Google Ads for Clinics in Pune: Structure, Budgets and Condition Pages

Picture a software engineer in Hinjewadi with a twisted knee from weekend football. At 11 at night he types "ACL tear doctor near Wakad" into his phone. Somebody's ad shows up. The question is whether it is yours, whether it sends him to a page about exactly his problem, and whether anyone at your clinic replies before he books somewhere else.

That is what Google Ads are for. They don't create demand. They catch patients who have already decided they need help. In a city as spread out as Pune, the way you build the account decides whether you catch the right ones.

How should a Pune clinic structure its Google Ads account?

One campaign for every treatment. If you are an orthopaedic clinic, ACL and sports injuries is one campaign, knee replacement is another and back pain is a third. Each gets its own budget, so you always know what each treatment costs you.

Inside each campaign, split keywords by intent. Here is how that looks for a sports injury campaign.

Keep matching tight at the start, with exact and phrase match. Broad match without data will spend your budget on searches you never wanted.

How far should a Pune clinic target its ads?

This is where Pune is different from a small city. A 10 kilometre radius around a clinic in Kharadi can include areas your patients will never drive from at peak hours. So target by realistic travel, not by a neat circle.

• Start with the areas your current patients actually come from. Your CRM should have an area field for every enquiry. If it doesn't, add one this week.
• Treat Pimpri-Chinchwad and the western suburbs as a separate location group if your clinic is in central or eastern Pune, and see how they perform on their own before you mix them in.
• If patients travel in from towns like Satara or Baramati for a specialist procedure, give those towns their own small campaign, with a landing page that explains how to plan the visit.

Which negative keywords matter for Pune clinics?

Build the list before you launch, not after. Pune is a city of students, trainees and job seekers, so a lot of medical searches have nothing to do with patients.

1. Jobs and training: job, vacancy, salary, internship, course, college, admission, fellowship.
2. Free and government care: free, government hospital, charitable, and the names of large public hospitals you don't want to pay for.
3. Do it yourself: home remedy, exercises at home, pictures, video, PDF.
4. Wrong products: knee cap, belt, brace price, unless you sell them.
5. Other cities, if you don't want them: Mumbai, Nashik, and so on.

Then open the search terms report every week. Add the bad searches as negatives and turn the good ones into keywords. In my experience this one weekly habit saves more money than any clever bidding.

What should the landing page look like?

Every ad goes to the condition page that matches the search, never the homepage. A Pune patient who searched for ACL surgery should land on a page about ACL surgery, with:

• A headline in the patient's words, like "Knee giving way after a sports injury?"
• The treatment options, including non-surgical ones, explained honestly.
• What happens step by step, and when they can expect to return to work and sport.
• How pricing works, with the payment options.
• The doctor's credentials and consented results.
• Directions from the main roads, parking, and evening or Saturday slots.
• Click to call, WhatsApp and a short form that work on a phone.

If your patients are split between Marathi and English, build the page in both. Our websites and search team builds pages like this, one condition at a time.

How much should a Pune clinic spend on Google Ads?

There is no fixed number, and anyone who quotes you one without seeing your numbers is guessing. Work it out backwards from what a patient is worth.

Here is an example. Say an ACL plan brings in ₹1.5 lakh in the first year. My benchmark is to spend no more than 10 to 20% of first-year value on getting that patient, so ₹15,000 to ₹30,000 per treated patient.

Now compare two campaigns that each spend ₹50,000 in a month.

Campaign B looked expensive per lead and was far cheaper per patient. That is why I never judge Google Ads by cost per click or cost per lead. More detail on this sits in our patient acquisition work.

When should the ads run?

Only when someone can pick up. Pune enquiries often peak in the evening, after office hours. If your front desk leaves at seven and your ads run until midnight, you are paying for calls that ring out.

Two options. Extend front desk cover into the evening, or keep ads to working hours and send late clicks to WhatsApp with an instant reply and a callback first thing the next morning. Either works. Paying for unanswered calls doesn't.

Also run a small campaign on your own name and your clinic's name, so a competitor can't sit above you when someone searches for you directly.

The short version

• One campaign per treatment, keywords split by intent, tight matching at the start.
• Target by real travel time across Pune, not a big radius, and test outer areas separately.
• Build negatives for jobs, courses, free care and wrong products before launch.
• Every ad goes to a matching condition page, in Marathi and English where needed.
• Judge everything by cost per treated patient. More on our approach for the city is on the Pune page.