Melbourne
VIC · 5.2 million
Google Ads, Meta Ads and websites for Melbourne clinics, set up for how Melbourne patients search, pay and book.
Google Ads · $90 to $130
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Sydney clinics
Healthcare marketing in Sydney, by clinic owners.
Google Ads, Meta Ads and websites for Sydney clinics, aimed at your suburbs rather than the whole city.
Sydney is the most crowded healthcare market in Australia. Clicks cost more here than in any other city we run ads in, and in plenty of suburbs a patient is choosing between three clinics on the same street. The clinics that do well here don't run bigger campaigns. They run tighter ones.
Sydney, NSW
Metro population 5.4 million
Google Ads cost per booking
$90 to $140
Meta Ads cost per booking
$50 to $75
Real ranges. Real catchments. Local clinic owners.
The Sydney market
What makes Sydney different.
Sydney has more allied health clinics packed into its inner suburbs than any other Australian city, so the first decision is how far out to reach. In most of the inner ring, 4 km around the clinic is plenty. Go wider and you are paying to show your ad to people who already have a closer option.
Water decides where Sydney patients will travel. The harbour, the Parramatta River, the Georges River and the airport split the city into areas that behave like separate towns: the North Shore, the Eastern Suburbs, the Inner West, the South West, the Northern Beaches, the Hills and the Shire. Patients rarely cross those lines for a routine appointment, so a campaign aimed at all of Sydney is paying for people who will never book.
Clicks cost more in Sydney than anywhere else we work. That does not make the market unaffordable. It means sloppy targeting gets punished faster. The clinics that keep Google Ads running here are the ones that cut the searches that never book, run each area as its own campaign, and judge the account on bookings rather than clicks.
The big hospital precincts shape where referrals come from. Randwick, with the Prince of Wales and Sydney Children's beside UNSW. Camperdown, where RPA sits next to the University of Sydney. Westmead in the west. St Leonards and the Royal North Shore. A clinic near one of those competes with hospital outpatient services as well as other private practices, and it also sees referred work that a clinic ten minutes away never does. Your campaign should know which of those two clinics you are.
The fastest growing suburbs sit a long way from the harbour. Rouse Hill, Box Hill and Marsden Park in the north west. Leppington and Oran Park in the south west, near the new airport at Badgerys Creek. In those suburbs the houses arrived well before the clinics did. Fewer clinics are bidding, more families move in every year, and a clinic that sets up early builds a patient base that would cost far more to buy in Bondi.
So "Sydney" is almost never the right place to aim an ad. Someone in Cronulla will not drive to Chatswood. Someone in Penrith will not drive to Manly. In every Sydney account we have run, suburb keywords have beaten city keywords on cost and on bookings, and it has never been close.
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: the wrong patients targeted, keywords that are too broad, or a leaky booking page.
Google Ads
$90 to $140
per new patient booking
Sydney sits at the top of the national range. More clinics bid on the same searches here than anywhere else, so the cost of a new patient tends to land in the upper half of your profession's band.
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. It works best with a clear first visit offer and a first session good enough to keep them coming back. Psychology costs more, around $100 to $150 a client, because psychology clinics don't run offers.
Where we run campaigns
Sydney suburbs we work in most.
Each part of Sydney behaves differently. A campaign that books well on the North Shore can fall flat in the South West, so we run them as separate campaigns from day one.
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)
Catchment strategy
How we set up targeting in Sydney.
Sydney punishes lazy targeting harder than any other city we work in, because the clicks cost the most and the drive times are the worst. Here is how we set it up for a Sydney clinic.
Step 01
Start at 4 km, not 10.
Inside the inner suburbs there are enough people within 4 or 5 km of your clinic to fill the diary. Going wider there buys your competitors' patients, not yours. Out in the north west and south west the picture flips. Around Rouse Hill, Marsden Park, Leppington and Oran Park, 8 to 10 km is reasonable, because the clinics are further apart and people are used to driving.
Step 02
Target named suburbs, not a circle.
Google's radius tool draws circles. Sydney's catchments are shapes cut by water and traffic. We build the target from a list of suburbs and postcodes that share a real drive time with your clinic, then exclude the ones on the far side of a bridge or a river even when they sit inside the circle. Mosman and Balmain are 6 km apart and share almost no patients.
Step 03
Run each part of Sydney as its own campaign.
North Shore, Eastern Suburbs, Inner West, Northern Beaches, Hills, Shire, South West. Each one has different competitors, different fees patients will pay, and a different mix of private, Medicare and NDIS. One campaign covering two of them means the stronger area pays for the weaker one and you never find out which is which.
Step 04
Put the suburb in the keyword and in the ad.
"Physio Marrickville" beats "physio Sydney" on everything that matters, and it costs less. Sydney people search by suburb because that is how they think about their city. Every ad group gets its own suburb terms, and the ad names the suburb the person typed.
