Google Ads for physios, with clinic bookings and funded work kept apart

A self-funded patient who wants Tuesday and a home-visit NDIS referral are not the same lead. We run them as separate campaigns and write copy the Board allows.

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$549 a month
Google Ads for physiotherapists, AUD, GST inclusive
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You pay Google your ad spend directly, and we never hold your card

Two campaigns, one negative list

Physical therapy is the American word and pulls in the wrong country. Jobs, courses and university terms need negatives from day one.

Clinic campaign

  • physio near me

Clinic campaign, ready to book

  • physio near me appointment today

Clinic campaign, condition

  • back pain physio
  • sports physio near me

Clinic campaign, fund

  • physio near me bupa direct billing

Funded campaign, wider region

  • ndis mobile physio

Funded campaign

  • dva physio

Negative, the US term

  • physical therapy, physical therapist

Negative

  • physio jobs, physio course, physio university
  • yelp, medicaid

Candidate terms from Google autocomplete, Australia, checked 2026-11-03. Volumes and cost per click come from Keyword Planner and are not measured yet.

Clinic campaign

People searching physio near me want a booked time in the next few days. The clinic campaign matches condition searches to condition pages and sends fund searches to a page that says what you bill directly. The conversion is the completed booking.

Funded campaign

NDIS, home-visit and DVA searches come from a different buyer. The campaign has its own budget, a wider radius and landing pages that say who you treat and how you are paid. We do not write NDIS approved unless you are registered.

Copy within the rules

Every headline is read against the Board's guidelines before it runs. That includes inducements with their terms and claims that need evidence. You see the ad text before it goes live.

Reading the account

Each week for the first weeks we read the search terms report and add negatives. Then we look at which conditions and suburbs book and which only click, and change the budget accordingly. You get a monthly report with the spend, the bookings and the calls.

Ad copy without specialist, cure or a promise

Physiotherapy Board of Australia

The Board says specialist, specialises in and specialised are likely to mislead for a physiotherapist without specialist registration, and none exists in physiotherapy. The advertising rules also bar testimonials about treatment, require terms on any gift or discount, and warn against claims that a person's health will suffer without a service. Maximum penalties are $60,000 per offence for an individual and $120,000 for a body corporate.

Headlines say physio, the area and the booking line. They do not say specialist, sports physio specialist, cure, fix or best. A new-patient offer links to a page with its terms. Urgency wording stays out unless a clinical reason is stated. The clinic stays responsible for the final wording of every ad.

Read the Board's guidelines

What to count

Booking is the main conversion. Funded streams arrive through different doors.

Online booking from the ad
Same week
A completed booking event from the practice system where it can report one. A click on the button alone is not a booking.
Call from the ad
Same day
A tracked number and call extensions, counted over a minimum length.
NDIS or home-visit enquiry
Days
A form with a comment for the participant's region and the type of support, counted separately and valued higher if your calendar suits it.
Referral enquiry from a GP, insurer or coordinator
Days
Often arrives by phone or email and not through the ad. Ask on the call how they found you.

A short radius for the clinic, a region for funded work

Local

Clinic patients return several times, so convenience decides. A 5 to 15 km radius suits most clinics. Home-visit and NDIS campaigns can cover a metro region.

  • Presence only, so interest from outside the area does not click
  • Separate budgets for the clinic and for funded work
  • Ad hours that follow when bookings and calls are handled, with the online diary open at all hours
  • Location lists read against where patients actually live

Nearest accounts and sites we run

We run no physio account yet. Wollongong Service Company is a booking-led business whose Ads account we manage. Karnib and Co is a regulated profession where we run the site and search work, with no Ads. Neither is a physio result.

Google Ads for physiotherapists: your questions

How much should a physio clinic spend on Google Ads?
It depends on what a new patient is worth over a course of treatment and what share of clicks book. We cannot give a figure before we have read your numbers and the cost per click in your area.
Should we bid on specific conditions?
Yes, for conditions you treat and want more of, such as knee, back and sports injuries. Each gets an ad group and a page. We do not promise results in the ad, and we do not use specialist.
Can ads say bulk billed?
We have not checked the billing rules for that phrase. We would state exactly what a patient pays and have your practice manager confirm it.
Do funded streams need their own ads?
Often not. DVA, workers compensation and CTP patients tend to come through a referrer. NDIS and home-visit work is searched directly, so it can justify a campaign with a wider radius.
What stops us paying for the wrong clicks?
Negatives for physical therapy, jobs, courses and university searches, plus presence-only location settings. We read the search terms each week for the first weeks.
Can the ad mention Medicare?
Yes, accurately. With a GP chronic condition management plan, item 10960 has a benefit of $63.40 on a $74.55 fee, for up to five allied health services a calendar year across all allied health. Describe your own fee and gap.
What about after hours?
The online diary can take bookings at any hour. Pause call extensions outside the hours the phone is answered, so no paid call goes unanswered.
Do you promise more patients?
No. We start with what each booking costs in the current setup, which searches waste money, and whether the Board's wording is respected in every ad.

Related pages

Google Ads for physiotherapists, month to month.

$549 a month AUD, on top of the $298 website plan.

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