Healthcare Marketing | Josh Blicker
Key Points:
More than 96% of first-time website visitors aren’t ready to convert, according to Google data. That’s a huge chunk of missed opportunity—especially in healthcare, where decision-making takes time. But here’s the good news: those visitors can come back if you stay in front of them. That’s where remarketing comes in.
Remarketing strategies for healthcare Google Ads involve targeting users who have previously interacted with your website or app, reminding them to come back and take action—like booking an appointment or filling out a form. These strategies allow healthcare providers to re-engage warm leads instead of constantly paying to attract new ones.
Using Google’s powerful ad tools, healthcare businesses can create segmented lists, serve personalized ads, and optimize timing to capture users when they’re ready to take the next step.
Healthcare consumers don’t make snap decisions. Whether it’s choosing an ABA therapy provider or selecting a family physician, the process takes time, trust, and multiple touchpoints. Remarketing helps close that gap.
Think of it like this: a parent researching autism services may visit your site, read a service page, then leave. They might return weeks later—if they remember you. Remarketing ensures they do.
In short, remarketing helps reduce wasted ad spend and increases the likelihood of turning traffic into real patients.
Before diving into tactics, it’s important to understand how the system operates. Google Ads remarketing uses tracking pixels or tags (usually via Google Tag Manager) to log site visits and behavior.
Once users are tagged, they’re placed in audiences. From there, you can build specific campaigns tailored to those users.
That’s the backbone of Google Ads remarketing for healthcare—but the real power comes from how you segment and target these audiences.
Remarketing isn’t one-size-fits-all. Different patient journeys require different remarketing angles. In healthcare, especially for private practices or specialty services like ABA therapy, personalization is everything.
Let’s break down the types of campaigns you can deploy.
Targets users who visited your website but didn’t take action. Ideal for promoting general awareness or service pages.
Pulls specific content or services users viewed and displays them in ads. Best for multi-service providers or clinics.
Targets users who interacted with your YouTube videos or watched content embedded on your site.
Uses existing email lists (HIPAA-compliant, of course) to create audiences and retarget them across Search, Display, and YouTube.
These campaign types give you the flexibility to match messaging to where a patient is in their decision process.
Segmentation is what separates high-performing campaigns from wasted spend. The more refined your audiences, the more relevant your ads—and the higher your conversion rate.
Pro Tip: Avoid segmenting too broadly. A remarketing ad is only as good as its relevance. Serving a generic "Schedule Now" ad to someone who was just browsing your blog? That’s a waste of budget.
Getting the structure right is one thing. Getting the execution right is another. Remarketing in healthcare must walk the line between assertive and ethical.
These best practices ensure your remarketing strategy is both effective and respectful—something especially critical in healthcare advertising.
Just running a campaign isn’t enough—you need to know if it’s working. That means tracking the right metrics and understanding what they tell you.
Use Google Ads in conjunction with Google Analytics to get granular. Segment by audience, device, campaign type, and more.
Pro Insight: If your remarketing CTR is under 0.5%, your creative or targeting may need a rethink.
Even experienced marketers trip up on remarketing campaigns. Here are some pitfalls to dodge:
Avoid these and your campaigns will not only perform better—they’ll also comply with advertising and data privacy standards.
CMG is a healthcare marketing agency helping ABA therapy clinics and other healthcare providers scale with confidence. If you're tired of guessing what works and ready to build a growth system, we can help.
Don’t let warm leads slip away. Partner with CMG, a healthcare marketing agency that delivers strategic digital marketing for predictable, profitable growth. Ready to scale your ABA therapy center or healthcare practice? Let’s build your remarketing strategy today.
