Brain & Spine Surgery Clinic Gained 3,100+ Patients in 5 Years with Google Ads

Digital advertising in the healthcare sector is fundamentally different from other industries. Patients arrive searching for specific treatments, the decision process is lengthy, and trust is critical. In this case study, we share the real results of Google Ads campaigns we have managed for over 5 years for a brain and spine surgery clinic. All data has been pulled directly from the Google Ads accounts.

Bit DedeKey findings

• 3,100+ total conversions over 5+ years (phone calls, form submissions, appointments)
• Lowest cost per conversion: 19.72 TL (~$1.10) (Smart campaign)
• Highest conversion rate: 10.9% (Robotic Laser Treatment campaign)
• Treatment-based campaign structure: lumbar disc herniation, cervical disc herniation, robotic laser, brand protection
• Dual-account structure enabled parallel testing of different campaign types (Search, Smart, Performance Max)

Client Profile and Starting Point

Our client is an experienced brain and spine surgeon operating in Turkey. The clinic specialises in lumbar disc herniation, cervical disc herniation surgery, and robotic laser treatment.

Starting point (2021):

• Limited Google Ads experience, starting with a small-budget Smart campaign
• Patient acquisition channels largely dependent on referrals and word of mouth
• Low digital brand awareness, minimal visibility in treatment-specific searches
• Goal: direct patients at the surgery decision stage to the clinic

When we launched the first campaign in March 2021, our priority was building an efficient structure within the healthcare sector's high cost-per-click environment. In surgical services, every lead is high-value; a single operation pays for dozens of ad clicks.

Campaign Strategy: Treatment-Based Segmentation

In healthcare, generic "doctor" or "surgeon" targeting is inefficient. Patients search with specific complaints: "lumbar disc surgery," "cervical disc treatment," "robotic laser spine." We therefore segmented the campaign structure by treatment area.

Treatment-based campaign structure

• Lumbar Disc Herniation campaign: High-intent keywords like "lumbar disc surgery," "back surgeon," "herniated disc treatment." The highest-volume campaign.
• Cervical Disc Herniation campaign: Targeting "cervical disc surgery," "cervical disc herniation," "neck pain treatment." Lower volume but high conversion value.
• Robotic Laser Treatment campaign: Targeting patients seeking innovative treatment methods. The highest conversion rate (10.9%) came from this campaign.
• Brand protection campaign: Prevents competitor ads from appearing on searches for the doctor's name and clinic. Low cost, high conversion.

Each campaign has its own ad groups, negative keyword lists, and landing pages. A patient searching for "lumbar disc herniation" receives different messaging and a different page than someone searching for "robotic laser."

Multi-Account Structure and Campaign Portfolio

Over time, we transitioned to a dual-account structure to optimise the campaign strategy. This approach enabled testing different campaign types without them interfering with each other.

The Smart campaign was initially used for low-budget testing and produced a remarkably low CPA of 19.72 TL. Later, Search campaigns increased volume, and Performance Max delivered multi-channel reach.

Overall Performance Summary

Combined performance across all campaigns in both accounts:

To put these numbers in perspective for healthcare: a spinal surgery costs tens of thousands of lira. With 816,000 TL in ad spend generating 3,100+ patient leads, even a fraction converting to surgery returns the investment many times over.

Top Performing Campaigns: Detailed Analysis

1. Lumbar Disc Herniation (Search) – Highest Volume

"Lumbar disc herniation" is the most searched spine surgery term in Turkey. This campaign placed the clinic at the top of high-intent searches. A 6.9% conversion rate is nearly double the healthcare sector average (~3-4%).

2. Smart Campaign – Lowest CPA

The Smart campaign used during the initial period produced 270 patient leads at a surprisingly low CPA of 19.72 TL. This CPA level is extremely rare in healthcare. The simplicity of Smart campaigns proved to be an effective entry point for low-budget starts.

3. Robotic Laser Treatment (Search) – Highest Conversion Rate

Patients searching for "robotic laser treatment" are at an advanced stage of their decision process. This niche-focused campaign converted more than 1 in 10 clicks. It demonstrates that niche treatment areas produce significantly higher conversion rates compared to general surgery terms.

4. Performance Max – Multi-Channel Reach

Performance Max increased the clinic's brand awareness through YouTube and Display channels while simultaneously generating direct leads. A CPA of 27.19 TL is highly competitive in the healthcare sector.

5. Brand Protection (Brand + Reviews) – Trust Management

A brand protection campaign was created to prevent patients searching for the doctor's name from encountering competitor ads. This campaign also boosted conversion rates by highlighting patient reviews and trust signals.

5 Strategic Lessons for Healthcare Google Ads

1. Treatment-based segmentation is essential.

   Do not spend money on generic targeting like "surgeon" or "doctor." Specific treatment searches like "lumbar disc surgery" or "robotic laser treatment" come from patients with high conversion intent. Each treatment area deserves its own campaign.

2. Start low-risk with Smart campaigns.

   In this case study, the Smart campaign produced the most efficient result at 19.72 TL CPA. For a new healthcare advertising account, accumulating data with a Smart campaign and then transitioning to Search campaigns is a safe and effective strategy.

3. Brand protection campaigns must not be neglected.

   In healthcare, competing doctors can bid on your name. Bidding on your own brand is low-cost and prevents referred patients from drifting to another clinic.

4. Niche treatment areas yield the highest conversion rates.

   The robotic laser treatment campaign proved this with a 10.9% conversion rate. The more specific the treatment you target, the closer the searcher is to a surgery decision.

5. Long-term management always outperforms short-term campaigns.

   This account has been managed for over 5 years. The data accumulated over time, algorithm optimisation, and market knowledge have enabled increasingly better results each year. In healthcare, patience and consistency are the keys to success.

Frequently Asked Questions