The Challenge
Turning a Struggling Physiotherapy Clinic into a Thriving Business
High Competition, Low Volume, and an unoptimised Conversion Path.
Target: 10 bookings per week & improved phone lead quality
Competition: High (3 strong local competitors)
Profit Margins: 45%
Platforms: Google Ads & Meta retargeting
Initial Budget: Less than £1,000 (Month 1)
Our Strategy
Cutting Waste, Optimising Data, and Enhancing User Experience
1. Stopping Wasted Ad Spend
Upon reviewing their Google Ads account, we uncovered irrelevant keywords (e.g., “physio tables” and “DIY physiotherapy”), wasting nearly £400 in Month 1. By negating irrelevant search terms, we freed up budget for more qualified traffic.
2. Leveraging First-Party Data
To identify returning customers and high-intent prospects, we:
- Integrated Zapier to track, analyse, and segment leads.
- Mapped out which campaigns and keywords drove high-quality traffic.
- Shifted budget to high-converting campaigns while incorporating top-performing keywords into website content.
- Impact: Returning customer rate surged to 70% for those with 3+ visits, improving cash flow stability.
3. Fixing Website Drop-Offs & Improving Mobile Experience
Problem: Many users abandoned the booking process due to unnecessary pre-qualification questions in the form.
Solution: We streamlined the form and optimised the mobile experience, ensuring a seamless user journey.Impact: Higher conversion rates & lower CPA.
4. Competitor Insights: Understanding Why Customers Chose Them Instead
To uncover why customers preferred competitors, we conducted a mystery shopping experiment:
- Sent anonymous individuals to visit all major local competitors.
- Key Finding: The clinic was priced lower but lacked a relaxing, premium experience—a crucial factor for their clientele.
- Recommendation: Transform the clinic into a more sanctuary-like environment (softer lighting, calming ambiance, etc.).
Client Action: They invested in ambiance improvements, making the space feel more inviting while maintaining professional physiotherapy services.Impact: Higher retention rates, stronger brand perception, and increased new customer acquisition.
5. Long-Term Testing & Scaling
Over six months, we tested:
- Different ad copy variations (both in ads and on-site messaging).
- A/B testing of website elements to refine the best-converting structure.
Lookalike Audiences (LKL) on Meta to expand reach while excluding existing customers.
The Results
Peak Bookings: 23 per week (vs. target of 10)
Lowest Weekly Bookings: 9 (early-stage)
Significant budget scaling after successful expansion into new locations.
Conclusion
A Complete Digital & Business Transformation
What started as a simple conversion audit evolved into a complete business transformation. By fixing wasted ad spend, improving the user journey, and uncovering critical competitor insights, we helped a struggling clinic not only survive, but thrive.
Now, with new branches opening, the business has a scalable and data-driven model for ongoing success.
