Campaign blueprint · Kuşadası, Türkiye

A five-phase Google Ads blueprint for Zer Clinic

We built a search architecture of 14 campaigns, 25 ad groups and 114 keywords for a multi-specialty clinic in Kuşadası covering pain, aesthetics, men’s health, hair and healthy living.

This is not a completed campaign result. Search volumes come from Semrush and Google Keyword Planner; click and lead figures are projections calculated from the stated average CPC. They will be rebuilt once the first 30 days of real data are in. The “Live performance” section separately reports the real August 2026 account data.

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01 · Blueprint summary

Five clusters, one account

TRY 204,900
Monthly media budget: 25 ad groups · 114 keywords; 14
Campaigns · 5 phases: TRY 204,900 / mo; 8,681
Monthly clicks (projected): 380
Monthly leads (projected)

The budget, click and lead figures below rest on a separately assumed average CPC per phase (TRY 18–35). The source document itself states it is “tied to a single assumption” and that if the real CPC lands at TRY 30, monthly clicks fall to 1,435 and leads to 65. This page is a transparent planning indicator, not a promise.

Source: Zer Clinic campaign blueprint, August 2026 · volumes from Semrush and Google Keyword Planner

02 · Live performance

Month one: through the algorithm’s cold start

The ad algorithm usually performs poorly at first because the account is still learning. But because we split phases into separate campaigns by service cluster and location, and blocked cannibalisation with negative lists, the first month made a strong start.

TRY 51,444.67
August spend: 2,843 clicks · 86,784 impressions; 185
Conversions: TRY 278.08
Average CPA: lowest TRY 115.63; %6.51
Conversion rate: CTR %3.28

This section shows measured August 2026 data only and must not be confused with the budget projections above. The goal is to shift budget to the winning phases, fix the aesthetics copy that policy flagged, and rebuild the high-CPA men’s health campaigns.

Source: Google Ads Manager, August 2026 period · a single month, not annualised

Where the conversions came from

Phone callOn-site messageWhatsApp conversation startedForm submission

Category efficiency

Category efficiency
Category	Cost	Share	Conversions	Avg. CPA
Website Traffic (Kuşadası)	TRY 15,438.68	%30	45	TRY 343.08
Aesthetics campaigns	TRY 12,737.7	%24.8	82	TRY 155.34
Men’s Health	TRY 11,739.71	%22.8	17	TRY 690.57
Musculoskeletal & Pain	TRY 11,528.58	%22.4	41	TRY 281.18

Source: Google Ads Manager, August 2026 period · a single month, not annualised

Performance by campaign

Performance by campaign
Campaign	Status	Clicks	CTR	Avg. CPC	Conversions	Cost	Avg. CPA
Estetik · Aydın	Winner	328	%3.74	TRY 13.63	38.67	TRY 4,471.07	TRY 115.63
Estetik · Muğla-Manisa	Winner	320	%1.93	TRY 13.86	32.33	TRY 4,436.23	TRY 137.2
Kas-İskelet-Ağrı · İzmir	Strong	233	%3.23	TRY 16.41	19	TRY 3,823.17	TRY 201.22
Kas-İskelet-Ağrı · Aydın	Strong	243	%3.28	TRY 16.01	15	TRY 3,889.93	TRY 259.33
Website Traffic · Kuşadası	Strong	483	%6.83	TRY 31.96	45	TRY 15,438.68	TRY 343.08
Estetik · İzmir	Watch	158	%1.74	TRY 24.24	11	TRY 3,830.4	TRY 348.22
Kas-İskelet-Ağrı · Muğla-Manisa	Watch	232	%3.2	TRY 16.45	7	TRY 3,815.48	TRY 545.07
Erkek Sağlığı · Muğla-Manisa	Declining	307	%4.13	TRY 11.98	7	TRY 3,679.1	TRY 525.59
Erkek Sağlığı · Aydın	Declining	214	%4.25	TRY 19.09	6	TRY 4,084.42	TRY 680.74
Erkek Sağlığı · İzmir	Inefficient	325	%2.96	TRY 12.23	4	TRY 3,976.19	TRY 994.05

Source: Google Ads Manager, August 2026 period · a single month, not annualised

Regional performance

Regional performance
Region	Cost	Conversions	Avg. CPA	Note
Aydın	TRY 12,445.42	59.67	TRY 208.57	Estetik Aydın produced the account’s highest demand, at an 11.79% conversion rate.
Muğla-Manisa	TRY 11,930.81	46.33	TRY 257.52	Aesthetics supported the regional result, at a 10.10% conversion rate and TRY 137 CPA.
İzmir	TRY 11,629.76	34	TRY 342.05	Men’s Health İzmir, at TRY 994 CPA, pulled the regional cost up.
Kuşadası	TRY 15,438.68	45	TRY 343.08	The highest CTR (6.83%) and the highest CPC (TRY 31.96); the single campaign that brought the account the most conversions.

