Insights by topic

Creative

The ad that talks to everyone talks to no one. These articles cover how to write ads that speak to one patient's actual worry, in the language they'd type into Google at 9pm, while staying inside the AHPRA advertising rules.

Google Ads

7 min read

Find the ad that isn't average

Same keywords, same budget, same suburb. Change nothing but the words in the ad and the cost of a booked patient can move by half. Here is the testing method that finds your outlier, and the maths on what it is worth.

Pete Flynn · 9 July 2026

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Compliance

8 min read

The emotional truth you're allowed to tell

AHPRA's advertising rules ban guarantees, testimonials and inflated claims. They do not ban naming the worry that has someone searching at 9pm. Here is how to write clinic ads that are emotionally true and completely compliant, with examples you can adapt tonight.

Pete Flynn · 7 July 2026

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Google Ads

7 min read

Target the injury, not the sport, on Google Ads

A physio wanted to niche his Google Ads by sport. I stopped him. People Google their injury, not their sport, and often not even your profession. Here is how to build campaigns around the words patients actually type.

Pete Flynn · 11 June 2026

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Google Ads

10 min read

Build both, split it evenly, let the data decide

Most clinic accounts are built on a guess about which campaign will win. I don't guess. I build both candidates, split the budget evenly, and let real bookings decide. Here is the engine underneath that.

Pete Flynn · 16 May 2026

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Decision Frameworks

6 min read

The ad that talks to everyone talks to no one

Every clinic owner wants more reach. A bigger net. Broader targeting. But the ad that tries to talk to everyone gets read by no one. Going inch wide and mile deep is the only approach that moves the right patient to act.

Pete Flynn · 7 May 2026

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Decision Frameworks

6 min read

Your patient doesn't know their diagnosis. Your marketing shouldn't assume they do.

You can identify the root cause of a patient's problem before they finish describing their symptoms. That clinical expertise is exactly what makes writing your own marketing so difficult. Your patient has no idea what their diagnosis is. They only know what they feel. Your marketing needs to start there.

Pete Flynn · 6 May 2026

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Compliance

8 min read

AHPRA compliant Google Ads for psychology clinics

Section 133 of the National Law prohibits testimonials in advertising for every AHPRA regulated profession, but psychology has additional sensitivities most agencies don't know. Here's how to write Google Ads copy that converts patients and keeps your registration safe.

Pete Flynn · 17 April 2026

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