Marketing for physiotherapy practices
64% of physios now work in private practice. Every one of them wants the same patients.
Physiotherapy marketing for Australian practices
Physiotherapy marketing means using SEO, Google Ads, social, content and your website together to bring in the patients your practice wants, inside Ahpra's rules.
Physio is busy and crowded. More clinics open every year, sports and pelvic health are competitive, and patients compare you on Google before they ever call. Marketing that works for physios joins it all up: a strong Google profile, ads that fill gaps, social that builds your name and a website that turns visits into bookings.
15 years marketing allied health practices across Australia.
Free. In 2 minutes.
Find out who's taking your patients.
- ✓Where you rank on Google Maps in your suburb and the ones around it
- ✓Whether ChatGPT and Google's AI recommend your practice
- ✓How your profile and reviews compare with the 20 nearest physios
No credit card. Just the truth about your practice.
This work is part of our allied health marketing services for Australian practices.
Busy market. Plenty of choice.
Why physiotherapy marketing is different.
Patients can choose any physio, and more of them choose private clinics they find online. Medicare referrals no longer name a provider, health funds pay out every quarter, and the rules on what you can say are strict. Good physiotherapy marketing gets you chosen, inside every rule.
64%
Of physiotherapists work in private practice, up from 57% in 2023. It's the most competitive setting there is.
Source: APA 2025 Workforce Census
$140.7m
Paid by private health insurers for physio in one quarter, at an average of $43 a service. Most patients who walk in are claiming.
Source: APRA, June 2026 quarter
35,988
APA members at the end of 2025, a record. That's a lot of physios competing on the same local searches.
Source: APA Annual Report 2025
What each search costs in Google Ads
$4.98 a click for "physio near me". Is it worth it?
These are average Google Ads costs per click in Australia. Paid clicks fill the diary fast, but they never get cheaper. A good physiotherapy marketing plan uses ads for the searches that book today, and SEO, reviews and referrals to bring the cost per patient down over time.
Source: Google Ads average cost per click for Australia, October 2026.
| Search | Avg cost per click |
|---|---|
| physio near me | $4.98 |
| sports physio near me | $5.69 |
| physio for sciatica | $4.82 |
| knee physio | $4.79 |
| shoulder physio | $4.34 |
| pelvic floor physio | $3.75 |
What a physiotherapy marketing plan includes
6 channels. One plan. Every one pulling its weight.
Most practices run two or three of these, with nobody joining them up. We run them as one plan, so every channel feeds the next.
1. Google profile and reviews
"Physiotherapist" as the primary category, every service listed and a steady flow of reviews. This decides the map for "physio near me".
2. SEO
Pages for the conditions and suburbs you treat, from sports injuries to pelvic health, so you're found before patients compare.
3. Google Ads
Campaigns for the services with gaps in the diary. At around $5 a click, they pay off fast when they land on the right page.
4. Facebook and Instagram
Show your team, your rooms and the injuries you help with. It builds your name with local sports clubs, runners and parents.
5. Your website
Fast on mobile, online booking on every page, and clear details on Medicare plans, health funds and fees.
6. Referrers and recall
GP and specialist relationships, plus recall emails that bring past patients back when they need you again.
What we do for physios
Physiotherapy marketing services. One team.
SEO for physios
Rank for "physio near me", your suburb and the services you want more of.
Google Ads for physios
Campaigns built around your best services, with clicks for "physio near me" averaging $4.98.
AI visibility
Get named when people ask ChatGPT, Gemini or Google's AI for a physio near them.
Facebook and Instagram
Reach local sports clubs, runners and parents with content that builds your name before they're injured.
Content that's compliant
Articles and service pages written in your physios' voice and checked against Ahpra guidance.
Physiotherapy websites
Fast sites with online booking front and centre and every service easy to find.
Want SEO on its own? See our SEO for physios page, or let one team run all of it with Fractional CMO.
How it works
How we market physiotherapy practices. Four steps.
