Google Ads · Occupational Therapy

Google Ads forOccupational TherapyClinics.

Built by clinic owners who understand healthcare. Targeting the OT patients you can actually win on Google. Measured in real bookings, not clicks.

Most OT clinics that try Google Ads end up with the wrong type of inquiry. The campaign generates leads, but they're for services your clinic doesn't actually offer. Paediatric inquiries that go to an adult only clinic. NDIS inquiries that go to a private-only practice. School services inquiries that go to a workplace injury clinic. The reason is almost always the same. OT is one of the broadest scope of practice professions in healthcare. The campaign needs to be just as narrow as the niche you actually work in. Otherwise the budget burns and the team gets frustrated.

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google.com

paediatric occupational therapy near me

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Sponsoredyourotclinic.com.au

Sydney OT · Paediatric Specialists

Sensory, fine motor, school readiness. Paediatric and adult OT. NDIS-friendly.

4.9 · 312 reviews

another-ot.com.au

Another OT Practice

Welcome to our practice. Comprehensive occupational therapy.

kids-therapy-clinic.com.au

Kids Therapy Clinic

When patients search, you win the click.

What OT patients actually search

OT patients don't search 'occupational-therapy'. They search for what's wrong, who it's for, and how it's funded.

OT is too broad to be a single keyword. Patients break the search down themselves. They specify what's happening. They specify who it's for. They often specify how it's being paid for. Your campaign needs to break down the same way.

paediatric OT [suburb]

OT NDIS [city]

child OT for autism

occupational-therapy for adults

sensory OT for kids

OT home assessment [city]

Three things define an OT search. The age group of the patient. The presenting problem. The funding pathway. Your clinic doesn't serve every combination. Your campaign shouldn't either. We build separate keyword groups around the niches you actually work in, and skip the ones you don't, so the inquiries your team gets are inquiries they can actually serve.

See the thinking behind one ad

Pick your specialty and the search a patient runs

You will get one real ad, written the way I write them, and the method I used to get there. No campaign structure, no keyword list, no budgets. That part is the work I do with you.

Where agencies go wrong

Most agencies don't understand how broad OT is, or how narrow your campaign needs to be.

After years of auditing OT Google Ads accounts inside the Clinic Mastery community, one root cause is doing most of the damage.

The campaign casts wide. Occupational therapy. OT near me. OT for adults. OT for kids. NDIS OT. The thinking is more is more. The reality is the inquiries come in for services the clinic doesn't actually offer. The front desk wastes time triaging them. Your team gets frustrated chasing leads that go nowhere.

OT is one of the broadest scope of practice professions in healthcare. An OT can work with kids on sensory processing. They can work with adults after a stroke. They can do workplace ergonomic assessments. They can build home modifications for NDIS participants. They can run school-readiness programs. Most clinics specialise in two or three of those. The clients you serve are very specific. Your campaign needs to be just as specific.

There's also a buyer pattern that gets missed. Paediatric searches are almost always made by a parent, not a patient. Adult NDIS searches are often made by a support coordinator or a carer, not the participant. Workplace assessment searches are usually made by an HR manager or a return to work coordinator. The ad copy that converts a parent isn't the ad copy that converts a support coordinator. The HR manager wants something different again. Most agencies don't know that, so the same generic copy goes to all three audiences and converts on none of them.

And there's a market shift most clinics are still reckoning with. The NDIS pricing review and rate changes are tightening the budget per participant year on year. Plan manager driven volume that quietly carried OT clinics for the past five years is contracting in real terms. The OT clinics that win the next decade are the ones with a working private and Medicare pipeline alongside their NDIS work, and most don't have one yet. Google Ads is the lever that builds the private pipeline, if it's pointed at the right segment.

OT is too broad. Your campaign needs to be narrow. Built around the niches you actually serve, in the language each buyer actually uses.

How we run it

How we run Google Ads for OT clinics.

Same four steps every clinic gets, sharpened for occupational-therapy.

Audit your ideal client list against Google reality.

We start with the OT services your clinic actually delivers, broken down by age group and funding type. Paediatric NDIS. Paediatric private. Adult NDIS. Workplace assessments. School services. Then we sort which of those niches sit on Google, and which arrive through other channels: NDIS plan managers, GP referrals, school requests. The Google-reachable niches get the campaign. The others get a different strategy.