The Sydney specialty mix
How each profession does in Sydney.
Patient demand, competitive density, and funding mix vary by specialty in every city. Here is what Sydney's clinic mix looks like, specialty by specialty.
Physiotherapy
Sydney has more physio clinics per suburb than any other city we work in. Split the city into suburb clusters and run a campaign for each one.
Psychology
Private fee and Medicare care plan patients both book in good numbers. The inner suburbs produce most of the volume.
Occupational Therapy
NDIS is the biggest funder, and paediatric demand is strongest in the family suburbs.
Speech Pathology
Early intervention for children is most of the demand, so the campaign speaks to parents first.
Chiropractic
Demand clusters around the CBD and the dense inner suburbs, where people walk in for pain relief on the way home.
Podiatry
Demand is spread across the whole city. Clinics in older suburbs see more diabetes related foot care.
Remedial Massage
In Sydney, a clinical pitch wins. Position the clinic as treatment for a problem, not as a spa, and the bookings follow.
By profession in Sydney
Every profession searches differently. So does every Sydney suburb.
The Sydney 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 Sydney
- Google Ads for physiotherapists in Sydney
- Google Ads for psychologists in Sydney
- Google Ads for podiatrists in Sydney
- Google Ads for occupational therapists in Sydney
- Google Ads for speech pathologists in Sydney
- Google Ads for chiropractors in Sydney
- Google Ads for exercise physiologists in Sydney
- Google Ads for osteopaths in Sydney
- Google Ads for remedial massage therapists in Sydney
- Google Ads for myotherapists in Sydney
- Google Ads for audiologists in Sydney
Meta Ads in Sydney
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
Clinic websites in Sydney
Physiotherapy, Psychology, Podiatry, Occupational Therapy, Speech Pathology, Chiropractic, Exercise Physiology, Osteopathy, Remedial Massage, Myotherapy, Audiology.
NSW regulatory and pathway notes
What is different about advertising in NSW.
AHPRA's advertising rules are federal and apply identically across every state. The moving parts genuinely specific to NSW 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 want more of. We'll come back with a one page plan for your part of Sydney: which suburbs to target, which searches to chase, and what 90 days should realistically deliver. No pitch deck. No hour long discovery call.
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 crowding. A solo physio in one Sydney suburb running a 4 km campaign on five symptom searches is in a completely different position from a chain trying to cover the whole city. Small clinics often get a 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 have in mind.
Do North Shore patients book differently from Western Sydney patients?
Yes. In the accounts we run, North Shore and Eastern Suburbs patients book more readily on private fee campaigns, while Western and South Western Sydney responds better when the ad is clear about bulk billing and Medicare care plans. The campaign has to recognise the difference. We run each area separately and report on each separately.
Should my Sydney clinic bid on competitor names?
Almost never. Bidding on another clinic's name in Sydney is a race to the bottom. Several clinics push each other's costs up while the patient still picks the clinic they searched for. The better Sydney play is to catch the symptom searches that person hasn't typed yet, in your own catchment.
How does the NDIS affect campaign strategy for OT, speech and psychology in Sydney?
NSW has the largest number of NDIS participants of any state, and Sydney is where most of that demand sits. It is also where the most providers are. The clinics that do well on Google in these professions tend to run private and Medicare campaigns alongside NDIS rather than chase NDIS volume alone. We build the campaign around your service mix and the funding you want to grow.
How much does healthcare marketing cost in Sydney?
Our fees are the same in every city. What changes is what a new patient costs, and in Sydney a well run campaign lands at $90 to $140 on Google Ads and $50 to $75 on Meta for most professions. Remedial massage, myotherapy and osteopathy sit at the cheaper end, psychology, NDIS occupational therapy and speech pathology at the dearer end, and each profession page carries its own national range. Sydney pushes every profession toward the top of its range and punishes loose targeting faster than anywhere else. On top of ad spend, our Google Ads management is $525 a month with a $795 setup, and we won't start a Sydney campaign on less than $500 a month in media.
Do you work with clinics outside the Sydney CBD?
Nearly all of them are outside it, because nearly all Sydney allied health is. We run campaigns across the North Shore, the Eastern Suburbs, the Inner West, the Northern Beaches, the Hills, the Shire, and out through Rouse Hill, Marsden Park, Leppington and Oran Park. If anything the outer suburbs are where the numbers are friendliest right now. More families are moving in than clinics are opening.
Which part of Sydney is cheapest to advertise in?
Usually the newer outer suburbs, and usually by a wide margin. Far fewer clinics in the north west and south west are bidding on the same searches than in the Inner West or the Eastern Suburbs, so the same budget goes further. The catch is volume. Those areas are less dense, so a clinic out there fills more slowly on the same spend. The real question is whether your catchment has enough people searching for your problem to fill your diary. We'll tell you that before you spend anything.
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.