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Adelaide clinics
Healthcare marketing in Adelaide, by clinic owners.
Google Ads, Meta Ads and websites for Adelaide clinics, built by people who run clinics themselves.
Adelaide is one of the easier cities in Australia to run a clinic campaign. It is compact, patients are loyal, clinicians know each other and refer to each other, and fewer clinics compete for each search than in Sydney or Melbourne. Clinics here usually do well on smaller budgets.
Adelaide, SA
Metro population 1.4 million
Google Ads cost per booking
$80 to $120
Meta Ads cost per booking
$50 to $75
Real ranges. Real catchments. Local clinic owners.
The Adelaide market
What makes Adelaide different.
Adelaide is compact, and that helps. The metro is roughly 25 km wide and most people live within 15 km of the city. A 6 to 10 km radius is realistic for most clinics, which means a budget stretches further here than it would in Sydney before you even get to the cost of a click.
Adelaide clinicians tend to know each other and refer to each other. GPs refer readily to psychologists and physios, and allied health practitioners pass patients between clinics. So a Google Ads campaign here should fill the gaps the referral network doesn't reach, not try to replace it.
Adelaide has one of the oldest populations of any Australian capital, so demand leans toward physiotherapy, podiatry, hearing and home based OT. Clinics that build their campaigns around that do better than clinics that copy what works in a younger city.
Adelaide's hospitals and universities sit together along North Terrace, with the Royal Adelaide, the biomedical precinct and both big universities in a row and the Women's and Children's a few blocks away in North Adelaide. Because the city is ringed by parklands and so compact, an Adelaide clinic can realistically compete for the whole inner metro, which a Sydney or Melbourne clinic can't afford to do.
Outside the parklands, locals think in four directions. East through Norwood, Burnside and Glen Osmond. West through Henley Beach, Grange and Glenelg. North through Prospect, Walkerville, Modbury and out to Elizabeth and Gawler. South through Mitcham, Blackwood, Marion and down the coast to Noarlunga and Seaford. The fees people will pay and the funding mix differ between them, and north and south in particular are two campaigns, not two halves of one.
The growth is at the edges. Mount Barker in the Hills. Seaford and Aldinga in the south. Angle Vale, Munno Para and Two Wells in the north. These are the parts of South Australia where the houses have arrived faster than the clinics, and where a small budget still buys a real share of the people searching.
The Hills are their own market. People in Stirling, Aldgate, Crafers, Bridgewater and Mount Barker overwhelmingly stay up there for routine appointments rather than driving down. Treating the Hills as part of the metro catchment is one of the most common wasted spend mistakes we see in this state, and one of the easiest to fix.
What new patients cost
Realistic cost per booking ranges in Adelaide.
These are the ranges a well run campaign should land inside, in this city, in 2026. Outside this range, usually higher, the campaign almost always has a fixable issue: the wrong patients targeted, keywords that are too broad, or a leaky booking page.
Google Ads
$80 to $120
per new patient booking
Adelaide sits in the middle of the national range, alongside Perth and Canberra. Tight catchments and fewer competing clinics stretch a budget further, with a smaller pool of people searching as the trade off.
Meta Ads
$50 to $75
per new patient booking
Facebook and Instagram lead forms usually cost about $25 a lead, and one in two or three of those people book. A clear first visit offer is still needed. Psychology costs more, around $100 to $150 a client, because psychology clinics don't run offers.
Where we run campaigns
Adelaide suburbs we work in most.
Adelaide is unusually compact. A wider radius makes sense here, but targeting suburb by suburb underneath it still gives the best cost per new patient.
Inner (CBD, North Adelaide, Norwood, Unley)
Eastern (Burnside, Linden Park, Glen Osmond)
Southern (Brighton, Hove, Mitcham, Blackwood)
Western (Henley Beach, Glenelg, Grange)
Northern (Prospect, Walkerville, Modbury)
Hills (Stirling, Aldgate, Crafers)
Outer South (Noarlunga, Aberfoyle Park)
Catchment strategy
How we set up targeting in Adelaide.
