Google Ads for physiotherapy practices
From complaint to appointment, Google Ads for physiotherapy practices growing on quality and specialisation.
We've run campaigns for general physio practices, sports physios and pelvic physios across the Netherlands. The common thread: people search on complaints, not on your profession. Our approach is built on that, with a specific keyword strategy per complaint area.
What Google Ads can deliver in physiotherapy
A physio practice with well-run Google Ads campaigns structurally attracts new patients without depending on health insurers or referrals. That makes your schedule and cash flow predictable.
What often goes wrong, and how we approach it
In physiotherapy these four considerations decide whether a campaign burns budget or drives growth.
Search complaints, not profession
'Lower-back pain', 'running knee injury', 'neck pain after work', that's where patients truly search. Bidding only on 'physio [city]' overpays for a distinctive-enough offering.
Highlight specialisations
Manual therapy, dry needling, sports and pelvic physio have lower competition and higher direct reimbursement. For specialist practices this is often the fastest lever.
Reimbursement is a conversion blocker
Uncertainty about reimbursement is the #1 reason people don't click through. We work reimbursement info (supplementary insurance, chronic list, DTF) prominently into ads and landing pages.
Online booking as conversion
Every click on 'book appointment' must be measurable. Without proper tracking, Google optimises on the wrong behaviour and you can't keep the practice schedule full.
From first audit to monthly optimisation
Four steps we take in every campaign for this industry, no template, but a proven rhythm.
- 01
Complaint map for your region
We map which complaints are searched in your catchment area and where competition is lowest. That becomes the basis for your campaign structure.
- 02
Campaign per complaint area
Back, knee, shoulder, sports, post-op, each gets its own ad group and landing page with explanation, treatment journey and a patient story that fits.
- 03
Call extensions and booking integration
For 55+ patients, calling works better than a form. We enable call tracking and make 'book appointment' one click for younger audiences.
- 04
Optimising on appointment value
Not every enquiry pays back the same. Sports and post-op programme values differ from one-off contact requests. We steer budget accordingly.
Physio practice with 2 locations, specialised in sports and manual therapy
Situation
Strong local reputation, but too few new sports-injury patients, especially a gap in the summer schedule.
Our approach
Complaint-focused campaigns around running, tennis and post-operative injuries with dedicated landing pages. Call extensions active during opening hours, appointment form outside them.
Does this sector approach fit you?
We deliberately don't work with everyone. Our approach delivers the most for a specific business profile, here's where we fit best, and where we don't.
- ✓Practices with one or more specialisations
- ✓Practices wanting to be less dependent on insurer contracts
- ✓Practices with room in the schedule for new patients
A fit for your business?
Want to know which complaints are searched most in your region and which specialisation has room? We'll happily make a complaint map for your practice.
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