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Canberra clinics
Healthcare marketing in Canberra, by clinic owners.
Google Ads, Meta Ads and websites for Canberra clinics, built around public service working hours, patients from over the border, and the ACT's injury schemes.
Canberra is small, well paid and well informed. Public servants drive most weekday demand, and plenty of patients live over the border in Queanbeyan and Googong. We build campaigns for how Canberra works, not a copy of what works in Sydney.
Canberra, ACT
Metro population 470,000
Google Ads cost per booking
$80 to $120
Meta Ads cost per booking
$50 to $75
Real ranges. Real catchments. Local clinic owners.
The Canberra market
What makes Canberra different.
Canberra's population is small, but household incomes are the highest of any Australian capital and private health cover is common. The public service shapes the week: demand bunches into lunch breaks and the hour after work. Campaigns that ignore that rhythm lose to ones that lean into it.
The real Canberra catchment crosses the border. Queanbeyan, Jerrabomberra, Googong and Bungendore sit in NSW, and most of their healthcare demand flows into ACT clinics. Targeting that stops at the border misses a real slice of your patients. Targeting that reaches too far into NSW pays for people who will never make the drive. The line to draw is a drive time, not a border.
Fewer clinics compete for each search in Canberra than in the big capitals. In many professions fewer than ten clinics are bidding on the same group of suburbs. The constraint is not budget or competition. It is that the pool of people searching is small, so the quality of the ad and the offer matters more than the size of the spend.
Canberra was built as a set of town centres and it still behaves like one. Civic, Woden, Belconnen, Tuggeranong and Gungahlin each have their own shops, their own medical and allied health suites, and their own residents who default to them. Someone in Kambah is not driving to Gungahlin for a physio appointment, even though the whole trip is half an hour. The town centre, not the radius, is the real unit of a Canberra catchment.
Referrals mostly come from two places. Garran and the Canberra Hospital campus in Woden, and Bruce, where Calvary Public sits beside the University of Canberra. Clinics through Phillip, Curtin, Garran, Bruce and Belconnen pick up flow that Tuggeranong and Gungahlin practices never see. If your clinic is in an outer town centre, the campaign has to build its own demand rather than lean on a referral stream that isn't coming.
Gungahlin is where the growth is. It has gone from paddocks to one of the fastest growing districts in the country in two decades, and allied health through Harrison, Franklin, Amaroo, Casey and Moncrieff has not kept pace with the housing. It is the thinnest part of an already thin Canberra auction, and the place where a modest budget still buys a real share of the people searching.
What new patients cost
Realistic cost per booking ranges in Canberra.
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
Canberra sits in the middle of the national range, alongside Perth and Adelaide. Patients here earn more and research more, and they book well when the ad matches exactly what they were looking for.
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. The audience is small, so the same people see your ad sooner and the creative needs refreshing more often than in a big city. 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
Canberra suburbs we work in most.
Canberra is really five town centres plus the NSW towns over the border. Targeting each separately beats targeting the whole city, at any budget.
Inner North (Civic, Braddon, Dickson, O'Connor)
Inner South (Manuka, Kingston, Forrest, Yarralumla)
Woden Valley (Phillip, Curtin, Garran, Hughes)
Belconnen (Belconnen, Bruce, Aranda, Evatt)
Tuggeranong (Greenway, Wanniassa, Calwell, Kambah)
Gungahlin (Gungahlin, Harrison, Franklin, Amaroo)
Over the border in NSW (Queanbeyan, Jerrabomberra, Bungendore)
Catchment strategy
How we set up targeting in Canberra.
Canberra looks small enough to target as one city and acts like five towns. Here is how we set it up for a Canberra clinic.
Step 01
Target your town centre first, then the one next door.
Start with the district your clinic sits in: Woden, Belconnen, Tuggeranong, Gungahlin or the inner north and south. Add the neighbouring district second, at a lower bid. Do not start with the whole ACT. A Tuggeranong clinic bidding on Gungahlin searches is paying for people who have three closer options and know it.
Step 02
Add the NSW suburbs on purpose, by drive time.
Queanbeyan, Jerrabomberra and Googong belong in most Canberra campaigns and get missed constantly because the targeting stops at the border. Bungendore, Murrumbateman and the Yass Valley belong in some. The test is whether your patients genuinely make that drive for a routine appointment, not whether the suburb falls inside a circle.
Step 03
Run ads when public servants book.
Canberra's searches and bookings bunch into lunch breaks and the hour after work more than in any other city we run ads in. Scheduling that leans into those windows regularly beats an always on campaign at the same total spend. We map your real booking pattern first, then shape the schedule around it.
Step 04
Refresh your creative faster than you would anywhere else.
With under half a million people and a tight town centre catchment, your audience sees the same ad sooner than it would in Sydney or Melbourne. That matters most on Meta, where fatigue arrives in weeks rather than months, but it shows on Search too as a falling click rate on stale copy. Budget for the refresh, not just the media.
The Canberra specialty mix
How each profession does in Canberra.
Patient demand, competitive density, and funding mix vary by specialty in every city. Here is what Canberra's clinic mix looks like, specialty by specialty.
Psychology
Public servants drive most of the demand, and employee assistance programs send a steady stream of referrals.
