Pay-Per-Click Ads for Medical Device Manufacturers: How to Get Started

Getting started in pay-per-click (PPC) ads can seem intimidating when you don’t know where to start. However, this shouldn’t get in the way of you using arguably one of the most effective ways to get new leads. Medical device manufacturers especially need to know every tool available to help promote their products to potential new customers.

Much like the name suggests, pay-per-click advertising charges the company running the ads a fee for each click they receive on one of their ads. If no one clicks the ad, the company won't be charged. If many people click the ad, you’ll be charged according to the number of clicks.

Since you can use PPC ads on many different platforms, it’s important to know where to start. Google offers several forms of pay-per-click advertising, including search engine ads and display ads, and you can use social media platforms for PPC ads as well. Let's take a look at these options in more depth.

Google Search Ads

Google search ad screenshotWhen you perform a Google search, you may notice that the first listings to appear are ads for pages relevant to your search term. These are Google search ads. When you utilize this type of pay-per-click advertising for your medical device manufacturing company, you choose what kind of search terms you'd like your ad to appear under and it gets shown to those searching for them in Google.

One drawback of this type of PPC ad is that you have to know which search terms your customers are looking for. However, you can perform keyword research on your own and see which terms your target audience is searching for and see how difficult it would be for your ad to appear for these terms. If you don't have a keyword research tool, list out potential search terms that you think your prospects are looking for and then type them in yourself to see if the results are related to your ad. If these are relevant, include them in the list of keywords.

Google Display Ads

Google display ad screenshotGoogle display ads appear not within search results but on the pages that your potential customers are viewing. These include videos, websites, and blog articles. Google display ads typically have a lower cost per click price and numerous targeting options so you can reach specific groups. Like Google search ads, you also need to know the keywords relevant to your ad to make it relevant. Typically, companies will choose Google display ads over Google search ads when the goal is to increase awareness of their brand without necessarily promoting a particular product. In this instance, it's much more cost-effective, although you may receive fewer qualified leads overall. Viewers of Google display ads are not often as ready to buy as those who see relevant search ads. That said, display ads can be a powerful tool for medical device manufacturers looking to become a familiar name to potential new clients.

Social media advertising

LinkedIn feed ad screenshotPay-per-click ads on social media will appear on users' feeds and timelines instead of within search results or on other website pages. Social media ads can yield extremely high conversion rates depending on your audience and product. LinkedIn ads require a higher budget than Facebook or Instagram to be successful, but they can benefit B2B businesses if implemented correctly. Facebook and Instagram typically perform better for B2C companies, but you can see similarly impressive results if your audience uses these platforms often.

Pros and Cons

Like any other marketing strategy, pay-per-click advertising has its pros and cons. Consider it part of your medical device manufacturing company's overall marketing plan rather than a standalone effort. While it can help you find new clients, it's not enough to lead to increased sales on its own. For example, imagine you have a fantastic ad campaign, but the website page that the ads linked to is lackluster and doesn't include critical information. While you would pay for the click, there wouldn't be much value in that particular page visit. So, why would and wouldn't a medical device company choose pay-per-click ads?

Pro: Fast results

Compared to other strategies such as content marketing, which can take months to deliver results, pay-per-click ads are a fast solution for companies in need of leads. With a well-planned campaign, users can see results almost immediately. Content marketing strategies and organic SEO can take a long time to deliver results. If you're planning a new product release or a limited-time promotion, PPC ads can provide sufficiently fast results to help customers find you. However, don't forget that your ads are only part of your marketing strategy. Ads that perform well are tied to content that's written well.

Con: Higher costs

One drawback of pay-per-click campaigns is the cost. While you can set a limit for how much you'd like to spend per day and the amount you'll pay per lead, content marketing strategies can be implemented nearly for free (excluding labor costs). You're working with an incredibly tight budget; it's worth taking extra steps to make sure that your ads will do what you need within your limits. However, some platforms such as LinkedIn don't perform well unless you have a significant amount to invest in your ad campaign. Think roughly $5,000 minimum. This caveat doesn't mean that pay-per-click ads are not for you, but it can help your most effective approach.

Pro: Easy analytics

Each platform you use for pay-per-click ads breaks down how your campaign performs. Some of these insights are highly granular, such as the users' location who clicked your ads and the devices they're using. Tracking the performance of your existing ads can help you develop new campaigns that perform even better. Think of it as a constant learning process. The insights that you got from your ad campaigns can also enrich the rest of your marketing approach, giving you ideas for new content and outreach.

Cons: Competition

Just because you found the right keywords and have what users are looking for does not mean you'll be the first to get to them. One aspect of your keyword research is to judge how competitive these terms are. If you work in an area where many companies choose from a pool of limited prospects, expect tight competition and bidding wars for their attention. If you have a lower budget for your ads, you'll be less likely to show up in the top spot than another medical device company that's paid more for the spot.


Although getting started in pay-per-click advertising may feel intimidating at first, a little bit of hard work can earn you high-quality leads in a very short amount of time. Companies with a reasonable budget, knowledge of relevant keywords, and a good quality website to direct new prospects to will likely see a solid return on investment. If you still feel a little bit lost, don't fret. You can always take a free course on pay-per-click advertising with Google or HubSpot or reach out to a professional to ensure you're taking the proper steps.

Interested in going deeper? Check out our A-Z guide on medical device marketing:

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