Source: Google Ads Manager, August 2026 period · a single month, not annualised

Next steps

Budget reorganisation

Men’s Health İzmir (CPA TRY 994) is trimmed and its budget moved to the high-performing Estetik Aydın (TRY 115) and Estetik Muğla-Manisa (TRY 137) campaigns.

Policy compliance revision

To clear the “Limited by policy” flag on the aesthetics group, ad copy and the landing page are updated to the medical-claims rules.

Kuşadası CPC optimisation

Negative-keyword cleanup and a shift to exact match are underway to pull down the high TRY 31.96 CPC.

Bid strategy adaptation

For the low-volume Men’s Health campaigns, Maximize Conversions is replaced with Target CPA (tCPA) or Manual CPC.

Search-volume constraint fix

Long-tail search terms and new keyword variations are added to counter the “Limited by search volume” flag across campaigns.

Regional scaling

The 11.79% conversion model found in Aydın — structure and creative — is copied and adapted to the other regions.

03 · The five service clusters

Five clusters that do not compete

Each phase runs with its own campaigns, ad groups and budget. The cluster with the highest volume and the easiest ad approval — pain — goes first; the narrowest cluster, healthy living, sits last.

Five clusters that do not compete
Phase	Service cluster	Status	Campaigns	Ad groups	Keywords	Monthly budget	CPC	Clicks	Leads	Cost per lead
01	Musculoskeletal & Pain	Active	4	8	50	TRY 43,050	TRY 18	2,400	108	TRY 400
02	Aesthetic Treatments	Active	3	6	27	TRY 49,950	TRY 28	1,784	89	TRY 561
03	Men's Health	Active	3	5	17	TRY 49,950	TRY 22	2,270	91	TRY 549
04	Hair	Proposal	3	4	12	TRY 49,950	TRY 35	1,427	64	TRY 780
05	Healthy Living	Not in report	1	2	8	TRY 12,000	TRY 15	800	28	TRY 429
	Total		14	25	114	TRY 204,900	≈23.6	8,681	380	≈TRY 539

CPC and budget figures come from the phase assumptions; cluster names without a heading are the source document’s own classification. The Phase 1 source states 50 keywords but only names and publishes volumes for a subset, which is what the keyword table below lists.

Source: Zer Clinic campaign blueprint, August 2026 · volumes from Semrush and Google Keyword Planner

04HairProposal: Not activated: presented as an opportunity because the clinic had no hair-transplant specialist. The keyword, volume and CPC data are published to guide hair-transplant clinics.
05Healthy LivingNot in report: Was not reported as a separate line in the August 2026 report.

Why the hair phase stayed a proposal

The hair phase was not turned into a live campaign because the clinic had no hair-transplant specialist; it was presented as an opportunity. We publish its keyword, volume and CPC data so those real figures can guide hair-transplant clinics. The August 2026 live report has no separate line for the hair or healthy-living clusters.

Budget split by province

01 · Musculoskeletal & Pain

AydınTRY 17,250
Core market. Bid uplift of 30% for Kuşadası and a 25 km radius.
İzmirTRY 17,250
The volume source. Runs its own dedicated ad-copy set.
Muğla & ManisaTRY 5,700
Tail market. Exact and phrase match only.
BrandTRY 2,850
Stops a competitor ad from appearing above the clinic when its name is searched.

02 · Aesthetic Treatments

İzmirTRY 22,500
The highest volume. Aesthetic patients travel further.
AydınTRY 16,500
Bid uplift of 30% for Kuşadası and a 25 km radius.
Muğla & ManisaTRY 10,950
Bodrum and Marmaris pick up in the summer season.

03 · Men's Health

İzmirTRY 22,500
The highest volume. Privacy makes patients willing to travel.
AydınTRY 16,500
Core market.
Muğla & ManisaTRY 10,950
Tail market.

