Picture this. Someone feels a twinge in their lower back. Not urgent, but concerning enough to do some research. They browse health blogs, explore wellness apps and watch a short video on sciatica. A few days later, they search for a clinic nearby and make a booking.
That decision did not begin with a Google search. It began with discovery.
For healthcare businesses, this early moment is crucial. It is where programmatic advertising builds awareness. And when paired with Google Ads, you create a strategy that supports the full patient journey from first impression to final appointment.
Let your ads start the conversation early
Programmatic advertising is often the first touchpoint of the patient journey. It places your brand on trusted health websites and apps your audience already visits. These placements can be precisely targeted to the patient’s location, device, behaviour and content interests.
At Splice Marketing, we include conversion tracking in every campaign. We’re not just showing ads. We’re identifying who is engaging and when. These interactions form retargeting pools that let us follow up with higher-impact ads later.
Programmatic is not just for awareness. When done well, it can also drive direct conversions, especially when the ad creative is relevant and the message matches the audience.
Google Ads captures the moment of intent
When someone is ready to act, they typically turn to Google. This is where Google Ads shines. It captures patients at the exact point of intent, when they are searching for a service, treatment or clinic.
Even if they do not recall your name, they may search for a related keyword. Your ad appears, and familiarity gives you the advantage.
Without that earlier exposure from programmatic, your brand may not stand out. With it, you become a known and trusted option.
Patients move between platforms. Your marketing should too.
Patients do not think in terms of channels. Their journey is fluid. They might:
- See a native ad (an ad that matches the look and feel of surrounding content) while reading about migraine treatments
- Spot a banner ad while scrolling on their way to work
- Search for your clinic on Google and book an appointment the next day
This is why a combined approach works. It keeps your brand visible across platforms and reinforces recognition at each stage.
How the platforms work together
Google is often the main driver of conversions, but programmatic ads also deliver direct results. Both play important roles in converting users at different points in the journey.
When paired in an omnichannel approach, programmatic advertising and Google Ads create multiple touchpoints, nurturing the user towards conversion:
- Programmatic introduces: Display and native ads build early awareness while patients are consuming health-related content.
- Programmatic and Google reinforce: Retargeting and search ads keep your clinic top of mind as patients explore options.
- Google Ads converts: Search ads meet people at the moment of decision and close the loop.
This approach reflects how people actually make decisions and helps you stay connected with them at every stage of their journey.
Ready to pair your platforms?
Programmatic and Google Ads are not competing tools – they’re valuable partners. One creates demand. The other converts it. Together, they can deliver better visibility, stronger performance and greater ROI.
At Splice Marketing, we build healthcare-only digital campaigns that support the full patient journey. From first impression to final appointment, we help you create a complete strategy that delivers.