Build keyword groups by age, problem, and funding pathway.

A search for 'OT for autism toddler' is a different person to 'NDIS OT for adults' or 'workplace ergonomic assessment'. Each gets its own ad group, its own ad copy, and its own landing page section that speaks specifically to that buyer. The parent sees ad copy that talks about their child's milestones and the worry behind the search. The support coordinator sees copy that names the participant's plan type, capacity, and goals. The HR manager sees copy that names return to work, ergonomic risk, and reporting. Three different conversations. The conversion rate of each campaign goes up because the buyer feels seen.

Filter out the searches that don't pay.

Generic 'occupational-therapy degree' searches. Job-seeker queries. Funding-related questions that lead to government sites, not clinics. Free-service searches. Anything that doesn't lead to a paying client. We negative keyword them out before launch and keep stripping them out every week.

We report on bookings. Not clicks.

The dashboard tells you what each new OT inquiry costs you, broken down by niche. Paediatric NDIS bookings are tracked separately from adult private bookings. That's how you see which niche to scale, which to pause, and where the real return is. Click through rate doesn't pay your rent. Bookings do.

One profession, four buyers

OT isn't one audience on Google. It's four.

Occupational therapy has the broadest scope of practice in allied health, and the broadest spread of buyers. Each one searches differently, decides differently, and responds to different ad copy. The clinics that segment the campaign book at half the cost. The ones that don't, burn budget.

Parent

Buyer 01

Searches: OT for autism toddler, sensory OT, late talker OT
Ad copy tone: Plain English. Reassuring. Outcome-focused for the child.
Funding pathway: Paediatric private or NDIS

Support coordinator

Buyer 02

Searches: NDIS OT [city], plan-managed OT, OT for SIL participant
Ad copy tone: Specific. Plan-type and goal-aware. Capacity led.
Funding pathway: Adult or paediatric NDIS

Adult, self-funded

Buyer 03

Searches: OT for adults [suburb], private OT assessment
Ad copy tone: Direct. Fees disclosed. Clinical reassurance.
Funding pathway: Private fee-for-service

Carer or family member

Buyer 04

Searches: OT for elderly parent, home assessment OT, OT after stroke
Ad copy tone: Empathic. Practical. Logistics-aware.
Funding pathway: Private, DVA, or NDIS for older participants

One ad cannot serve four buyers. Each gets its own keyword set, its own copy, and its own landing page. Same clinic, four different conversations.

What good looks like

What a healthy OT Google Ads account looks like.

A healthy OT Google Ads account in Australia costs $80 to $120 per new patient booking for private clients. NDIS clients sit higher, often $120 to $180, because the NDIS market is competitive and budgets per participant are tightening. The single number matters less than the segmentation. A campaign that books a $1,500 paediatric NDIS assessment at $150 is healthier than a campaign that books a $90 adult ergonomic check at $30. We segment the reporting so you see what each niche really delivers, then adjust the budget to follow the strongest segment.

Pricing

Simple, honest pricing.

No hidden fees. No long contracts. Pay for the work, pay for the spend, get the results.

ROI calculator

See your return before you spend a cent.

What is your profession?

Your average appointment fee

What the patient pays you per visit

Your PVA

Average number of visits per patient

Monthly ad spend

Your media budget, separate from management fees

Select your specialty above to see your numbers.

Google Ads

Monthly management

$525/mo

+ GST + 15% of ad spend

One-off setup

$795

+ GST

What's in the setup

Strategy session
A clear, defined Google Ads marketing strategy
Conversion tracking installed
Keyword research
Full campaign build
Everything wired up and working before launch

Ongoing, every week

In your account every 24 to 48 hours
Measuring, refining, optimising
Constant split testing. Always trying to beat our best ad.
Monthly reporting in plain English
Pete in the account, not a junior or overseas VA

Min. ad budget: $500/mo

Get my free Google Ads audit

Written by

Pete Flynn

Co-owner, Clinic Mastery. Co-founder, Physio Fit Adelaide.

Two-time Telstra Business Awards winner (2019, 2022). Five-time Telstra Awards judge. South Australia Top 40 Under 40 (2019).

The questions clinic owners ask us.

Should I run one campaign for paediatric and adult OT, or two?