04 · Hair

İzmirTRY 24,000
The bulk of regional volume sits here.
AydınTRY 15,000
Core market, with a 30% Kuşadası bid uplift.
Muğla & ManisaTRY 10,950
Tail market.

05 · Healthy Living

Aydın, İzmir, Muğla, ManisaTRY 12,000
A single campaign. With volume this low, splitting by province would make the data meaningless.

Decision on price searches

01 · Musculoskeletal & Pain
Price searches are blocked. The price-led searcher is usually looking for medication or the cheapest option, not a clinical service.
02 · Aesthetic Treatments
Price searches are not blocked. “botoks fiyatları” draws 9,900 searches a month and those people are real buyers. The condition is a visible price range on the landing page.
03 · Men's Health
Price searches are blocked. In men’s health the price-led searcher is usually looking up medication and is not a candidate for the clinical service.
04 · Hair
Price searches are not blocked. “saç ekimi fiyatları” draws 8,100 searches a month and those people are in the decision stage. The condition is a per-graft price range on the landing page.
05 · Healthy Living
Price searches are blocked. In ozone searches the price-led audience is largely comparison shopping, with a low conversion rate.

04 · Search volume and keywords

Each phase’s keyword universe

Volumes are monthly, Türkiye-wide. Only a small fraction of each happens at province level; they are used here to set priority. “—” means the source document did not publish a volume for that keyword.

Ad-group codes

ACondition · spine, knee, foot, shoulder, widespread pain
BProcedure · ESWT, dry needling, manual therapy
CCategory · general department searches
DCity · İzmir-intent searches
ETreatment · aesthetic procedures
MCondition · men’s health
SHair · loss, transplant, mesotherapy
LProcedure/category · ozone and anti-aging

Phase 01 · Musculoskeletal & Pain

4 campaigns · 8 ad groups · 50 keywords

Each phase’s keyword universe · Musculoskeletal & Pain
Keyword	Monthly searches	Match	Group
bel fıtığı tedavisi	2,900	Exact	A1
boyun fıtığı tedavisi	4,400	Exact	A1
skolyoz tedavisi	9,900	Phrase	A1
siyatik tedavisi	—	Phrase	A1
menisküs yırtığı	27,100	Exact	A2
diz kireçlenmesi	2,400	Phrase	A2
kalça ağrısı	9,900	Phrase	A2
trokanterik bursit	2,400	Phrase	A2
topuk dikeni tedavisi	27,100	Exact	A3
düz taban tedavisi	12,100	Phrase	A3
plantar fasiit tedavisi	—	Phrase	A3
tenisçi dirseği	14,800	Phrase	A4
karpal tünel sendromu	12,100	Phrase	A4
donuk omuz	2,900	Phrase	A4
supraspinatus tendonu	2,400	Phrase	A4
dirsek ağrısı	4,400	Phrase	A4
fibromiyalji tedavisi	6,600	Exact	A5
miyofasiyal ağrı send.	1,600	Phrase	A5
romatolojik hastalıklar	—	Phrase	A5
nöral terapi	6,600	Phrase	B1
manuel terapi	4,400	Phrase	B1
kuru iğne tedavisi	3,600	Phrase	B1
eswt tedavisi	2,900	Exact	B1
şok dalga tedavisi	880	Phrase	B1
fizik tedavi	27,100	Exact	C1
fizyoterapi	14,800	Exact	C1
algoloji	12,100	Phrase	C1
fizik tedavi ve rehabilitasyon	6,600	Phrase	C1
izmir fizyoterapi	1,300	Exact	D1
izmir fizik tedavi	320	Exact	D1
izmir manuel terapi	—	Exact	D1
izmir algoloji	—	Exact	D1

