Summary: Most healthcare ads fail not because of budget — but because of poor intent targeting.
Problem: Clinics target broad keywords like “skin care” instead of high-intent ones like “acne specialist near me”.
Solution: Shift 70% of budget to high-intent, location-focused keywords.
Comparison:
- Broad keywords → expensive + low conversions
- Interest keywords → unpredictable
- High-intent keywords → consistent patient inquiries
Actionable Recommendation: Use keyword match types like “exact match” for medical intent.
Summary Insight: Intent targeting decreases cost and increases qualified patients.