Aziz El M’Kadmi
Founder · Strategy and growth- Has worked for skin clinics, a laser clinic, a dental practice, a spa and a studio
- Three years as Senior Account Strategist on behalf of Google
- Accounts from every sector in the Netherlands and Belgium
Clinics · practices · spas
How does your clinic or practice get more appointments from Google, Meta and AI?
By being visible the moment someone searches, with a page where they can book straight away, and by tracking every appointment back to Google and Meta. We do that for clinics and practices in the Netherlands and Belgium, with one practice per treatment per area.
Written by Aziz El M’Kadmi · Reviewed by Carlo Robben · Updated on 28 October 2026Calendar · this weekExample
MonTueWedThuFri
09:00
BookedGoogle AdsBookedGoogle Maps
10:30
InstagramBookedGoogle AdsBooked
12:00
Google MapsBookedGoogle AdsBooked
13:30
BookedChatGPTBookedGoogle Ads
15:00
Google AdsBookedInstagramBooked
16:30
Google AdsBookedGoogle Maps
- Newly booked
- 11
- Value
- €3,420
- Via
- 4 channels
New appointment, course of 3Booked via Google Ads · value €690
In short
What does Northbound do for clinics and practices?
Northbound Marketing is a marketing agency for clinics and practices in the Netherlands and Belgium. We combine Google Ads, Meta Ads, SEO and AI SEO, and we track not only whether an appointment comes in, but also what it brings in.
- For
- over 30 types of practice
- Optimising for
- appointments and their value
- Exclusive
- one practice per area
- Channels
- Google, Meta, Maps, AI
- Region
- The Netherlands and Belgium
- Accounts
- stay yours
Which practices
Which clinics and practices do we work for?
Every practice has its own searches, seasons and rules. Open your group and see what your customers search for, what usually delivers the most and where it often goes wrong.
Experience with our own clients in the Netherlands or Belgium
What your customers search for
- Per monthNL + BE
- age spots6,600
- skin clinic4,400
- pigmentation removal3,600
What usually delivers the most
- Google Ads per treatment, each with its own landing page and the price from the booking system.
- Courses and treatment plans up front, so one booking becomes three or six treatments.
Where it often goes wrong in this sector
- Your budget goes on general searches, while the treatments that deliver the most barely get seen.
- You want to advertise for acne, rosacea or pigmentation, but Google restricts ads and audiences around health conditions. If you don’t know that, you see campaigns stall for no clear reason.
- Your ads reach young people under 18. That’s not allowed for cosmetic treatments and costs you trust.
Demand calendar
When your patients search.
Monthly search demand for clinic treatments in the Netherlands and Belgium. The darker, the busier. If you put your budget on the peak, you get more bookings from the same investment.
Search term · monthly averageOctNovDecJanFebMarAprMayJunJulAugSepPeak
age spots6,600 per month
5.4k5.4k4.4k5.4k5.4k8.1k8.1k9.9k9.9k8.1k6.6k5.4k
May – Jun
pigmentation removal3,600 per month
3.6k3.6k2.9k3.6k3.6k5.4k5.4k5.4k4.4k3.6k2.9k2.4k
Mar – May
skin clinic4,400 per month
4.4k4.4k4.4k5.4k4.4k5.4k4.4k3.6k3.6k2.9k3.6k3.6k
Jan and Mar
laser eye surgery cost2,900 per month
3.6k2.9k2.9k3.6k2.9k3.6k2.9k2.9k2.4k2.4k2.9k2.9k
Oct, Jan, Mar
hair transplant cost1,600 per month
1.9k1.6k1.6k1.9k1.6k1.9k1.6k1.3k1.0k1.0k1.0k1.3k
Oct – Mar
veneers cost1,300 per month
1.6k1.9k1.9k1.9k1.6k1.6k1.0k1.0k1.0k1.3k1.3k1.0k
Nov – Jan
dental implant cost480 per month
590590590590720590390390390320320390
Feb
laser hair removal price260 per month
320320210260260260260260260210210110
Oct – Nov
Quiet BusySource: Google Keyword Planner, the Netherlands and Belgium combined, October 2025 to September 2026. The busiest month is outlined.
Click price and customer value
What a click costs, and what a customer is worth.
A click on a treatment usually costs less than €3. What counts is what a new customer brings in over the whole course of treatment. That’s what we optimise for.
What a click costs per treatment
| Search term | Per month | Per click | |
|---|---|---|---|
Bid for a top position, low to high. Google Keyword Planner, the Netherlands and Belgium combined, October 2025 to September 2026. What a booking costs depends mainly on your landing page and your tracking.
What is a new customer worth?
A customer often comes more than once. Enter two things.
2. How often does a customer come on average?
A new customer brings you revenue of€540
If you only look at the first treatment of €180 alone, you stop campaigns that do make a profit too early. That’s why we optimise for what a customer brings in overall.
Our services for practices
That’s how you get more bookings.
Everything fits together. For each practice, we choose what delivers the most, and we don’t start with everything at once. Your first campaigns go live in week 1 or 2.
01
Google Ads
Get found the moment someone searches for your treatment. A campaign and a dedicated page for each treatment.
More about Google Ads 02Meta Ads
Show new treatments, courses and packages to people in your area, on Facebook and Instagram.
More about Meta Ads 03SEO and Google Maps
At the top of Google Maps, with a page per treatment that answers patients’ questions.
More about SEO 04AI SEO
Get mentioned when someone asks ChatGPT or Google for the best clinic nearby.
More about AI SEO 05Booking tracking
Every booking and its value sent back to Google and Meta. We also send bookings from Salonized, SARA or Virtuagym back to Google Ads.
More about tracking 06Website and landing pages
A page per treatment where people can book online in three clicks, on their phone too.
More about websitesExclusivity
One practice per treatment per area.
We never advertise for two practices competing for the same patients in the same area. What we learn for you works only for you.
Check if your area is still available- No two practices in the same area advertising for the same treatment. For a dentist, that’s the neighbourhood; for a laser eye clinic, often the whole province.
- In the account check, we first see whether your area and treatments are still available.
- Your figures, search terms and ads never go to a competitor.
- Your accounts stay yours, even if you stop.
Who grows your practice
You speak to the people who do the work.
Carlo Robben
Google Ads, Meta Ads and tracking specialist- Strong in remarketing and reading data in Google Ads and Analytics
- Five years on behalf of Google in the Google Ads team for the Benelux
- Top Performer Benelux, Q2 2023
Why you can trust usOfficial Google PartnerEight years combined on behalf of Google in the Google Ads teamCancel monthly, no annual contract
