Google's recent bidding change is creating new challenges for healthcare marketers managing Target CPA and Target ROAS campaigns with limited budgets.

In this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President at Cardinal Digital Marketing, sits down with Evan Ilgenfritz, VP of Paid Media at Cardinal, to break down what the change means for healthcare advertisers and how marketers can respond. Evan walks through practical options for campaigns limited by budget, from adjusting targets and consolidating budgets to portfolio bidding, ad scheduling, and rethinking how media dollars are allocated.

You'll hear:

  • How to approach Target CPA and Target ROAS under Google's new bidding rules
  • When shared budgets and portfolio bidding can help with budget constraints
  • How ad scheduling can help concentrate spend
  • When limited budgets may call for a broader look at your channel mix

If you manage Google Ads across multiple healthcare locations, tune in for practical ways to navigate the change and make smarter budget decisions.

RELATED RESOURCES

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

Healthcare PPC & Google Ads marketing trends in 2026  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-ppc-google-ads-trends-2026/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

The de novo marketing playbook for healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/

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