Clinic Mastery Marketing

Case study · Physiotherapy · Perth, WA

Kinima Physio · 6 to 12 months inSimilar results on less ad spend, Rob's words

Rob had been burnt before we ever spoke. One agency farmed clicks without many conversions, a second marketer had no time, and doing it alone meant tinkering in the dark while ad spend crept up to about 15% of revenue. So the ads came to us, starting with an audit that was honest about where things stood. Six to twelve months in, Rob's count says a similar flow of brand new clients, 25.6 a week across the two clinics against 28 before, on less ad spend. The back end is tidied up for tracking and testing, the books show a steady flow, and Rob still calls it early days.

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6 to 12 months in

25.6

Brand new clients a week, now

Physiotherapy · Perth, WA

28

Brand new clients a week, before

Real client. Real numbers.

25.6

Brand new clients a week, now

Rob's count, across 2 clinics, on less ad spend

28

Brand new clients a week, before

Rob's count, across 2 clinics, on more spend

15%

Of revenue ads reached, before

Rob's figure, from the DIY days

Steady

Where the books sit today

Rob's words: steady flow

The flow that held

A similar flow of brand new clients. The spend did not have to stay where it was.

Brand new clients in a week, across both clinics. Rob's count.

Before, on more spend

28a week

Now, on less spend

25.6a week

What the ads cost then

Up to about 15% of revenue in the DIY days. Rob's figure, and more than the clinic wanted it to be.

What the ads cost now

Less. That is Rob's word for it, on over $5,000 a month.

No spend bars on purpose. Rob gave us words, not a before and after pair of figures, so the words carry it.

Every figure here is Rob's own count from the story he gave us. Not our ad account reporting.

The starting position

Where the clinic was when we started.

Rob was doing the marketing himself before we met. Setting up Google Ads, tinkering, without much idea of how to test or monitor what the account was doing. In Rob's own words: in the dark, and overspending. The website SEO was DIY as well, and work done once had a habit of needing to be done again.

It was not the first attempt at getting help, either. An agency came and went, farming clicks without many conversions, in Rob's words, and not much explanation about what was going on. Then a solo marketer took on some Meta and Google Ads work, hit personal issues, and had no time to do it. Burnt twice, Rob went back to doing it alone, improved, and still did not feel confident in it.

The cost crept up. Ad spend got to about 15% of revenue by Rob's figure, during a growth period when spend needed to be higher, but still more than the clinic wanted it to be. The time cost cut both ways: some jobs got no time because the next step was unclear, and the website work got lots of time and then needed redoing. No sleep lost, though, and Rob is clear on that.

The decision came from trust built over years of listening. Pete's coaching, content and podcasts through Clinic Mastery had always been, in Rob's words, trustworthy and effective, and the physio and clinic owner background made it a lot easier. Nothing nearly stopped the call this time. Rob was non clinical by then, had the time, and had been wanting to work on this for a while.

What we did

The work, in the order we did it.

Started with an honest audit, judgment left at the door.

Things were not looking that flash when we first went through the account, and we said so. What stood out for Rob was the honesty without being judgmental, because that is what an owner actually wants from an audit. The account's real position became the starting line, not a sales pitch.

Took over the Google Ads and tidied the back end.

The ads moved to us, so the overspending and the guesswork stopped sitting with Rob. The back end got tidied up to help with tracking and testing, Rob's words, which is what turns an account from a black box into something you can improve on purpose. Still early days on that front, and that is exactly how Rob describes it.

Built a temporary landing page for the ads.

Instead of sending paid clicks into the existing site, we put up a temporary landing page for the Google Ads. Rob calls the idea great, and it did a second job: it showed the current quality of some of the website, which opened the door to improving the user experience, one of Rob's own projects right now.

Kept Rob in the process, on purpose.

Specific questions about budgets and how many clients the clinics need and want, so the targets were Rob's, not ours. Small jobs on landing pages and code that Rob chose to take on, because feeling part of it matters. And regular reports on Slack and as PDFs, clear enough to get the general idea, with questions answered whenever they came up.

The handover that kept Rob in

Handed over, not locked out.

Before, every one of these sat with Rob. In the dark and overspending, in Rob's own words, with the website work done and then done again.

What moved to us

The Google Ads, end to end

Conversion tracking, tidied up in the back end

A temporary landing page for the ads

Regular reports, on Slack and as PDFs

What Rob kept, by choice

The budget and client number calls. Asked, not assumed

Small landing page and code jobs Rob chose to keep

Questions, whenever, answered in writing or by voice

Not because it was dumped back on the owner. Because feeling part of it matters, and doing a few of the pieces is how Rob learns the process.

Both columns are drawn from Rob's own description of how we worked together, in the story we were given.

The numbers

Before and after, line by line.

Every figure in this table is Rob's own count, not our ad account reporting. On paper the weekly client number is slightly lower, 28 down to 25.6 across the two clinics, and Rob's reading of that is the whole story: similar results on less ad spend, after a DIY era when the ads had crept up to about 15% of revenue. The grey rows are the honest ones, and they are the point.

Brand new clients in a week, across 2 clinics

Before

28

After

25.6

-2.4

Monthly ad spend

Before

Up to about 15% of revenue

After

Over $5,000

Less, Rob's call

Who ran the ads

Before

Rob, tinkering in the dark

After

Handed over, Rob still involved

Time back

Clarity on what the ads are doing

Before

In the dark, not much explanation

After

Regular reports on Slack and PDF

Rob's words

Tracking and testing

Before

No real way to test or monitor

After

Back end tidied up for both

Early days

Where this goes

Six to twelve months in, and Rob calls it early days.

The DIY years

Before

In the dark and overspending, in Rob's words. Ad spend got up to about 15% of revenue, Rob's figure, and more than the clinic wanted to carry.

Six to twelve months in

Today

A similar flow of brand new clients, 25.6 a week across 2 clinics against 28 before, on less ad spend. Rob's count. The books show a steady flow.

What Rob expects next

Rob's expectation, not our promise

The back end is tidied up to help with tracking and testing. In Rob's words: more efficiency and results coming up. Our job is to earn that.

Every figure and every expectation on this rail is Rob's own, from the story we were given. Not our ad account reporting, and not a forecast from us.

So dive in, have a go at it, and the transparency and the honesty is what sets them apart from other marketing avenues that I've tried in the past.

Rob O'MahonyDirector, Kinima Physio

What's next

Where the work goes from here.

Still early days, Rob's words, and the plan reads that way. The back end has been tidied up to help with tracking and testing, and Rob expects more efficiency and results coming up, an expectation we are working to earn rather than a promise being made. The temporary landing page opened the door to improving the user experience on the site, one of Rob's projects at the moment. The reports keep landing on Slack and PDF, and the questions keep getting answered, in writing or by voice.

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

Other owners, in their own words.

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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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He's increased our referrals from Google by a good 25% and it's still going up, since coming across to Pete from our previous agency, and he's been more cost effective than the last agency. So I wouldn't hesitate to recommend Pete. He's an absolute weapon in this space of Google Ads.
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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
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Looking for our general approach? See how we run Google Ads for physiotherapy clinics.