How to Make Google Ads Work for Your Clinic (And Stop Feeding Google’s Wallet)

Yesterday, I had the pleasure of presenting at the APA conference in Perth, where I talked all about Google Ads — specifically, how to make them actually work for your clinic.

Let’s be honest: lots of clinic owners try Google Ads, but often it feels like a pseudo GoFundMe account for Google. I did a quick reality check — turns out the founders of Google, Larry Page and Sergey Brin, are doing just fine. So, chances are, you don’t need to keep donating more money to their bank account without seeing results!

Instead, what we want to do is invest in Google Ads smartly — to get new clients, not just give Google your cash. But what does that look like in practice? Let’s dive in.

The Hierarchy of New Clients: Where Google Ads Fit In

First off, Google Ads should never be your number one client source. Here’s how I see the hierarchy of new clients coming into your clinic:

1. Word of Mouth Referrals — This sits right at the top for me. Why? Because if you do a great job for your current clients, they’ll refer friends and family. It costs you nothing and there’s a transfer of trust. When a friend or family member comes in, they already believe you can help — they’re more likely to stick to the treatment plan.

2. Healthcare Professional Referrals — When another health pro recommends your clinic, it carries trust too. They’re putting their name on the line, which matters.

3. Organic Search (Google/Yahoo) — People find you naturally when they Google their problem. This can be through SEO rather than paid ads, so you’re not directly paying for these leads.

4. Google Paid Ads — These can be a bit hit or miss. Sometimes you get great clients, sometimes not. Generally, the quality can vary more than word-of-mouth referrals.

5. Instagram & Facebook Ads — These can be tricky — sometimes clients only book one session or don’t show up.

6. Medicare EPC Referrals — These usually come with a capped number of sessions and can sit lower in the priority list.

Google Ads should be a part of your marketing mix to systemize and get more referrals, but they’re not the whole story.

Making Google Ads Work: Key Considerations

When it comes to Google Ads, your marketing messaging has to be spot on. Here’s what you need to get right:

• Know your ideal client avatar. Who exactly are you helping? What language do they use to describe their problem?

• Use the right keywords. What are they searching for? You want to match those keywords closely.

• Craft ad copy that speaks their language. Your ads should reflect the words and phrases your ideal client uses.

• Ensure your landing page matches the ad. When they click through, the page needs to be relevant and show you understand their problem.

• Track your results. Set up tracking to know what’s working and what’s not.

A big mistake I see? People aren’t clear enough on their ideal client. So, take a moment right now and get crystal clear on who you’re talking to and how they describe their problem when they search online.

Speak Their Language: Why It Matters

At the APA conference, we talked about back pain — a common issue many physios see. But here’s the thing: you might hesitate to use terms like “slip disc” because it sounds too clinical or technical. However, if that’s what people are typing into Google, you need to include it in your keywords and ads.

You need to speak their language — even if it’s not the language you normally use in your clinic. When you do this well, people feel like you truly understand their problem.

I love this quote from Wyatt Woodsmore:

“When you can articulate a person’s problem better than they can, they automatically credit you with knowing the solution.”

Your ads and website should focus on the problem your potential client is facing, not just on your solution or your services. For example, instead of just saying “We treat back pain,” talk about waking up at 4 a.m. because of that pain, the fear it might come back, or the difficulty of getting in and out of a car. Show that you really get it.

Avoid Generic Ads — Tell a Story

One thing I notice when reviewing Google Ads is that many look very generic — almost like they’ve been AI-generated. “Best physio near me,” “Back pain treatment,” etc. These ads don’t capture attention or take people on a journey.

If you want clicks and conversions, tell a story. Use specific, relatable details that connect emotionally with your ideal client.

From Click to Client: What Happens Next?

Once someone clicks your ad and lands on your website, how do you keep that connection going? Too often, websites focus on features — “We use the latest techniques,” “Our therapists have 10+ years’ experience” — but what clients really want are benefits. They want to know how you’ll help them:

• End the pain

• Play with their kids again

• Return to their sport

• Get back to work without discomfort

Focus your messaging on benefits, not just features.

The Bigger Picture: Every Client Can Become a Referral

Here’s a powerful thought: every client who comes through your door — whether via Google Ads or word of mouth — has the potential to become three clients through referrals.

When we first started out, many of us didn’t run ads. We just cared deeply about each patient, worked hard for their success, and watched our clinics grow through referrals alone.

So yes, use digital marketing tools like Google Ads — but make sure your team treats every patient with that same care and investment as when you were a solo practitioner.

That, my friends, is the recipe for a successful clinic business.