Podiatry Marketing
Fill YourPodiatry Bookswith the Right Patients.
By clinic owners, for clinic owners. Marketing for podiatry clinics, run by people who have actually sat in your chair.
I'm a physio. I built and owned clinics before I ever ran ads for one. Today we run Google Ads for over 120 Australian clinics, and around 23 of them are podiatry clinics. So when we talk about heel pain campaigns and booking pages that convert, it isn't theory. It's what we do all day.
google.com
heel pain podiatrist near me
Newcastle Podiatry · Heel Pain Specialists
Plantar fasciitis. Ingrown toenails. Diabetic foot care. Same-week appointments.
another-podiatry.com.au
Another Podiatry Clinic
Welcome to our practice. Comprehensive foot care services.
city-foot-clinic.com.au
City Foot Clinic
When patients search, you win the click.
Real podiatry numbers
One podiatry clinic. The last 90 days.
Podiatry · Melbourne · Last 90 days
112 new patient bookings
$40
Cost per booking
1,060
Click-throughs
That's a real client result, de identified to specialty and city. No clinic names, no cherry picked week. The numbers come straight from the account.
And it isn't judged in isolation. Every podiatry account we run is compared against the other podiatry clinics in our data pool, around 23 of them, so we know what a good cost per booking looks like for your profession before we spend a dollar of yours.
The system
What marketing a podiatry clinic actually needs.
Not eleven channels. Three things, working together. Ads that catch the patient at the moment their foot hurts, a website that turns the click into a booking, and tracking that tells you the truth about what each patient cost.
01 · Google Ads
Ads for the searches that book.
'Heel pain treatment'. 'Plantar fasciitis podiatrist'. 'Ingrown toenail surgery near me'. Symptom searches, not treatment keywords, with the searches that never pay filtered out before launch.
Google Ads for podiatry →02 · Website
A website that converts the click.
Condition led pages instead of a services list, booking that takes under 30 seconds on a phone, and your EPC, HICAPS and DVA position where patients can actually see it.
Websites for podiatry →03 · Tracking
Tracking that counts real bookings.
Clicks and impressions don't pay your rent. Bookings do. Two free tools show you where you stand today, no form required.
Already got Google covered and wondering about social? Here's how we run Meta Ads for podiatry clinics.
What we know about podiatry
Heel pain is the bread and butter. Most campaigns never touch it.
Sit inside enough podiatry ad accounts and the same pattern shows up. The campaign is built around what podiatrists do. Orthotics. Shockwave therapy. Nail surgery. Beautiful keywords for a podiatrist. Almost nobody Googles them.
The patient is at home Googling 'heel pain that won't go away' or 'sore foot in the morning'. Heel pain, plantar fasciitis and ingrown toenails are the searches that fill podiatry books. The patient who came in for heel pain often leaves with orthotics. They just didn't know that's what they were searching for.
Podiatry also has patients Google can't deliver, and you should know that before you spend. The diabetic patient on a Chronic Disease Management plan gets referred by their GP. The post surgical foot comes from the surgeon. They don't Google. Chasing them with ads is money down the drain, so we take those avatars off the list before launch.
The funding side still matters on your website, though. A big share of podiatry traffic wants to know whether you bulk bill the EPC, take HICAPS and DVA, and where you stand on NDIS. If they can't see it, they assume not, and they book somewhere else.
What should it all cost? A healthy podiatry Google Ads account in Australia lands around $80 to $100 per new patient booking. We've seen sharper symptom targeting beat that. We've also seen agencies chase treatment keywords past $200. The difference isn't the budget. It's what the budget is pointed at.
Go deeper
The thinking behind the work, free to read.
Google Ads · 7 min read
Target the injury, not the sport, on Google Ads
A physio wanted to niche his Google Ads by sport. I stopped him. People Google their injury, not their sport, and often not even your profession. Here is how to build campaigns around the words patients actually type.
Read the article →Google Ads · 11 min read
Negative Keywords: The Searches Quietly Draining Your Clinic Ad Budget
Google broad matches your keywords to searches like "bulk billing", "physio jobs" and "free exercises for back pain". Here is how I read the search terms report, build a starter negative list, and review it every 72 hours so a clinic stops paying for clicks that will never book.
Read the article →Google Ads · 6 min read
Two clinics. Same Google. One pays $80 per booking. The other pays $220.
Same suburb, same specialty, roughly the same ad budget. One clinic gets new patients for $80 each. The other pays $220 and wonders if Google Ads even works. The ads are not the variable. The system underneath them is.
Read the article →Google Ads · 7 min read
What you can afford to spend on a new patient
Most clinic owners I work with cap themselves at $80 to $100 per new patient because the number sounds high. Their actual lifetime value is between $4,000 and $30,000. The maths reframes the conversation. Here's the calculator and the empty chair logic that changes the answer.
Read the article →Compliance · 8 min read
The AHPRA advertising rules every physio, podiatrist, and chiropractor needs to know
Most physio, podiatry, and chiropractic clinics assume AHPRA's advertising rules are mainly a psychology problem. They're not. Section 133 applies to every registered health profession. Here's where the line is, and the copy that crosses it without anyone realising.
Read the article →Decision Frameworks · 8 min read
The highest ROI campaign your clinic probably isn't running
Most clinic owners are spending hundreds a month on paid ads to find new patients while ignoring a database of past patients who already trust them. Patient reactivation campaigns typically cost $0 to $2 per contact and convert at 3 to 8 times the rate of cold acquisition. Here's the system.
Read the article →
Written by
Pete 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 podiatry owners ask us.
How much should a podiatry clinic spend on marketing?
What actually works for podiatry marketing, Google Ads or social media?
Can marketing bring me CDMP, DVA or NDIS patients?
Do I need a new website before I run ads?
Ready when you are
We'll show you which podiatry patients you can win on Google.
Tell us about your podiatry clinic. We'll come back with which symptom searches we'd target, which patient avatars ads can't reach, and what 90 days should realistically deliver for a clinic your size. No pitch deck. No lock in contracts.