When someone in Cape Town needs a GP, dentist, or specialist urgently, the first thing they do is search Google. “Dentist near me”, “GP Somerset West”, “dermatologist Cape Town” — these are searches made by patients who are ready to book right now. Google Ads ensures your practice appears at the top of those results immediately, putting your practice in front of patients at the exact moment they need you. This guide covers how Google Ads management works specifically for South African medical and dental practices.
Why Google Ads Works So Well for Medical Practices in South Africa
Medical searches have some of the highest purchase intent of any category. A patient searching “dentist Claremont” or “physiotherapist Sandton” is not researching — they have an immediate need and are ready to book. This urgency makes medical Google Ads highly cost-effective: the gap between click and appointment booking is short, and patient lifetime value is significant.
HPCSA Compliance in Medical Google Ads
The Health Professions Council of South Africa (HPCSA) sets specific guidelines governing how registered practitioners may advertise their services. Google Ads copy and landing pages for medical practices must comply with these rules:
- No guaranteed outcome statements or unsubstantiated clinical claims
- No misleading comparisons with other practitioners
- Testimonials handled carefully and appropriately per HPCSA guidance
- Pricing information displayed accurately where included
- Speciality advertising only where the practitioner holds the relevant registration
High-Value Medical Keywords by Speciality
| Speciality | Cape Town Keywords | Johannesburg Keywords |
| General Dentistry | dentist cape town, dental clinic claremont | dentist johannesburg, dental practice sandton |
| Cosmetic Dentistry | dental implants cape town, teeth whitening ct | dental implants johannesburg, veneers sandton |
| General Practice | gp cape town, doctor near me ct, gp claremont | gp johannesburg, doctor sandton, gp fourways |
| Physiotherapy | physiotherapist cape town, physio somerset west | physiotherapist johannesburg, physio sandton |
| Dermatology | dermatologist cape town, skin specialist ct | dermatologist johannesburg, skin doctor sandton |
| Aesthetic Medicine | aesthetic doctor cape town, botox ct | botox johannesburg, lip filler sandton |
Campaign Structure for Medical Practices
Separate Campaigns Per Speciality or Service
Rather than one broad “medical practice” campaign, effective medical Google Ads separates campaigns by service type — general appointments, specific procedures (e.g. dental implants), and emergency/urgent care searches. Each campaign has its own budget, ad copy, and landing page relevant to that specific patient need.
Geographic Targeting for Practice Catchment Area
Target your practice’s realistic catchment area — typically a 5-15km radius around your location, or specific suburbs you serve. Patients rarely travel across Cape Town or Johannesburg for routine care; precise geographic targeting reduces wasted spend on clicks from patients unlikely to travel to your practice.
Click-to-Call and Click-to-WhatsApp Extensions
Many patients prefer to call or WhatsApp rather than complete a form. Enable call extensions with your direct practice number and WhatsApp extensions in every medical campaign to capture leads through the patient’s preferred contact method.
Expected Results: Medical Google Ads Benchmarks in SA
| Speciality | Avg CPC (ZAR) | Avg Cost Per Appointment | Recommended Min Spend |
| General Dentistry | R20-R60 | R150-R400 | R3,000/month |
| Cosmetic Dentistry | R40-R120 | R300-R800 | R5,000/month |
| General Practice (GP) | R15-R45 | R100-R300 | R3,000/month |
| Specialist (Dermatology etc) | R35-R100 | R250-R700 | R5,000/month |
| Physiotherapy | R18-R55 | R120-R350 | R3,000/month |
| Aesthetic Medicine | R30-R90 | R200-R600 | R5,000/month |
Frequently Asked Questions
Is Google Ads allowed for doctors and dentists in South Africa?
Yes, Google Ads is permitted for South African medical practitioners provided all advertising content complies with HPCSA Professional Conduct guidelines. This means no guaranteed outcome claims, accurate representation of qualifications and specialities, and appropriate handling of patient testimonials. Working with an agency familiar with HPCSA advertising requirements protects your professional registration.
Which medical specialities benefit most from Google Ads in South Africa?
Specialities and procedures with clear commercial intent searches and significant patient lifetime value typically see the strongest Google Ads ROI. Cosmetic dentistry (implants, whitening, Invisalign), aesthetic medicine (Botox, fillers), physiotherapy, and specialist practices (dermatology, orthopaedics) all perform strongly. Emergency services like after-hours GPs also benefit significantly from appearing at the top of urgent local searches.
Should a medical practice send Google Ads traffic to the main website or a dedicated landing page?
A dedicated, procedure-specific or appointment-focused landing page significantly outperforms sending traffic to the general practice homepage. A landing page focused on “dental implants Cape Town” with practitioner credentials, procedure description, pricing indication, and a prominent appointment booking form converts far better than a generic practice overview that requires the patient to navigate further.
How do I track which Google Ads campaigns are generating actual patient appointments?
Set up conversion tracking for: phone calls (using call tracking software or Google’s built-in call reporting), form submissions on your appointment request form, WhatsApp click events, and where possible, online booking completions if your practice uses an online scheduling system. This data allows your agency to identify which keywords and campaigns are generating appointments — and allocate budget accordingly.
Can I run Google Ads for my Cape Town dental practice targeting cosmetic procedures only?
Yes. Many Cape Town dental practices run separate campaigns targeting high-value cosmetic procedures — dental implants, Invisalign, teeth whitening, veneers — alongside general dentistry campaigns. Cosmetic procedures are typically self-funded (outside medical aid), making patients more price-conscious but also more proactive in searching. Cosmetic dental keywords often have higher CPCs but significantly higher revenue per procedure, making them highly worthwhile.
“Want HPCSA-aware Google Ads for your Cape Town or Johannesburg medical practice? Get a free medical PPC audit today.”
