Most cosmetic practices should target a radius around their location based on their actual patient draw area, typically 10 to 25 miles in suburban markets, 3 to 5 miles in dense urban markets. Exclude locations where you consistently see clicks but no conversions. For high-value procedures like rhinoplasty or facelifts, patients travel further, consider expanding radius for these campaigns.
Radius targeting around your practice address is usually the right starting point. Set it to match your realistic patient draw area. Check your geographic performance report monthly, Google shows you which cities and zip codes are generating clicks and conversions. Areas generating clicks but no conversions are candidates for exclusion or bid reduction. Areas generating strong conversion rates are candidates for bid increases.
Patients travel different distances for different procedures. A Botox patient will not drive 45 minutes. A rhinoplasty patient will. Running radius-based geographic targeting consistently across all campaigns ignores this behavior. Procedure campaigns for high-consideration procedures like rhinoplasty, facelifts, and breast augmentation can have larger geographic radii than campaigns for maintenance treatments like Botox, filler, and laser.
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Book Free Audit →Uday Rajaram is the founder of Medical Marketing Firm. He has spent 22 years in digital marketing, starting as a developer in New York, and has run Google Ads, SEO, and AI search programs for more than 100 medical and cosmetic practices. He is the author of Earned Traffic.
Every guide on this site is written or reviewed by him. The numbers come from our own client accounts and published case studies, never estimates. How we source and update our content · udayrajaram.com
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