Google Ads · Rehabilitation and physiotherapy
The highest click-through rate in the set, on a single focused campaign
Benchmark Rehabilitation and Physiotherapy Centre treats musculoskeletal, neurological and post-operative conditions. We had already built the clinic's website, which meant the paid search campaign could be pointed at pages designed for exactly the intent it was buying.
The situation at the start
A campaign that could point at pages built for it.
Most paid search accounts inherit a website they had no part in. This one did not: the clinic's site was built by us around a single primary action, with individual treatment pages written in patient language.
That meant the campaign could be structured to match the destination exactly — a search for a specific condition landing on a page about that condition, with booking directly beside it. Alignment of that kind is normally the hardest part of a paid account to achieve.
Client Google Ads account, August 2024 to March 2025.
The approach
Four workstreams,
one engine.
Each stream existed to make the others measurable. Nothing here was run in isolation.
Point every ad at a matched page
The build and the campaign were designed to work together.
- Search terms mapped to the treatment pages already built
- Booking action present on every destination
- Message carried consistently from ad through to page
- No generic homepage landings
One clinic, one catchment
Physiotherapy demand does not travel far.
- Targeting held to the clinic's realistic radius
- Out-of-area terms excluded continuously
- Location reinforced in ad copy
- Schedule aligned to when enquiries actually arrive
Earn a 13.6% click-through rate
The highest rate in this portfolio came from matching, not bidding.
- Ad copy naming the specific condition searched
- Extensions answering pre-click questions
- Tight ad groups so every ad matches its query
- Continuous retirement of weak variants
Keep the click affordable
A single-location clinic has a finite budget.
- Average cost per click held at Rs 137
- Quality signals improved to lower the price of position
- Budget paced across the period
- Spend concentrated on converting terms
The results
What happens when the build and the campaign are designed together.
The campaign returned a 13.6% click-through rate — the highest across every account in this portfolio — delivering 2.35K clicks from 17.3K impressions at an average cost per click of Rs 137.
The reason is structural rather than clever. Because we had built the site, every ad could be pointed at a page written for that exact condition, with the booking action already beside the clinical content. Most accounts spend months trying to approximate that alignment.
Clicks by period
Google Ads · Aug 2024 to Mar 2025Account 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.
- 1Alignment beats bidding
A 13.6% click-through rate came from ads matching their destination, not from spending more per click.
- 2Owning the build removes the hardest constraint
When the landing pages already exist for the intent you are buying, the campaign starts where others finish.
- 3Local means local
Catchment discipline is the main defence against waste in single-location healthcare.
- 4Tight ad groups are worth the admin
The narrower the group, the closer the ad can match the query, and the cheaper the click becomes.
Related work
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