Google Ads · Physiotherapy and rehabilitation
Urgent-care paid search, kept clean and cheap
Ali Ahmad Physiocare provides physiotherapy and rehabilitation care. Physiotherapy demand is urgent and local: someone is in pain now and will contact whichever clinic answers first. Paid search suits that perfectly, provided the account is not paying for people outside the catchment.
The situation at the start
The right patient is nearby and in a hurry.
Physiotherapy is decided in minutes, not weeks. The person searching is uncomfortable, on a phone, and choosing between whichever clinics appear immediately. That makes paid search a natural fit, because it puts the clinic at the top at exactly the moment of intent.
The risk is equally specific. Broad physiotherapy terms attract students, people researching conditions, and searchers in other cities. Every one of those is a paid click that can never become an appointment.
Client Google Ads account, February 2025 to August 2026.
The approach
Four workstreams,
one engine.
Each stream existed to make the others measurable. Nothing here was run in isolation.
Only pay for people who can attend
Geography is the single biggest source of waste in local healthcare.
- Targeting held to the clinic's realistic travel radius
- Out-of-area search terms excluded continuously
- Location signals reinforced in ad copy
- Schedule adjustments aligned to when patients actually call
Ad groups that match the complaint
Patients search their symptom, not your service list.
- Ad groups built around conditions and treatments
- Copy written to name the complaint being searched
- Landing destinations matched to the condition
- Informational research intent separated from treatment intent
Keep the optimisation score high
A 93.2% score reflects an account that is actively maintained.
- Recommendations reviewed rather than auto-applied
- Ad strength and asset coverage kept current
- Underperforming keywords and variants retired
- Structure kept simple enough to manage continuously
Make contact the easy action
Urgent intent converts to a call more often than a form.
- Call extensions and call-focused ad formats prioritised
- Contact routes surfaced immediately on arrival
- Mobile experience treated as the primary case
- Enquiry patterns used to inform bidding
The results
A tightly-run local account.
The account delivered 5.29K clicks from 46.2K impressions at a click-through rate of 11.4%, with an average cost per click of Rs 158 and an optimisation score of 93.2% maintained across the period.
For a single-location clinic, the optimisation score matters more than it sounds. It reflects an account that is genuinely maintained — ad strength current, keywords pruned, structure coherent — rather than one that was set up once and left to spend.
Clicks by period
Google Ads · Feb 2025 to Aug 2026Account at a glance
Google Ads · full periodAll figures read from the client's Google Ads account for the stated window. Account identifiers are not reproduced. Managed spend and cost per click are the account totals and averages for the period.
Key takeaways
What made
the difference.
- 1Geography is the main lever in local healthcare
A click from another city can never become an appointment, so the catchment filter protects more budget than anything else.
- 2Structure around the complaint
Patients search their symptom. Ad groups built around conditions match that language and lift relevance.
- 3Optimisation score reflects maintenance
93.2% is not a target in itself, it is evidence the account is being worked on rather than left running.
- 4Urgent intent prefers a phone call
Prioritising call formats matches how people in discomfort actually make contact.
Related work
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