Melbourne
VIC · 5.2 million
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.
Google Ads · $90–$130
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Sydney · Healthcare clinic marketing
Marketing for Sydney clinics, by clinic owners.
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.
Sydney is the largest, most competitive healthcare market in Australia. The cost per click is higher than every other capital, the catchment overlaps are tighter, and patients in many suburbs are choosing between three clinics on the same street. The agencies that win in Sydney aren't running broader campaigns. They're running narrower ones.
clinicmasterymarketing.com / locations / sydney
NSW · AEDT in summer, AEST in winter
Sydney
Metro population 5.4 million
Google Ads cost per booking
$90–$140
Meta Ads cost per booking
$50–$75
Real ranges. Real catchments. Local clinic owners.
The Sydney market
What makes Sydney different.
Sydney's metropolitan area is the largest and most clinically dense in the country. Inner-Sydney suburbs in particular carry an unusually high allied health clinic density, which forces marketing decisions most regional clinics never have to make: catchment radius is measured in kilometres, not whole metros, and a 4 km radius around the clinic is often the difference between a healthy cost per booking and a budget that bleeds.
Sydney's geography also matters. The harbour, the airport corridor, and the Hawkesbury split the metro into roughly five practical sub-markets: North Shore, Eastern Suburbs, Inner West, South West, and the Northern Beaches. Patients rarely cross those boundaries for routine allied health services, so a campaign targeting the whole metro is paying for impressions on patients who'll never book.
Cost per click in Sydney runs 30-50% above the Australian metro average for most healthcare keywords. That doesn't make the market unaffordable; it makes campaign discipline non-negotiable. The clinics that sustain Google Ads in Sydney are the ones that strip out the avatars Google can't deliver, segment by sub-market, and report on bookings rather than clicks.
What new patients cost
Realistic cost-per-booking ranges in Sydney.
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–$140
per new patient booking
The most expensive Google Ads market in Australia. Higher CPC, denser bidding in inner suburbs, and a competitive specialty mix push the top of the band to the national ceiling.
Meta Ads
$50–$75
per new patient booking
Lead-form mechanic: ~$25 per lead, 1-in-2 to 1-in-3 leads book. Requires a real offer (e.g. 40% off or $69 initial) plus a world-class first session to convert into LTV. Psychology runs higher ($100-$150) because no offers.
Where we run campaigns
The Sydney sub-markets we know best.
Each sub-market behaves differently. A campaign that books patients well on the North Shore can fail entirely in the South West unless it's segmented. We split campaigns by sub-market by default.
North Shore (Chatswood, St Leonards, Crows Nest)
Eastern Suburbs (Bondi, Randwick, Coogee, Maroubra)
Inner West (Newtown, Marrickville, Leichhardt, Balmain)
Northern Beaches (Manly, Dee Why, Mona Vale)
Lower North Shore (Mosman, Neutral Bay, Cremorne)
Hills District (Castle Hill, Baulkham Hills, Norwest)
Sutherland Shire (Cronulla, Miranda, Caringbah)
The Sydney specialty mix
Every specialty has its own Sydney fingerprint.
Patient demand, competitive density, and funding mix vary by specialty in every city. Here's what Sydney's clinic mix actually looks like, specialty by specialty.
Physiotherapy
Highest clinic density in the country. Sub-market segmentation is essential.
Psychology
Strong private + Medicare mix. Inner-city catchments dominate.
Occupational Therapy
NDIS-heavy, with strong paediatric demand in family suburbs.
Speech Pathology
Paediatric early-intervention dominates demand.
Chiropractic
Concentrated around CBD and high-density inner suburbs.
Podiatry
Widely distributed, with diabetes-focused practice in older catchments.
Remedial Massage
Inner-city clinical positioning beats spa positioning hard in Sydney.
NSW 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 NSW-specific moving parts are around compensable injury pathways: NSW workers compensation is regulated by SIRA (State Insurance Regulatory Authority) and underwritten through licensed insurers, and NSW CTP green-slip claims also flow through SIRA via licensed insurers. Clinics that take a meaningful share of workers comp or motor accident clients build campaigns and intake processes around the SIRA framework specifically, not the QLD or VIC equivalents. NSW also requires a Working with Children Check for any paediatric work; every state has an equivalent, the names and requirements differ.
Ready when you are
We'll show you what your Sydney campaign should look like.
Tell us about your clinic, your suburb, and the patients you actually want more of. We'll come back with a one-page plan tuned to the Sydney market: which sub-market to target, which keywords to chase, and what 90 days should realistically deliver. No pitch deck. No one-hour discovery calls.
Common questions
What Sydney clinic owners ask us most often.
Is Sydney too competitive for a small clinic to run Google Ads?
No, but the campaign has to be built around the constraint. A solo physio in a single Sydney suburb running a 4 km radius campaign on five symptom keywords is in a completely different competitive position than a multi-location chain trying to cover the whole metro. Smaller clinics often achieve better cost per booking than the chains because their catchment is sharper. We'll tell you up-front whether your suburb supports the campaign you're imagining.
Do North Shore patients convert at a different rate to Western Sydney?
Yes, materially. North Shore and Eastern Suburbs patients tend to convert at a higher rate on private-fee campaigns; Western and South-Western Sydney converts better on bulk-billed and CDM-pathway-aware campaigns. The campaign architecture has to recognise the difference. We segment by sub-market from day one and report on each separately.
Should my Sydney clinic bid on competitor brand names?
Almost never. Brand bidding in Sydney is a race to the bottom, with multiple clinics inflating each other's costs while patients still pick the brand they searched for. The far better Sydney play is to capture the symptom searches the brand searcher hasn't performed yet, in the patient's actual catchment.
How does the NDIS landscape in Sydney affect campaign strategy for OT, speech, and psychology?
NSW carries the largest absolute number of NDIS participants in the country (it's the largest state by population), and Sydney is where most of that demand concentrates. The flip side is provider competition is also dense. The clinics that win on Google Ads in NSW for these specialties tend to lean harder on private-fee and Medicare campaigns alongside NDIS, rather than chasing NDIS-only volume. We design the campaign around your service mix and the funding pathways you actually want to grow.
Other cities we work in
Same playbook. Different city.
Looking for our general approach? See how we run Google Ads for healthcare clinics.