Paid search for private MSK clinics
Google Ads for clinics that want bookings, not clicks
Clinic Evo builds Google Ads campaigns for UK physiotherapists, osteopaths and chiropractors, focused on high-intent searches, relevant landing pages and enquiry quality measured against booked patients.
£42.50
Cost per tracked conversion
89 conversions, £3.78k spend
A live campaign in the Bodyfunction Clinic Google Ads account, 29 Dec 2025 – 22 Jun 2026. A conversion is a tracked enquiry, not a booked patient.
Patient intent
The searches worth paying for
When someone searches for a private physiotherapist, osteopath or chiropractor, they are usually trying to solve a specific problem. They may be looking for back pain treatment, sports injury support, sciatica help, post-operative rehab, or a clinic close to home.
That means a clinic Google Ads campaign has to be more precise than a generic local business campaign. It needs the right keywords, the right exclusions, the right landing pages and a clear booking journey.
Clinic Evo builds Google Ads campaigns around patient intent, not broad traffic.
A real ad for Bodyfunction Clinic, Islington, matched to a specific search, a specific location and a specific service, not a generic healthcare message.
Common mistakes
Why clinic PPC campaigns often waste money
Many clinics try Google Ads and decide it does not work. In reality, the problem is often the campaign structure, the landing page, or the tracking.
Too many broad keywords
Broad campaigns can attract people looking for NHS services, jobs, courses, insurance, free advice or general information rather than private treatment.
Weak landing pages
Sending traffic to a homepage or thin service page often reduces conversion. Patients need clear relevance, trust signals, location information and an easy booking route.
Poor tracking
If calls, forms, online bookings and enquiry sources are not tracked properly, the clinic cannot tell which campaigns are actually working.
No clinic-specific strategy
A campaign for a physiotherapy clinic should not be structured the same way as a campaign for an e-commerce store, solicitor, restaurant or general healthcare brand.
Real campaign data
What a well-run clinic Google Ads account looks like
These are screenshots from live accounts, with the numbers read straight off them. No industry averages, no invented percentages.
- £42.50
Cost per tracked conversion
Google Ads overview, 29 Dec 2025 – 22 Jun 2026. 89 conversions from £3.78k of spend.
- 7.79%
Click-through rate on the live ad
Google Ads, the Bodyfunction Clinic search ad shown above: 2,646 impressions, 206 clicks.
- 70%
Share of the local ad auction
Google Ads auction insights. The three competing advertisers sat under 10%.
Google counts a conversion as a tracked enquiry (a call, a form or a chat), not a booked patient. Figures are from one account over one period and are not a forecast for another clinic.
Impression share is how often your ad showed when it could have. Here the clinic appears in 70% of its local auctions and the three competing advertisers sit under 10%. That is the difference between being the obvious choice and being the fourth one seen.
The experience behind the campaigns
We've been doing this for years. We've invested over £70,000 into paid ads specifically in healthcare, and we know exactly which ones work and which ones don't, so we take the guesswork out of it.
Danny Morgan
Co-founder, Clinic Evo, and a practising osteopath
Full service
What we manage for your clinic
Clinic Evo can support the full paid search journey, from campaign setup to landing page improvements and conversion tracking.
- 01
Campaign strategy
We identify the services, locations and patient search terms most likely to generate valuable enquiries for your clinic.
- 02
Keyword & negative keywords
We build campaigns around commercial search intent and exclude irrelevant searches such as jobs, training, courses and NHS-related searches.
- 03
Ad copywriting
We write search ads that reflect patient priorities: treatment relevance, location, trust, availability and the next step.
- 04
Landing page guidance
We review or create landing pages that match the campaign intent, so people do not land on a generic page after clicking a specific advert.
- 05
Conversion tracking
We help track calls, forms, bookings and enquiry routes so the campaign is judged on patient acquisition all the way to the booked appointment.
- 06
Reporting & optimisation
We review what is working, reduce wasted spend, refine the campaign and improve the balance between cost and enquiry quality.
Conversion
Clicks are only useful if the booking journey works
A Google Ads campaign cannot fix a weak patient journey on its own. If the landing page is unclear, slow, generic, hard to read, or difficult to book from, the clinic may pay for good traffic and still lose the enquiry.
That is why Clinic Evo looks at the full journey: search term, ad, landing page, trust signals, call to action, booking route and follow-up. We also connect paid search with clinic website design, SEO for clinics, Patient Pulse follow-up and AI patient reactivation where it makes sense.
Every step on the right is a point where a clinic can pay for the click and still lose the patient.
- Someone searches, in pain, at 9pm
“osteopath near me”, “back pain clinic”, “sciatica treatment”. High intent, and a decision made in minutes.
- 02Your ad answers that exact search
The service, the area and the next step, matched to what they typed. Not a general clinic message.
Broad keywords answer searches you never wanted to pay for.
- 03
- 04The enquiry arrives
A call, a form or a chat message, tracked back to the campaign that produced it.
Untracked enquiries make the whole campaign impossible to judge.
- 05
Booked into the diaryStraight into the practice management system, then followed up for the review and the recall.
Who we help
Paid search for physios, osteopaths and chiropractors
Clinic Evo focuses on private MSK clinics, where patient trust and clinical relevance matter. Each clinic type needs its own keyword strategy, ad messaging and landing page structure.
Process
How Clinic Evo approaches Google Ads
A structured approach that starts with understanding your clinic, not just launching ads.
Step one is free
The audit is the whole of stage one: your site, your local search presence, your booking journey and, if you already run campaigns, where the current budget is going. You get the findings whether or not you work with us.
Run by people who have paid for their own clinic's ads. Clinic Evo came out of Bodyfunction Clinic in Islington.
- 1
Audit
We review your current website, services, local search presence, booking journey, competitors and any existing ad account data.
- 2
Plan
We identify the highest-intent services and locations to target, then map keywords, negative keywords, ad groups and landing page needs.
- 3
Build
We create or refine campaigns around commercial searches and make sure the landing journey supports patient enquiries.
- 4
Measure
We track calls, forms, bookings and enquiry quality so every decision comes from what actually converted.
- 5
Improve
We reduce waste, test new messages, adjust spend and refine the campaign as real data comes in.
FAQ
Google Ads for clinics FAQs
Yes, Google Ads can work well for physiotherapy clinics when campaigns target high-intent searches and send visitors to relevant landing pages. The campaign needs clear tracking, strong negative keywords and a booking journey that turns clicks into enquiries.
The right budget depends on the clinic location, services, competition, conversion rate and growth goals. A controlled test budget is usually the right way in. The priority is to prove enquiry quality before scaling spend.
SEO is usually stronger for long-term growth, while Google Ads can generate visibility more quickly. Many clinics benefit from both, but ads work best when the website and landing pages are already clear and conversion-focused.
Yes. Clinic Evo can review existing campaigns, identify wasted spend, improve keyword targeting, refine ad copy, check tracking and recommend better landing page alignment.
Yes. If the existing website pages are not strong enough, Clinic Evo can recommend or create landing pages that match the campaign intent and give patients a clearer route to enquire or book.
Take the first step
Find out whether Google Ads is right for your clinic
A free clinic audit will show you what your current digital presence is already doing for you, where the biggest gains are, and whether paid search should be part of your growth plan.