Physical therapy marketing · US & Canada

Marketing for Physical Therapy and Physiotherapy Clinics

Sore back on Monday, booked by Wednesday. That's how most physio patients pick a clinic: a quick search, a look at the map, then whichever place lets them choose a time. We put your clinic into that search with Google Ads and SEO, then trace each booking back to the search that started it.

Book Your 20-Min Discovery Call How Leaside got 276 online bookings

Salman Mehmood, who founded Inbound Attract, takes every first call himself. Expect a straight answer, even when it's “not yet”.

A patient types

physiotherapist for sciatica near me

Your clinic appears

yourclinic.com › sciatica-physiotherapy

Physiotherapy for Sciatica in [City]

Same-week appointments. Choose a time online.

What gets recorded

Clicked through from Google Recorded
Booked online, Thursday 4pm New patient
Called and stayed on 3 minutes Worth a follow-up

Example for illustration

Who we work with

Built for physio clinics of every size

Some of the clinics we help have one treatment room and a busy owner. Others run several locations, a sports medicine team, or physiotherapy, chiropractic, massage and orthotics under one roof. Across the US and Canada the job looks much the same: fill the schedule with the patients and treatments that matter most to the business.

Why good physio clinics stay hard to find

Five patterns turn up again and again when we first open a clinic's accounts.

Google is steering the budget

Smart Campaigns choose the searches and spend the money with little explanation. Leaside had one running when they first got in touch, and couldn't tell which ads were producing patients.

Service pages written for clinicians

Titles like “Manual Therapy” or “IMS” make sense to your team. Patients type “physio for knee pain after running”, and those searches pass you by.

No search plan behind the website

One page listing every treatment, slow load times, and nothing aimed at the conditions you see most. Google has very little to send people to.

Bookings that go uncounted

When phone calls are the only thing measured, online bookings and contact forms drop out of the picture, along with any sense of which campaigns pay off.

A map listing nobody finished

Missing services, the wrong primary category and a trickle of reviews. In a local search, that's often enough to lose the click to the clinic down the road.

The physio side of it

What makes physio marketing its own thing

A few realities of physio change the way we plan campaigns and pages.

People search when it hurts

Most searches start the day an injury flares up. People want a clinic nearby that can see them this week, so location, availability and easy online booking count for more than clever ads.

Insurance and benefits come up early

In Canada, many patients check whether a clinic bills their extended health benefits directly. In the US, they want to know if you take their insurance. Pages and ads that answer that up front get more bookings.

One new patient means several visits

A course of treatment is usually more than one appointment. So we judge ad spend by bookings and cost per new patient, not clicks, and weigh it against what a patient is worth to the clinic.

Reviews and referrals carry weight

Patients compare clinics in the map and read what others wrote. Doctors, coaches and past patients send people your way too. Strong reviews and a complete Google profile help every other channel.

How we help

Google Ads and SEO, set up for a physio clinic

You can start with either. Plenty of clinics run both, with ads filling this month's gaps and SEO building next year's traffic.

Paid search

Google Ads for physical therapy clinics

Campaigns are organized by treatment and by the areas your patients come from, so a shockwave search sees a shockwave ad. Each click lands on a page about that treatment with a booking button near the top, and calls, forms and online bookings all count as results.

Campaign and ad group structure by service, radius and postal or ZIP code targeting, negative keyword lists, call conversions with a minimum length, booking and form conversions, dedicated landing pages, and Performance Max added later when the data supports it.

Organic search

SEO for physiotherapists and PT clinics

We match the conditions you treat to the words patients search with, then build a page for each priority one. Behind the scenes we tidy up site speed and structure, complete your Google Business Profile, and set up an easy routine for asking patients for reviews.

Condition and treatment keyword mapping, a location page for each clinic, schema markup, page speed and crawl fixes, Google Business Profile categories and services, a review request workflow, and internal linking.

Monthly

Reports you can act on

Once a month you get the figures that matter: new bookings, calls and forms, which treatments they were for, and the cost of each. No vanity metrics.

Conversion tracking across calls, forms and booking tools, Google Analytics and Search Console data, and Google Ads results broken down by service.

Nobody can promise a fixed number of new patients, and we won't. Your area, your treatments, nearby competition and budget all play a part. What we can do on the first call is tell you honestly where we'd start.

Treatments we often build campaigns around

These come up in most physio accounts we manage. Each one tends to do better with its own ads and its own page.

Injury and pain

Low back and neck pain, sprains, sports injuries and rehab after surgery. It's the biggest pool of searches, so it's usually where we begin.

Orthotics

Custom orthotics and gait analysis often sit hidden in a list of services. Given a campaign of their own at Leaside, they produced 81 conversions.

Specialty care

Shockwave, pelvic floor physiotherapy, concussion and vestibular rehab. The search numbers are smaller, but people looking for these usually know exactly what they need.

Massage and chiropractic

In multi-discipline clinics these reach a different group of patients, and some of them later book physio too.

Case study

Leaside Sports Medicine: from a Smart Campaign to 276 online bookings

Leaside is a sports medicine and physiotherapy clinic in Toronto. In January 2025 their ads were running on autopilot and phone calls were the only thing being measured. We rebuilt the account around physiotherapy and orthotics, reworked the landing pages so booking took fewer steps, and started counting every booking and form. The figures below cover February 2025 to October 2026.

Read how we did it at Leaside

276

Online appointments booked by people who came from Google Ads.

1,007

Tracked conversions in total, across calls, forms and bookings.

CA$23

What each conversion cost on average.

The orthotics campaign alone accounted for 81 of those conversions. Better still, the clinic can now see which treatments and searches lead to bookings, and set budgets around that.

Physio marketing questions we hear a lot

Get the basics in place first: a complete Google Business Profile, a page for each condition you most want to treat, and tracking on calls, forms and bookings. From there, Google Ads can bring in patients quickly while SEO grows steadily in the background.

It usually is when campaigns are split by treatment and bookings are measured. After Leaside moved off a Smart Campaign, they recorded 1,007 conversions at roughly CA$23 each, 276 of them online bookings.

A Smart Campaign is quick to start but hides most of the detail. A Search campaign takes more work up front, and in return you pick the keywords, set budgets by treatment and see exactly what each one brings in.

Fixes to your Google profile and page titles can show up within a few weeks. New condition pages generally need a few months to climb, and longer in big, crowded markets.

Your main ones should have one. Someone with a frozen shoulder is far more likely to book from a page about frozen shoulders than from a long list of treatments.

Yes. Every location has a dedicated page, Google Business Profile and budget. Chiropractic, massage and orthotics get separate campaigns and pages, so you can see how each one performs.

Whichever your patients use. We write “physical therapy” for US clinics and “physiotherapy” for Canadian ones, and the strategy behind it stays the same.

More reading: our guide to SEO for physiotherapists, how we manage Google Ads for healthcare, and local SEO for clinics.

Let's look at your clinic's search results together

Give us 20 minutes. Tell us which treatments you'd like busier and which areas you serve. If you have a Google Ads account or recent reports, bring them along, and we'll point out what's being measured, where the spend is going and the first thing we'd fix.

Book Your 20-Min Discovery Call salman@inboundattract.com
Salman Mehmood, founder of Inbound Attract

Salman Mehmood

Founder, Inbound Attract