We Understand Pathology Search Behaviour
Patients searching for pathology services have specific needs. We know which keywords signal immediate booking intent and which indicate research.
Google Ads for Pathology Labs
Appear When Patients Search for Pathology Services
Every day, patients search for pathology collection centres and blood test locations. GPs search for pathology partners. With a decade of healthcare-specific Google Ads experience, we know how to put your pathology lab in front of both audiences at the exact moment they're ready to act.
TGA-compliant campaigns from day one
Track both patient and GP conversions
A decade running healthcare campaigns
Trusted by 100+ healthcare practices and medical clinics across Australia
Our Director Has Been Seen On
The Healthcare Ads Specialists
Why Pathology Labs Trust Us With Their Patient Acquisition
Our team has run thousands of healthcare campaigns. We understand the dual B2C and B2B nature of pathology marketing and build campaigns that serve both audiences.
TGA-Compliant Ad Copy
All ad copy meets TGA advertising requirements. Campaigns are built to stay compliant while effectively communicating your services.
Dual B2C and B2B Strategy
Separate campaign strategies for patient acquisition and GP awareness. Each audience receives appropriate messaging and landing pages.
Local Collection Centre Targeting
Target patients searching near your collection centres. Geo-targeting ensures you only pay for clicks from patients who can actually visit.
Test-Specific Campaigns
Targeted campaigns for specific tests like STI screening, drug testing, or corporate health checks. Reach patients searching for exactly what you offer.
Real Booking Tracking
Track actual appointment bookings, not just clicks. Know exactly what your cost per new patient is.
Advanced Conversion Tracking
Integration with booking systems and CRMs. Track both patient appointments and GP enquiries separately.
Daily Optimisation, Not Set and Forget
We're in your account daily, not monthly. Proactive scripts monitor performance around the clock. Problems get caught before they cost you money.
A Decade of Healthcare Data
A decade of healthcare ad spend means your campaigns start with proven benchmarks, not guesswork. You skip the expensive learning curve.
How We Work
From Strategy to Booked Appointments
A proven approach refined across hundreds of healthcare campaigns. We start with what's working in pathology markets, not guesswork.
1
Audit & Strategy
Deep analysis of your market, competition, and opportunities for both patient and GP acquisition.
2
Keyword Research
Comprehensive keyword mapping covering patient searches for tests and GPs searching for pathology partners.
3
TGA-Compliant Copy
Ad copy that converts while meeting TGA advertising requirements. No compliance headaches.
4
Landing Pages
Conversion-optimised pages for patients seeking collection centres and GPs evaluating pathology partnerships.
5
Launch & Optimise
Campaign management with ongoing optimisation based on actual bookings and enquiries, not vanity metrics.
The Complete Guide
What Makes Pathology Google Ads Different
A decade of running campaigns for healthcare businesses has taught us exactly what works for pathology patient and referrer acquisition.
Understanding How Patients Search for Pathology
When someone needs a blood test, their search behaviour is specific and intent-driven. They search for 'blood test near me', 'fasting blood test clinic', or 'pathology collection centre'. These searches indicate someone ready to book.
Unlike general healthcare searches, pathology patients often have a referral in hand. They're not deciding whether to get a test. They're deciding where to get it. This means competition for convenience: location, hours, wait times.
Our team has spent years understanding these search patterns for pathology businesses. We know which keywords indicate immediate booking intent and how to structure campaigns that capture these high-value moments.
The B2B Opportunity
Most pathology marketing focuses on patients. But GPs choose which pathology providers to recommend. Building awareness among GPs and practice managers can drive sustained referral volume.
We build separate campaign strategies for B2B pathology marketing. Keywords like 'pathology partner for GP practice' or 'reliable pathology provider' reach decision-makers evaluating options. Landing pages speak to GP concerns: turnaround times, result delivery, patient experience.
This dual strategy addresses both immediate patient acquisition and long-term referral building.
Location-Based Competition
Pathology collection is inherently local. Patients choose based on proximity to home or work. Competition happens at the suburb level, with multiple providers serving the same catchment areas.
We build hyper-local campaigns targeting specific collection centre locations. Ads highlight the specific location, parking availability, and extended hours. Bid strategies adjust based on competition in each area.
This precision approach means your budget competes where it matters most: the exact locations you service.
Test-Specific Campaign Opportunities
Beyond general pathology searches, significant volume exists for specific tests. STI screening, drug testing, pre-employment health checks, and wellness panels all generate dedicated search traffic.
We build test-specific campaigns that capture these searches. Messaging addresses the specific concerns of each test type. Landing pages provide relevant information about preparation, privacy, and results.
These campaigns often have lower competition than general pathology keywords, providing cost-effective patient acquisition.
Compliance Considerations
TGA advertising requirements apply to pathology services, particularly when promoting specific testing kits or health claims. Google also applies healthcare advertising policies that require verification and restrict certain messaging.
Our team has navigated these requirements for pathology businesses across Australia. We know which approaches get approved and which require modification. All campaigns are built with compliance as a foundation, not an afterthought.
