Case study · Physiotherapy · Ferntree Gully, VIC
Travis had done the rounds before Pete: an SEO audit he actioned himself, then a good agency, and each one lifted Pathways Physiotherapy to a new level before the numbers went flat. The last plateau held for 12 months, and he wondered whether that was simply all Google Ads could do for the clinic. A chat with Pete found clear opportunities instead. We rebuilt Google Ads, built landing pages and wired in conversion tracking, with a report every month naming what worked and what did not. By Travis's count, bookings went from 21 a month to 26 and are still going up, with referrals from Google up a good 25%, on $1,000 to $2,500 a month in ad spend. Almost two years in, the books sit at a steady flow and the numbers have not plateaued yet.
ads.google.com / overview
Almost two years in
25%
More referrals from Google
Physiotherapy · Ferntree Gully, VIC
26
Bookings a month, now
Real client. Real numbers.
25%
More referrals from Google
A good 25% and still going up, Travis's words
26
Bookings a month, now
Up from 21 before we started, his count
21
Bookings a month, before
Where the numbers had sat flat for 12 months
$2,500
A month in ad spend, at most
His range: $1,000 to $2,500
Grow, plateau, repeat. Until now
First
He did it himself.
An SEO audit with steps to improve the website's visibility. Travis followed them, the clinic grew, and then it hit its first plateau.
Then
The agency years.
A really good job, in his words, and another level again. Then the numbers went flat, and the last 12 months of it never moved.
Now
With Pete, almost two years in.
A significant increase in the numbers each year, his count: 21 bookings a month to 26 and still going up. No plateau yet.
The staircase is Travis's own description of the journey, drawn as a shape, not to scale. The only counted figures are his: 21 bookings a month at the end of the last plateau, 26 now. Not our ad account reporting.
The starting position
Travis is methodical about marketing, and the history shows it. The first move, years back, was an SEO audit with steps to improve the website's visibility. He followed the steps himself, the clinic grew, and then it reached its first plateau.
An agency took over from there and did a really good job, in his words. They took Pathways Physiotherapy definitely above where it started with them. Then, over the next couple of years, it really plateaued again.
The cost of that plateau was not wasted spend. It was the opportunities the clinic was missing by not optimising the Google Ads. Travis looked at the numbers, saw 12 flat months, and initially thought maybe that was just it, maybe that was all Google Ads could do for them.
He decided to have a chat with Pete anyway, just to see. Pete could see clear opportunities to improve, so they went ahead. Cost nearly stopped him, and what settled it was tracking: knowing the return could actually be measured gave him the peace of mind to put the money up.
What we did
The account had done good work under the previous agency, then sat flat for 12 months. The chat with Pete named clear opportunities to improve, and the rebuild went after them. By Travis's count the clinic has seen a significant increase in the numbers each year since, and it has not plateaued yet.
Pete was really clear on how landing pages enhance the impact of the Google Ads, and that clarity is something Travis calls out himself. The campaigns got pages built for that job. Alongside them, advice kept coming on how to tweak the website so it converts better.
Travis's biggest barrier was cost: if money was going in, how would he make sure of the return, and how would he actually track it? Without tracking, marketing can feel like throwing good money away at bad, his words. Knowing the results could be tracked gave him the comfort to go ahead, so the tracking went in with the campaigns.
The reporting is the part Travis loves. It names what is working and also what is not, which he says not every agency is willing to do and put the time into. And he has watched Pete embrace AI over the journey, using it to make more accurate calls on what is working and where the opportunities are going forward, which leaves him confident the most informed decision is being made.
The part he says agencies skip
The report he'd seen before
What's working
The easy half. Every agency sends this one.
What's not working
Missing. Not every agency is willing to do it and put the time in, in Travis's words.
The report Travis gets every month
What's working
Really useful to see, in his words. Kept and built on.
What's not working
Reported too, and the time gets put in. This is the half he calls really good.
Where the opportunities are going forward
With AI in the analysis and the reporting, making more accurate calls on what's working and what's not. He's confident the most informed decision is being made.
Every line here is Travis's own account of the monthly reporting from his story. No figures are shown because none were part of this answer.
The numbers
Every figure in this table is Travis's own count and his own words, not our ad account reporting. Bookings in a month went from 21 to 26 and are still going up, and he puts referrals from Google up a good 25% since coming across from the previous agency. The honest row is the dip: referrals eased slightly for the first three to five months after the switch, which he describes as common when changing agencies and worth seeing through, because it has been all upside ever since.
Metric
Before
After
Change
Bookings in a month
Before
21
After
26, and still going up
Referrals from Google
Before
Flat for 12 months
After
Up a good 25%
The first 3 to 5 months
Before
Referrals dipped slightly
After
All upside ever since
Team hours writing blogs
Before
Busy writing them
After
Not as much as they used to
Monthly ad spend
Before
The last agency, less cost effective
After
$1,000 to $2,500
The dip he tells other owners about
The old plateau: 21 bookings a month
26a month now, still going up
Months 1 to 5
A slight dip in referrals.
Not significant, but real. Common when switching agencies, he's since heard from others. Worth having the expectations managed.
Then
A significant increase.
He stuck to the process and saw it through. Since then, in his words, it has been all upside.
Today
Past the old level, still going up.
Bookings sit above the plateau they left behind, and the books hold a steady flow.
The curve is Travis's own telling of the switch, drawn as a shape, not to scale, with the dip kept shallow because he called it slight. The counted figures are his: 21 bookings a month before, 26 now. Not our ad account reporting.
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.
What's next
Every level so far has ended in a plateau, and this one has not yet, which is exactly why the plan does not change. The opportunities going forward keep coming out of the monthly reporting, with AI helping make the more informed call on what is working and what is not, his read on how Pete works. The spend stays inside his $1,000 to $2,500 range while the bookings keep climbing, and the advice on landing pages and website tweaks keeps compounding. His own words to another clinic owner sitting where he was: just go for it.
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