Phase 02 · Aesthetic Treatments

3 campaigns · 6 ad groups · 27 keywords

Each phase’s keyword universe · Aesthetic Treatments
Keyword	Monthly searches	Match	Group
dudak dolgusu	27,100	Exact	E1
yüz dolgusu	1,600	Phrase	E1
dudak dolgusu fiyat	—	Phrase	E1
yanak dolgusu	—	Phrase	E1
botoks	12,100	Exact	E2
botoks fiyatları	9,900	Phrase	E2
botulinum toksin	2,400	Phrase	E2
yüz gençleştirme	1,900	Phrase	E3
ip askı yüz germe	480	Phrase	E3
ameliyatsız yüz gençleştirme	320	Phrase	E3
iple yüz germe	—	Phrase	E3
bölgesel incelme	3,600	Phrase	E4
bölgesel zayıflama	1,900	Phrase	E4
selülit tedavisi	1,600	Phrase	E4
lpg masajı	—	Phrase	E4
lpg endermologie	—	Phrase	E4
endermologie	—	Phrase	E4
mezoterapi	22,200	Exact	E5
cilt çatlağı tedavisi	—	Phrase	E5
gebelik çatlağı	—	Phrase	E5
izmir dudak dolgusu	1,000	Exact	E6
izmir botoks	590	Exact	E6
izmir estetik	210	Exact	E6
izmir mezoterapi	140	Exact	E6
izmir dolgu	110	Exact	E6
kuşadası botoks	40	Exact	E6
izmir medikal estetik	30	Exact	E6

Phase 03 · Men's Health

3 campaigns · 5 ad groups · 17 keywords

Each phase’s keyword universe · Men's Health
Keyword	Monthly searches	Match	Group
sertleşme sorunu	9,900	Exact	M1
sertleşme problemi	3,600	Phrase	M1
sertleşme sorunu neden olur	1,900	Phrase	M1
ereksiyon problemi	880	Phrase	M1
erektil disfonksiyon	720	Phrase	M1
sertleşme sorunu tedavisi	390	Phrase	M1
erektil disfonksiyon tedavisi	260	Phrase	M1
erken boşalma tedavisi	6,600	Exact	M2
erken boşalma nedenleri	—	Phrase	M2
cinsel isteksizlik	9,900	Phrase	M3
cinsel isteksizlik nedenleri	—	Phrase	M3
penil doppler	590	Phrase	M4
eswt sertleşme	—	Phrase	M4
şok dalga sertleşme	—	Phrase	M4
androloji	1,300	Phrase	M5
androloji uzmanı	—	Phrase	M5
izmir androloji	—	Exact	M5

Phase 04 · Hair

3 campaigns · 4 ad groups · 12 keywords

Each phase’s keyword universe · Hair
Keyword	Monthly searches	Match	Group
saç dökülmesi	8,100	Phrase	S1
saç seyrelmesi	—	Phrase	S1
kadınlarda saç dökülmesi	—	Phrase	S1
saç ekimi	18,100	Exact	S2
saç ekimi fiyatları	8,100	Phrase	S2
fue saç ekimi	—	Phrase	S2
dhi saç ekimi	—	Phrase	S2
saç ekimi sonrası	—	Phrase	S2
saç mezoterapisi	4,400	Exact	S3
izmir saç ekimi	1,300	Exact	S4
aydın saç ekimi	90	Exact	S4
kuşadası saç ekimi	30	Exact	S4

Phase 05 · Healthy Living

1 campaigns · 2 ad groups · 8 keywords

Each phase’s keyword universe · Healthy Living
Keyword	Monthly searches	Match	Group
ozon tedavisi	22,200	Exact	L1
ozon terapi	1,300	Phrase	L1
izmir ozon tedavisi	70	Exact	L1
ozon uygulaması	—	Phrase	L1
major ozon	—	Phrase	L1
anti aging uygulaması	—	Phrase	L2
yaşlanma karşıtı uygulama	—	Phrase	L2
cilt yenileme uygulaması	—	Phrase	L2

05 · Campaign architecture

The split is by location, not by keyword

If the whole Aegean ran in one campaign, İzmir’s high volume would consume the entire budget and the Kuşadası area would produce no data. The structure is therefore split into four province-level campaigns (a single campaign in Phase 5).

Location-based split

Campaigns are separated by location, not by keyword. The same term can appear in more than one campaign; because the locations exclude each other, they do not compete.

Intent priority

Keyword priority follows how specifically the patient is searching: condition beats method, method beats category. The more specific the search, the more specific the landing page.

Blocking rule

Generic groups receive the specific groups’ terms as negatives. Groups on the same level are not blocked against each other; over-blocking loses more traffic than cannibalisation. Broad match is not used in the first 90 days.

Naming standard

Campaign names follow brand, country, campaign type, service cluster and location (e.g. ZER | TR | SEARCH | MUSCULOSKELETAL | AYDIN). Names are frozen after launch; renaming breaks historical reporting.

