How Circle Care Clinic gets Google Ads leads for AED 56 each.
Circle Care Clinic is a family healthcare group in Dubai, with seven specialties across clinics on Al Thanya Street, in City Walk and at Dubai Science Park. We run its Google Ads and local search, and we built its new website, with online booking.
Leads are Google Ads conversions: taps on the WhatsApp button, contact forms, call taps and online bookings. About three in four are WhatsApp taps, and we’re working with the clinic to measure how many become appointments. Search figures come from Google Search Console.
Circle Care wanted Dubai families to find it on Google for each of its specialties.
The clinic covers paediatrics, women’s health, family medicine, dermatology, ENT, orthopaedics and radiology, with a Western-trained team of 23 doctors and clinicians. We manage its Google Ads and Google Business Profiles, and we replaced its WordPress site with a new website. The clinic is licensed in the UAE, so ads and pages follow DHA and Ministry of Health rules.
Found by name only
Most of the old site’s search traffic came from people already looking for the clinic or one of its doctors. Searches for a specialty rarely reached it.
A slow website
On phones, the WordPress home page took about seven seconds to load, and the server took close to four seconds to respond.
Seven specialties, one budget
Dermatology, women’s health, varicose veins and paediatric ENT share a budget capped at AED 700 a day. Paediatrics is close to capacity, so it stays off ads.
Inquiries without booking
Most inquiries came in as WhatsApp taps, form messages went to an inbox, and patients couldn’t book a time online.
A page for each specialty, treatment, doctor and clinic.
The new site replaced the clinic’s WordPress site. Patients browse by specialty or find a doctor by age group and language, then book a time or send a request. Inquiries are stored in the clinic’s own database as well as emailed to reception.
Home
- Direct booking and appointment requests on the first screen
- Seven specialties and three clinics, one click away
Google search and speed on the new website.
The old WordPress site in its last four weeks, against the new site from two months after launch. Same domain, with the new pages, redirects and structured data in place.
| Measure | Old site | New site | Change |
|---|---|---|---|
| Clicks from Google search, 28 days | 1,307 | 2,234 | +71% |
| Times shown in Google search, 28 days | 66k | 109k | +64% |
| Average position in Google search | 16.0 | 11.2 | 4.8 higher |
| Home page load on phones | 7.0s | 2.0s | −71% |
Search Console, four weeks on each site. Load time is Largest Contentful Paint from Google’s field data for real visitors, before and after launch. Dubai’s summer months are quieter, so part of the search gain is seasonal.
The path from search to booking.
A campaign per specialty
Dermatology, women’s health, varicose veins and paediatric ENT each have their own campaign and budget.
Doctor-name searches
Searches for a named doctor go to their own ad groups, with Quality Scores of 10 and AED 10 to 19 per lead.
Each inquiry type counted
WhatsApp taps, forms, call taps and online bookings each count as a conversion, so bidding sees them all.
Live booking
Patients pick a doctor and a time from the clinic’s Helix calendar, and the slot is theirs straight away.
Dermatology, the busiest campaign.
Prof. Milos Pavlovic leads the clinic’s dermatology team. We rebuilt the campaign, brought it back on the new pages, and moved budget to it as its cost per lead held. In the last 30 days it brought in two of every three leads in the account.
Moving onto page one for family care in Dubai.
The new site gives each specialty, treatment and clinic its own page, and several now show on page one of Google in Dubai.
The old site, tidied first
While the new site was built: meta descriptions rewritten without superlatives, alt text on about 90 images and doctor markup on 18 profiles.
Structured for search
Each treatment and specialty page is marked up with its specialty and doctors. Each clinic has its own page, matched to its Google listing.
Guides for families
Eight guides for parents and families, on topics such as childhood vaccinations, eczema, asthma and antenatal care.
Positions from our weekly DataForSEO check of 41 Dubai searches. Our tracker’s earlier readings were incomplete, so we don’t compare with them.
Written for UAE healthcare advertising rules.
Circle Care is licensed in the UAE, and its advertising follows DHA and Ministry of Health rules for healthcare. Google adds its own healthcare policies on top.
No superlatives
Ads and pages avoid words like “best”, “leading” and “No.1”. Award titles are quoted with the body that gave them.
Consultation first
Copy points patients to a consultation with a specialist. No cure claims and no guarantees.
Credentials as facts
Prof. Pavlovic’s publications and his work on international varicose vein guidelines are stated as facts, which the rules allow.
Birth-control terms kept out
Google limits birth-control ads in the UAE. Contraception searches are excluded from the gynaecology campaign, and the page its ads land on avoids the topic.
Booking data on the server
Online bookings go from our server into the clinic’s records system. The records system’s login never reaches the browser, and each family member on a shared phone gets their own record.
Dubai only
Campaigns target Dubai and exclude Sharjah, Ajman, Abu Dhabi and Al Ain.
Three clinics in Dubai.
Photography: Circle Care Clinic
- Website
- Google Ads
- SEO
- Local SEO
- Online booking
- Conversion tracking
- Blog content
- AI assistant
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