Assessment first
The Practice Growth Audit looks at your Google profile, rankings, ads, website and reviews against the 20 nearest physios.
Fix the leaks
Profile, tracking, website speed and booking path. Small fixes that stop patients slipping through before you spend more.
Build the plan
The right mix of SEO, ads and social for your physiotherapy practice, with a budget and a target for each.
Report what counts
New patients and bookings by channel, every month. If a channel isn't paying its way, we change it.
Where to start
Where should your physiotherapy marketing budget go?
It depends on where your practice is now. Here's how we usually set the focus. Your free report shows which fits you.
New or quiet practice
- Google Ads first, to fill the diary this month
- Google profile and reviews set up properly
- SEO started underneath, so ads can scale back later
Busy, but want to grow
- SEO and content for the services you want more of
- Facebook and Instagram to build your name locally
- Referrer and recall emails to keep patients coming back
Not sure? Check first
Your free report shows whether your gap is rankings, your profile or your website, and which to fix first.
Get my free reportWe don't get paid to make excuses.
We stand behind our work. If we don't deliver the agreed milestones in your first 90 days, we'll keep working at no extra cost until we do.
Your first quarter
What happens in your first 90 days.
Every step agreed up front, so you always know what's being done and when.
Practice Growth Audit
Your profile, rankings, ads, website and reviews, compared with the 20 nearest physios.
Foundations in place
Google Business Profile, tracking, website fixes and listings, all sorted.
Channels live
SEO pages, ads and social running for the physiotherapy services you want more of.
Results and the next plan
New patients and bookings by channel in one report, and the plan for the next 90 days.
Ahpra-aware, every time
What we never put in a physiotherapy ad or post
- Patient testimonials about clinical outcomes
- "Specialist" unless you hold the Specialist Physiotherapist title
- Before-and-after posts that promise results
- Discounted first visits without the terms spelled out
- Promises like "back on the field in four weeks"
Based on Ahpra, the Physiotherapy Board on titles and the APA.
Questions physios ask
Physiotherapy marketing: FAQs explained.
plain answers for busy owners.
How much should a physiotherapy practice spend on marketing?
It depends on your goals and your area. Google Ads clicks for "physio near me" average $4.98, so we start from how many new patients you want a month and work back to a budget. The Practice Growth Audit gives you the numbers before you commit.
Can we run Facebook and Instagram ads?
Yes, within Ahpra's rules: no testimonials, no posts that promise results, and clear terms on any offer. Meta ads work best for building your name locally and reaching people before they need you.
Can we use patient reviews in our marketing?
Patients can leave Google reviews, and they help you rank. You can't reuse reviews about clinical outcomes in your ads or on your website. Under section 133 of the National Law, that's a testimonial.
How do we get more GP referrals?
Make it easy and keep in touch: a clear referral page, fast reports back to the GP, and a short update when you add a service. Since July 2025, chronic condition referrals don't name a physio, so GPs and patients can choose you directly.
Should we start with SEO or Google Ads?
If your diary has gaps now, ads first. If you're busy but want growth that doesn't cost per click, SEO first. Most practices need both. Our SEO for physios page covers the SEO side in detail.
Do you work with multi-clinic practices?
Yes. We've marketed a national allied health franchise, so we know how to give every clinic its own local presence while keeping the brand consistent.
How do you report results?
One report a month: new patients, bookings and cost per booking by channel. No vanity metrics.
What does it cost?
Single services start from $1,200 a month plus GST for Google Ads and $1,500 for SEO. Fractional CMO, with every channel run as one plan, starts from $4,000 a month plus GST. Every engagement begins with a Practice Growth Audit.
Physiotherapy SEO by city
Relevant across Australia.
Related specialties
Free. 2 minutes. Full report straight away.
90 Day Delivery CommitmentEvery day you're not on the map, they're booking someone else.
Find out who's beating you and exactly why.
Show me where I'm losing patientsThe commitment covers agreed work and milestones within our control. It does not guarantee patient volume, appointments, revenue, rankings or platform outcomes.