A single-site Perth physio clinic: 229 booked appointments at $44.33 each
A single-site Perth physio clinic, running one practice with a fifteen kilometre catchment. We run its Google Ads as one always-on Search campaign, up against multi site groups bidding on the same Perth searches with budgets a single practice cannot match. The client is not named on this page.
229
Booked appointments, 19/08/2025 to 18/08/2026, from one Search campaign
$44.33
Cost per booked appointment, on $10,152.24 of media, excluding GST and fees
12.62%
Click-through rate since December 2025, against 6.79 per cent before it
The situation
A physio does not sell a click. They sell a slot in a diary, and an empty slot at 2pm is gone. This clinic's competition is not the clinic next door. It is multi site groups bidding on the same Perth searches.
A single clinic cannot outspend a group. It can only out-target one, and that works only if the account can tell a booking from a click that might have been one. Before December 2025 this account was buying reach it could not use. In November 2025 it served 2,483 impressions and 182 clicks, and it cost $104.97 to book one appointment on $839.76 of spend.
This account has been running since early 2022 under at least two earlier operators. We are not claiming we built it from nothing.
What we did
The fix here was subtraction. We cut the reach, not the budget.
One campaign, fifteen kilometres. Everything stayed inside one always-on Search campaign covering a fifteen kilometre radius. A small budget split across campaigns starves all of them, so this account has run 99.99 per cent of its spend through one.
One conversion action per event. A completed booking is one action. A call placed from the ad is another. Nothing else counts into the biddable metric, and no analytics import sits on top of either, so the booking count needs no deduplication.
Match control, not more money. From December 2025 the account stopped matching to searches it could not convert. Impressions fell from 2,483 in November to 1,521 in December. Clicks held at 181.
6.79% to 12.62% click-through rate
The step came at December 2025 and has held for nine months, inside one Search campaign that never changed name or channel.
What the account did
229 booked appointments across twelve months at $44.33 each, on $10,152.24 of media. Not a spike. A run rate. Cost per booking then fell for six consecutive months, on flat spend of $779 to $907 a month.
Measure
Window
Result
Booked appointments
19/08/2025 to 18/08/2026
229
Cost per booked appointment
19/08/2025 to 18/08/2026
$44.33
Media spend
19/08/2025 to 18/08/2026
$10,152.24
Click-through rate
Before and since December 2025
6.79% to 12.62%
Cost per booking, by month
November 2025 to May 2026
$104.97 to $29.36
Average cost per click
19/08/2025 to 18/08/2026
$3.67
229 is the floor. The account's own conversion column says 240, and 456 once Google's engagement proxies are counted. Only 229 are appointments, so we publish the smallest of the three.
Media cost, excluding GST and fees. Every figure was read from the Google Ads API on 19/08/2026. The account id is withheld and available on request.
What we will not publish
There is $23,400 of conversion value sitting in this account and we will not show it to you, because we typed those dollars in ourselves, $100 on a booking and $90 on a call, to steer the bidding. So there is no return on ad spend figure on this page.
We publish no before and after on cost per booking either, because $43.79 before the break and $44.53 after it is the same number twice, and calling that an improvement would be a lie.
