I fill appointment books.
That's all I do.
Google and Meta advertising for private practices across the UK and Ireland, pointed at the booking page you already use. One practice per postcode, per speciality.
You've built the practice. I fill the diary.
Not only GPs. Any private practice with a diary to fill.
Private GPDentalDermatologyAestheticsOsteopathyPhysiotherapyVeterinary
It started with private GPs. The mechanism turned out not to care about the speciality: local search, a booking page, a filled slot. One practice per postcode in each.
The room is lit, the clinician is paid, and three streets away somebody is searching for an appointment right now.
When the diary has gaps, the cost is already spent. A private practice is open and staffed whether or not the ten o'clock is filled. The demand is there. The gap is between the two, and it's a paid-search problem rather than a brand problem.
Empty slots
Fixed cost with no fee against it. Filling the slot is worth more than almost anything else you could do this month.
Lost locally
The patient searched. The competitor appeared. They booked. Local intent is decided on the first screen of results.
Wasted spend
Paying for marketing activity that doesn't put somebody in Tuesday's diary. Funnels, socials, a refresh. None of it books an appointment.
Three things drive the bookings.
Google does the heavy lifting. Meta brings back the ones who didn't book. A read of your postcode decides where to stand. Everything points at the booking page you already have.
Google does the heavy lifting
Four campaigns in parallel, each with one job. Local actions for directions, calls and walk-ins. Performance Max across Search, Maps, YouTube and Display. Brand search so nobody buys your name. Non-brand search for "private dermatologist near me".
Meta is the second touch, not the first
Retargeting rather than acquisition. It brings back the patients who clicked a Google ad and didn't book, sized to the traffic Google is already sending.
Competitor analysis in your postcode
Before launch and every quarter after: who is bidding, on what, and where the gap is. Ad copy stays to operational facts, because health advertising policy is strict and you shouldn't have to think about it.
Live in ten days.
From account access to the first ad showing, with tracking wired to the appointment rather than the click.
- Day 1Access and a 30-minute call
You share GA4 and ad account access. We agree the speciality, the postcode and the booking page.
- Days 2 to 9Build
Campaigns, retargeting, the competitor scan, and conversion tracking to the booking itself, so you'll know the cost of a filled slot, not a visit.
- Day 10Go live
Ads start. Your dashboard opens and the Monday note begins.
Not included, on purpose: funnels, email, social content, newsletters. I do one thing, so the one thing is done properly.
Spend £378. Fill 42 slots.
One private GP practice in London, 1 to 17 August 2026, Google Ads only. Forty-two appointments booked online against a £100 first visit.
There's no magic wand here. Not a promise of £8.99 for you. Every practice and every area is different, and the first thing I do is benchmark yours. What this shows is what a well-run account in a good postcode can do once it has enough data to work with.
This is the floor, and it's meant to be.Every figure is the bare minimum: one appointment each, at the lowest fee. Plenty book at £150, in the room the average runs £150 to 200, and £250 or more with bloods or scripts. Phone calls, walk-ins and everything a patient is worth after the first visit are left out.
The full economics, fee included
Seventeen days of ad spend against seventeen days of management fee, pro-rated like for like.
- Ad spend, 17 days£378
- Management fee, 17 of 31 days£493
- Total cost£871
- 42 first visits at £100 (the lowest fee)£4,200
- Left over£3,329
Accounts don't start at their best
Cost per booked appointment, same practice.
Both numbers are real, and the first is the one nobody publishes. Google's bidding needs roughly thirty bookings a month before it stops guessing, which is why the minimum term is three months.
Covers ad spend up to £4,000 a month. Recommended starting budget £1,500 to £4,000 depending on speciality. Media is paid directly to Google and Meta on your card, with no markup.
- Setup feeNone
- MinimumThree months, billed monthly. That's how long an account takes to get through cold start.
- After thatMonth to month, no notice period
- AccountsYours. You keep them if you leave.
- AvailabilityOne practice per postcode, per speciality
One price, and the price is on the page.
No tiers and no proposal deck. Everything below is in the £899.
Local actions, Performance Max, brand and non-brand search, built and run.
Brings back the patients who clicked and didn't book.
Your postcode, before launch and then quarterly.
GA4 wired to the booking, not the click.
On demand, the same numbers I see.
What happened, what changed, what's next. Short.
What it doesn't cover. Funnels, email, social content, website builds or newsletters. If your booking page can't take a booking, I'll tell you before we start rather than spend your money finding out.
Work out what your diary is worth.
Three sliders: your spend, your speciality's benchmark, your first-visit fee. The number on the right moves as you do. Then open the second layer for what a patient is worth after that.
Recommended starting range is £1,500 to £4,000, paid straight to Google and Meta. More spend doesn't buy bookings in a straight line: it depends on how many people in your postcode are searching, and the cost per booking rises as you push past that.
Private GP: the top of the published £19 to £34 range, used on purpose. Benchmark, not a quote.
First appointment only. Before follow-ups, bloods, scripts or anything else the patient goes on to book.
And what they're worth after the first visit
Your numbers, not mine. I don't publish retention benchmarks. The figures below are illustrative defaults for the speciality; move them to what your own practice sees.
- First-visit revenue£7,941
- Ad spend£1,500
- Management fee£899
- Total cost£2,399
- Left over£5,542
3.3× return on total cost, fee included, on first visits alone. Treat it as the shape of the thing, not the invoice.
- Extra per new patient, after the first visit£210
- Year-one value of the month's new patients£17,160
- Left over, year one£14,761
7.2× on total cost once return visits are counted. Built entirely on the retention figures you set above.
Under thirty bookings a month, Google's bidding is still guessing and the cost per booking tends to sit above the benchmark. Thirty a month is roughly where it starts working.
Assumes your postcode has the demand and your booking page can take a booking. Both get checked before you spend anything.
Check if my postcode is openOne operator. Not an agency.
I'm Pam Marie and I run GP Ads myself. The person building your campaigns is the person answering your email, and there's no team you get handed to after the sales call.
Over ten years running paid advertising, with millions in ad spend managed. Long enough to know that the channel that fills a private practice diary is paid search, so that's the only thing I sell.
One practice per postcode, per speciality.
I won't run ads for you and the clinic up the road. When your postcode is taken for your speciality, it's taken.
A GP and a dentist in the same district don't compete, so both can be on the books. Two dentists can't.
The things people ask before the call.
Do you guarantee a number?
No. Anyone who guarantees a number before they've seen your account is selling you something else. What I will do is tell you on the first reply if your area doesn't have the demand.
What do I need before we start?
A booking page that takes a booking, a Google Ads and a Meta account (or I'll set them up in your name), and GA4 access. Day one is a 30-minute call to get all three lined up.
Why a three-month minimum?
Google's bidding needs roughly thirty booked appointments a month before it has enough to work with. Below that it's guessing. The account on this page went from £38 a booking to £8.99 over four months. Three months is the honest minimum to get through cold start.
Who owns the ad accounts and the data?
You do. Media is billed to your card by Google and Meta directly, with no markup. If you leave, the accounts, the history and the tracking stay with you.
Is my speciality covered?
Private GP, dental, dermatology, aesthetics, veterinary and physio all run on the same mechanism. If yours isn't listed, check your postcode anyway and I'll give you an honest read.
What about health advertising rules?
Copy stays to operational facts: availability, booking, services, location. No claims, no before-and-afters, nothing that trips Google's or Meta's healthcare policies.
If your postcode is open, it won't stay open.
Two minutes to check. A straight answer within a working day. Live in ten days if it's a yes.