Clinic Mastery Marketing

Meta Ads · Occupational Therapy

Meta Ads for Occupational Therapy Clinics.

Facebook and Instagram ads built around the OT segments your clinic actually serves. Different creative for parents, support coordinators, and adult clients. Lead forms that route properly.

OT clinics waste more Meta budget than almost any other specialty. The reason is simple. The clinic runs one campaign. The campaign serves one ad. The ad goes to everyone in the catchment. But OT has at least three completely different buyers: parents looking for paediatric support, support coordinators looking for adult NDIS, and self-funded adults looking for private OT. Each one is a different person, a different tone, a different decision. One ad can't speak to all three. The clinics that segment their Meta campaigns book more inquiries at a lower cost. The ones that don't, struggle.

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9:41

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Your OT Clinic

Sponsored · Sydney

Helping kids and adults
show up as themselves.

Paediatric OT. NDIS-friendly.

Ad

1,243 likes

Paediatric, adult, NDIS. Sensory, fine motor, school readiness.

yourotclinic.com.au

Book Now

Stop the scroll. Earn the booking.

What works on Meta for OT

OT isn't one audience on Meta. It's three or four. Build for the right ones.

Each segment of OT has a different decision-maker, a different tone, and a different buying pattern. Parents of kids on NDIS are not the same audience as adult workplace-injury clients. The campaign needs to recognise the difference and run different creative for each.

Paediatric campaigns aimed at parents (school readiness, sensory, autism)
Adult NDIS campaigns aimed at participants and support coordinators
Workplace and ergonomic content aimed at HR managers
Practitioner introductions for each clinical specialty
Educational content tailored per segment
Lead forms that route to the right team member

Each segment needs its own creative library, its own audience, and its own conversion flow. We build them as separate campaigns inside the same account so you can see what's working in each. Parents convert differently to support coordinators. We make sure the data tells you which is which.

Where agencies go wrong

Most agencies treat OT as one audience. It isn't.

We've audited Meta ad accounts for OT clinics across the Clinic Mastery community for years. The same mistake shows up almost every time.

The clinic runs one campaign. The ad copy is generic 'occupational therapy services'. The audience is everyone in the suburb. The creative is a stock photo of a hand holding a pen. Nothing about this ad speaks to a specific buyer. The result is a flood of cheap leads who don't match your services, plus a few real inquiries you'd have got anyway.

The right approach is segmentation from day one. A separate campaign for paediatric services, aimed at parents, with creative that shows kids learning skills and copy that meets a tired parent at 11pm. A separate campaign for adult NDIS, aimed at participants and support coordinators, with creative and copy that respects the participant's autonomy. A separate campaign for workplace assessments, aimed at HR managers, with creative that looks like it belongs on LinkedIn but runs on Facebook.

Each segment also needs its own lead form. The paediatric form asks the parent's questions. The NDIS form asks about the participant's plan and goals. The workplace form asks about the company size and assessment scope. One generic 'contact us' form can't serve all three.

OT isn't one audience on Meta. It's three or four. Build for the right one.

How we run it

How we run Meta Ads for OT clinics.

Same four steps every clinic gets, sharpened for OT segmentation.

Build segmented campaigns from day one.

We start by mapping the OT segments your clinic actually serves: paediatric private, paediatric NDIS, adult NDIS, adult private, workplace, schools. Each segment that matters to your clinic gets its own campaign, its own creative library, its own audience targeting, and its own lead form. The campaigns share the same Meta account but run as separate experiments. You see what's working segment by segment.

Tune creative for each buyer.

Paediatric campaigns feature kids learning skills, parents being supported, and clinicians who specialise in children. Adult NDIS campaigns feature participants in their daily lives, with messaging about goals and independence. Workplace campaigns look more corporate. We don't ask one ad to do every job. We ask each ad to do one job exceptionally well.

Layer the audience strategy by segment.

Paediatric: custom audience from current paediatric clients, lookalike, plus parent-of-young-kids targeting and parents-of-NDIS-children behavioural signals. Adult NDIS: custom audience from current adult NDIS clients, plus support-coordinator-friendly targeting layers. Workplace: HR managers and people-and-culture interest categories. Each segment gets the right audience, not a one-size-fits-all approach.

Route inquiries to the right team member.

Each lead form asks the qualifying questions that matter for that segment. The submission tag tells your front desk which team member should follow up: paediatric inquiries go to the paeds lead, NDIS inquiries go to the NDIS coordinator, workplace inquiries go to the principal OT. Time-to-first-contact drops. Conversion rate goes up.

