Your patients do not search for a podiatrist. They search for the thing that hurts, and most of them have not worked out yet which profession fixes it.
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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
People limp on a sore foot for months before they search for anything, and longer still before they accept it needs treating. Meta reaches them inside 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 can no longer put weight on the heel.
SEO
Takes over the same condition 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 conditions actually produce booked appointments, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who read a condition page and did not book. And as SEO ranks for a condition, 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 condition rather than a Services list, written for someone who has typed a symptom and does not yet know what it is. Google Business Profile built properly, categories right, and a review process that runs after appointments. This is what moves the map pack and the condition terms.
THE FAST LEVER
Campaigns split by condition, not one campaign called Podiatry. Negative keywords so you stop paying for podiatry courses, podiatrist salaries, home remedies and the enormous volume of people googling foot symptoms with no intention of booking anyone. 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 months they are putting up with it, for running and sporting clubs where foot injuries are constant, and for retargeting anyone who read a condition page and did not book.
We start from which appointments you need filled, 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 podiatry clinic, why those three, and the numbers behind each one.
Built around “plantar fasciitis”
Plantar fasciitis and heel pain together do 65,900 searches a month and most clinics list them as two words on a Services page. A real page each, explaining what the condition is, what causes it and when it needs treating, ranks on content rather than proximity. This is the cheapest traffic available to a podiatry clinic.
Built around “ingrown toenail”
9,900 a month, and it is a minor procedure people have usually endured for weeks before searching. It converts better than almost anything else on this list because the person typing it has already decided they need someone to deal with it. Most podiatry sites bury it in a services list.
Built around “podiatrist near me”
Decided in the map box on reviews and proximity. Nothing you write outranks the map box on this one. That gap closes with a review process, not with content, and it is the first job if your review count is in single figures.
Tell us your suburbs and the conditions 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 that is what people type. “Plantar fasciitis” does 60,500 searches a month and “podiatrist near me” does 8,100. Someone with a sore heel searches the symptom for weeks before they work out which profession treats it. A page that answers the symptom gets them at that point. A page headed Podiatry Services waits for the ones who already know.
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.
Yes, within limits. Podiatry is regulated under the National Law, which restricts testimonials about clinical outcomes and comparative claims like “best podiatrist in Brisbane”. Condition pages that explain what something is and when it needs treating are fine. Pages that promise a result are not. We write to that line and hand the copy to your practice principal for review before anything goes live.
Both, and the readers matter. A share of that 60,500 is people self-diagnosing who will never book anyone. But it is the only moment you can influence which profession they choose, and it costs nothing once ranked. Pair it with a clear next step and a booking link rather than treating it as a blog post.
They decide the near-me search, which is 8,100 a month and the most commercially ready traffic in the vertical. If your review count is in single figures that is the first job, ahead of any content. No amount of writing outranks a competitor with fifty reviews in the map pack.
Podiatry courses, podiatrist salaries, podiatry degrees, and the very large volume of people googling foot symptoms looking for a home remedy rather than an appointment. On broad match an account buys all of it, and foot symptom searches are cheap enough that the waste is easy to miss.
Yes, and it is usually the best converting page on a podiatry site. 9,900 a month, and by the time someone searches it they have generally endured it for weeks and want it dealt with. The decision is already made; they are only choosing who.
Google Ads produces bookings within days. Condition pages take three to six months to rank, and the map pack can move faster than either if you are starting from a low review count.
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 which conditions you actually want more of, what those terms do in your suburbs, your review count against the clinics ranking above you, and whether your site has a real page for anything other than the word podiatry. You get it in writing and you keep it either way.
