Freelance Google Ads & Meta Ads for health & paramedical
Care, devices, nutrition, labs, training: I manage health accounts every day, a sector where every ad has to work within both your profession's rules and the platforms' rules.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Healthcare In The EU, In Numbers
Allied health, general practice, medical devices: three healthcare markets. Their official figures from Eurostat, then the calendar of their Google searches.
Allied Health
NACE code 86.90
Other human health activities
1,206,211companies in the EU
Eurostat publishes no final figure for this country.
1.8 people per company on average
€151.5 billion in turnover
Most searched month: September, October, January and March
General Practice
NACE code 86.21
General medical practice activities
326,551companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 86.90 and 86.21, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS code 6213, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS code 6213, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 6213, 621111 and 621112 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC code 835 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 8690 and 8621 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 86201 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Allied Health
General Practice
Medical Devices
100500
Allied HealthGeneral PracticeMedical Devices
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: allied health in September, October, January and March, general practice in September, medical devices in March. Medical Devices: March brings 1.8 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “physio”, “podiatrist”, “gp near me”, “doctor near me”, “private doctor”, “hearing aids”, “mobility scooter” and “hearing test”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Allied Health
General Practice
Medical Devices
September 2025
100
100
69
October 2025
100
96
69
November 2025
82
78
56
December 2025
67
66
55
January 2026
100
80
69
February 2026
82
65
57
March 2026
100
78
100
April 2026
89
65
64
May 2026
89
65
64
June 2026
89
67
64
July 2026
89
67
68
August 2026
89
67
73
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Allied Health “physio”€1.40 to €5.52
General Practice “gp near me”€0.96 to €2.42
Medical Devices “mobility scooter”€0.48 to €1.47
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Health & Paramedical · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandPhysiotherapy Clinic · Your BrandCheck availability and book your first appointment online.
MaGoogle MapsIllustration
Y
SponsoredYYour brandPhysiotherapy Clinic · Your BrandPhysio clinic · 0.5 miles awayCallWebsite
YYouTubeIllustration
A clinic close to homeAd · Your brand
Up nextRehab exercises to do at home
SponsoredPhysiotherapy Clinic · Your Brand
DDiscoverIllustration
A clinic close to home
YYour brand · SponsoredPhysiotherapy Clinic · Your Brand
MGmailIllustration
YSponsoredYour brandPhysiotherapy Clinic · Your BrandCheck availability and book your first appointment online.
WWebsites and appsIllustration
A clinic close to homeYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Check availability and book your first appointment online.
A clinic close to home
Physiotherapy Clinic · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
A clinic close to home
Learn more→
CChatGPTIllustration
when should I see a physio for back pain?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandPhysiotherapy Clinic · Your BrandCheck availability and book your first appointment online.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
90,500searches a month for “physio”, in the UK
Searches a month in your industry, in the UK
“physio”90,500
“hearing aids”40,500
“podiatrist”60,500
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
In Your Industry
For healthcare, Google points to bringing people to your physical location: a medical or dental practice, a health insurance office. Performance Max also shows your ads on Maps.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
Eligibilityhealthcare is among the activities that may be ineligible: it is the first thing I look at.
I'm Theo, a freelance Paid Media specialist. Health is my daily work: I support a full ecosystem in the sector, a clinic network, an e-commerce store for postural devices and a practitioner training organization. Ad compliance, local patient journey, appointment tracking: I know the constraints because I deal with them hands-on. I work directly, no middleman.
The 3 Paid Media challenges in health
Compliance, twice over
The rules specific to your activity on one side (health professional communication, product claims), Google's and Meta's health policies on the other. A non-compliant ad costs far more than a bad CPC: the framework gets validated before anything goes live.
A decision that gets shaped online
Symptom, solution, practitioner or product: the search almost always comes before the decision. Structuring campaigns around that journey, and around the right area when the activity is local, is what makes it profitable.
Measuring what really counts
Appointment booked with an external provider, order, quote request, call: the final goal often lives outside your site. Without measuring the trackable steps, campaigns optimize blind.
The method, applied to your activity
1
Compliance + journey audit
What your activity allows, what the platforms restrict, and where your leads slip away.
2
Structure by intent
Symptom, solution, brand, product: one campaign per maturity stage, targeted on the right area.
3
End-to-end measurement
Appointments, orders, calls, forms: every trackable step is wired up, and cross-checked against your real numbers.
4
Iterating on cost per result
Regular optimizations on what matters to you, a kept appointment or an order, with readable reporting.
It depends on your activity and your country. In France, six health professions may not pay, or use any other means, to appear first in search results: doctors, dentists, midwives, nurses, physiotherapists and podiatrists (Public Health Code, Articles R4127-80, R4127-217, R4127-353, R4312-69, R4321-123 and R4322-72), and a health centre may not advertise at all (Article L6323-1-9). In the UK, the CAP Code allows marketers to offer individual treatments, with practitioners who hold relevant and recognised qualifications (rule 12.3). For products (nutrition, supplements, devices), it's the health claims that are regulated. We validate what's allowed for your specific case before anything goes live.
What Can A Doctor Advertise?
It depends on the country. In France, a doctor may communicate about their skills, practices, career and practice conditions, fairly and honestly, without third-party testimonials or comparisons (Public Health Code, Article R4127-19-1), but may not pay, or use any other means, to appear first in search results (Article R4127-80): I do not run Google Ads for doctors practising there. In the UK, the CAP Code lets marketers offer individual treatments when practitioners hold relevant and recognised qualifications, and asks them to encourage independent medical advice before significant treatments (rule 12.3); in the US, I check what your medical regulator allows before the first ad. Campaigns then start from your specialty, your practice and your area, to answer the patient who is searching.
What exactly does Google restrict in health?
Some medical content is restricted or subject to certification, and personalized targeting on health data is banned (no remarketing on a medical condition). The core lever stays Search: answering the patient's active search, which is both effective and compliant.
Our conversion happens off-site (calendar, phone): can we measure it?
An external calendar or a call limit direct measurement, but the trackable steps are enough to steer: clicks to the booking page, calls, forms, then cross-checking with your real numbers. We scope what's measurable on your end during the first call.
What kind of businesses do you work with?
Care and clinics, product and device e-commerce, nutrition and wellness, professional training. Each one has its dominant constraint: compliance on the ad side, profitability logic on the product side (feed, margins, order values).
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Want to talk about your business?
Your activity, its regulatory constraints, your patient journey. You walk away with concrete levers, even if we don't end up working together.
