The best cosmetic practice Google Ads account structure uses separate campaigns for each primary procedure, separate campaigns for brand vs non-brand traffic, and separate campaigns for each service location if you have multiple. This separation allows independent bidding, budgeting, and optimization for each campaign without one campaign cannibalizing another's budget or performance.
A rhinoplasty campaign and a breast augmentation campaign should be separate. They have different average CPCs, different average patient consideration timelines, different optimal bidding strategies, and different landing page requirements. Combining them in one campaign forces compromises that hurt the performance of both. The additional management complexity of separate campaigns is worthwhile for the performance gains.
Always run a brand campaign that specifically targets searches for your practice name. Brand campaigns are cheap (your own name has minimal competition), convert at the highest rates of any campaign type, and prevent competitors from stealing branded traffic when you do not show up for your own name. The ROI of brand campaigns is almost always exceptional.
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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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