We design, drive, and influence seamless experiences for your practice across multiple digital channels. Transform every touchpoint with a prospective patient into an actionable lead.

Acquire. Convert. Retain. Advance

Close

Plastic Surgeons
Aesthetic Physycians
Medical Spas
Opthalmology
Dermatology

Obgyn’s

We design, drive, and influence seamless experiences for your practice across multiple digital channels. Transform every touchpoint with a prospective patient into an actionable lead.

Acquire. Convert. Retain. Advance

Category

Google Call Ads

Google Call-Only Ads Update: Are Phone Leads Better than Web Leads?

This month, Google updated its policy requirements for call-only ad format with the following changes:

Call-Only Google AdsService providers will now be required to use their actual business name in call-only ads. Service providers can no longer advertise with a business name that doesn’t represent their specific business or clearly disambiguate from similar businesses.

For example, generic or location-based business names like “Mountain View Plumbers” or “Taxi NYC” would be unacceptable in ads for service providers who actually go by a different business name.

When answering calls from users who’ve clicked on their call-only ad, advertisers must begin the call by stating their business name, as it appears in their call-only ads.

In short, if you’re running call-only ads then you cannot misrepresent your business name. There are, however, a few exceptions:

  1. Your domain name: if your domain name is chicagoaesthetics.com you can reference “Chicago Aesthetics” that in your ad, just use the appropriate spacing
  2. You’re an authorized reseller or dealer: a car dealer, for example, can say “Audi of St. Louis”
  3. You’re a service provider that actually goes by the business name “Mountain View Plumbers.” 

The Benefits of Call-Only Ads

Phone Call Leads

There are some clear advantages to using call-only ads, such as your ad being placed at the very top of paid search results. You’re also forcing an action, a call, and every action is potentially a lead (vs. a click to a landing page where many won’t actually convert). You’re effectively cutting out the bounces because the prospect never actually visits your website.

One clear winner with call-only ads is the business that doesn’t have a good website, or a mobile-friendly website. That said, by driving people to call as opposed to taking them to your website you’re neglecting a bigger issue.

For some service-based businesses, such as restaurants, auto shops, and home services, call-only makes sense.

The Downside of Call-Only Ads

The biggest downside of call-only ads is that it technically isn’t a one-step process. When you “tap to call” you don’t actually dial the number. Instead, you’re taken to an intermediate window that verifies if you’d like to continue. You pay for these clicks even if the searcher abandons the call before actually placing it.

Call-Only Ad Step

You also cannot edit call-only ads in Google Ads Editor so the process of setting these up is arduous. Once you get them configured, I recommend you use a 3rd party call tracking provider, such as Phone Tag. Google’s forwarding number has many limitations, including no ability to tie a name to a call at a certain day or time.

Lastly, for aesthetic practices, the patient buying cycle is different than most other businesses. Many patients don’t want to call right away, in part because many do a lot of research before even contacting a practice. This research may be done at work, so the prospect doesn’t want to call while they’re working. They also often feel more comfortable submitting their information.

Call-in Leads vs. Web Form Submission Leads

Web Form Submissions

The common misconception is that a web lead, via a form submission, is weaker than a phone call lead. That makes sense, in theory, but I’ll explain why a web lead is often stronger than a phone call lead. A phone call…

  • could happen after hours or while your receptionist is on a break or lunch (or on another call), so they get your voicemail
  • gives you no context on what the prospect is interested in so they take control of the conversation
  • does not give you the patient’s email address

A strong sales person fielding phone calls can overcome some of these concerns, but not all. The key here is how you position your web forms and the information you gather. Don’t use the call to action “Ask a Question.” Instead, shift the focus to the consultation. You also want to gather the prospect’s name, phone number, and email address, at a minimum.

Consider utilizing “smart forms” that allow you to gather even more information that is asked on the thank you page. Gather information such as the age range of the prospect, gender of the prospect, when the prospect would like the procedure performed, which procedures they’re interested, and how/when they’d like to be contacted. This not only gives your team more detail to speak to exactly what the prospects wants when you call them back, but your questions also pre-qualify the prospect and get them in the right mindset for a consultation.

Prepping Prospect for Consultation

Lastly, I recommend you also use hidden fields to track UTM data. This means you can track the landing page the prospect first went to, the source/medium they came from, and the page they converted on. This way, even if they don’t submit any additional information that I’ve referenced above, you know a little more about them than just their name and number.

Do You Want to Boost Your Visibility, Traffic, and Leads? Considering Running Ads and Don’t Know Where to Start?

We can help! Many Turbo clients, including dermatology, med spa, and plastic surgery centers have been seeing great results with Google Ads, among other mediums. You can read more about Google Ads here.

If you’d like to learn more about generating more leads for your aesthetic practice then give us a ring at 877-673-7096 x2. You can also shoot us a note by filling out the form here.

Share on facebook
Share on twitter
Share on linkedin

Related Posts

Monday, October 25th, 2021
3:55 am

TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

Partner Network

allergan logo
google logo
inc5001 logo
cutera logo
instagram logo
coolsculpting logo