Google Ads for Radiology: Why Medical Marketing Agencies Get It Wrong (And What Works)

Most radiology practices waste thousands of dollars on Google Ads. Sure, the ads look professional. The keywords sound medical and the agency sends impressive monthly reports. But the phone isn’t ringing with new patient appointments. And the ROI numbers don’t add up.

Here’s the problem: most “medical marketing” agencies treat radiology like every other healthcare specialty. They use the same generic approach for imaging centers that they use for plastic surgeons or dental practices. They target broad keywords, write clinical ad copy and wonder why radiologists aren’t seeing results.

Radiology marketing is different. The patient journey is different. The referral process is different. The decision-making factors aren’t the same as every other niche. Generic medical marketing agencies miss these nuances, which explains why their Google Ads campaigns fail to deliver patients.

If you’re tired of paying for clicks that don’t convert, here’s what’s wrong with your approach and how to fix it.

1. They’re Targeting the Wrong Keywords (And Wasting Your Budget)

Most agencies start with obvious keywords like “radiology” or “medical imaging.” These terms are expensive, competitive and attract the wrong searchers. Someone typing “radiology” into Google might be a medical student looking for textbooks, not a patient who needs an MRI.

The real opportunity lies in patient-focused searches. When someone needs imaging, they rarely search for “radiology center.” They search for their specific procedure: “MRI near me,” “mammogram appointment,” or “where to get CT scan.”

Instead, focus on procedure-specific keywords with local intent:

“MRI Nashville”
“ultrasound near me”
“CT scan appointment today”
“mammogram scheduling Memphis”
“bone density test Jacksonville”

These searches indicate immediate need and local intent. The person typing “MRI near me” has likely been referred and is ready to schedule. That’s your ideal patient.

2. Their Ad Copy Sounds Like a Medical Textbook

Generic medical agencies write ads that sound impressive to other healthcare professionals but mean nothing to patients. Headlines like “Advanced Diagnostic Imaging Solutions” or “Comprehensive Radiological Services” don’t connect with someone who’s worried about their upcoming scan.

Instead, write ads that address patient emotions and practical concerns:

“Same-Day MRI Results” “Open MRI. No Claustrophobia.” “Most Insurance Plans Accepted”

Include specific benefits that matter to patients: fast results, comfortable environment, convenient scheduling, insurance acceptance. These practical details often determine where patients choose to get their imaging done.

3. They Send Traffic to Generic Landing Pages

Most agencies send Google Ads traffic to your homepage or a generic “services” page. This creates a confusing user experience. Someone who clicked an ad for “mammogram appointment” shouldn’t land on a page that talks about every imaging service you offer.

When the ad promise doesn’t match the landing page experience, patients bounce. They came looking for specific information about mammography and found a generic radiology overview.

Instead, create dedicated landing pages for each major service you advertise:

Separate pages for MRI, CT, mammography, etc.
Match the landing page headline to your ad headline
Include procedure-specific information patients need
Add clear scheduling options on each page (don’t forget this)

Each landing page should focus exclusively on that procedure. Explain the process, timing, preparation requirements and what patients can expect. Make scheduling the primary call-to-action.

4. They Don’t Understand the Radiology Patient Journey

Generic medical agencies assume patients research and choose radiology services the same way they choose other providers. They’re wrong. Most radiology patients are referred by their physician. They’re not comparison shopping for the “best” radiology practice. They want convenient and reliable service. Their primary concerns are practical: location, availability, insurance and worries about the procedure.

Instead, target patients at the right point in their journey:

Immediate need: Focus on terms like “MRI today,” “same-day CT scan,” or “urgent imaging.” These patients have referrals and need appointments quickly.

Procedure concerns: Target searches like “painless mammogram,” “comfortable MRI,” or “what to expect during CT scan.” These patients are researching their upcoming procedure.

Insurance and logistics: Target “MRI covered by insurance” or “imaging center accepts [specific insurance plan].” These patients are working through the practical details.

Create ads and landing pages for each stage. Don’t try to address every concern in one generic campaign.

5. They Ignore Local Competition and Referral Patterns

Medical marketing agencies often run the same campaigns in every market without understanding local competition or referral patterns. They don’t research which hospitals refer to which imaging centers, or how patients typically choose between options.

In radiology, location and physician relationships matter. Patients prefer imaging centers close to their doctor’s office or their home. Understanding local geography and referral patterns is crucial for effective targeting.

The key is to research your local market thoroughly:

Identify which hospitals and physician groups refer
Map out where your current patients come from geographically
Understand which insurance plans tend to dominate your area
Study at least ten competitor pricing and service offerings

Use location-based targeting strategically. Don’t just target your city—target areas near major physician offices, hospitals, and your existing patient base. Create location-specific ad copy when relevant: “Convenient to Downtown Medical District” or “Easy Access from Highway 40.”

Bonus: They Don’t Optimize for Mobile Patient Behavior

Medical agencies often treat Google Ads like desktop advertising when most patients search on mobile devices. They create ads and landing pages that work fine on computers but provide poor mobile experiences.

Patients researching imaging appointments are often sitting in their doctor’s office, commuting home or researching during work breaks. If your mobile experience is clunky, they’ll choose a competitor with easier mobile booking.

Instead, optimize everything for mobile-first patient behavior:

Use click-to-call extensions
Ensure landing pages load quickly on mobile
Make phone numbers prominent and clickable
Simplify contact forms for mobile completion
Test the entire patient experience on smartphones
Create mobile-specific ad copy that encourages action

Stop Wasting Money on Generic Medical Marketing

Running effective Google Ads for radiology requires understanding the unique patient journey, local market dynamics and procedure-specific concerns. When your campaigns are built on radiology-specific insights rather than broad medical marketing assumptions, you’ll see results.

But as a radiology practice owner, you don’t have time to become a Google Ads expert. You’re managing operations, staff schedules, equipment maintenance and regulatory compliance. That’s where Slamdot comes in. We’ve worked with service-based businesses for over 20 years, including radiology practices nationwide. We understand the challenges of medical imaging marketing and have earned the trust of healthcare providers with 402+ five-star reviews.

Our approach delivers transparent ROI without long-term contracts, so you only pay for marketing that actually drives patient appointments. While you focus on providing excellent diagnostic services, we’ll handle the marketing that fills your schedule.

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