Kick Ads

Industry Insights

Clinic advertising starts with search intent.

People searching for a clinic or treatment often already have a need. The challenge is turning that intent into a booking through clear information, trust and a simple enquiry flow.

Talk to us View Lead Generation

What Makes This Industry Different

A click is not the same as a booking.

Medical and clinic searches can carry strong intent, but users still compare providers, credentials, treatment information, location and price before contacting anyone.

That makes the experience after the click especially important. A strong Search campaign can still underperform if the page is unclear or the booking flow is difficult.

From the Accounts

What the clinic accounts we manage actually show

under 3%

Share of enquiries arriving as a form, in three of four clinics

4 / 4

Accounts where treatment queries out-converted symptom queries

1.3–7x

How much better treatment queries converted

46% → 84%

One account's Performance Max: share of spend, share of reported enquiries

00Headline finding

Clinic enquiries arrive as a message or a call. The form is the exception.

100.0%Clinic 01
97.9%Clinic 02
97.1%Clinic 03
49.0%Clinic 04
Share of tracked enquiries arriving as a message or a call rather than a form.

Across the Hong Kong clinic accounts we manage, in three of the four accounts a form accounts for under 3% of tracked enquiries. The other 97% and more arrive as a WhatsApp or WeChat message, or as a tap on the phone number. The fourth account splits roughly evenly, and it is the one clinic whose advertised offer is a bookable free assessment rather than a treatment.

What we do with it

We set the tracking up around the contact method the clinic actually uses before judging any campaign. An account measured on form fills alone reads as though the advertising is not working, when what is really happening is that nobody uses the form.

Limitations

Every action here is a tap on a contact button, not a confirmed conversation. One of the four accounts has no form action configured at all, so part of its 100% is a tracking fact rather than only a patient-behaviour one.

Four Hong Kong clinic accounts, four separate companies · 17 Jun to 26 Aug 2026 · shares only

01Search intent

A search for the treatment converts better than a search for the symptom.

Treatment and symptom queries convert equally
1.0

Clinic 01

7.1

Clinic 02

2.6

Clinic 03

1.3

The smallest gap, and the one account where it is not large enough to act on by itself.

In every clinic account we manage, clicks on treatment queries turn into enquiries at a higher rate than clicks on symptom queries. The direction is the same in all four accounts, and in three of them the gap is large enough to act on: 4.8% against 1.9% in one, 1.1% against 0.2% in another, and in a third the symptom campaigns produced no enquiries at all from around 1,400 clicks. Cost per enquiry follows in three of the four and inverts in the fourth, where symptom clicks cost about a third less.

What we do with it

We run the two as separate campaigns so budget and bidding can be set against the different jobs they do. Symptom traffic is usually a patient still working out what is wrong, so we judge it on cost per click and on what it feeds, not against the same cost-per-enquiry target as treatment traffic.

Limitations

Classified by search intent rather than by topic, because in one account the client's own campaign names invert the convention. The two accounts with the largest gaps are also the two smallest samples, at 37 and 19 enquiries. Some of the gap may be learning phase: the symptom campaigns are newer in three of the four accounts.

Four clinic accounts, four separate companies, three in Hong Kong and one in Malaysia · conversions to 26 Aug 2026

02A number worth checking

One account's Performance Max took 46% of the spend and reported 84% of the enquiries.

46%Share of account spend
84%Share of reported enquiries

In the one clinic account we manage that runs Performance Max, that campaign took 46% of the account's spend and reported 84% of its enquiries. Both it and Search are counted on the same actions, a tap on WhatsApp, WeChat or the phone number, and Performance Max reported a 13.3% conversion rate against 3.8% on Search.

What we do with it

A conversion rate that far above Search on the same button click is a reason to check the traffic, not a reason to move budget. We look at where the clicks came from, and at whether the clinic's phone and inbox saw a matching rise, before treating that cost per enquiry as real.

Limitations

One account, so this is not a statement about clinics. Performance Max mixes brand and remarketing traffic with prospecting, so part of the gap is audience rather than campaign type. The conversion action is a button tap, so a cheaper click that taps and leaves still counts, which is the most likely explanation. Nothing in the account can confirm or refute whether those enquiries became conversations.