Almost always two. Parents searching for paediatric OT are a different buyer to an adult or carer searching for adult NDIS OT. Different ad copy. Different landing pages. Different conversion conversations. Running them as one campaign makes the reporting muddy and dilutes both sides. We split them from day one. It costs nothing extra to run two segmented campaigns instead of one broad one.

Is Google Ads worth it if most of my OT pipeline comes through NDIS plan managers?

Probably yes, but with realistic expectations. NDIS plan manager driven referrals are a relationship strategy, not an ad strategy. The Google Ads role is filling the gaps with self funded private clients, NDIS participants searching directly, and carers researching for someone in their household. With NDIS rates tightening, the private pipeline is becoming more important for most OT clinics, not less. We'll tell you up front what share of your growth Google can realistically own. We'd rather give you the truth than sell you a campaign that's pointing at the wrong audience.

How are the NDIS pricing changes affecting OT advertising?

Materially. The hourly rate ceiling for OT services under NDIS has been under pressure for several review cycles, and clinics that built their model around plan managed NDIS volume are feeling the squeeze. The Google Ads opportunity is the private and Medicare pipeline alongside NDIS. Self funded paediatric private. Older Australians using DVA. Carers researching for an older family member. These segments aren't NDIS-dependent and aren't subject to the rate review. The clinics that diversify into them now will have a buffer when the next pricing change lands.

Should we worry about teletherapy OT competing for the same Google Ads searches?

In some segments, yes. Teletherapy OT services are bidding on broad NDIS keywords, and they often have the budget advantage. The defence is local. Patients searching '[suburb] OT' or 'OT home visit [city]' are looking for someone they can see in person, in their own catchment. We point your campaign at the local intent and skip the broad national keywords where teletherapy has the edge. You can't outspend a national service on the bare keyword 'NDIS OT'. You can dominate '[suburb] paediatric OT'.

How fast will I see results?

Typically, most clinics start seeing results inside the first four to six weeks. We're not promising overnight miracles. Anyone who does is lying. We are promising that your campaign will be live, optimised, and bringing in genuine new patient bookings within that window.

I'm already running ads. Can I keep them?

It depends. Sometimes it makes sense to replace them all and start clean. Sometimes we'll keep one or two of your current ads and run them as a control while we test new creative against them. Either way, we're always split testing. Always trying to beat our current best ad. That's how the numbers compound over the months you work with us.

What's a realistic monthly ad budget?

The minimum we'd recommend is $500/month in ad spend. Above that, it depends on the scale of your clinic and how many new patients you're trying to generate each month. We'll talk through what's right for your situation in your strategy session.

Do you lock me in?

No. We have a 30-day notice period and that's it. We don't believe in 12-month contracts. Clinics work with us because they see value, they get results, and they enjoy working with healthcare professionals who actually understand them. Not because they're trapped. If we're not earning our keep, we don't deserve to keep your business.

Why are you better than a generic marketing agency?

Generic agencies sell ads to every industry: healthcare, real estate, e-commerce, tradies. We only work with healthcare clinics, because we are healthcare clinic owners. We've sat across from patients. We know your margins aren't infinite. We know that every dollar of ad spend has to make the needle move, because we've felt what it costs you when it doesn't. Our promise is simple: we'll spend every dollar of your ad budget as if it was our own. Because we understand what it means to a healthcare clinic owner when it isn't.

Will Pete actually run my ads, or a junior?

Pete will be running your ads. You won't be outsourced to a junior or an overseas VA. The same person you applied to work with is the person managing your account day-to-day.

Ready when you are

We'll show you exactly which OT patients you can win on Google.

Tell us about your OT clinic. Which age groups, which problems, which funding pathways. We'll come back with a one page plan: which niches we'd target, which we'd skip, and what 90 days of Google Ads should realistically deliver for a clinic your size. No pitch deck. No one hour discovery calls that add no value whatsoever.

Apply Now Get my free Google Ads audit

We work with healthcare clinics across Australia.

Google Ads for other specialties

Other services for Occupational Therapy clinics

Looking for our general approach? See how we run Google Ads for healthcare clinics.

Where we work

We run Google Ads for clinics in every major Australian city. Each city guide covers local cost per booking ranges, catchment patterns, and the specialty mix we see there: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Hobart. Or browse every city we cover.