Case study · Physiotherapy · Sydney, NSW
Equip Physiotherapy · Inside the first year
Tim could see the input and the output on every part of Equip Physiotherapy except one. Paid marketing was, in his words, this hazy mystery: a Google campaign he'd set up himself, occasional Meta ads, clicks he could see and no way to tie any of it to new bookings. We rebuilt Google Ads, built landing pages and wired in conversion tracking, and Pete explained how each piece would show its effect on the goal that mattered, new clients in the books. By Tim's count, new clients went from 7 to 9 a week to 12 to 17, on $1,000 to $2,500 a month in ad spend. The books now sit at a waitlist or booked out. The part that surprised him is how steady above expectation the bookings are, week on week.
ads.google.com / overview
Inside the first year
12 to 17
New clients in a week
Physiotherapy · Sydney, NSW
$2,500
A month in ad spend, at most
Real client. Real numbers.
12 to 17
New clients in a week
Up from 7 to 9 before we started, Tim's count
$2,500
A month in ad spend, at most
His range: $1,000 to $2,500
7 to 9
New clients a week, before
When paid marketing was a hazy mystery, his words
Waitlist
Where the books sit today
Or booked out, with bookings steady week on week
In, middle, out. Tim's own ledger
Before, in Tim's words
In
Ad spend with no clear idea of the return, plus 1 to 2 hours of his week trying to make sense of it.
The middle
A hazy mystery. His words for it.
Campaigns he didn't know were set up properly.
Out
7 to 9new clients a week
With no way to tell what the ads added.
Now, his count
In
$1,000 to $2,500
A month in ad spend, his range.
The middle
Rebuilt Google Ads, landing pages, conversion tracking.
Explained as it was built, reported every month.
Out
12 to 17new clients a week
Books at a waitlist or booked out, steady week on week.
Every figure is Tim's own count from his story: the weekly client numbers, the spend range, and the hours. Not our ad account reporting.
The starting position
Referrals were never the problem at Equip Physiotherapy. Tim had built the referrer relationships and word of mouth streams himself, with some success, and he could see them working. Paid marketing was the opposite. He was running a Google Ads campaign and occasional Meta campaigns, and in his own words, he didn't know if he'd set them up properly.
He tried to do it himself, and he still can't say how that went, because there was no way of tracking the return. He would see people click on the ads but couldn't correlate any of it with new clients in the clinic. It was costing money without any clear idea of what came back, and about 1 to 2 hours of his week, without feeling like he was making progress.
What made him get help was naming the problem. He was throwing money at a goal without any understanding of the return, or the mechanism that could achieve it. That frustrated him precisely because the rest of the business didn't work that way: everywhere else he could see the input and the output. Paid marketing was this hazy mystery, his words.
One thing nearly stopped him. He wasn't sure anyone could give him clarity on what the ad spend was doing for the goal he cared about, more new clients in the books. That doubt was fair. It is also exactly the thing the work had to answer first.
What we did
The old campaign was the one Tim didn't know was set up properly. We rebuilt it around the clients Equip Physiotherapy wants to see. His surprise at the end of it, in his words: how effective a well designed campaign can be.
Paid traffic needs somewhere purposeful to land, not a homepage and hope. The campaigns got landing pages matched to what the person searching wants, so a click has a clear next step: book.
Tim's exact frustration was seeing the clicks and having no way to tie them to new clients in the clinic. Conversion tracking closed that gap. The ad spend now shows its effect on the number he cares about, new clients in the books.
Pete spent time explaining what he was doing and how it would give real data on the effect relevant to Tim's goal. The reports land regularly and are easy to understand, and Tim says Pete is efficient and seems to really enjoy the work. For an input and output thinker, that was the point: the mystery channel became a readable one.
Where the line of sight used to stop
Before, in Tim's words
Ad spend
VisibleClicks on the ads
VisibleBookings from those clicks
Out of sightNew clients in the clinic
Out of sightHe could see the clicks. Past them, nothing. No way to correlate any of it with new clients in the clinic.
Now
Ad spend
VisibleGoogle Ads rebuilt
Clicks on the ads
VisibleBookings from those clicks
VisibleLanding pages built
New clients in the clinic
VisibleConversion tracking wired in
The same chain, lit to the end. The spend shows its effect on the number Tim cares about.
The before chain is Tim's own description of running the ads himself. The work on the lit steps is the work he listed: Google Ads, conversion tracking, landing pages.
The numbers
Every figure in this table is Tim's own count and his own words, not our ad account reporting. A typical week used to bring 7 to 9 new clients. It now brings 12 to 17, on $1,000 to $2,500 a month in ad spend, and the books sit at a waitlist or booked out. The change that surprised him is how steady the weeks are, above expectation, week on week.
Metric
Before
After
Change
New clients in a week
Before
7 to 9
After
12 to 17
Tying ad spend to new clients
Before
No way to correlate
After
Real data on his goal
Hours a week decoding ads himself
Before
1 to 2
After
Handed over
Monthly ad spend
Before
Money out, return unknown
After
$1,000 to $2,500
Recruiting and growth budgets
Before
A hazy mystery behind them
After
Backed by a known return
What the steady week opens up
The steady week
12 to 17
New clients a week, Tim's count, steady above expectation. Books at a waitlist or booked out.
Budgeting for growth
Easier now, because he knows what the marketing returns. The spend is a decision, not a hope.
Recruiting
He can hire with a higher degree of confidence that he can get the books full quicker.
His own marketing hours
Back on the referrer connections, the part of marketing he likes and is good at.
The weekly count and all three changes are Tim's own words on what the change has meant for him and his team. Not our ad account reporting.
Working with Peter has helped me grow my clinic by getting a steady stream of new clients through targeted campaigns that actually connect with our ideal clients. It's freed me up a heap of time in my week and given me confidence to plan for future growth. Pete's great to work with. He understands the needs of clinic owner because he was one himself. Highly recommend
What's next
The steady weeks are the asset now. Budgeting for growth is easier when the return on the marketing is known, and Tim can recruit with a higher degree of confidence that he can get the books full quicker, both his own readings of where the clinic sits. His marketing hours go where he wants them, into the referrer connections he likes and is good at, while the ads run the channel he could never see into. The spend stays inside his stated range, and the reports keep the return visible every month.
Ready when you are
We'll show you what your clinic's version of this looks like.
Tell us about your clinic. We'll come back with a one-page plan: which patients to target, which to skip, and what 90 days should realistically deliver.
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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