06 · Ambiguous intent

Same word, two different things

In Turkish a term can look high-volume while most of that volume is not the audience you want. We scanned the raw terms, replaced them with longer, unambiguous versions, and added the clashing meaning to the negative list.

Same word, two different things
Removed raw term	Monthly searches	Clashing meaning	Replaced with
lpg	12,100	LPG fuel, vehicle conversion, gas cylinders. The overwhelming majority of the raw search is fuel intent.	Replaced with “lpg masajı”, “lpg endermologie” and “endermologie”; the term moved to Phase 2.
dolgu	3,600	Dental fillings, wall and floor filling, construction material.	Removed as exact match; replaced with “dudak dolgusu”, “yüz dolgusu”, “yanak dolgusu”.
ip askı	—	Clothes racks, curtain cords, rope fittings.	Replaced with “ip askı yüz germe” and “iple yüz germe”.
çatlak tedavisi	—	Wall cracks, screen cracks, heel cracks.	Replaced with “cilt çatlağı tedavisi” and “gebelik çatlağı”; heel cracks belong to Phase 1.
botoks	12,100	Hair botox, keratin treatments, salon products.	The term stays, with “saç”, “keratin”, “ürün”, “seti” added as negatives.
androloji	1,300	Department, specialty training, exam and career searches. A large share are students or doctor candidates, not patients.	The term stays; “bölüm”, “nedir”, “tus”, “yan dal”, “asistan”, “maaş” added as negatives.
cinsel isteksizlik	9,900	Psychology, relationship and content searches.	The term stays; “psikolog”, “psikoterapi”, “evlilik”, “kitap”, “test”, “youtube”, “video”, “forum” added as negatives.
saç dökülmesi	8,100	Shampoo, vitamin and herbal product searches. These people are looking for retail, not a clinic.	The term stays; “şampuan”, “serum”, “vitamin”, “ürün”, “bitkisel”, “evde” added as negatives.
saç ekimi	18,100	Istanbul- and abroad-based agency searches; they do not convert for a regional clinic.	The term stays; “istanbul”, “yurt dışı”, “aracı”, “paket”, “otel”, “transfer” added as negatives.
anti aging	2,400	Cream, serum and cosmetic product searches.	Raw form removed; replaced with “anti aging uygulaması”, “yaşlanma karşıtı uygulama”, “cilt yenileme uygulaması”.
ozon	—	Ozone layer, air purifier, ozone generator.	Never used alone; targeted only as “ozon tedavisi”, “ozon terapi”, “ozon uygulaması”.

Source: Zer Clinic campaign blueprint, August 2026 · volumes from Semrush and Google Keyword Planner

07 · Google Ads policy compliance

The rules that keep a health vertical ad live

These constraints decide whether an ad can run at all. Copy and targeting were written to them from the start; policy compliance here is an input to the build, not a later correction.

Source: Google Ads Healthcare and medicines policy

Restricted drug terms

The prescription drug names in the men’s health cluster (viagra, cialis, sildenafil, tadalafil) and the purchase-intent terms “hap, tablet, eczane, fiyat, sipariş” were removed from copy and targeting and added as negatives. In aesthetics, botulinum toxin is described by procedure rather than brand.

Restricted drug terms · Prescription drug services

Speculative and experimental treatment, cell therapies

Stem cell (4,400 monthly searches), exosome and PRP derivatives were excluded from targeting. These fall under speculative/experimental medical treatment and unapproved substances.

Speculative and experimental medical treatment, cell and gene therapies · Unapproved substances

PRP: correcting an overstated claim in the source document

Corrected from the source document

The source PDFs state that “Google has excluded PRP from advertising since January 2026”. PRP is not named anywhere on the official healthcare policy page. The accurate framing: PRP derivatives are caught by the speculative/experimental treatment and unapproved-substances rules, not by a dated, standalone PRP rule. PRP is still excluded — but the reason is attributed to the correct policy.

Speculative and experimental treatment · Unapproved substances

No result, performance or pleasure promises

Aesthetics and men’s health copy was rewritten into process language: aetiology, diagnosis and assessment instead of permanence, certainty, performance or pleasure claims. No definitive statements on graft counts, longevity or density.

Healthcare and medicines · Misrepresentation

18+ age gating

Under-18s are excluded at the men’s health campaign level. Without this setting, the ads can be rejected in bulk.

