Case study · Physiotherapy · Collie, WA
Ask Jasmine what the marketing at Physio Group South West looked like before and she answers with a question: what marketing? A previous provider ran ad hoc Google ads at probably $800 a month, COVID cut them, and being regional, the clinic never picked them up again. Collie was never short of clients, but Jasmine knew the clinic was probably missing out on them, and she had no way to influence the number either way. That was the tipping point: she wanted a lever to pull. We took on the Google Ads, kept the spend under $1,000 a month, and put a report in front of her every month without being chased. By her count the books sit at a steady flow, 32 new clients a week, and the whole channel runs without her splitting her brain towards it.
ads.google.com / overview
1 to 2 years in
Steady
Where the books sit today
Physiotherapy · Collie, WA
32
New clients in a week
Real client. Real numbers.
Steady
Where the books sit today
On under $1,000 a month in ad spend
32
New clients in a week
Jasmine's count. It was 35 before we started.
$800
A month, the old provider
Ad hoc and, in her words, a waste of money
1 to 2
Years working together
A report delivered every month, no chasing
Four eras of marketing, her account
Before it all
Less than $1,000 a year
What marketing? We really did nothing.
The agency dabble
Probably $800 a month
Ad hoc, not targeted, a waste of money.
COVID, then years of nothing
$0
Probably missing out on clients. The biggest cost of the lot.
Now, with Pete
Under $1,000 a month
A lever to pull, and a report every month.
Every era is Jasmine's own account from her story brief, spend included, with her estimates printed as she gave them. Not our ad account reporting.
The starting position
Ask Jasmine what the marketing looked like before and she answers with a question: what marketing? Physio Group South West did very little, if not nothing, and what it did was very ad hoc. She had a look at learning Google Ads herself at one point, and one look was enough: well outside her scope of expertise, and not something she wanted to spend weeks getting deep into when she would rather focus on her clinic.
She did engage an agency at one point, and looking back she calls it probably a total waste of money. It was not really strategic, it was not targeted, and she does not think she got much of a return at all. The spend then was probably $800 a month on Google ads, without a lot of benefit to show for it.
When COVID came, that budget was one of the costs she cut. Being in a regional area, finding clients was not normally the problem, so nothing replaced it. Since then, the clinic has probably been missing out on clients. Her words, and she calls it the biggest cost of the lot.
The tipping point was control. Jasmine wanted a lever to pull on client numbers, something she could actually do to influence them. Talking with other Clinic Mastery members helped, and so did talking with Pete, an absolute guru in her words, who was open and honest about what the clinic could realistically achieve and told her what he thought was the best plan, not what he could make the most money out of. What nearly stopped her was cost, because before the Google ads the clinic's marketing spend was probably less than $1,000 a year.
What we did
Pete did not pitch the biggest possible campaign. He told Jasmine what he thought the clinic should do and what would be the best plan, not what he could make the most money out of, and that honesty is a big part of why she went ahead. The ad spend sits under $1,000 a month, her figure.
For years the clinic just took whatever the town delivered, with no way to influence the number. The campaigns give Jasmine the thing she actually wanted: something she can do about client numbers, and a lever she can pull when she wants them to move.
Jasmine does not chase Pete up, does not have to ask, and does not have to work out for herself what return the money is getting. It is all just delivered to her, her words. The channel runs without her having to think or worry about it.
When she wants the ins and outs, Pete happily explains them. When she wants nothing to do with it, she gets the basics, and what she needs to know to make sure the money is getting a return. Either way, she never has to blow her brains out learning Google Ads.
How the working together works
Nothing to do with it
The ins and outs
When she wants the detail, it gets explained. When she wants nothing to do with it, she gets the basics and the return. Her description of how Pete works, either end, any month.
What arrives wherever the dial sits
A report, every month
Delivered to her. She does not chase it, and she does not ask.
The return, worked out
She never has to figure out for herself what the money is getting back.
None of her hours
No hours and hours, no weeks and weeks, learning something outside her wheelhouse.
Both ends of the dial and all three constants are Jasmine's own words from her story brief, trimmed but not reworded.
The numbers
Every figure in this table is Jasmine's own count and her own words, not our ad account reporting. Finding clients was never the problem in Collie, and the weekly count says so: 35 new clients a week before we started, 32 now, with the books at a steady flow. What changed is everything around that number. The spend sits under $1,000 a month, the return is reported to her every month without chasing, and client numbers are finally something she can influence instead of just watch.
Metric
Before
After
Change
New clients in a week
Before
35
After
32
Monthly ad spend
Before
$800, to the old provider
After
Under $1,000
A lever to pull on client numbers
Before
Nothing to pull
After
Google Ads, running every month
Working out the return
Before
Her job, if it happened at all
After
Delivered to her monthly
Brain space spent on marketing
Before
Another task to split towards
After
She knows it is getting done
The honest picture, her count
A typical week, before we started
35new clients
A typical week, now
32new clients
What she bought instead of volume
A lever she can pull
Client numbers are something she can influence now, not just watch.
A report, delivered
The return arrives every month without her chasing or asking.
None of her hours
No brain split towards a task that was never in her wheelhouse.
35 and 32 are Jasmine's own counts of new clients in a typical week, before we started and now, from her story brief. Not our ad account reporting. The books sit at a steady flow, her words.
I highly recommend using Pete because he is like an absolute machine in this area, and is really knowledgeable, and I am super confident that he's gonna get the best results that anyone can.
What's next
The work was never about chasing a bigger number, because Collie was never short of clients. It was about building the lever, and the lever exists now. The books sit at a steady flow on under $1,000 a month, and when Jasmine wants client numbers to move, there is finally something she can pull. The report keeps landing every month without her chasing it, and her attention stays where she wanted it, on the clinic.
Ready when you are
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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
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.
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.
More stories
Looking for our general approach? See how we run Google Ads for physiotherapy clinics.