By condition or symptom
“Sciatica treatment”, “tennis elbow”, “knee pain after running”. The patient knows the problem, not the practitioner. Each major condition deserves its own page and its own ad group.
Healthcare · Physiotherapy
Lead generation for physiotherapy clinics
Most new physio patients start with a search for a pain or an injury. The job is to be the clinic they find, make booking easy, and know exactly which ads fill the diary.
388Conversions, one clinic over 15 months
£25.64Cost per enquiry on that account
£1m+Ad spend managed
Short answer
Physiotherapy lead generation works best when Google Ads covers people already searching for a condition (“lower back pain physio”, “sports injury clinic near me”) and every call and form is tracked back to the ad that produced it. On two real clinic accounts, cost per enquiry was £25.64 across 388 conversions over 15 months, and $61.79 across 277 conversions on an account built around higher-value programmes. Your number will depend on your area and what you treat.
Where the enquiries come from
Physio patients search in three different ways
By service and urgency
“Sports injury clinic”, “same day physio”, “post surgery rehab”. They are comparing clinics now, so availability, price signals and a one tap call matter more than copy.
Near me, on a phone
“Physio near me” is local, mobile and often ready to call. Location targeting, call extensions and a well kept Google Business Profile do the work here.
What to avoid and what to build
Where physio ad budgets leak, and what stops it
What wastes budget
- One generic page for every condition
- Treating every call as a patient (wrong numbers, job seekers, NHS referrals)
- Bidding on “physiotherapy jobs” and “physio courses”
- Ads running while nobody answers the phone
- “Cure” or guaranteed results wording that platforms reject
What works
- A page per major condition or programme
- Call tracking plus a way to mark which enquiries booked
- Negative keywords for jobs, courses and NHS searches
- Ad schedule matched to when calls are answered
- Copy that describes the service, not the person's condition
Campaign design
Two kinds of physio campaign, built differently
The published physiotherapy case study split one account into these two types. They look similar from outside and behave very differently in the auction.
| Urgent and acute | Higher-value programmes | |
|---|---|---|
| Typical searches | “Back pain physio today”, “sports injury clinic near me” | “Post surgery rehab”, “ACL rehab programme”, “long term pain management” |
| What the patient wants | Seen quickly, by someone close | A plan and a clinician they trust |
| Landing page leads with | Availability, price signal, one tap call and booking | Programme overview, clinician credentials, what the plan involves |
| Optimise for | Cost per booked first appointment | Cost per committed patient, accepting a higher cost per enquiry |
Based on the structure used in the physiotherapy case study. Your split depends on your caseload and capacity.
What's included
What I would build
- Condition-level Search campaigns for your highest-value treatments
- Programme campaigns for rehab and ongoing care
- A local campaign tied to your Google Business Profile
- Call tracking and form tracking, so every enquiry is accounted for
- Condition landing pages that match what each ad promises
- Negative keyword control for jobs, courses and NHS-only searches
- Careful Meta awareness campaigns, written to Meta's health advertising standards
- Weekly reporting in plain English
The first 90 days
How the first three months run
Physio accounts are won in the first 90 days by getting tracking right and cutting waste early.
1
Weeks 1 to 2: tracking and treatments
Decide which treatments pay best, set up call and form tracking, and tidy the Google Business Profile.
2
Weeks 2 to 4: first campaigns
Launch condition campaigns for the two or three highest-value treatments, each with its own page.
3
Weeks 4 to 8: cut waste
Review search terms, add negatives, test page changes and check how calls are being answered.
4
Weeks 8 to 12: decide what to scale
Judge by cost per enquiry and booked patients. Add programmes, areas and Meta awareness where the numbers support it.
Evidence
Two real physio and clinic accounts
A clinic aimed at higher-value cases
Sports-injury and post-surgical rehab campaigns split from urgency searches: 277 conversions at $61.79 each, cost holding steady as volume grew.
15 months of steady patient flow
A healthcare clinic managed hands-on from March 2022 to June 2023: 388 conversions at £25.64 each.
What a clinic enquiry costs
Three accounts side by side, what pushes the cost up or down, and how to work out your own budget.
FAQ
Common questions
How do physiotherapy clinics get more patients?
Most new private patients come from a search for a condition or a clinic nearby, so Google Ads on those searches, a strong Google Business Profile and a landing page for each major condition are the core. Meta Ads then builds awareness beyond people already searching.
Is Google Ads worth it for a physio clinic?
For clinics taking private patients, usually yes. People searching for a named condition are close to booking, and a course of treatment is typically worth many times the cost of the enquiry. The way to confirm it is to track calls and forms from day one.
How much does a physio enquiry cost?
On the two published physio and clinic accounts it was £25.64 and $61.79 per enquiry. It varies with area, competition and the type of care. See the cost guide for how to work out a budget.
Can physiotherapists advertise on Facebook and Instagram?
Yes, within Meta's health advertising standards. Ads must not imply you know the viewer's condition and should avoid unrealistic outcome claims. See the healthcare ad policy guide.
What is physiotherapy lead generation?
It is the system that turns searches and social attention into enquiries for your clinic: targeted ads, landing pages that match them, tracked calls and forms, and a quick response. The aim is booked appointments, not just clicks.
Do you work with single-practitioner clinics?
Yes. Account structure and budget are scoped to the size of the clinic, whether that is one practitioner or several sites.
Next step
Tell us where things stand
Share your current spend and targets. You'll get a straight answer on what's realistic and how we'd get there.