Scaling a San Francisco Physio Clinic: 670 Leads & 17x ROAS in 90 Days

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What we changed, in order

1. 1First, the keywords. We moved the budget to searches that name a treatment or a clinic, such as "sports rehab clinic San Francisco", "sciatica physical therapy" and "post-surgery physio", and stopped paying for general reading.
2. 2Second, the landing pages. We built a fast page for each group of searches, with patient testimonials and online booking on the page, so the visitor lands on the treatment they searched for and can book without phoning.

Keywords come first for a reason: a better page does little while the ads still reach people who are only reading.

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Results after 90 days

1. 1Leads: 670
2. 2Conversion rate: 12.9%
3. 3Cost per lead: $11.71
4. 4Ad spend: $7,850
5. 5New patient revenue attributed to the campaign: over $140,000
6. 6Return on ad spend: 17x

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What we would do next

1. 1Track booked appointments, not only form fills and calls, so bids follow the patients who turn up.
2. 2Review the search terms report every week and block the searches that bring advice seekers.
3. 3Give each treatment its own page as the campaign grows, instead of one page per group.
4. 4Test whether a booking form or a phone call converts better for each treatment, and lead with the winner.