If you run a clinic in Thailand and you've tried Google Ads, chances are one of two things happened: you spent a lot of money and got almost no appointments, or you got calls but they were from people who weren't a good fit.
Neither is a Google Ads failure. Both are a campaign structure failure. After running paid campaigns for clinics across Thailand — aesthetic medicine, dental, physiotherapy, and general practice — these are the patterns that consistently work.
Why most clinic campaigns underperform
The default Google Ads setup for a clinic usually looks like this: one campaign, broad match keywords like "คลินิก" or "doctor near me", all services lumped together, driving traffic to the homepage.
This loses money in three ways:
Budget dilution: broad match catches irrelevant queries ("clinical psychology internship", "clinic equipment supplier"). Your ฿500/day disappears fast.
Intent mismatch: someone searching for "ฉีดโบท็อกซ์ราคา" and landing on your homepage has to do the work to find the relevant service. Most won't.
No Quality Score: misaligned ad copy → landing page → keyword means Google charges you more per click for lower positions.
The campaign structure we use
1. One campaign per service line
Don't mix aesthetic, dental, and physiotherapy into one campaign. Separate them. Each has different search volume, different bid levels, and different seasonality. Mixing them means the high-volume service cannibalises the budget for everything else.
2. Phrase + exact match only in Thailand
Thai search behaviour is specific enough that broad match typically fires on irrelevant queries. Start with phrase match for discovery, then graduate high-converting terms to exact match. Review the search terms report weekly for the first month.
3. Every ad group = one treatment / service
Botox ads → Botox landing page. Teeth whitening ads → teeth whitening landing page. Not the homepage. The copy on the landing page must mirror the ad copy — Google rewards this with better Quality Scores and lower CPCs.
4. Location + time-of-day bid adjustments
Most clinics draw from a radius of 5–15km. Add negative bid adjustments for provinces outside your catchment area. Thai clinic searches peak between 11am–1pm and 7–9pm — raise bids in those windows.
5. Call extensions + WhatsApp / LINE conversion tracking
In Thailand, most appointment bookings happen via phone call or LINE — not web forms. Set up call conversion tracking (Google Ads native) and if you're using LINE Official Account, track LINE link clicks as conversions. Without this, you're flying blind on what's actually generating patients.
Conversion tracking is the whole game
This is the most skipped step and the most important one. If you can't tell Google which clicks turned into appointments, Smart Bidding cannot optimise toward appointments — it optimises toward clicks, which is not what you want.
Minimum setup: phone call conversions (calls lasting 60+ seconds), form submission, and LINE link click. If your clinic uses an online booking system, track the booking confirmation page.
What budget do you actually need?
For a single-location clinic in a mid-sized Thai city (not Bangkok), ฿15,000–฿25,000/month is a realistic starting budget for one or two service lines. Bangkok is more competitive — budget ฿30,000+ for meaningful visibility on aesthetic or dental terms.
The goal in month one isn't profit — it's learning. You're buying data: which keywords convert, what CPAs look like, which ad copy gets clicks. Month 2 onwards is where you optimise toward profitability.