How clearer targeting and smarter optimisation unlocked major growth in a competitive PPC landscape
The Client
Our client is a multi-discipline physiotherapy and allied health clinic in South-East Queensland offering services such as physiotherapy, clinical Pilates, exercise rehabilitation, massage therapy, and dry needling. They operate in a competitive local market where high-quality lead generation is critical to sustainable growth.
The Challenge
When we first reviewed the client’s Google Ads campaigns, performance was underwhelming. Despite ongoing spend, the campaigns were generating few qualified leads, suffering from high cost per click, and struggling with low conversion rates.
The clinic’s objective was simple: improve lead quality, increase conversions, and deliver a stronger return on ad spend in a competitive local market.
What We Did
We implemented a structured optimisation plan focused on fundamentals:
– Sharpened keyword and audience targeting to prioritise high-intent, location-specific searches
– Optimised bidding strategies to improve efficiency and reduce wasted spend
– Rewrote ads to better reflect patient needs and service-specific intent
– Introduced disciplined, ongoing optimisation to remove underperforming elements and scale what worked
The Results
The optimisation delivered strong commercial improvements:
– 265% increase in lead conversions (from 29 to 106 per month)
– 65% reduction in average cost per click
– Conversion rate increased from 8.8% to 23%
Why It Worked
Results improved because the campaigns were rebuilt around intent, relevance, and structure — not bigger budgets. Clear targeting, better messaging, and consistent optimisation turned an underperforming account into a predictable lead generation system.
Key Takeaway
In competitive healthcare markets, performance doesn’t come from complexity. It comes from fixing fundamentals, measuring what matters, and scaling proven activity.
