Client name withheld under NDA.
Health screening is a busy search category in Singapore. Health screening singapore is searched about 3,600 times a month, and hospitals, large clinic chains and comparison sites all bid for it. Clinics also advertise under MOH rules that rule out testimonials, superlatives and inducements, and Google applies its own healthcare ad policies. A small clinic group cannot outspend the chains, so it has to be clearer and more relevant.
This group ran two GP clinics in heartland estates and offered screening packages to individuals and small companies. It spent S$3,800 a month on a single campaign that mixed GP visit and screening keywords and sent everyone to the homepage. Packages were listed in a downloadable PDF, online booking took five steps, and about 46 screenings a month could be traced to ads. Corporate HR managers, who book screenings for whole teams, had no page written for them at all.
We reviewed every ad and landing page against MOH advertising rules and Google's healthcare policies, then tracked online bookings, calls and WhatsApp taps separately for each clinic.
In healthcare, a disapproved ad or a non-compliant claim costs more than any optimisation can win back. Getting this right first protected everything that followed. Separate tracking per clinic also showed that one location needed more screening capacity on weekends.
We split the account into separate campaigns for screening packages, corporate screening and GP visits near each clinic, with location targeting around each estate.
Someone looking for a GP nearby and someone comparing screening packages want very different things. Separate campaigns let each get the right ad and the right page. Location targeting kept GP visit ads to people who could realistically walk in, which cut wasted clicks from across the island.
We turned the PDF into package pages showing what each package tests, fasting requirements and price, with a two-step booking form.
People comparing packages want to see the tests and prices side by side. The clinic that shows them clearly is the one that gets the booking. Corporate screening got its own page for HR managers, with group pricing on request and a simple enquiry form.
Ads named each package and its factual inclusions, supported by price, location and call extensions, and ran on a schedule matched to clinic opening hours.
Specific, factual ads stay within the rules and still stand out against generic competitor ads. Running ads only when the clinic could answer the phone also stopped paying for calls that went unanswered.
We moved to bidding on cost per booking and reviewed search terms weekly to exclude jobs, symptom searches and hospital-specific queries.
Symptom searches rarely turn into screening bookings and are better served by medical advice than by an ad. Excluding them kept the budget on people ready to book. By month six the account excluded several hundred search terms that had previously cost money without bringing in a single booking.
By month six, Google Ads brought in 89 screening bookings a month instead of 46, at S$47 each instead of S$83. Spend rose by S$400 a month, but nearly all of it went to people comparing packages. Calls from ads also rose 61%, and the clinic could see which package and which location each booking came from. The clinic also learned which packages people compared most, and used that to simplify its package range and update its in-clinic brochures. Front desk staff reported fewer phone calls asking what a package included, because the answers were now on the page.
Ads and pages checked against the rules, tracking live and campaigns separated.
Package pages and two-step booking went live, and the conversion rate passed 4%.
89 screening bookings a month at S$47 each.
A local, urgent GP search and a planned screening search need different ads and pages. Splitting them stopped the two from competing for the same budget.
Nobody wants to download a PDF on their phone to compare packages. Clear package pages with tests, prices and a two-step booking form did more for conversion than any bid change.
MOH rules rule out words like best and patient testimonials, which levels the field. Ads that stated exactly what each package tested and cost stood out against competitors' generic claims.
Search campaigns built for bookings, within your industry's rules.
Results across SEO, paid media, content, web and more.
How a Singapore clinic grew appointment enquiries 160%.
We will show you where bookings are being lost.
Get a free Google Ads audit. We will check your campaigns against healthcare ad rules and show you where bookings are being lost.