Clinic Mastery Marketing

Google Ads · Podiatry

Google Ads for Podiatry Clinics.

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

Most podiatry clinics that try Google Ads stop trying. The campaign goes live, the budget disappears, and bookings don't follow. The reason is almost always the same. The campaign was built around the words a podiatrist would use, not the words a patient with sore feet would type. Patients don't search for 'orthotics'. They search for 'heel pain'. Get that one thing wrong and the whole campaign suffers.

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google.com

heel pain podiatrist near me

Sponsoredyourpodiatry.com.au

Newcastle Podiatry · Heel Pain Specialists

Plantar fasciitis. Ingrown toenails. Diabetic foot care. Same-week appointments.

4.9 · 312 reviews

another-podiatry.com.au

Another Podiatry Clinic

Welcome to our practice. Comprehensive foot care services.

city-foot-clinic.com.au

City Foot Clinic

When patients search, you win the click.

What podiatry patients actually search

Patients don't search 'orthotics'. They search what's hurting their feet.

If you optimise for the word 'orthotics', you're paying Google for traffic from very few patients. Almost no one Googles a treatment they haven't been told they need yet. They Google the symptom that woke them up that morning.

heel pain treatment [suburb]
plantar fasciitis podiatrist
podiatrist [suburb]
ingrown toenail surgery near me
diabetic foot care [city]
podiatrist for kids

Patients Google the problem, not the solution. They feel the pain in their heel. They don't know whether they need orthotics, a podiatrist, a physio, or a sports doctor. They search 'heel pain'. We build campaigns that meet them at that exact moment, then guide them to the booking. The patient who came in for heel pain often leaves with orthotics. They just didn't know that's what they were searching for.

Where agencies go wrong

Most agencies don't know the difference between what podiatrists do and what patients search for.

We've reviewed Google Ads accounts for podiatry clinics across the Clinic Mastery community for years. The same mistake shows up in almost every one.

The campaign is built around treatments. Orthotics. Custom orthotics. Foot mobilisation. Shockwave therapy. Nail surgery. Beautiful keywords for a podiatrist. Almost nobody Googles them. The campaign generates impressions and very few clicks, because the patient never knew those terms in the first place.

Meanwhile, the patient is at home Googling 'heel pain that won't go away' or 'sore foot in the morning'. That's the search the budget needs to be on. The campaign that lands on that traffic and walks the patient through to a booking is the campaign that wins.

Every podiatry clinic also has avatars Google can't deliver. The diabetic chronic disease patient gets referred by a GP under a Chronic Disease Management plan. They don't Google. The post-surgical foot patient gets sent by a surgeon. They don't Google either. Take those avatars off the list before you spend a cent on ads.

Patients don't Google orthotics. They Google the pain. Build the campaign for the search the patient is actually doing.

How we run it

How we run Google Ads for podiatry clinics.

Same four steps every clinic gets, sharpened for podiatry.

Audit your ideal client list against Google reality.

Every podiatry clinic has a mix of clients. Sports injuries. Chronic foot pain. Diabetic patients. Children. Older Australians with toe and nail issues. Some of these patients are on Google in droves. Others arrive through a GP, a surgeon, or a CDMP referral. We sort the list. The patients who search Google get the budget. The rest get a different strategy.

Build keyword groups around symptoms, not treatments.

Heel pain. Plantar fasciitis. Ingrown toenail. Foot pain. Bunions. Each of these is a real money search. Each gets its own ad group, its own ad copy, and its own landing page section that speaks to the symptom. The patient lands on a page about heel pain, not a page about orthotics. The booking follows.

Filter out the searches that don't pay.

Brand-name competitors. Free public-clinic queries. Pedicure and beauty searches. Generic foot-health searches that lead nowhere. 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 podiatry patient costs you, broken down by which symptom-search brought them in. That's the only number that matters. Click-through rate doesn't pay your rent. Bookings do.

What good looks like

What a healthy podiatry Google Ads account looks like.

A healthy podiatry Google Ads account in Australia costs $80 to $100 per new patient booking. That assumes a tight catchment, a booking page that lets the patient book straight in, and clean keyword segmentation. We've seen it lower with sharper symptom-targeting. We've also seen agencies push it past $200 by chasing treatment keywords instead of symptom keywords. The number on the screen doesn't matter on its own. What matters is what each new podiatry patient is worth to your clinic over the next 12 months, including orthotics and follow-up. That's the lens we run the account through.

Pricing

Simple, honest pricing.

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

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

Minimum recommended ad budget: $500/month.

Get my free Google Ads audit
Peter Flynn, lead consultant at Clinic Mastery Marketing

Written by

Peter 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).

Read more about Pete →

Common questions

The questions clinic owners ask us.

Should I run Google Ads for orthotics specifically?

Probably not as a primary keyword. Patients almost never search for 'orthotics' before they've been to a podiatrist. They search for the pain that brings them in. Once you're treating them, orthotics is a recommendation you make in the consult. So the campaign should be built to capture the patient at the heel-pain or foot-pain stage. Then your clinical conversation does the work of explaining when orthotics is the right next step.

Will Google Ads bring in CDMP and chronic disease patients?

Rarely. Patients on Chronic Disease Management plans are referred by their GP, not by their own Google search. If most of your patient pipeline is CDMP-driven, your strategy is GP relationships, not paid ads. We'll tell you straight if that's where your real growth is. We'd rather tell you the truth than sell you a campaign that's pointing at the wrong audience.

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 podiatry patients you can win on Google.

Tell us about your podiatry clinic. We'll come back with a one-page plan: which symptom-keywords we'd target, which patient avatars Google can't help with, and what 90 days of Google Ads should realistically deliver for a clinic your size. No pitch deck. No 45-minute discovery call.

Apply NowGet my free Google Ads audit

Related

We work with healthcare clinics across Australia.

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