Over 1,000+ leads generated in 3 months

The Challenge

A reputable physiotherapy clinic that was spending all marketing budget on Google Ads:

• Ad spend continued to increase with more competition
• Google ads campaign was not optimised, bleeding ad spend every click
• Website was not SEO optimised, losing to a lot of local traffic in various cities
• Content was not aligned with what users search intent was on Google

The Strategy

Focusing on the quick wins first across Google ads first, then building a long-term strategy with SEO that focuses on common Q&A, symptoms, and location specific keywords.

Phase 1: Google Ads Optimisation

1.1 Campaign Set-Up

• Tracking was not set-up correctly, leading to the marketing team focusing on the wrong data
• Conversion tracking was not focused on bookings
• Previous agency continued to report "impressions" which never led to sales
• Control daily spend to get maximum return

1.2 Fixing Targeting

• Audited past 2 years of marketing data to create new custom audience
• Created multiple ad-sets for difference demographics
• A/B testing across different landing pages
• Tested different headlines and ad copy

Phase 2: SEO Content Optimization & Website Development

2.1 Revamping Service Pages

• Restructured website with their internal team to build in SEO functions
• Separated service pages correctly for best rankings
• Created multiple content pillars for blogs to rank higher in each category

2.2 Showcasing Expertise and Local Authority

• Highlighted specific issues to audience near each clinic
• Added certification, awards, and compliance pages to build E-E-A-T
• Showcased Cornerstone's timeline and legacy with industry awards and accolades

Phase 3: SEO & SEM

3.1 Short and Long-term strategy working together

• Focusing on keywords with immediate return across the SEM campagin
• Built and improved rankings for long-term keywords such as “physiotherapy in port credit”, “Burlington frozen shoulder”, and “physiotherapists for corporates”
• Improved the SEM campaign month over month by creating SKAG's and testing against best performing campaigns

3.2 Strategic Backlink Campaigns

• Earned 650+ backlinks from health journals, lifestyle magazines, and fitness websites
• Driving traffic from top authority websites to build partnerships

Conclusion

By fixing the SEM campaign and building an SEO strategy that continues to work for them everyday:

✔️ Drove over 2,500 leads from SEM and SEO
✔️ Saved over 30% every month by stopping wasted ad spend on broad keywords that didn't bring in business
✔️ Increased brand presence to become a leader in the industry

With SEM and SEO working together, it is the most direct way to find new business in a service industry. Clients are already looking for you, we just help you get in front of them.

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