A pelvic-floor physiotherapy clinic
A North York pelvic-floor physiotherapy clinic was paying premium prices for clicks that rarely turned into booked assessments. By rebuilding Google Ads around condition-and-neighbourhood intent, fixing tracking, and adding a booking-first landing experience, cost per booked assessment fell sharply while monthly bookings more than tripled — and local SEO began compounding as a second channel.
cost per booked assessment
more booked assessments / month
local map-pack for core terms
to first ranking gains
Before vs after
Representative progression — individual results vary.
Where they started
The clinic was spending on Google Ads with broad keywords and an outdated landing page. Cost per booking was high, the calendar had gaps, and they ranked on page two for their highest-intent local searches.
Our approach
- Rebuilt Search campaigns around high-intent treatment + neighbourhood keywords and added rigorous negative-keyword lists.
- Launched a conversion-focused landing page with online booking and click-to-call.
- Optimized the Google Business Profile and published genuinely useful condition + location pages for local SEO.
- Wired form and call tracking so we optimized to booked assessments, not clicks.
What changed
Within six months, cost per booked assessment fell sharply while monthly bookings more than tripled, and the clinic moved into the local map pack for its core treatment terms — giving it a second, compounding lead source alongside paid.
Key decisions
Optimize to booked assessments, not clicks
We wired call + form tracking and told the bid strategy to chase booked assessments — instantly cutting spend on curious-but-not-ready traffic.
Split by condition + neighbourhood
Pelvic-floor, MVA rehab and sports-injury each got their own tightly-themed campaigns and pages, lifting relevance and Quality Score.
Booking-first landing experience
Online booking and click-to-call moved above the fold with insurance/direct-billing messaging — removing the two biggest objections.
Key takeaways
- In physio, the conversion is a booked assessment — track and bid to that, not clicks.
- Condition + neighbourhood intent converts far better than generic 'physio near me'.
- Pairing paid with local SEO builds a second, compounding channel within 90 days.
For the first time we can actually see which dollars turn into booked patients. The calendar is full and we stopped guessing.
Representative case study. Built from typical engagement patterns and industry benchmarks to illustrate our approach; anonymized to protect client confidentiality. Individual results vary.
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