Healthcare and medicines (age-gating practice)

Health-status targeting is not allowed

Corrected from the source document

Users cannot be targeted by health condition. A list such as “visitors of the herniated-disc page” cannot be built; only a general site-visitor list is available, and no patient list is uploaded to Google. Audiences are added in observation mode.

Personalized advertising policy (health category) — not on the healthcare page

No country-specific section for Türkiye

Corrected from the source document

The country list on page 176031 runs from Australia to Vietnam and does not include Türkiye. Only the general content restrictions therefore apply; the certificate or LegitScript requirements the page lists are not triggered for Türkiye. Because the clinic does not sell medication or issue prescriptions online, it also falls outside the prescription drug services scope.

How does this policy differ by location?

Keywords removed for policy reasons

Searches Google does not permit never entered the account

The terms below were removed from ad copy, landing-page targeting or the keyword list; several were added as negatives so the traffic never reaches the account.

Searches Google does not permit never entered the account
Term	Monthly searches	Why it was removed	What we did
viagra	—	Prescription drug name. Restricted drug terms cannot be used in ad text, landing pages or keywords.	Added as a negative keyword; this traffic never enters the account.
cialis	—	Prescription drug name. Not permitted under restricted drug terms.	Added as a negative keyword.
sildenafil	—	Prescription drug name (active ingredient). Not permitted under restricted drug terms.	Added as a negative keyword.
tadalafil	—	Prescription drug name (active ingredient). Not permitted under restricted drug terms.	Added as a negative keyword.
hap · tablet · eczane · fiyat · sipariş	—	Medication-purchase intent. The prescription drug services policy restricts online prescribing and sales.	Added to the drug-name negative group.
botoks marka adları	—	Botulinum toxin is a prescription medicine; brand names cannot appear in ad text.	Copy rewritten to procedure language: “botulinum toxin treatment”.
saç PRP’si · PRP türevleri	1,900	PRP derivatives fall under speculative/experimental treatment and unapproved substances. The policy page does not name PRP separately.	Excluded from targeting. Hair mesotherapy remains advertisable.
kök hücre	4,400	Cell therapy. Not advertisable under speculative and experimental medical treatments.	Excluded from targeting; the cluster’s largest commercial term is off the table.
ekzosom	—	Cell-derived treatment. Not advertisable under the same policy.	Excluded from targeting.

08 · Rollout and indicators

The first 90 days

All five phases launch in the same window. It buys a fast start and demands intense monitoring in week one. With a staggered launch one mistake affects one campaign; launch everything at once and the same mistake spreads across the whole account.

Day 0–3
Setup and final check
Campaigns, ad groups, keywords and negative lists are built. Conversion and call tracking goes live here; nothing launches before tracking is verified. Final check: location settings, excluded provinces, negative lists, extensions.
Day 3
All campaigns live
All five phases launch in the same window. No staggered launch: it buys a fast start and demands intense monitoring in week one.
Day 1–7
Daily monitoring
Because everything opened at once, mistakes grow fast too. Every inbound search is reviewed daily, irrelevant ones are blocked the same day, rejected ads are checked, and conversions are verified as recording correctly.
Day 8–30
Learning period
Google is collecting data. No large bid or budget changes; early intervention resets learning. The negative list keeps growing and review moves to weekly.
Day 31–60
First optimisation
Cost per lead is reviewed at ad-group level. A group exceeding twice the target across 100 clicks is paused. The first tone-comparison results emerge from the ad copy.
Day 61–90
Budget shift and decision
Budget shifts to the winning groups. If İzmir’s cost per lead exceeds twice Aydın’s, the campaign is closed and its budget moves to Aydın. The share released from Phase 5 is added to aesthetics.

Structure health

Search-match rate
Missed impressions
Rejected ads
Cross-phase leakage

Conversion

WhatsApp click rate
First response time
Form submissions

Efficiency

Cost per lead by province
Cost by ad group
Cost per lead

09 · Limits

What this blueprint does not claim

01Click and lead figures are projections computed from each phase’s assumed average CPC; they are not a guarantee or a commitment.
02Actual CPC changes with auction pressure, quality score, location, timing and ad relevance.
03Actual lead volume depends on the landing page, WhatsApp first-response speed, pricing and the appointment process.
04Search volumes change over time and should be revalidated before launch.
05The source document is dated August 2026; policy and market conditions can change.

