Sydney
NSW · 5.4 million
Google Ads, Meta Ads and websites tuned to the Sydney market. Built around the catchment patterns, fee structures, and patient mix that actually run in this city.
Google Ads · $90–$140
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Melbourne · Healthcare clinic marketing
Marketing for Melbourne clinics, by clinic owners.
Google Ads, Meta Ads and websites tuned to the Melbourne market. Built around the practitioner mix, the funding pathways, and the patient patterns that actually run in this city.
Melbourne is Australia's most diverse healthcare market by practitioner type. The country's myotherapy concentration sits here, NDIS plan management is heavily Melbourne-based, and the inner-city allied health density rivals Sydney. The marketing decisions that work in Melbourne aren't the same as the ones that work in Brisbane or Perth.
clinicmasterymarketing.com / locations / melbourne
VIC · AEDT in summer, AEST in winter
Melbourne
Metro population 5.2 million
Google Ads cost per booking
$90–$130
Meta Ads cost per booking
$50–$75
Real ranges. Real catchments. Local clinic owners.
The Melbourne market
What makes Melbourne different.
Melbourne is the only Australian capital where myotherapy is a substantial, established profession. Patients in Melbourne search for myotherapists by name; in Brisbane or Perth, the same patient would search for remedial massage or simply ignore both. That changes how Melbourne-based clinical massage and myotherapy clinics structure their campaigns and websites entirely.
Melbourne has a deep NDIS provider and plan-manager ecosystem, with a large concentration of plan-management organisations relative to the local clinical workforce. That affects the conversion patterns for OT, speech pathology, and psychology clinics: many Melbourne clinic owners get their NDIS volume through plan-manager relationships rather than direct search, which means Google Ads is often the channel for self-funded private and Medicare patients, not NDIS.
The Melbourne metro splits into roughly four practical sub-markets: Inner North (Carlton, Fitzroy, Brunswick), Inner South-East (Prahran, South Yarra, Toorak), Bayside (St Kilda, Brighton, Sandringham), and the Eastern Suburbs (Hawthorn, Camberwell, Box Hill). Outer suburbs add a fifth and sixth ring of practical catchments. Clinics that segment their campaigns by sub-market consistently outperform those that don't.
What new patients cost
Realistic cost-per-booking ranges in Melbourne.
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: wrong avatars, too-broad keywords, or a leaky booking page.
Google Ads
$90–$130
per new patient booking
Second-highest CPB band. Sydney sits a step above on the high end; Melbourne is otherwise the most expensive market across most allied health specialties.
Meta Ads
$50–$75
per new patient booking
Lead-form mechanic: ~$25 per lead, 1-in-2 to 1-in-3 leads book. Cheaper to acquire than Google, but the lead is colder and the LTV is lower unless your first session is world-class. Offer required (40% off or $69 initial works best). Psychology runs $100-$150 because no offers.
Where we run campaigns
The Melbourne sub-markets we know best.
Inner Melbourne behaves like a single dense market; outer suburbs behave like distinct catchments. We treat these as different campaigns.
Inner North (Carlton, Fitzroy, Brunswick, Northcote)
Inner South-East (Prahran, South Yarra, Toorak, Armadale)
Bayside (St Kilda, Brighton, Sandringham, Hampton)
Eastern Suburbs (Hawthorn, Camberwell, Box Hill, Glen Waverley)
North-East (Ivanhoe, Heidelberg, Eltham)
Outer East (Ringwood, Croydon, Lilydale)
South-East (Caulfield, Oakleigh, Clayton)
The Melbourne specialty mix
Every specialty has its own Melbourne fingerprint.
Patient demand, competitive density, and funding mix vary by specialty in every city. Here's what Melbourne's clinic mix actually looks like, specialty by specialty.
Myotherapy
Melbourne is the heart of Australian myotherapy. Patients search the word directly here.
Psychology
Strong private + EAP mix. Inner-city offices command premium fees.
Occupational Therapy
Heavy NDIS presence with significant plan-managed volume.
Speech Pathology
Paediatric NDIS dominates; school-based work supplements.
Physiotherapy
Sports-medicine concentration in inner suburbs and around major footy clubs.
Osteopathy
Highest osteopathy density in the country; patients know the profession.
Remedial Massage
Often paired with myotherapy in clinical-positioning campaigns.
VIC regulatory and pathway notes
The state-level context that shapes the campaign.
AHPRA's advertising rules are federal and apply identically across every state. The genuinely VIC-specific moving parts are around compensable injury and motor accident funding: Victorian workers compensation runs through WorkSafe Victoria, and motor-accident injury cover is provided by the Transport Accident Commission (TAC), which is the sole insurer for the scheme rather than a panel of private insurers. That single-insurer model affects how clinics structure their TAC intake and reporting compared with NSW or QLD. Victoria also requires a Working with Children Check for paediatric work (every state has an equivalent under different names). The 2021 Royal Commission into Victoria's mental health system is reshaping the funded mental-health workforce on a multi-year timeline; the practical implication for private psychology clinics is more public-sector competition for clinicians, not less.
Ready when you are
We'll show you what your Melbourne campaign should look like.
Tell us about your clinic, your sub-market, and the patient mix you want to grow. We'll come back with a one-page plan tuned to the Melbourne market: which sub-market to target, which keywords to chase, and what 90 days should realistically deliver. No pitch deck.
Common questions
What Melbourne clinic owners ask us most often.
How is Melbourne myotherapy marketing different from other cities?
Melbourne is the only city where 'myotherapy' is a high-volume direct search keyword. In other capitals, even patients who'd benefit from myotherapy mostly search 'remedial massage' or 'chronic pain'. That changes the entire campaign architecture. A Melbourne myotherapy clinic can lean on profession-led keywords; a Brisbane or Perth myotherapy clinic almost can't.
Should my Melbourne psychology clinic chase NDIS or private?
Depends on your business model and the suburb. Inner-Melbourne psychology clinics with established private referrer networks tend to do best leaning private + Medicare; outer-suburb practices with NDIS-savvy support coordinator relationships often do better leaning NDIS. We'll work out the right split for your clinic before we set up campaigns.
Are osteopathy patients in Melbourne different from other cities?
Yes. Melbourne has the highest osteopathy awareness in the country, which means more patients searching the profession by name and fewer who need education. The campaign architecture in Melbourne can lean harder on profession-led keywords than the same campaign would in Sydney or Brisbane.
Do allied health Meta Ads work in Melbourne the same way they do in Sydney?
Roughly yes, with one nuance: Melbourne audiences engage at a slightly higher rate with educational and clinician-led content than Sydney audiences. Sydney audiences respond a bit more to credibility signals (awards, accreditations). The creative library should be tuned accordingly.
Other cities we work in
Same playbook. Different city.
Looking for our general approach? See how we run Google Ads for healthcare clinics.