Medical Marketing Results
Healthcare Marketing Case Studies
rumen.com.au
Marketing & design by our team
Case Study
Rumen Medical Weight Loss
$1M ARR in 6Â weeks
“We went from launch to $1M ARR in six weeks.”
Mitchell — Founder, Rumen
Challenge
New telehealth clinic needed rapid patient acquisition and efficient operations to scale in the medical weight loss market.
Solution
Full-funnel digital strategy with automated bookings, patient management, and retention-focused campaigns.
Results
350 to 6,500 patients in 15 months. $1M ARR in 6 weeks. 90% admin workload reduction through automation.
Client Results
Trusted by healthcare leaders
Medical practices across Australia share how they transformed patient acquisition with AHPRA-compliant marketing that delivers measurable outcomes.
"Casey and his team have been a true partner to Better Rehab, helping to grow the business through successful campaigns. Casey shows high levels of expertise and we've been lucky to have him on board as the 'Marketing Engine'."
"We went from 350 to 6,500 patients in under 15 months. Admin load cut by over 90% and patient retention jumped by more than 450%."
"They have single-handedly grown my business. We're now turning away $60,000 every week in organic leads. Because, we just don't have the capacity."
"Since going with Casey and his team, we have had nothing but wins. They've got awesome results with low lead costs and have taken the time to really understand our business."
"If you're looking for a highly experienced, knowledgeable and ideas-driven marketing agency, look no further. He's helped transform our business from a fairly humble start-up to a fast growing service provider."
"Super impressed with his promptness, communication, professionalism, and knowledge of the full suite of digital marketing. You and your team are second to none!"
"As an experienced health professional I am a hard sceptic. Casey and his team over delivered on my project with an A+ website design having actively listened to every point I was seeking."
"Working with Casey and his team was nothing short of exceptional. The final product exceeded all expectations, both visually and functionally. It was a seamless experience from start to finish."
"Casey and his team were an absolute lifesaver. They understood exactly what our vision and goals were and did not fall short of delivering an exceptional piece of work."
"The communication was quick, clear and easily understandable. They balance patience and efficiency really well, resulting in a superb end product. Highly recommended."
"Casey was so empathetic and patient in listening to my ideas. He goes above and beyond. If you want a marketing agency that REALLY wants to help you grow your business, pick Casey and his team."
"Excellent company to deal with and their web design is incredible. Would use them again and again."
"They show high levels of expertise and we've been lucky to have them on board as the 'Marketing Engine'. Would definitely recommend to anyone looking to invest in growth."
Complete Campaign Management
Everything Your Lab Needs to
From keyword research to conversion tracking, we handle the technical details so you can focus on delivering results.
Healthcare Ad Compliance
Campaigns designed to meet TGA and Google's healthcare advertising requirements.
Local Service Ads
Google Local Service Ads management for prominent visibility in local collection centre searches.
Test-Specific Campaigns
Targeted campaigns for STI testing, drug screening, corporate health, and other specific services.
Call Tracking
Track phone enquiries with attribution to specific campaigns and keywords.
Booking Tracking
Integration with booking platforms to track actual appointments, not just clicks.
GP Referral Campaigns
B2B campaigns targeting GPs and practices seeking pathology partners.
Remarketing
Re-engage visitors who viewed your site but didn't book. Stay top of mind.
Monthly Reporting
Clear reports showing patient bookings, GP enquiries, and campaign performance.
Common Questions
Pathology Google Ads
Answered
What pathology lab owners ask us most about running Google Ads for patient and referrer acquisition.
Most pathology labs invest between $3,000 and $10,000 monthly depending on the number of collection centres and competition. Multi-location networks typically invest more.
Cost per new patient typically ranges from $15 to $45 depending on your market competition and the services offered. Specific tests like STI screening often have different economics.
You can see enquiries within days of launch. Campaigns typically reach optimal performance after 4 to 8 weeks of optimisation.
All ad copy is written to comply with TGA advertising requirements. We know what's permitted and build compliance in from the start.
Yes. Targeted campaigns for STI testing, drug screening, corporate health, and other specific services attract patients seeking those exact tests.
Yes. We build separate B2B campaigns targeting GPs and practice managers seeking pathology partners. Different messaging and landing pages for this audience.
We build location-specific campaigns for each collection centre with appropriate geographic targeting and individual performance tracking.
We design compliant campaigns from the start. If issues arise, we resolve them quickly. Healthcare ad disapprovals are usually straightforward to fix.
We integrate with major healthcare booking systems and CRMs. This lets us track actual patient bookings, not just enquiries, so we optimise for real results.
Yes. We implement call tracking with AI transcription and analysis. You'll see which campaigns drive calls, plus insights on call quality and how your team handles enquiries.
We offer free account audits that often reveal wasted spend, even in accounts run by reputable agencies. Healthcare advertising has nuances generalists miss.
They complement each other well. Google Ads delivers immediate visibility while SEO builds long-term organic presence for your collection centres.
Still have questions? We're here to help.
Book a free strategy call