Physiotherapy
Comcare claims from public servants are a steady share of the work, alongside the usual back, neck and sports injuries.
Occupational Therapy
NDIS work is steady, and patients from over the border in NSW add real volume.
Speech Pathology
Early intervention for children leads, and school based work fills in around it.
Podiatry
Diabetes foot care and injuries from Canberra's many runners both bring in steady work.
Exercise Physiology
Government workers compensation claims and chronic disease management plans are the two main sources of patients.
Chiropractic
The market is smaller than the east coast capitals, and campaigns aimed at one town centre at a time work best.
By profession in Canberra
Every profession searches differently. So does every Canberra suburb.
The Canberra 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 Canberra
- Google Ads for physiotherapists in Canberra
- Google Ads for psychologists in Canberra
- Google Ads for podiatrists in Canberra
- Google Ads for occupational therapists in Canberra
- Google Ads for speech pathologists in Canberra
- Google Ads for chiropractors in Canberra
- Google Ads for exercise physiologists in Canberra
- Google Ads for osteopaths in Canberra
- Google Ads for remedial massage therapists in Canberra
- Google Ads for myotherapists in Canberra
- Google Ads for audiologists in Canberra
Meta Ads in Canberra
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
Clinic websites in Canberra
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
ACT regulatory and pathway notes
What is different about advertising in the ACT.
AHPRA's advertising rules are federal and apply identically across the territory. The genuinely ACT specific moving parts are around compensable injury and motor accident funding. ACT private sector workers compensation is privately underwritten by insurers approved by WorkSafe ACT, with WorkSafe ACT acting as regulator. ACT motor accident cover changed in February 2020 from the old CTP scheme to the Motor Accident Injuries (MAI) scheme, administered by the ACT Motor Accident Injuries Commission; MAI is no fault for the first five years of treatment, which materially affects intake workflow for clinics taking motor accident clients. Working with vulnerable people in the ACT requires registration under the Working with Vulnerable People (Background Checking) Act, which is the ACT equivalent of the WWCC and Blue Card schemes elsewhere.
Ready when you are
We'll show you what your Canberra campaign should look like.
Tell us about your clinic, the suburbs you serve, and the patients you want more of. We'll come back with a one page plan for Canberra: which town centres to target, how to set up the NSW side, and what 90 days should realistically deliver.
Common questions
What Canberra clinic owners ask us most often.
Is Canberra big enough to make Google Ads worth running?
Yes, but the plan is different from a Sydney or Melbourne campaign. The pool of patients is smaller, so the campaigns that work tighten the targeting, lean on the quality of the ad and the offer, and accept fewer total bookings in exchange for a better cost per booking. A Canberra clinic on $1,500 a month in media can reasonably expect to fill a healthy diary. The same budget in Sydney hits a wall quickly.
How should my Canberra clinic handle patients from over the border?
On purpose. The Queanbeyan, Jerrabomberra and Yass Valley patient pools are real for clinics within a reasonable drive of the border, but they have to be added deliberately rather than picked up by accident. We set the NSW side of the campaign around the drive your patients make, not around the ACT line.
Do public service hours change when our ads should run?
Yes. In Canberra, searches and bookings bunch into lunch breaks and the end of the workday more than anywhere else we run ads. Scheduling that leans into those windows often beats an always on campaign at the same spend. We map your clinic's real booking pattern and schedule around it.
How does the MAI motor accident scheme affect my clinic's intake?
A lot, if you take motor accident clients. The MAI scheme replaced CTP in the ACT in February 2020 and is no fault for the first five years of treatment, which changes how invoicing, treatment planning and reporting work. Clinics without an MAI aware intake lose patients to the paperwork. We don't run your intake, but the campaign and landing pages should respect what the patient is walking into.
How much does healthcare marketing cost in Canberra?
Our fees are the same in Canberra as in every other city. What changes is what a new patient costs, and in Canberra a well run campaign lands at $80 to $120 on Google Ads and $50 to $75 on Meta for most professions. The cheaper end is remedial massage, myotherapy and osteopathy, the dearer end psychology, NDIS occupational therapy and speech pathology, and each profession page gives the national range. Canberra's thinner competition usually puts a well run account in the lower half of its range, and well informed patients book well when the targeting is precise. The constraint here is the ceiling, not the cost. The pool is small enough that spending more eventually stops buying more patients. 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 Civic?
Almost all of them, because almost all Canberra allied health sits in the town centres rather than Civic. We run campaigns across Woden through Phillip, Curtin and Garran, Belconnen through Bruce and Aranda, Tuggeranong through Greenway, Wanniassa and Kambah, Gungahlin through Harrison, Franklin, Amaroo and Casey, and the inner north and south through Braddon, Dickson, Manuka and Kingston. Gungahlin has the fewest clinics for its population right now, and it shows in the numbers.
Should a Gungahlin clinic target Queanbeyan?
Usually not. Queanbeyan is on the far side of the city, and a Gungahlin clinic bidding there is competing against Woden and inner south practices much closer to those patients. The NSW suburbs belong to the clinics near them. A Gungahlin clinic should chase its own district, the NSW pockets to its north, and above all the newer Gungahlin suburbs where the clinics haven't caught up with the houses yet.
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.