Meet Patricia Montoya Giménez, Senior Digital Marketing Manager at WBS.
“It’s Not About More Traffic — It’s About the Right Traffic”
After 9 months on maternity leave, I’ve come back to a noticeable shift in the digital landscape – CTR is down, CPC is up, and Google Ads performance is more unpredictable than ever. Why is this happening? With rapid AI-driven changes, user behaviour and ad delivery are shifting. That’s why now, more than ever, it’s crucial to focus on maximising performance, not just increasing spend.
When it comes to Paid Search in healthcare tech, having a solid keyword strategy is essential – especially when working with limited budgets and targeting high-value audiences like healthcare professionals.
While general keywords may seem useful for driving traffic to your landing page, they often drain budgets without delivering quality results – especially when they don’t align with user intent. That’s why it’s crucial to distinguish between terms used by healthcare professionals and those used by patients.
Having worked across multiple healthcare professional campaigns, here are a few key tips to maximise your investment:
• Use high-intent, technical keywords; eg:
→ Branded devices: [Brand] DBS system
→ Clinical tools: wearable ECG monitor
→ Specialist terms: urology laser equipment
→ Functional needs: automated drug delivery system
• Avoid broad patient-focused keywords
If needed, include them in a separate, tightly controlled campaign. Adding general patient-focused terms to campaigns targeting healthcare professionals can lead to low-quality traffic and unnecessarily high costs (e.g., “tremor relief”, “living with Parkinson’s”). These keywords typically fall into categories such as symptom/condition terms, general intent patient queries, or lifestyle/support-related phrases.
• Be selective with competitor targeting
It often brings low engagement and hurts quality scores. In my experience, campaigns that rely too heavily on generic or competitor-focused terms often struggle with underperformance.
• Track performance frequently
Don’t just set and forget – watch bounce rates, conversions, and on-site behaviour closely. That data holds the truth.
Remember: It’s not about spending more, it’s about spending smarter.
Need help fine-tuning your campaign? Let’s talk.
Or, at the very least, let’s bond over the fact that AI now changes things faster than my toddler changes moods 🙂
If you’d like to explore more about effective SEO strategies to grow your B2B healthcare business, you can find additional information here.
#DigitalStrategy #PPC #HealthcareMarketing #MedTech #KeywordStrategy #PerformanceMarketing #B2BMarketing #GoogleAds #HealthTech
