Case study · Physiotherapy · Perth, WA
Kinima Physio · 6 to 12 months in
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 percent of revenue. So the ads came to us, starting with an audit of 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.
ads.google.com / overview
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 percent
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
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
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 percent 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
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 wants from an audit. The account's real position became the starting line, not a sales pitch.
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.
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.
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
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
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 percent of revenue. The grey rows are the point.
Metric
Before
After
Change
Brand new clients in a week, across 2 clinics
Before
28
After
25.6
Monthly ad spend
Before
Up to about 15 percent of revenue
After
Over $5,000
Who ran the ads
Before
Rob, tinkering in the dark
After
Handed over, Rob still involved
Clarity on what the ads are doing
Before
In the dark, not much explanation
After
Regular reports on Slack and PDF
Tracking and testing
Before
No real way to test or monitor
After
Back end tidied up for both
Where this goes
The DIY years
BeforeIn 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
TodayA 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 promiseThe 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.
What's next
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
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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