Insights by topic

Google Ads

Google Ads is the channel I build first for almost every clinic, because it catches people at the exact moment they're searching for help. These articles come from inside the campaigns we run for physios, podiatrists, psychologists, and chiros across Australia. Real numbers, real account decisions, no theory.

Google Ads

8 min read

Google Ads and Meta Ads are not the same patient

Google finds the patients who are already looking for you. Meta finds the patients who don't know they should be looking yet. Running both without understanding the difference is the fastest way to waste money across both platforms at once.

Pete Flynn · 10 May 2026

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Agency relationships

6 min read

Stop turning your marketing off when you get busy

I was guilty of it too. Get busy, turn off the marketing, quieten down, panic, turn it back on. It felt like resource management. The data said otherwise. Here's what that cycle actually costs a clinic, and what I'd do differently.

Pete Flynn · 10 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 · 10 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 · 10 May 2026

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Google Ads

5 min read

Your Google Ads will only be as good as the website behind them

You can run a technically perfect Google Ads campaign and still lose most of the traffic the moment it hits your website. The ads are not the variable. The website is. Five things to check and fix before you spend a dollar on paid search.

Pete Flynn · 10 May 2026

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Google Ads

6 min read

Two clinics. Same Google. One pays $80 per booking. The other pays $220.

Same suburb, same specialty, roughly the same ad budget. One clinic gets new patients for $80 each. The other pays $220 and wonders if Google Ads even works. The ads are not the variable. The system underneath them is.

Pete Flynn · 10 May 2026

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Google Ads

6 min read

Google Ads don't just go live. They learn. Here's what that looks like.

Most clinics expect Google Ads to deliver results in the first two weeks. Google's algorithm needs 4 to 6 weeks just to build a quality score. The actions you take in month one determine whether the account compounds or resets. Here's what actually happens and when.

Pete Flynn · 10 May 2026

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Compliance

8 min read

The AHPRA advertising rules every physio, podiatrist, and chiropractor needs to know

Most physio, podiatry, and chiropractic clinics assume AHPRA's advertising rules are mainly a psychology problem. They're not. Section 133 applies to every registered health profession. Here's where the line is, and the copy that crosses it without anyone realising.

Pete Flynn · 10 May 2026

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Google Ads

7 min read

Paid marketing is a microphone: what it can't fix

If you turn paid ads on top of a confusing website, a vague offer, slow follow up, or broken conversion tracking, you don't get growth. You get expensive failure. Here are the four foundations to fix first, and the maths on what weak foundations cost you each month.

Pete Flynn · 8 May 2026

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Google Ads

8 min read

Conversion vs conversion action in clinic Google Ads

Almost every clinic Google Ads account I audit is counting things that aren't real bookings. The cost per conversion looks great. The phone tells a different story. Here's how to draw the line, and what real CPA actually is once you do.

Pete Flynn · 8 May 2026

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Google Ads

7 min read

What you can afford to spend on a new patient

Most clinic owners I work with cap themselves at $80 to $100 per new patient because the number sounds high. Their actual lifetime value is between $4,000 and $30,000. The maths reframes the conversation. Here's the calculator and the empty chair logic that changes the answer.

Pete Flynn · 8 May 2026

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Google Ads

5 min read

Stop bidding on your own brand name

If your Google Ads account is bidding on your own clinic name, you're paying for clicks you'd win for free, then watching them show up in your report as cheap conversions that make the campaign look healthier than it is. Here's the trap, and the 90 second fix.

Pete Flynn · 4 May 2026

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Agency relationships

6 min read

Doing your own marketing isn't free

Most clinic owners I talk to assume that doing their own marketing is free, because they're not paying anyone. The math says otherwise. Here's what an hour of your time actually costs, and the framework I use to decide what to outsource.

Pete Flynn · 4 May 2026

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Google Ads

6 min read

Physio Google Ads cost per booking benchmark, 2026

A healthy physio Google Ads account in Australia costs $80 to $100 per new patient booking, but the number is meaningless without context. Here's what a realistic benchmark looks like, and the four things that decide whether you land at the bottom of the range or three times above it.

Pete Flynn · 3 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 · 3 May 2026

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