Northern Beaches Rehab: 80% Reduction in Cost Per Lead
How a targeted paid search strategy delivered a 523% increase in form submissions and 761% increase in phone calls while reducing cost per lead by over 80% for a specialist physiotherapy practice.
The Challenge
This two-location specialist physiotherapy practice needed to generate high-quality leads through paid search, with a particular challenge around neurological cases that cannot be booked online and must be handled via phone. The strategy required targeting high-intent local audiences and driving direct calls, while improving cost efficiency across both clinic locations in a competitive healthcare market.
Our Strategy
We implemented a comprehensive, multi-faceted approach tailored to the client's unique needs and goals.
Phone-First Conversion Strategy
Designed campaigns to prioritise phone call conversions for specialist neurological cases that require direct consultation, ensuring high-intent audiences were captured through the most effective conversion path.
Campaign Restructuring & Keyword Focus
Overhauled campaign structure with improved keyword targeting, match types, and bidding strategy to dramatically improve cost per lead and overall campaign efficiency.
Location-Specific Campaign Builds
Built dedicated campaigns for each clinic location, validating a location-specific approach that delivered strong performance across both sites.
Brand Protection Strategy
Maintained always-on branded campaigns that delivered the highest click-through rates and lowest cost-per-clicks, reinforcing brand protection as a foundational element of the paid search strategy.
Mobile-First Optimisation
Optimised campaigns for mobile-led conversions, aligning with urgent, in-the-moment healthcare search behaviour that drives the majority of traffic and calls.
The Results
Northern Beaches Rehab's cost per lead dropped from over $685 to just $137, an 80% reduction, through a complete restructuring of their paid search strategy. We designed a phone-first conversion approach that prioritised call conversions for specialist neurological cases requiring direct consultation, built dedicated campaigns for each clinic location, and overhauled keyword targeting, match types, and bidding strategy. The result was 236 total leads in six months, including 155 phone call conversions (a 761% increase) and a 523% increase in form submissions.
For a specialist physiotherapy practice operating in a competitive local healthcare market, these results fundamentally changed the economics of patient acquisition. The location-specific campaign approach was validated across both clinic sites, brand protection campaigns delivered the highest click-through rates at the lowest cost-per-clicks, and mobile-first optimisation aligned with the urgent, in-the-moment search behaviour typical of healthcare. This project demonstrates that even in highly competitive local service markets, a strategically restructured paid search account can deliver dramatically more leads at a fraction of the cost.