Frequently asked questions

How are projections separated from real results?

The two datasets are labelled separately. The budget, click and lead tables are planning projections based on each phase’s assumed average CPC (TRY 18–35). The “live performance” section is real August 2026 data from Google Ads Manager: TRY 51,444.67 of spend, 185 conversions and a TRY 278.08 average CPA.

Why do the first-month results matter?

The ad algorithm usually performs poorly at the start while the account is still learning. Because we split phases into separate campaigns by service cluster and location, and blocked cannibalisation with negative lists, the first month still made a strong start: a 6.51% conversion rate and 185 conversions. The winning Estetik Aydın campaign stood out at an 11.79% conversion rate and TRY 115.63 CPA.

Why was the hair phase not activated?

The phase was not turned into a live campaign because the clinic had no hair-transplant specialist; it was presented to the clinic as an opportunity. We still publish its keyword, search-volume, CPC and match-type data because the point is to let these real figures guide hair-transplant clinics.

Which channels produced the conversions?

Conversions came mainly from phone calls, on-site messages, WhatsApp conversations started and form submissions. Because those four events were tracked separately at setup, we can see which campaign produced which touchpoint.

Why are campaigns split by location instead of keyword?

If the whole Aegean ran in one campaign, İzmir’s high volume would consume the entire budget and the Kuşadası area would produce no data. A location split gives each province its own budget and bid control. Because the locations exclude each other, the same keyword appearing in more than one campaign does not create competition.

How is keyword cannibalisation prevented?

Patient intent is split into four layers: condition, method, category, city. Generic groups receive the specific groups’ terms as negatives. Groups on the same level are not blocked against each other, because over-blocking loses more traffic than cannibalisation.

Why were high-volume terms like LPG removed?

Because volume is not intent. “lpg” draws 12,100 searches a month, but most come from people looking for autogas and gas cylinders. Targeting the raw term would spend a large share of the budget on clicks with no relation to the clinic. It was replaced with the unambiguous “lpg masajı” and “endermologie”.

Which keywords were removed for Google policy reasons?

Prescription drug names (viagra, cialis, sildenafil, tadalafil), medication-purchase terms, botulinum brand names, PRP derivatives, stem cell and exosome were removed. Copy was also rewritten to carry no result, performance or pleasure promises.

Why are price searches not blocked in aesthetics and hair?

Because in these clusters the price-led searcher is a real buyer. “botoks fiyatları” draws 9,900 and “saç ekimi fiyatları” 8,100 searches a month. The condition is a visible price range on the landing page; without it, these terms produce expensive disappointment. In musculoskeletal, men’s health and healthy living, price searches are blocked.

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A five-phase Google Ads blueprint for Zer Clinic

Five clusters, one account

Month one: through the algorithm’s cold start

Where the conversions came from

Category efficiency

Performance by campaign

Regional performance

Next steps

Budget reorganisation

Policy compliance revision

Kuşadası CPC optimisation

Bid strategy adaptation

Search-volume constraint fix

Regional scaling

Five clusters that do not compete

Why the hair phase stayed a proposal

Budget split by province

Decision on price searches

Each phase’s keyword universe

Phase 01 · Musculoskeletal & Pain

Phase 02 · Aesthetic Treatments

Phase 03 · Men's Health

Phase 04 · Hair

Phase 05 · Healthy Living

The split is by location, not by keyword

Location-based split

Intent priority

Blocking rule

Naming standard

Same word, two different things

The rules that keep a health vertical ad live

Restricted drug terms

Speculative and experimental treatment, cell therapies

PRP: correcting an overstated claim in the source document

No result, performance or pleasure promises

18+ age gating

Health-status targeting is not allowed

No country-specific section for Türkiye

Searches Google does not permit never entered the account

The first 90 days

Setup and final check

All campaigns live

Daily monitoring

Learning period

First optimisation

Budget shift and decision

Structure health

Conversion

Efficiency

What this blueprint does not claim

Frequently asked questions

How are projections separated from real results?

Why do the first-month results matter?

Why was the hair phase not activated?

Which channels produced the conversions?

Why are campaigns split by location instead of keyword?

How is keyword cannibalisation prevented?

Why were high-volume terms like LPG removed?

Which keywords were removed for Google policy reasons?

Why are price searches not blocked in aesthetics and hair?

Measure demand and policy before spending the budget