companions | Not opening the market without Arabic response capacity |
| Iraq · Azerbaijan · Central Asia | Arabic · Russian · Turkish | Intermediary and referral-led search | Avoiding overlap between paid and referral channels |
Why is the negative keyword list written on day one?
Most wasted spend in this sector does not come from the wrong keyword. It comes from a missing negative list. Clusters such as “free”, “state hospital”, “job vacancy”, “salary” and “how to” will drain a budget before the campaign learns anything.
We write the negative list as the campaign is built, then feed it weekly from the search terms report for the first four weeks. It is the dullest task in the account and the highest-yielding one.
When should you not start Google Ads?
Advertising into an unprepared enquiry process makes the problem larger, not smaller. When demand arrives and goes unanswered, both budget and reputation are spent.
If any of the three conditions below is missing, we recommend postponing — in writing. This is the one point at which we are willing to turn down the work.
What must exist before advertising
- A person or team able to reply in the campaign language
- A flow in which every enquiry lands in one record with a named owner
- A landing page localised into the target market’s language
- A current, verifiable authorisation status
Market economics
Each market gets its own budget, language and landing page, and is read separately.
Staying live
Copy and creative clear platform policy and promotion regulation together.
Working sequence
How we move, step by step
- 01Prerequisite check
Response capacity, enquiry flow and authorisation are verified before any spend.
- 02Query and market map
Phrases genuinely used in the target market are mapped by language and intent.
- 03Structure and negatives
Campaigns are built on a market/language/treatment axis; negatives written on day one.
- 04Copy and landing match
Every ad group points to a page that delivers exactly what the ad promised.
- 05Measurement and weekly tuning
Measured against the qualified-enquiry definition, corrected weekly for four weeks.
Frequently asked questions
What institutions ask most about this
Do you guarantee results from Google Ads?
No. No agency can guarantee outcomes in search advertising. What we commit to is a campaign built within regulation and platform policy, measurable against an agreed definition, and reported on a fixed rhythm.
Is media spend included in your fee?
No. Media spend goes from the institution’s own account directly to the platform; our fee is a separate line. We never merge the two figures in a report.
Whose name is the ad account in?
The institution’s. The account, the data and the history belong to you. When the engagement ends we remove our access and the account stays with you.
How many markets should we open with?
Usually one. A second market opens once language response, landing page and enquiry flow are working in the first. Opening four markets simultaneously is the most common way we see budget lost.
Why was our ad copy rejected?
In the health category the most frequent causes are implied outcomes and comparative superiority. When we rewrite a rejected ad we tell the institution which phrase caused it, so the pattern is not repeated.
Should we bid on our own brand name?
If others are bidding on your institution’s name, yes. If not, often it is unnecessary. We measure this and tell you, rather than applying it as a blanket rule.
Can we take the campaign in-house later?
Yes. Structure, negative lists, conversion definitions and the reporting schema are handed over in writing, with a transfer session for your team.