Surgeons get a different kind of enquiry from a dentist or a skin clinic. The patient is often anxious, comparing options, and asking about a procedure they hope not to need. That changes how Google Ads should be set up, and it changes what you are allowed to say. This is the rules-first approach I use when I look at a surgical practice account.
Start with the rules, not the keywords
In India, a surgeon’s advertising sits under several layers at once. The NMC’s ethical advertising guidelines restrict superlatives, unverifiable claims, patient testimonials and before-and-after material. The Drugs and Magic Remedies (Objectionable Advertisements) Act limits claims about treating certain conditions. ASCI expects claims to be substantiated. Google adds its own healthcare and medical policies on top, and these can change by country and by product.
So before building a campaign, write down what the ad is allowed to say. For most surgical practices that is a short list: the doctor’s name and registration details, the procedure or consultation offered, the location, the clinic’s timings, and a way to book. Everything else needs a reason to be there.
Pick intent that matches a consultation
Surgical searches fall into three rough groups. People searching a symptom (“knee pain when climbing stairs”) are early and usually not ready to book. People searching a procedure (“hernia surgery consultation”) are closer. People searching a doctor or clinic by name or area are the closest. I would normally begin with the second and third groups and treat the first as a content and SEO job, not a paid one.
Group keywords by procedure and city, and use phrase and exact match to begin with. Broad match with automated bidding can pull in searches for home remedies, medicine names or free advice, and in a surgical account that is wasted spend.
Write ads that stay inside the line
A compliant surgical ad is plain. It names the consultation, the specialty and the place. It avoids words such as “best”, “No. 1”, “painless”, “guaranteed” or “100% safe”, because none of them can be verified. It does not quote success rates, patient numbers or outcomes unless they can be documented and the claim is permitted for your category. It does not show patients, and it does not use testimonials or before-and-after images.
Here is the sort of ad copy that holds up: a headline with the procedure and city, a line saying a consultation with a named surgeon is available, and a call to book. It is not exciting, and that is acceptable. The patient is not looking for excitement.
Build a landing page that does the explaining
The ad is only the doorway. The landing page should carry the surgeon’s qualifications and registration, a plain description of the procedure and what a consultation involves, typical questions, the clinic address and a booking form or phone number. Keep medical information general and educational, and avoid outcome promises. Add a short privacy note near any form, since you are collecting health-related details.
If you want a worked example of the same thinking in another specialty, see our rules-first Google Ads guide for dentists.
Measure the right thing
For a surgical practice, a click is cheap information and a booked consultation is the real event. Track calls and form submissions as conversions, and look at them against the search terms report each week. Add negative keywords for free, cheap, home remedy, jobs and training. Then look at how many of the enquiries were actually relevant, not only how many there were.
Offline follow-up matters too. Ask your front desk to note where each enquiry came from. A well-run phone line often matters more than another round of bid changes.
A short checklist before you launch
Check that the ad copy contains no superlatives, guarantees or comparisons. Check that every claim on the landing page can be documented. Check that no patient photos, reviews or outcome stories are used in the campaign. Check that tracking is on for calls and forms. Check that your Google Ads account is verified where Google requires it for healthcare advertisers. Then review the search terms after the first week and tighten.
Where to go from here
Paid search is one part of how a surgeon is found. Google Business Profile, a clear website and good local SEO usually do a lot of the long-term work, and the ads simply cover the gaps. If you would like us to look at your account with you, you can book a Discovery Session or call 8100550550.
This article is general information about advertising practice and is not legal advice. Check current NMC, ASCI and Google policies before running any campaign.
