Growing a Mumbai Gastroenterology Practice’s Search Visibility with SEO and Google Ads
A Mumbai-based gastroenterology practice came to us wanting to be the first name patients see when they search “gastroenterologist in Mumbai.” We combined a focused SEO programme with targeted Google Ads campaigns. In six months the website earned 6.51K organic clicks from 959K impressions at an average position of 7.2, and the Google Ads campaigns generated 4,785 tracked conversions.
Organic clicks (6 months)
Search impressions (6 months)
Average position
Google Ads conversions
The Challenge
The client is a well-established gastroenterologist and endoscopist based in Mumbai. We have removed names and identifying details to respect the doctor’s privacy, but every figure in this study comes from the practice’s own accounts.
Digestive-health searches in a city this size are dominated by big hospital networks and listing sites. Someone dealing with recurring acidity, abdominal pain or a liver concern usually contacts one of the first few results they see, so ranking on page one decides who gets the call.
The practice was held back by three problems:
- The website was not positioned to win the highest-intent search, “gastroenterologist in Mumbai.”
- There was little visibility into which online channels were producing calls and enquiries.
- New visitors could not quickly see the doctor’s depth of experience or advanced endoscopy expertise.
Our target: appear prominently for “gastroenterologist in Mumbai” and convert that visibility into trackable patient enquiries, with Google Ads supplying early demand while organic rankings matured.
Our Approach
1. Build around one priority term.
Rather than chasing dozens of loosely related keywords, we put “gastroenterologist in Mumbai” at the heart of the plan and organised supporting pages and signals around it.
2. Make credibility visible straight away.
We restructured key pages so that qualifications, specialities and patient information are visible within seconds of arriving.
3. Win the local search.
Patients search by city, so Mumbai-specific signals were treated as central to the work from day one.
4. Pair paid and organic.
Google Ads brought in enquiries while SEO gained momentum, and we measured both against real patient actions rather than traffic alone.
Snapshot 1: Google Search Console
Data taken directly from Google Search Console for the past six months.
Across the six-month window, Search Console recorded 6.51K clicks and 959K impressions, with an average position of 7.2. In practice, that means the site typically appears on the first page of Google results.
The direction of travel is encouraging. Daily impressions and clicks both trended upward, with a visible lift from early July. The 0.7% click-through rate shows there is still room to win more visits by continuing to sharpen page titles and search listings.
Snapshot 2: Website Traffic (GA4)
From 9 April to 9 October 2026, Google Analytics 4 logged 11,803 sessions, and organic search was the largest source.
- Organic search: 7,417 sessions (62.84% of all traffic), including 3,884 engaged sessions and a 52.37% engagement rate.
- Direct: 4,285 sessions (36.3%), with a 27.14% engagement rate.
- Engagement time: organic visitors spent an average of 51 seconds per session, compared with 15 seconds for direct visitors.
Simply put, people who arrive through Google are the most engaged audience on the site. They explore more pages and stay longer, which is what you want from patients who are actively searching for a specialist.
Early traffic from AI assistants
GA4 also attributed 25 sessions to AI assistants in the same period, of which 12 were engaged. The engagement rate was 48% and the average engagement time 50 seconds. The numbers are small, but these visits began in late June and have continued, which suggests patients are starting to discover the practice through AI tools as well as through search.
Snapshot 3: Google Ads Campaigns
Alongside SEO, we ran Google Ads campaigns from March to September 2026 to reach high-intent searches right away.
|
Metric |
Result |
|---|---|
|
Clicks |
13,633 |
|
Impressions |
252,336 |
|
Conversions |
4,785 |
|
Total spend |
₹93,274.57 |
|
Click-through rate |
5.4% |
|
Average cost per click |
about ₹6.84 |
|
Cost per conversion |
about ₹19.49 |
The campaigns produced a steady flow of enquiries at a low cost per click. Daily clicks climbed to roughly 600 at the peak, then settled at a lower, steady level while organic visibility continued to build. The idea is simple: ads cover early demand, and SEO grows into a lasting, lower-cost source of new patients.