What good looks like

What a healthy OT Meta Ads account looks like.

A healthy OT Meta Ads account in Australia produces a cost per qualified booking that varies meaningfully by segment. Paediatric private: $90 to $130. Paediatric NDIS: $120 to $180. Adult NDIS: $130 to $200, partly because the NDIS market is competitive. Workplace: lower volume but higher value, often $200 plus per booking but worth several thousand dollars in service. The single number matters less. The segmentation matters more. We track each segment separately so you can see exactly which is producing return and which to invest more into.

Pricing

Simple, honest pricing.

No hidden fees. No long contracts. Pay for the work, pay for the spend, get the results.

Meta Ads

Monthly management

$725/mo

+ GST + 15% of ad spend

One-off setup

$795

+ GST

What's in the setup

  • Strategy session
  • A clear, defined Meta Ads marketing strategy
  • Conversion tracking installed
  • Keyword research
  • Full campaign build
  • Everything wired up and working before launch

Ongoing, every week

  • In your account every 24 to 48 hours
  • Measuring, refining, optimising
  • Constant split testing. Always trying to beat our best ad.
  • Monthly reporting in plain English
  • Pete in the account, not a junior or overseas VA

Minimum recommended ad budget: $500/month.

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Peter Flynn, lead consultant at Clinic Mastery Marketing

Written by

Peter Flynn

Co-owner, Clinic Mastery. Co-founder, Physio Fit Adelaide.

Two-time Telstra Business Awards winner (2019, 2022). Five-time Telstra Awards judge. South Australia Top 40 Under 40 (2019).

Read more about Pete →

Common questions

The questions clinic owners ask us.

Should I run all my OT segments under one Meta campaign?

No. Almost every OT clinic we've worked with has done this at some point and regretted it. The data gets muddy, the creative gets diluted, and the cost per booking stays high. Splitting into separate campaigns adds zero extra spend and dramatically improves the result. We've seen clinics cut their cost per qualified booking in half just by segmenting an existing campaign.

What if my clinic only does one OT segment, like paediatric NDIS?

Then we run one campaign, not three. Most of this approach scales down cleanly. We'd build paeds NDIS creative, target parents and support coordinators, and use a paeds-NDIS-specific lead form. The principles are the same: tight segment, sharp creative, careful audience, qualifying form. Single-segment OT clinics often see the cleanest Meta numbers in the entire portfolio because the targeting is so focused.

How fast will I see results?

Typically, most clinics start seeing results inside the first four to six weeks. We're not promising overnight miracles. Anyone who does is lying. We are promising that your campaign will be live, optimised, and bringing in genuine new patient bookings within that window.

I'm already running ads. Can I keep them?

It depends. Sometimes it makes sense to replace them all and start clean. Sometimes we'll keep one or two of your current ads and run them as a control while we test new creative against them. Either way, we're always split testing. Always trying to beat our current best ad. That's how the numbers compound over the months you work with us.

What's a realistic monthly ad budget?

The minimum we'd recommend is $500/month in ad spend. Above that, it depends on the scale of your clinic and how many new patients you're trying to generate each month. We'll talk through what's right for your situation in your strategy session.

Do you lock me in?

No. We have a 30-day notice period and that's it. We don't believe in 12-month contracts. Clinics work with us because they see value, they get results, and they enjoy working with healthcare professionals who actually understand them. Not because they're trapped. If we're not earning our keep, we don't deserve to keep your business.

Why are you better than a generic marketing agency?

Generic agencies sell ads to every industry: healthcare, real estate, e-commerce, tradies. We only work with healthcare clinics, because we are healthcare clinic owners. We've sat across from patients. We know your margins aren't infinite. We know that every dollar of ad spend has to make the needle move, because we've felt what it costs you when it doesn't. Our promise is simple: we'll spend every dollar of your ad budget as if it was our own. Because we understand what it means to a healthcare clinic owner when it isn't.

Will Pete actually run my ads, or a junior?

Pete will be running your ads. You won't be outsourced to a junior or an overseas VA. The same person you applied to work with is the person managing your account day-to-day.

Ready when you are

We'll show you exactly how Meta ads can grow your OT clinic, segment by segment.

Tell us about your OT clinic. Which segments you actually serve, which buyers you want more of. We'll come back with a one-page plan: what creative we'd test first per segment, who we'd target, and what 90 days of Meta Ads should realistically deliver. No pitch deck. No 45-minute discovery call.

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Related

We work with healthcare clinics across Australia.

Meta Ads for other specialties

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Looking for our general approach? See how we run Meta Ads for healthcare clinics.