Orthopedic PPC management is worth buying only when the practice can see what an agency will advertise, where each click will land, how an enquiry reaches the right office and what the report will count. If a proposal starts and ends with a monthly click target, ask for the missing decisions before approving spend.
Considering ongoing marketing support? I run orthopedic marketing agency services for practices like yours. I can discuss your priorities and possible scope. Fees, responsibilities, account access and handover terms are defined in a written proposal. Request a marketing review
Sprout Sage Solutions offers Google Ads management and orthopedic website work. For a practice or surgeon group, the first PPC scope should be limited to approved services and locations with appointment capacity. Request a scoped orthopedic PPC discussion and include your public website, target location and service line. We can then identify which site and measurement checks should precede a campaign proposal. This is a scoping conversation, not a promise of patient volume or a fixed fee.
What an orthopedic PPC proposal should name
- Approved services and geography: Which services can the practice actually schedule, which offices handle them, and who confirms those facts?
- Destination pages: Which existing page answers the searcher’s question and gives a clear mobile appointment route? If a new page is needed, is copy, clinical approval, design and development included?
- Campaign work: Who drafts and approves ads, maintains search terms and exclusions, checks landing pages, and documents changes?
- Measurement: Which actions are tracked as an enquiry, which are only clicks, and who checks whether calls and forms reach reception?
- Commercial terms: Show agency fees, media budget, landing-page work, tracking setup and optional services as separate lines. Name who controls the ad account and can access its history.
Our orthopedic Google Ads cost guide helps frame the budget discussion. Use the separate orthopedic proposal worksheet when comparing agencies against the same brief. Neither page substitutes for a written scope based on your practice’s actual locations, capacity and accounts.
Check the enquiry route before the first click
A searcher might reach a service page, find no clear office, and submit a general form that the scheduling team does not use. The agency should test that path on a phone before more media is purchased. The practice should confirm the correct phone, office and appointment process. If the destination needs repair, make that a named deliverable with an owner and acceptance check rather than hiding it inside “optimization.”
Google Ads can measure different actions, including website actions and phone calls. Its conversion measurement guidance describes separate conversion actions for different outcomes. A click on a phone number is useful diagnostic data, but it does not by itself prove a completed appointment or a suitable patient enquiry. Ask which events the proposal calls primary conversions and how the practice will validate them without sharing patient details in an ad account.
Keep clinical and advertising approval explicit
For each ad and landing page, assign an authorized practice reviewer for surgeon details, services, locations and clinical claims. Do not publish an outcome claim, eligibility statement or patient story because a marketer supplied it. The AAOS advertising ethics opinion emphasizes truthful professional communication and avoiding unjustified expectations.
Ask the agency to check current platform policies before selecting targeting. Google’s health in personalized advertising policy treats health as a sensitive category and lists invasive medical procedures among its examples. This affects some personalized targeting; it is not a blanket statement that ordinary search advertising for an orthopedic practice is prohibited. Platform review and the practice’s own clinical approval should be explicit tasks in the scope.
What should the first report show?
Start with the approved service and location, spend, search demand reached, landing-page performance, tracked contact actions, and any routing or tracking failures found. Add the practice’s own count of usable enquiries when it can be shared safely and lawfully. Record what was changed, what remains uncertain and which decision is needed next. A report that shows only impressions, clicks or “leads” without defining a lead cannot tell an owner whether the campaign is helping.
Illustrative example, not a client result: A group approves advertising for one surgeon at one office. The landing page links to a central phone number, but reception says that office’s consults use a different route. The first fix is to confirm and correct the route, test it on mobile, and verify the tracking event. Only then can the practice evaluate whether additional spend makes sense. The answer may be a page and routing change rather than a larger budget.
Choose a scope that matches the problem
If the practice is still deciding between building durable search pages and buying immediate visibility, read our orthopedic SEO versus Google Ads guide. If the site already gets relevant visitors but the surgeon or office path is confusing, our page repair scope may be the earlier task. PPC management should follow a defined service, a usable destination, a reachable scheduling team and clear measurement.
Need a proposal you can evaluate? Contact Sprout Sage Solutions about orthopedic PPC management. Share your public site, the service and location you want to prioritize, and whether the current problem is traffic, enquiry routing or tracking. We will discuss the appropriate scope and separate campaign work from page and measurement work before quoting.