Adelaide is the most forgiving capital on geography, right up until you accidentally include the Hills. Here is how we set it up for an Adelaide clinic.
Step 01
6 to 10 km is realistic, and the inner metro is fair game.
With one city centre and about 25 km of metro to work with, an Adelaide clinic can hold a wider catchment than a Sydney or Melbourne clinic of the same size. Inside the inner ring, 6 km is comfortable. Through Burnside, Marion, Prospect or Henley, 10 km rarely buys junk. Keep the suburb targeting underneath the wider radius so you can still see which direction is producing.
Step 02
Split north from south.
The northern suburbs through Modbury, Elizabeth and Munno Para and the southern coast through Marion, Noarlunga and Seaford differ on the fees people pay, the funding mix and the words that get a booking. Blend them and one half pays for the other and the report never tells you which. Two campaigns, two budgets, two sets of copy.
Step 03
Leave the Hills out, then run them separately if you want them.
Stirling, Aldgate, Crafers, Bridgewater and Mount Barker sit inside a generous radius drawn from an eastern suburbs clinic and produce almost no bookings, because Hills residents stay in the Hills. Exclude them from the metro campaign. If you genuinely serve them, give them their own campaign with their own suburb keywords, which is a much cheaper auction anyway.
Step 04
Don't pay for patients your referrers already send.
A good share of your ideal patients in Adelaide arrive through a GP or a colleague, not a search bar. We leave those patients out of the campaign on purpose and point the budget at the gaps: people without a regular GP, second opinions, and the growing suburbs the referral network hasn't reached.
The Adelaide specialty mix
How each profession does in Adelaide.
Patient demand, competitive density, and funding mix vary by specialty in every city. Here is what Adelaide's clinic mix looks like, specialty by specialty.
Physiotherapy
Demand is strong across all age groups, and older patients make up a bigger share here than in the national average.
Psychology
Adelaide is a tight community, so word of mouth sends a lot of patients. Google Ads fills the gaps the referral network misses.
Podiatry
An older population means more foot care demand than most capitals, with diabetes related care a big part of it.
Occupational Therapy
NDIS work is steady, and home visits for older clients are growing.
Chiropractic
Pain led campaigns do the booking, and fewer clinics compete for each search than on the east coast.
Speech Pathology
Paediatric NDIS work is most of the demand, from a smaller pool than the eastern capitals.
Exercise Physiology
Chronic disease management plans from older patients drive most of the demand, and it is growing fast.
Audiology
Adelaide has the oldest population of any mainland capital, so hearing demand runs above the national average right across the metro.
By profession in Adelaide
Every profession searches differently. So does every Adelaide suburb.
The Adelaide market context above applies to every clinic here. What changes profession by profession is which searches book, what a new patient costs to acquire, and where the money leaks. Each page below covers one profession properly.
Google Ads in Adelaide
- Google Ads for physiotherapists in Adelaide
- Google Ads for psychologists in Adelaide
- Google Ads for podiatrists in Adelaide
- Google Ads for occupational therapists in Adelaide
- Google Ads for speech pathologists in Adelaide
- Google Ads for chiropractors in Adelaide
- Google Ads for exercise physiologists in Adelaide
- Google Ads for osteopaths in Adelaide
- Google Ads for remedial massage therapists in Adelaide
- Google Ads for myotherapists in Adelaide
- Google Ads for audiologists in Adelaide
Meta Ads in Adelaide
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
Clinic websites in Adelaide
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
SA regulatory and pathway notes
What is different about advertising in SA.
