Paid Ads | Google and Meta for cash-pay practices
Buy patients, not clicks.
Ad platforms get paid whether or not a patient ever books. We build Google and Meta campaigns judged on one thing: booked first visits at a cost your patient value can carry.
Book a strategy call →“He’s unlike an agency. He’s in there implementing the changes himself.”
Dan Lievens: Founder and CEO, Share One, Austin TX
How the system is rigged
The platforms win whether you do or not.
Ads are the fastest way to fill a schedule, and the fastest way to burn money. The difference is almost never the ad. It's what the campaign is told to chase.
01
The platform gets paid either way.
What you notice
Spend goes up, the dashboard says leads, and the front desk says nobody called.
Why it happens
Google and Meta optimize toward whatever you tell them counts as success. If that's a form fill or a page view, the algorithm finds people who fill forms. It has no idea who booked and paid.
02
Health advertisers play with one hand tied.
What you notice
Ads get disapproved, targeting options disappear, or results drop overnight.
Why it happens
Health is a restricted category. Google limits health terms and requires certification for some treatments, and Meta restricts the data health advertisers can send it. Campaigns built like ecommerce campaigns break under those rules.
03
Default settings spend your money for you.
What you notice
Your budget reaches people who will never be patients.
Why it happens
Automated settings widen your audience past what you chose. On one cash-pay practice's account, people 65 and older were taking 69% of the spend. On Meta, an age cap of 65 actually means 65 and up, and automated audiences can ignore age limits entirely.
04
The click dies on the landing page.
What you notice
People click, look around and leave.
Why it happens
Most practices send ad traffic to a homepage built to say everything. Someone arriving from an ad has one question. They need one page that answers it and makes booking the obvious next step.
The way out
What changes when the campaign works for you.
Stuck in the system
Out of it
Paying for clicks and form fills
→Paying for booked first visits
Leads that wait hours for a callback
→Every lead answered within minutes, day or night
Campaigns built like an online store
→Campaigns built for healthcare ad rules
The platform deciding who sees you
→Targeting and spend you can see and control
Ads you're afraid to turn off
→Ads that pay for themselves while search compounds
What we build
Every piece, and what you get from it.
Mike Kohl spent 20 years engineering software and took his last platform from $0 to $500M. Ads are a math problem first. We do the math before we spend your money.
01
Patient math first
Before a dollar goes live, we work out what a patient is worth to you and the most you can pay to win one. That ceiling sets every budget and every bid.
You get: Your target cost per patient, in writing.
02
Google Ads for ready-to-book searches
Campaigns on the searches people make when they're ready to book, built inside Google's healthcare policies, with the wasted searches blocked.
You get: Search campaigns, blocked-search lists and call tracking.
03
Meta ads that build demand
Video and static ads featuring your providers, aimed at the patients your practice is built for. Every concept is tested against a panel of 13 synthetic patient personas before it spends a dollar.
You get: Tested ad concepts, launched in small budgets, scaled on results.
04
Landing pages built for one question
A page for each offer that answers the question the ad raised and makes booking the obvious next step, on desktop and phone.
You get: Landing pages, built and tested.
05
Booked-patient tracking
Calls, forms and bookings tied back to the campaign that produced them, set up so no patient information ever reaches the ad platforms.
You get: Cost per booked first visit, by campaign.
06
Speed-to-lead follow-up
A lead that waits keeps shopping. Every ad lead gets a response within minutes, including nights and weekends, through our AI systems.
You get: Automatic follow-up on every lead.
The investment
Why it pays for itself.
The fee depends on channels and locations, so we set it on the call. Ad spend is separate and is billed by Google and Meta to your own accounts.
Built for
- ✓Cash-pay or hybrid, with a patient worth $6,000 or more
- ✓A schedule with room for more new patients
- ✓Ready to spend on ads where the math works
We take one practice per specialty per city.
1
The math comes first
We set the most you can pay per patient before a dollar goes live. Every budget decision after that is arithmetic, not hope.
2
Judged on booked visits
You see cost per booked first visit by campaign. If a campaign can't hit your number, we cut it.
3
Leads don't leak
Ads, landing pages, tracking and follow-up are built as one system, so the money you spend on a click isn't lost at the front desk.
4
It replaces three vendors
An ad agency, a landing page builder and a call-tracking setup, run by one team that answers for the result.
What we've learned spending real money
Small settings, big leaks.
69%
Share of one cash-pay practice's Meta budget going to people 65 and older, before we fixed the age settings.
65 = 65+
On Meta, an age cap of 65 includes everyone 65 and older. Cash-pay campaigns that mean to stop at 64 have to say 64.
1 question
A landing page should answer the one question the ad raised. Sending ad traffic to a homepage asks the visitor to do the work.
“I definitely saw my new patient inquiries go up. There’s more consistency now.”
Why work with us
The people who fixed my family weren't in the system.
Every time Mike's family needed real help, it came from a practitioner working outside the conventional system. Health Biz Scale exists to make those practitioners the easiest ones to find.
Read the story →We build it ourselves
Mike is an engineer, not a reseller. The person scoping your system can build it, and does.
You own everything
Every listing, page, account and dataset is built in your name. If we part ways, it all stays with you.
One team, one number
Search, ads and AI run as one system with one owner, instead of three vendors pointing at each other.
We give the method away
Every step is written up free in our guides. Practices hire us to get it done right, not to learn the secret.
How we measure
Booked visits, not leads.
- ✓Cost per booked first visit
- ✓Booked first visits, by campaign
- ✓Spend against your target cost per patient
- ✓Lead response time
- ✓Return on spend, from your real patient value
Built for healthcare ad rules
Ads that stay approved.
Platform policies
Campaigns are built inside Google's healthcare and medicines policy and Meta's health and wellness rules. Some prescription and telehealth offers need certification before ads can run, and we tell you up front.
Health claims
Ad copy and landing pages are checked against FTC rules on health claims and testimonials.
Patient privacy
Tracking is set up so patient information never flows into ad platform pixels or audiences.
Questions
What practices ask us.
How fast do ads work?+
Campaigns go live in weeks, and the first booked visits usually follow soon after. Expect a testing period while we find the ads and audiences that book at your target cost.
What budget do we need?+
Enough to buy the patients your math says you can afford. We set the budget from your target cost per patient on the strategy call.
Can you advertise hormones, weight loss or peptides?+
Yes, within each platform's rules. Some prescription offers need certification first, and some claims can't be made at all. We'll tell you what's possible before anything launches.
Who owns the ad accounts?+
You do. Campaigns are built in your accounts, and the data stays with you.
Should we run ads or do SEO?+
Usually both. Ads fill the schedule now. Search compounds over six to nine months and lowers what each patient costs you. You'll always know which one you're waiting on.
This is one part of the SMART Practice System. It works best with the other two.
Stop paying for clicks.
On the call we'll work out what a patient is worth to you, the most you can pay to win one, and whether ads can hit that number in your market.
Book a strategy call →