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Diagnostic centres · Pay per click advertising

Pay for the MRI search when the machine has free slots, not for test-price browsers.

Pay-per-click advertising for a diagnostic centre means paying Google to appear when someone searches for a scan or a check-up you have room to take. GullySales picks the studies and packages worth bidding on, keeps out the searches that will never book, and counts a booked slot rather than a click.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A laboratory technologist organises specimen tubes beside a microscope

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for diagnostic centres

Sales and marketing for diagnostic centres, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For diagnostic centres

Where it usually goes wrong, and what we would do.

  • “Ads that sell the centre instead of a scan”

    An ad saying all tests under one roof competes with every lab and hospital in the city. An ad for a knee MRI with an evening slot competes with a handful.

  • “Price searches drain the budget”

    Searches for a cheap blood test or a free check-up bring clicks from people who will book whoever is lowest, mostly an app or a camp. Very little of that spend becomes a sample in a tube.

  • “Ultrasound ads sit under a law of their own”

    The law against prenatal sex determination covers how an ultrasound centre may advertise. Pregnancy scan wording goes to your adviser before it reaches Google, and some searches must be blocked outright.

What we do

What we deliver for diagnostic centres.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. Campaigns split by scan and by package

    MRI, CT, ultrasound and check-up packages each run as a campaign of their own, so money can move to the machine with spare capacity.

    Result: Budget follows the department that can take patients.

  2. Negative keyword lists from real search terms

    Job searches, course enquiries, free camps, home remedies and anything about the baby's sex added as negatives, and the search terms read again after every change.

    Result: Money stops going to people who were never patients.

  3. Ad wording cleared for medical rules

    Copy that names the scan, the preparation and the booking route, with no claim about accuracy or outcome, checked against your adviser's view and the platform's current health policy.

    Result: Ads run without a claim that puts the centre at risk.

  4. Landing pages per study

    Each ad lands on the page for that scan or package, with the preparation, a call button and a WhatsApp link.

    Result: The person who searched for a CT finds CT, not your home page.

  5. Call tracking to the desk that answered

    A tracked number per campaign, with the desk marking whether each call became a booked slot, a home collection or only a price question.

    Result: You can see which campaign filled the MRI book.

  6. Spend moved as capacity changes

    Budget shifted between imaging and packages when slots fill or open, agreed with the person who runs the scan schedule.

    Result: Ads stop pushing patients towards a fully booked machine.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

Which diagnostic searches are worth paying for, and which to keep out of the account.

Scan plus area, such as MRI scan in Jayanagar
Bid. The person has a prescription and is choosing where. Land on the MRI page with preparation, the metal-implant questions and a call button that rings the imaging desk.
Check-up package for parents or senior citizens
Bid, if the package page lists every test and the home collection option. The buyer is an adult child comparing contents, so the page must work without a call.
Cheap, free, lowest price and offer searches
Block, or bid low and watch. These people compare apps and camps on price alone. Read the search terms and add the words that never turn into bookings.
Gender, sex of baby or boy or girl scan searches
Block every one, in every account, always. The law forbids prenatal sex determination, and the centre must never appear against these searches.
Jobs, radiology courses and technician training
Block. MRI technician jobs, DMLT courses and lab assistant vacancy searches come from job seekers and students, not from patients.
What counts as a real enquiry
Count a call above a set length, or a form that names a scan or package, and have the desk mark whether it became a booked slot. Clicks and visits are not enquiries.

Who it is for

This is written for these diagnostic centres.

  • Standalone diagnostic centres with pathology and imaging
  • Diagnostic centres inside or beside a hospital
  • Multi-branch diagnostic chains
  • Diagnostic centres that run corporate camps
  • Centres with a strong health check-up business
  • Centres serving senior citizens and families

Not for

It is not the right fit if.

  • Your booking line closes early, so paid clicks arriving at night would reach a form nobody reads in time
  • You cannot tell which package or scan a caller wanted, so spend could not be matched to the booking that followed
  • You plan to advertise a result or a screening claim that the rules on health advertising do not allow

Before you decide

Agree the work. Know how to judge it.

Google Ads for diagnostic centres: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Bring search-term reports, conversion definitions, and the sales outcome of past enquiries where available. Identify products, locations, and enquiries you cannot serve.

Make the scope clear

Choose the offer and landing page before setting a media budget. Agree who pays the platform, which actions count as conversions, and how unsuitable searches will be reviewed.

Check the work in use

Trace a test enquiry from the advert to the sales record. Review qualified enquiries and orders alongside spend, and separate duplicates or spam from genuine buyer demand.

Know when to change course

If the advert generates enquiries that do not fit, revise targeting and qualification before increasing spend. If suitable enquiries are lost after contact, work on the sales process.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Budget and responsibility approval

    You approve the channels, total spend, account ownership, and budget-movement limits. We name the person who approves campaigns and the sales contact responsible for enquiry outcomes.

  2. 2

    Tracking readiness decision

    We check account tracking against your enquiry sheet, call log, or CRM. Missing access and unreliable conversion events are identified before deciding what is ready to launch.

  3. 3

    Sales definitions sign-off

    Your sales contact agrees what qualifies an enquiry and what counts as a completed order. We record the baseline and decide how duplicate enquiries will be handled.

  4. 4

    Campaign launch approval

    You review the proposed campaign structure and response route. Required changes to advertising material or landing pages are identified, with any separate production work agreed before launch.

  5. 5

    Lead-quality review

    Your sales team supplies enquiry outcomes; we compare them with campaign and search-term records. Irrelevant traffic and missing source information are addressed before recommending more spend.

  6. 6

    Allocation decision and handover

    We make authorised budget moves or send decisions outside those limits for approval. The combined report records the evidence and identifies any action needed from your sales team.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on our own centre's name?
Yes, as a separate small campaign. Patients sent by a doctor search your name, and an aggregator or a rival can sit above you if you do not bid. Kept apart, that cheap traffic does not flatter the scan campaigns.
Are call-only ads right for scans?
For urgent searches such as X-ray near me or CT scan open now, yes, if the imaging desk picks up every call. For MRI and packages, a page with the preparation notes earns a caller who already knows what to ask.
Our ads keep getting calls from people asking about technician jobs. What do we do?
Add job words as negatives: vacancy, hiring, salary, technician course, DMLT. Then read the search terms and add the new ones you find. Put a careers line on the website so genuine applicants have somewhere to go other than the desk.
How do we tell which bookings at the imaging desk came from the ads?
Use a tracked number on the ads and on the landing page, and ask the desk to log each call with the scan asked about and whether a slot was booked. Without the desk's note, a tracked call only tells you the phone rang.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for diagnostic centres.

All articles

More for diagnostic centres

Related work to consider.

Or start from the overview: sales and marketing for diagnostic centres.

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