AHPRA's advertising rules are federal and apply identically across every state. The moving parts genuinely specific to SA are around compensable injury and motor accident funding. South Australian workers compensation runs through ReturnToWorkSA, a single statutory authority. CTP cover was deregulated in 2016 from a single insurer (the Motor Accident Commission) to a panel of licensed private insurers regulated by the CTP Insurance Regulator; clinics that take a meaningful share of motor accident clients still build their intake around a per insurer reporting workflow. Paediatric work in SA requires a Working with Children Check under SA legislation. Adelaide also has the highest median age of the mainland capitals, which shifts demand toward physiotherapy, podiatry, and home based OT services more than a clinic owner used to Sydney or Melbourne would expect.
Ready when you are
We'll show you what your Adelaide campaign should look like.
Tell us about your clinic, your suburb, and the patients you want more of. We'll come back with a one page plan for your part of Adelaide: which suburbs to target, which searches to chase, and what 90 days should realistically deliver.
Common questions
What Adelaide clinic owners ask us most often.
Is Adelaide really cheaper to run Google Ads in than other capitals?
In the accounts we run, a new patient costs less here than in Sydney or Melbourne for the same profession, and the compact catchments stretch the budget further again. The trade off is the same as Perth: fewer total new patients than an east coast capital at the same spend.
Should my Adelaide clinic invest more in referral relationships than in Google Ads?
Both, in proportion. Referrals go a long way in Adelaide, so effort there pays off. Google Ads fills the gaps: people without a regular GP, people seeking a second opinion, people in the growing suburbs the referral network hasn't reached. Most Adelaide clinics get more from doing both than from doubling down on either.
Does Adelaide's older population change what works on Facebook and Instagram?
Yes. Facebook still reaches Adelaide's over 50s well, and they are a bigger share of the population here than in most capitals. Instagram only campaigns often underperform. We weight the Facebook side of Meta campaigns more heavily in Adelaide than in Sydney or Brisbane.
Are Adelaide patients harder to win if they already have a clinic?
Yes. Word of mouth runs deep here, so existing patient relationships are sticky. A campaign aimed at people unhappy with their current clinic needs different copy and a longer run up than a campaign aimed at first time bookers. We separate the two from the start.
How much does healthcare marketing cost in Adelaide?
Our fees are flat across the country, Adelaide included. What changes is what a new patient costs, and in Adelaide a well run campaign lands at $80 to $120 on Google Ads and $50 to $75 on Meta for most professions. Expect osteopathy, myotherapy and remedial massage toward the cheaper end and psychology, NDIS occupational therapy and speech pathology toward the dearer end, with the national range for each on its profession page. Adelaide's thinner competition and tight catchments usually put a well run account in the lower half of its range. What Adelaide can't give you is unlimited volume. The market is small enough that a good account eventually reaches most of the people searching. On top of ad spend, our Google Ads management is $525 a month with a $795 setup, on a $500 a month minimum media budget.
Do you work with clinics outside the Adelaide CBD?
Nearly all of them. We run campaigns east through Norwood, Burnside and Glen Osmond, west through Henley Beach, Grange and Glenelg, south through Mitcham, Blackwood, Marion, Noarlunga and Seaford, north through Prospect, Walkerville, Modbury and out to Elizabeth and Gawler, and up into the Hills at Stirling and Mount Barker. Adelaide is compact enough that a suburban clinic here competes for a share of the inner metro that a suburban Sydney clinic never could.
Should an Adelaide clinic include the Adelaide Hills in its targeting?
Only on purpose, and almost never as part of the metro campaign. People in Stirling, Aldgate, Crafers, Bridgewater and Mount Barker stay in the Hills for routine appointments, so a radius drawn from Burnside that happens to swallow them is paying to reach people who won't drive down. If the Hills genuinely are part of your patient base, they get their own campaign with their own suburb keywords. That auction is far cheaper than the metro one, and the copy should acknowledge the drive rather than pretend it isn't there.
Other cities we work in
Other cities we work in.
Looking for our general approach? See how we run Google Ads for healthcare clinics, or browse every city we cover.