PPC Management
for Dermatologists.

Dermatology PPC has a unique segmentation challenge because the practice serves three distinct buyer types: medical patients (insurance-driven, lower CPC, lower LTV per visit but high lifetime value), cosmetic patients (self-pay, higher CPC, higher per-treatment value), and skin cancer patients (highest LTV, mid-range CPC, but specialized intent). Accounts that try to run one campaign across all three end up with averaged-out bid logic and poor performance on each segment. The fix is separate campaigns with separate landing pages and separate offline conversion definitions.

Medical landing pages need different friction than cosmetic landing pages. Medical visitors want to see insurance acceptance, copay expectations, telederm option, and a clear path to booking an appointment. Cosmetic visitors want pricing, before-and-afters, financing visibility, and deposit-required booking. The same visitor on the same site would expect different things depending on what they came for. Two parallel landing-page architectures solve this — medical pages and cosmetic pages live in distinct URL trees with distinct messaging.

Mohs surgery and skin cancer campaigns are the under-utilized lever in derm PPC. The visitor either has a suspicious lesion or a confirmed cancer diagnosis. The LTV is high (initial procedure plus lifetime skin checks). The competitive density on Mohs-specific keywords is often lower than general dermatology. Most derm accounts do not run dedicated Mohs campaigns and miss the highest-ROAS traffic in the specialty. We build dedicated Mohs and skin cancer campaigns with appropriate landing pages featuring fellowship credentials.

Offline conversion integration matters more for dermatology than for many medical specialties because the medical visitor's LTV is realized over multiple appointments rather than a single procedure. Push-back of appointment-attended events from your EHR (ModMed, Nextech) lets Smart Bidding learn from the visitors who actually become regular patients, not just the ones who booked one appointment. The integration takes about two weeks and the CPL curve compresses meaningfully over the following 6–10 weeks. Same telemetry discipline we run across the broader medical PPC catalog.