One Hong Kong clinic account, HKD, Google only · cost 1 Jun to 1 Sep 2026, conversions to 26 Aug

How these figures were produced

Based on anonymised Google Ads and Meta Ads accounts managed by Kick Ads, Hong Kong and Malaysia clinics, mid-2026. Conversion figures are shares and ratios between segments measured the same way, because conversion rows in this data are captured early and understate the level. Every conversion action counted here is a tap on a contact button rather than a confirmed conversation.

At a Glance

Kick Ads manages paid media for clinics and medical services in Hong Kong, usually led by Google Search. Our work can include search demand review, treatment landing pages, booking and enquiry flow, and call, WhatsApp and appointment tracking.

High-intent SearchTreatment-specific landing pagesCall + WhatsApp trackingBooking / enquiry quality

Diagnostics

What we check first

01

Search demand

Treatment keywords, service keywords, location terms and the intent behind each search

02

Landing page

Treatment information, doctor or clinic credentials, FAQs, location and CTA

03

Enquiry flow

Phone, WhatsApp, booking and form actions

04

Tracking

Whether calls, WhatsApp clicks, bookings and useful enquiries are being recorded correctly

Channels

The campaign mix we usually run for clinics

Before they search

Meta Awareness

Test

Useful for a new location, or a service few people search for yet. It does not replace Search.

While they are searching

Brand Search

Core

Reaches people who already know the clinic by name and are looking for it directly

Service-intent Search

Core

Queries carrying an action word: treatment, assessment, correction. Most enquiries come from this layer.

Symptom Search

Support

Queries describing a problem rather than a treatment. Cheaper per click and further from booking, so we keep it separate to keep its real cost visible.

While they are comparing

Meta remarketing

Support

Brings back people who read a service page without enquiring

What the results tell us

Call and WhatsApp tracking

Most clinic enquiries arrive by phone or WhatsApp, so an account measuring form submissions alone is measuring the smaller half

Informs the next budget decision

The calendar

The clinic calendar we plan against

Clinic demand does not follow the retail calendar. It follows school terms, insurance years and the weeks when people have time to see a doctor.

  1. Jan to Feb

    The clinic closes for Chinese New Year and enquiries drop with it, then rebound in the following fortnight.

    We pause or cut back over the closure rather than collecting enquiries nobody can answer, and put the budget into the rebound.

  2. Apr to Jun

    Pre-summer. People book the things they have been putting off before the holidays.

    A good window for treatments that need several sessions, because the patient has a run of free weeks ahead.

  3. Jul to Aug

    School holidays. Parents bring children in for eye, posture and general checks.

    We shift budget toward the child and family services during these eight weeks, and back afterwards.

  4. Sep to Oct

    Term starts. Adult demand returns while children's demand falls away.

    We reverse the summer split rather than leaving it running, which is the most common thing left unchanged in a clinic account.

  5. Nov to Dec

    Insurance year end. People use the remaining allowance on check-ups and treatments before it resets.

    We raise budget on the services people claim for, and say so in the ad copy where the clinic is comfortable with it.

This calendar comes from running these accounts, not from a measurement. Chinese New Year moves between January and February, so the dates around it shift each year.

One client

A vision therapy centre · Malaysia

The problem

Google Search traffic was landing on a general page of the clinic's website. People searching for a specific treatment arrived somewhere that did not answer the thing they had just typed, and there was no obvious way to make contact.

What we changed

We built a dedicated landing page for that one treatment. The copy was written around what the search actually asked and what a parent worries about before booking: what the assessment involves, who it is for, and what happens afterwards. The layout was built mobile-first, because that is where almost all the traffic was. And the contact action became WhatsApp rather than a form, because that is how enquiries in this category actually arrive.

What moved

5xMore leads
Month 1When the change showed

Common problems

  • Sending all treatments to the homepage
  • Tracking WhatsApp clicks as if every click were a qualified lead
  • Mixing brand and generic intent
  • Weak mobile booking experience
  • Missing call tracking
  • Overpromising treatment outcomes in ad copy
  • Looking only at CPL without appointment quality

Results

Selected clinic results

View all results

Vision Therapy Centre · Malaysia

5×
More leads

More leads after a landing page rebuild

Medical Aesthetics · Hong Kong

6,000+
Leads per year

Cost per lead held steady across two years.

Where figures are shown, they are based on anonymised campaign data reviewed by Kick Ads.

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Google AdsLead GenerationLanding Page OptimisationMeta Ads

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FAQ

Common questions

Want more useful clinic enquiries?

We can review Search demand, landing pages, booking flow and tracking before recommending where to focus the budget.

Talk to us