Running Google Ads for a multi-service clinic is rarely simple. You need to balance budgets, track performance across services, and ensure that each department gets enough visibility. The real question many clinic owners face is this: should you keep one shared ad budget, or split it by department to give each service its own focus?
In this guide, we’ll look at how budget allocation works in Google Ads for multi-service clinics, the pros and cons of each method, and the best ways to measure ROI. You’ll also see how proper structuring can stop wasteful spending and help you grow the right services at the right time. If you want deeper insights into running effective ads for healthcare providers, you can also read our article on Google Ads strategies for physiotherapists in high-competition suburbs.
Understanding Multi-Service Clinics and Google Ads
A multi-service clinic is any healthcare practice that offers more than one type of service. For example, you might run a clinic that combines physiotherapy, psychology, dermatology, and dental treatments under one roof.
Google Ads gives you the power to target people actively searching for services you provide. Someone searching “sports physio near me” is likely ready to book an appointment, while a person looking up “skin cancer check bulk billing” may need a dermatology service quickly.
The challenge is that when you run ads for multiple services, each department competes for the same budget pool. Without a clear strategy, one service can consume most of your budget, leaving others invisible to patients who are searching.
The Budget Dilemma: Shared vs. Split Allocation
When managing budgets, you have two main options:
- Pros: Flexible, easier to set up, lets Google distribute spend where demand is highest.
- Cons: High-volume services may dominate, leaving low-volume but profitable services underfunded.
Split Budget by Department
- Pros: You control how much each service gets, performance is easier to track at the service level, and you can optimise for different patient needs.
- Cons: More management required, risk of wasted spend if demand is low for a particular service, and campaigns may need regular rebalancing.
The decision often depends on the size of your clinic, the number of services you offer, and the data you already have.
Factors That Influence Budget Decisions
Before you decide whether to split or share budgets, consider these key factors:
- Patient Demand Seasonality
Some services spike at certain times of year. For example, flu vaccinations may surge in winter, while physiotherapy might peak during sports seasons. Allocating budgets by department helps you catch these trends. - Profitability of Services
A $150 skin check is very different from a $5,000 dental implant case. High-ticket services often deserve dedicated budget support. - Clinic Growth Goals
If your clinic wants to expand one department, like cosmetic injectables, splitting budgets ensures ad spend is directed towards that growth. - Local Competition
The more competitive the service, the more budget you need to stay visible. A shared budget might spread spend too thin in these cases.
Campaign Structuring Strategies
The way you structure campaigns in Google Ads makes a huge difference to how budgets perform.
- Separate Campaigns for Each Department
Best when you want clear budget control and performance data. For example, one campaign for dental, another for psychology, and another for physio. - Ad Groups Within Shared Campaigns
Better for smaller clinics with limited budget. Services share one campaign but are divided into ad groups. - Location-Based Campaigns
If you run multiple branches, consider splitting by service and location to reach the right patients. - Dynamic Keyword Insertion
Lets your ads automatically update with the patient’s search term. This can help with services that share similar search behaviour.
Using these structures, you can test different budget setups and refine based on performance.
Tracking and Measuring Performance
Budget allocation is meaningless if you don’t measure what’s working. Tracking should be done at the service level to give you real insight into patient acquisition.
- Conversion Tracking
Measure form fills, bookings, and calls for each department. - Cost Per Lead (CPL)
Track how much you’re paying for each enquiry per service. - Return on Ad Spend (ROAS)
Calculate revenue generated compared to ad spend. - Attribution Models
Use call tracking and CRM integration to see which service brought in the patient, even if they interact with multiple ads.
Without this data, you can’t decide whether splitting or sharing budgets is working for your clinic.
Common Mistakes to Avoid
Many multi-service clinics waste ad spend because of avoidable errors.
- Overfunding Low-Value Services
High search volume does not equal high revenue. Don’t overspend on services that bring minimal profit. - Ignoring Attribution Across Services
A patient may search for physiotherapy but end up booking psychology later. Without proper tracking, you lose visibility. - Skipping Negative Keywords
Not using negatives can drain your budget on irrelevant searches. For example, “free physio” clicks can waste spend. - Failing to Adjust for Seasonality
Keeping the same budget all year ignores demand shifts, leaving money wasted in quiet months.
Best Practices for Multi-Service Clinics
To run effective ads, you need a strategy that balances flexibility with control.
- Start with Shared Budgets
If you’re new to ads, begin with shared budgets and gather performance data. - Test Splitting by Department
Once you have data, split budgets for high-value or high-growth services. - Use Automated Bidding Strategies
Google’s smart bidding can help balance costs and conversions if you have enough data. - Regularly Review Search Terms and Budgets
Monthly reviews help you shift spend to the most profitable areas.
Following these practices keeps your budget focused while ensuring all departments benefit from visibility.
Conclusion
There isn’t a one-size-fits-all answer to whether you should split budgets by department. For some multi-service clinics, a shared budget gives flexibility and covers patient demand. For others, splitting ensures key services get the visibility they need. The best approach is often to start broad, gather data, and then refine your strategy based on service-level performance.
If you want expert help setting up and managing effective ad campaigns for your clinic, the team at Pracxcel can guide you through the process and ensure your budget delivers real patient growth.
