Case study · Physiotherapy · Moss Vale, NSW
Effect Exercise & Rehabilitation · 6 to 12 months in
Effect Exercise & Rehabilitation was an exercise physiology only clinic, and Jack was hiring their first physiotherapist. The new clinician was experienced, and the books needed filling from the first week. The Google Ads before then were self taught and small: a few conversions a month at best, with no way to tell whether a click ever became a client. We started with a video call over the existing account, rebuilt Google Ads, and wired in conversion tracking. By Jack's count, new patient enquiries went from 1 to 2 a week to 5 to 10, on under $1,000 a month in ad spend. The new physio is fully booked with a steady flow of clients week to week, a lot of them from Google Ads, and one more burden is off Jack's plate.
ads.google.com / overview
6 to 12 months in
5 to 10
New patient enquiries in a week
Physiotherapy · Moss Vale, NSW
$1,000
A month in ad spend, under
Real client. Real numbers.
5 to 10
New patient enquiries in a week
Up from 1 to 2 before we started, Jack's count
$1,000
A month in ad spend, under
His figure, with the books at a steady flow
1 to 2
Enquiries a week, before
A few new clients a month at best, his words
Booked
The new physio, today
Fully booked, a steady flow week to week, his account
The hire the campaign was built for
The established column
Exercise physiology
The clinic Jack built, and the only discipline it offered before the hire. Its caseload carried the business while the marketing ran on guesswork.
The new column
Physiotherapy
An experienced physiotherapist, the clinic's first, joining a diary that did not exist yet. Google Ads was rebuilt to fill it, because physiotherapy is highly Googled in the local area, Jack's read.
A steady flow of clients week to week, with a lot of them coming from Google Ads. His words.
Jack's own account of the hire and where the new physiotherapist's books sit today. Not a tracked ad account figure.
The starting position
Jack had some basic training in Google Ads, and the account showed it. The clinic had delivered some very small results, with no way to tell whether clicks were turning into a conversion or a client enquiry. In his own words, they were essentially throwing money into Google Ads and hoping it would land. A few conversions or a few new clients a month at best, his count.
The upkeep was a monthly look at the ads, playing around with some keywords. All of it was self learned, with no links to conversions, so it was all guesswork. The real cost was time, procrastinating on the Google Ads page and not knowing where to start or what to change. The spend was never high, it just wasn't being used as well as it could have been.
The decision came with a hire. Effect Exercise & Rehabilitation had been an exercise physiology only clinic, and Jack was bringing on their first physiotherapist, an experienced clinician whose books needed filling as quickly as possible. Physiotherapy is highly Googled in the local area, his read, and he wanted the best setup possible: a great start to the clinic for the therapist, and as a business owner, a therapist who was profitable from the first week.
One thing nearly stopped him, and he names it plainly. Cost. Jack absolutely hates paying for marketing, his words, a personal barrier to engaging with marketing services at all. He engaged the Clinic Mastery team anyway.
What we did
Pete looked through the current Google Ads with Jack. What was working well, what was not working at all, and what would be the best to implement. He left Jack with a clear plan: what he would create, how he would monitor the ads, and how progress would be reported. Jack's read on the call, a high level of confidence that he could help.
The campaign had one job, the job the hire created. Physiotherapy is highly Googled around Moss Vale, in Jack's read, and the rebuild went after those searches so an experienced physiotherapist joining an exercise physiology clinic did not start with an empty diary. By his count, conversions and new client enquiries lifted from day dot.
Not knowing whether a click became an enquiry was the whole reason the old account ran on guesswork. Conversion tracking closed that link. Jack now says he loves being able to accurately see how conversions arrive through the various Google ads and website enquiries. His words, and the opposite of throwing money in and hoping.
Pete has communicated regularly to answer questions and help the clinic understand what is going on, Jack's account. A monthly update lands so they know exactly where the ad spend is going. That visibility is what turned the monthly procrastination into a report Jack can read and move on from.
The link that was missing
Before, all guesswork
Ad spend
Money in, hoping it would land
Clicks
Visible, and that was the end of it
A conversion? A client?
No link to conversions. All guesswork, his words.
Now, tracked end to end
Ad spend
Under $1,000 a month, his figure
Clicks
Still visible, no longer the end
Counted conversion
Conversion tracking wired in
New client enquiry
Seen accurately, ad by ad and enquiry by enquiry
The before state and the after state are both Jack's own descriptions: guesswork with no link to conversions then, and accurately seeing how conversions arrive through the various ads and website enquiries now.
The numbers
Every figure in this table is Jack's own count and his own words, not our ad account reporting. A typical week used to bring 1 to 2 new patient enquiries and now brings 5 to 10, on under $1,000 a month in ad spend. The catch is the pace: the process takes a month or two to occur, in his words, though the lift showed from day dot. The hire the campaign was built for is fully booked, week to week.
Metric
Before
After
Change
New patient enquiries in a week
Before
1 to 2
After
5 to 10
The new physio's books
Before
A first hire to fill
After
Fully booked, steady week to week
Whether clicks became clients
Before
All guesswork
After
Seen accurately, ad by ad
Time on the ads page
Before
Procrastinating, not knowing where to start
After
A monthly update to read
The first month or two
Before
An immediate lift from day dot
After
More and more bookings, progressively
Monthly ad spend
Before
Low, and not used well
After
Under $1,000
Jack's timeline, in his words
From day dot
The lift showed immediately
An increase in Google Ads conversions and new client enquiries from day dot, his words, off a base of 1 to 2 enquiries a week.
A month or two in
The part that surprised him
This process does take a month or two to occur, in Jack's words. The clinic progressively saw more and more bookings come through the ads.
Now
The week the clinic keeps
Quite happy with the amount of new clients each week, his words, with the new physiotherapist fully booked and the books at a steady flow.
5to10
new patient enquiries in a typical week now, up from 1 to 2 before we started.
Jack's own count and his own timeline, from the story brief. The rising track draws his phrase "progressively saw more and more bookings", it is not a plotted data series.
Having Pete from Clinic Mastery help us with our Google Ads has been very helpful. More time freed up, more new clients and knowing exactly where our ad spend is being implemented. Highly recommend
What's next
Having someone manage the Google Ads has taken one extra burden off Jack as a clinic owner, his words, and the time he used to spend on the ads now goes to other areas of the business, which he says has helped amplify the growth. The plan from here holds that shape. The spend stays under $1,000 a month while the enquiries keep arriving, the monthly updates keep naming where it went, and the physiotherapist's books stay the point. His own advice to a clinic owner sitting where he was: if you are unclear on your marketing, struggling to measure it, or just burnt out from doing every single task, this is one simple tool to take stress off your plate and add revenue to the clinic.
Ready when you are
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More testimonials
Pete’s single-handedly built my Google Ads into a reliable, consistent source of new patients, without me having to think about it. When I had to step away from the business for 6 months, he kept the Ads running like it was his own. It’s let me expand with confidence, both in staff, locations and going multidisciplinary. If you’re a clinic owner on the fence, just do it. Less stress, more time back, and Pete’s great!
Yeah, look, I've really enjoyed working with Peter. He's a good operator. He understands the industry and understands the market. You know, he changed my AdWords campaign, made it more beneficial. So overall, I was very happy with his interjection into what we were doing. And yes, I'd highly recommend him.
Working with Pete and the CM marketing team has been nothing but a dream. Not only do they give you confidence on staying AHPRA complaint but his timeline are honest and he's delivered on it every step of the way. Trusting another marketing agency has been daunting, but it's the best move we've made more growth and way less stress.
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