PPC Vitality Audit | Healthcare DMS

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1. Strategic Account Structure & Indian Geography

Pincode-Level Targeting: Are you targeting specific high-intent pincodes around your hospital/clinic rather than just the whole city?

Landmark-Based Keywords: Does your keyword list include "near [Popular Landmark]" or "in [Locality Name]" (e.g., "Cardiologist near Kargil Chowk" or "Dentist in Indiranagar")?

Service-Specific Campaigns: Are your campaigns split by specialty? (e.g., Separate budgets for Orthopaedics, Cardiology, and General OPD).

Brand Protection: Are you bidding on your own hospital/doctor name to prevent competitors from appearing above you in search results?

2. Keyword Health & Patient Intent

"Near Me" Optimization: Are you aggressively bidding on "near me" and "open now" keywords, which are key indicators of Indian healthcare searches?

Negative Keyword Hygiene: Have you excluded keywords like "jobs," "vacancy," "syllabus," or "free" to avoid spending on job seekers instead of patients?

Vernacular Awareness: If applicable, do you have ad groups for common local terms (e.g., "Motibindu" for Cataract in Hindi/Marathi markets)?

Match Type Balance: Are you avoiding "Broad Match" for high-cost surgeries to ensure you aren't paying for irrelevant informational clicks?

3. Ad Creative & Indian Trust Signals

NMC/Medical Council Compliance: Does your ad copy follow National Medical Commission guidelines? (Avoid "Best," "Cheapest," or "100% Guaranteed Results").

Trust Identifiers: Do you mention "NABH Accredited," "20+ Years Experience," or "Top-Rated on Google"?

WhatsApp Call-to-Action: Given India's preference, do you have a clear "Chat on WhatsApp" or "Click to Call" button in your extensions?

Doctor Branding: Do you feature the name and qualifications (e.g., MBBS, MD, MS) of the lead specialist in the ad copy?

4. Landing Page & Conversion Path

2-Second Load Time: Most Indian patients use mobile data (4G/5G). Does your page load instantly on mobile?

Sticky Call Button: Is there a floating "Call Now" button that follows the user as they scroll?

WhatsApp Integration: Is there a WhatsApp icon for quick inquiries? (This often has a 3x higher conversion rate in India than forms).

DPDP Act Compliance: Does your lead form have a clear privacy checkbox regarding patient data as per the new Digital Personal Data Protection Act?

Social Proof: Are there patient video testimonials or Google Map ratings embedded on the page?

5. Tracking & Analytics (The "Vital Signs")

Call Tracking: Are you using a tool to track which keywords lead to phone calls, or just tracking form submissions?

Conversion Value: Have you differentiated the value of a "Consultation Lead" vs. a "Surgery Inquiry"?

GMB Integration: Is your Google Business Profile linked to your Ads account to show your location and distance to the patient?

6. Budget & Bidding Optimization

Day-Parting: Are your ads scheduled only during clinic hours when your staff is available to pick up the phone?

Quality Score Audit: Are your ad quality scores 8/10 or higher? (Lower scores mean you are paying more per click than your competitors).

Impression Share: Are you losing potential patients to "Budget Constraints" during peak morning hours (8 AM – 11 AM)?

A 23-Point Checklist to Optimize Patient Acquisition & Lower CPL

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