Snapshot 4: Patient Leads
The practice’s lead dashboard recorded 242 patient enquiries between April and October 2026. They came from these sources:
- Website enquiries: 127 (about 52%)
- Call and WhatsApp clicks: 78 (about 32%)
- Google Ads: 37 (about 15%)
Lead volume grew through the period. The early weeks brought only a few enquiries a day, while one day in late August reached 12 leads. Call and WhatsApp click tracking appears in the data from July and accounts for nearly a third of all enquiries, which is why we put quick-contact buttons at the centre of the site’s design.
The website and its tap-to-call and WhatsApp buttons together generated 205 of the 242 leads (about 85%). Patients who find the practice online clearly want a fast, direct way to get in touch.
How We Did It
Step 1: Technical Audit
We began by checking for anything that prevented Google from crawling and understanding the site.
Crawling and indexing:
resolved errors affecting important pages.
Speed and mobile use:
Made priority treatment pages faster and easier to use on phones.
Site architecture:
simplified navigation so key service pages are only a click or two away.
Step 2: Keyword and Page Planning
Each important search was assigned its own page, so pages stopped competing with one another and Google could tell which one to rank.
Main keyword:
Assigned “gastroenterologist in Mumbai” to the strongest page for it.
Related services
Gave endoscopy, colonoscopy, GERD, IBD, liver and pancreatic conditions their own targeted pages.
Cannibalisation fixes:
Removed overlap between pages aimed at the same terms.
Step 3: Page Optimisation and Credibility
We refined the key pages so that first-time visitors quickly understand why the doctor is worth trusting, and so that titles, copy and contact options support both rankings and enquiries.
Titles and descriptions:
Rewrote them to attract more clicks from search results
Doctor profile:
Expanded it with qualifications, experience and areas of expertise.
Service pages:
Organised content around the conditions and procedures patients actually search for.
Contact options:
Added clear ways to book, call or message on WhatsApp.
Step 4: Local Search Presence
Because patients search with a city name, we put as much effort into local visibility as into the website itself.
Google Business Profile:
Updated categories, services and posts so the listing stays accurate and active.
Citations:
Aligned the practice’s name, address and phone number across medical directories.
Reviews:
Encouraged genuine patient reviews to strengthen local trust.
Step 5: Helpful Patient Content
We published content that answers the questions patients ask before booking, which extended the practice’s reach and backed up its expertise.
Educational articles:
Covered symptoms, treatment options and recovery.
Frequently asked questions:
Addressed topics such as when to see a gastroenterologist and how often to have a colonoscopy.
Internal links:
Connected articles to the main service pages to pass on authority.
Step 6: Earning Authority
We worked to earn links and mentions from reputable healthcare and local sources, which signal to Google that the site is a credible voice in gastroenterology.
Relevant links:
Pursued placements on healthcare and local websites.
Quality first:
Choose sources for relevance and credibility rather than volume.
Ongoing checks:
Monitored the backlink profile to keep it healthy.
Step 7: Google Ads and Continuous Improvement
Each month, we reviewed Search Console, GA4 and Google Ads together to see what was generating enquiries, then adjusted priorities accordingly.
Tracking setup:
Measured form submissions, calls and WhatsApp clicks.
Search campaigns:
Targeted high-intent searches to capture patients quickly.
Performance reviews:
Looked at clicks, impressions, keyword positions and traffic quality.
Monthly adjustments:
Reallocated pages, content and ad budget based on the data.
Results for the Practice
First-page presence:
An average Google position of 7.2 across all queries.
Wide reach:
959K impressions and 6.51K organic clicks in six months.
Paid and organic together:
13,633 ad clicks and 4,785 recorded conversions at about ₹19.49 each.
Engaged visitors:
Organic traffic had a 52.37% engagement rate against 27.14% for direct visits.
Early AI discovery:
The first visits from AI assistants have started to appear.
Full visibility:
242 patient leads were tracked across the website, calls, WhatsApp clicks and Google Ads, so the practice can now see how patients find and contact it.
Final Takeaway
This project shows what a focused, data-led plan can do for a specialist doctor. By concentrating on one valuable search, building trust on the website, strengthening local signals and using Google Ads to capture early demand, the practice achieved first-page visibility in Mumbai and a reliable flow of new patient enquiries.
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