The challenge
Everett Physio, a leading clinic, needed to increase patient appointments in a highly competitive healthcare market. Their main goals were to attract more patients, reduce the cost per appointment and improve the overall quality of leads.
Strategy
We implemented a comprehensive Google Ads strategy that combined targeted ad campaigns, optimized landing pages and enhanced lead tracking.
1. Targeted Google Ads campaigns
We created multiple campaigns tailored to specific physiotherapy services and conditions:
- Targeted keywords: High-intent keywords such as “back pain relief,” “sports injury treatment” and “physiotherapy near me.”
- Compelling ad copy: Ads highlighting the clinic’s expertise, patient success stories and special offers for new patients.
- Geo-targeting: Focusing on patients within the clinic’s service area for relevance and higher conversion rates.
2. Lead tracking and management
We set up a robust lead tracking system using CRM tools and Google Ads conversion tracking:
- Lead quality assessment: Separating high-quality leads likely to convert from lower-quality ones.
- Conversion tracking: Identifying which ads and keywords drove the most valuable leads.
- Revenue attribution: Linking leads to the revenue they eventually generated to understand the ROI of each campaign.
3. Campaign optimization
- A/B testing: Testing ad copy, landing pages and call-to-action buttons.
- Bid adjustments: Adjusting bids based on performance data to maximize visibility and conversions while controlling costs.
- Remarketing: Re-engaging potential patients who had visited the website without converting.
4. Landing page update
- Clear messaging: Communicating Everett Physio’s services and benefits clearly.
- Compelling CTAs: Strong calls-to-action encouraging visitors to book an appointment.
- Improved design: Better overall design and usability.
Results
- 35% more patient appointments from the targeted Google Ads campaigns.
- CTR up from 4% to 9%, showing greater engagement with the ads.
- Quality Score up from 4 to 7 for key ads, thanks to the updated landing pages and relevant ad copy.
- 22% lower cost per appointment, freeing budget to be allocated more efficiently.
- Higher-quality leads through targeted keywords and geo-targeting, with more leads converting into patients.
- Scalable growth: the results gave Everett Physio the confidence to increase their budget and scale the campaigns.
Conclusion
Everett Physio’s results show the power of a well-executed Google Ads campaign combined with effective lead tracking and optimization. By focusing on high-intent keywords, compelling ad copy and continuous improvement, we increased patient appointments by 35% and reduced the cost per appointment by 22%. Precise targeting and data-driven decisions turned a competitive market into an opportunity for scalable growth.
Want to know which ads actually fill your calendar? See my analytics and tracking setup.
