Physiotherapy
Cutting a physio clinic's ad spend to zero while bookings grew
The clinic was spending £1,150 a month on Google Ads and stopping the moment the budget paused. We rebuilt the organic foundation so the diary filled without it.
ILLUSTRATIVE DRAFT FIGURES — replace with evidenced client data before publishing.
The situation
A physiotherapy practice with three clinicians and one site in South London. Strong clinically, well liked by the patients it had, and completely dependent on paid search to find new ones.
The owner described it accurately: renting patients. Ads ran, the diary filled. Ads paused for a fortnight over Christmas, the January diary was frighteningly empty. The website was four years old, took over six seconds to load on a phone, and had a single page covering every condition they treated.
What was holding them back
- Ranked outside the top 20 for every commercial term in their own borough
- Google Business Profile had 11 reviews, the newest 14 months old
- Booking was a contact form that went to an inbox nobody watched after 6pm
- Roughly one in six booked patients never arrived, with no reminder system
- Two old addresses from a previous location still listed across directories
What we did
Full audit of site, profile, listings and diary. We mapped where existing patients lived and found 71% came from four postcodes the site never mentioned by name.
New site on a fast static build. Fourteen condition pages, three clinician profiles with HCPC numbers, and online booking wired directly into their existing practice software.
Business Profile rebuilt from categories up. Review request added to the discharge routine. Every stale directory listing corrected to one consistent address.
Two clinician-written articles a month on the conditions they most wanted to treat. Links earned from three running clubs, a rugby club and the local paper.
What happened
By month five the clinic ranked in the map pack for its main commercial terms across the catchment. The owner reduced ad spend in stages rather than all at once, and switched it off entirely in month seven.
The reminder sequence alone changed the economics. Non-attendance fell from about one in six to roughly one in eighteen, which recovered several clinical hours a week that were already paid for.
“We stopped panicking every time the ad budget ran out. The diary just fills now, and I spend the money on another clinician instead.”
Find out what your clinic is missing
A free 20-minute review of your website, Google Business Profile, reviews and booking flow. You get a written summary of what to fix first, whether or not you work with us.