Your patients cannot agree on what to call you. Physio, physiotherapy, physiotherapist. Each is a separate search with separate results, and most clinics rank for one of them.
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Australian search volumes, Semrush.
Three channels, three jobs. A clinic usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
Most people put up with a sore back for weeks before they search for anything. Meta reaches them during that window, which is the difference between being found and being remembered.
GOOGLE ADS
Catches them the moment they finally search, including the ones Meta warmed up. Fastest of the three to fill an appointment, and the only one that works the week someone tweaks their back playing sport.
SEO
Takes over the same service searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce booked appointments, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who read a service page and did not book. And as SEO ranks for a service, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per service rather than a Services list, and every spelling of physio covered deliberately. Google Business Profile built properly, categories right, and a review process that runs after appointments. This is what moves the map pack and the service terms.
THE FAST LEVER
Campaigns split by service, not one campaign called Physio. Negative keywords so you stop paying for physiotherapy degrees, physio courses, physio jobs and exercise videos, which is where a surprising share of this budget goes. Call and booking tracking, because clinics get booked both ways.
THE ONE MOST CLINICS SKIP
The one most clinics skip. Useful for reaching people during the weeks they are putting up with the pain, for local sporting clubs, and for retargeting anyone who read a service page and did not book.
We start from which practitioner has gaps, not from which service we would like to sell you. A clinic with nine reviews needs a review process and Google Ads before it needs content, because the map pack will not shift without them. Meta Ads and SEO come after. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for a Brisbane clinic, why those three, and the numbers behind each one.
Built around “remedial massage”
Remedial massage and dry needling together do 18,000 searches a month and most clinics list them as two words on a Services page. A real page each, explaining what it treats and who it suits, ranks on content rather than proximity. This is the cheapest traffic available to a physio clinic.
Built around “physio near me”
Physio, physiotherapy, physiotherapist, and each with and without a suburb. Google treats them separately and so should your site. This is unglamorous work and it is the single most common gap we find on a physio website.
Built around “physiotherapy near me”
Decided in the map box on reviews and proximity. The agency ranking above you on this search shows 4.9 from 51 reviews. Most clinics have single figures. That gap closes with a review process, not with content.
Tell us your suburbs and the services you want more of. We will come back with the real search numbers for your area and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because Google treats them as separate searches. “Physiotherapy” does 14,800 a month, “physio near me” does 8,100, “physiotherapist near me” does 1,900. Most clinics write their site in one register and rank for one of them. Covering all the variants deliberately is unglamorous and it is the most common gap we find on a physio website.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
On this vertical, yes, more than content. The near-me searches are most of the volume and they are decided in the map pack, which is ranked heavily on reviews. The agency ranking above you for “physiotherapy marketing” shows 4.9 from 51. Most clinics we look at have fewer than ten. That gap closes with a review process, not with blog posts.
Almost certainly. Together they do about 18,000 searches a month, most clinics offer both, and almost none give either a real page. They also behave like service searches rather than proximity searches, which means content can win them. It is the cheapest traffic available to a physio clinic.
Physiotherapy is a regulated health profession, so testimonials about clinical outcomes and superiority claims like “best physio in Brisbane” are restricted under the National Law. You can describe services, credentials, facilities and process, and you can carry reviews about the booking experience and the staff. Have your practice principal review anything before it goes live.
Paid channels produce bookings within weeks. Organic takes three to six months to move and six to twelve to become a real part of your patient flow. Reviews can move the map pack faster than either if you are starting from a low base.
Yes while the reviews and rankings build, and for the service terms specifically. It is also the only channel that responds the week someone injures themselves. Our Google Ads team handles it, and the negative keyword list matters here because physio courses, degrees and exercise videos will eat a budget quietly.
Useful for reaching people during the weeks they are putting up with pain before they search, for local sporting clubs, and for retargeting anyone who read a service page and did not book. Our social and paid social team runs it.
Yes. Search behaviour is the same across Australia, only the suburbs and the competitor set change. The volumes quoted on this page are national.
We look at what your suburbs actually search for, which spellings of physio your site currently ranks for, your reviews against the clinics ranking above you, and whether you have real pages for the services you already offer. You get it in writing and you keep it whether you work with us or not.
