Your next physio patient has already decided who is paying for the visit.

Medical Marketing Group's Q3 2026 benchmarks put the weighted average cost per click for Australian physiotherapy at $6.03, with a top of page bid of $7.47. Those figures come from a mix of Google ad planning data and third party clickstream estimates, because Google withholds planning data on many health terms. Treat them as a starting point for budgeting, not a promise: your real CPC depends on your location, your match types and how many clinics near you are bidding.

At least 71,990 searches a month across 33 core physiotherapy terms, with the single term physiotherapy accounting for around 14,800 of them, according to Medical Marketing Group's Q3 2026 benchmark set. The practical point is that most of that volume is generic and expensive. The money is usually in the smaller, more specific searches where the patient has already named their injury or their funding.

No. Physiotherapy is a regulated health service under the National Law, and section 133 prohibits testimonials that speak to clinical aspects of care, including treatment outcomes and practitioner skill. You may use non clinical comment, for example that the clinic is easy to park at, that reception is helpful, or that booking was simple. You are also not responsible for reviews patients leave on Google, but you must not lift those reviews into your own ads. On penalties, the maximum is $60,000 per offence for an individual and $120,000 for a body corporate. If you find lower figures of $5,000 and $10,000, they are simply out of date. The National Law was amended in 2022, and Ahpra's advertising guidelines page states the increased penalties have applied in every jurisdiction, including Western Australia, since July 2024. The old figure still appears inside the guidelines document itself, which Ahpra says it will correct at the next review. Most Australian agency blogs are still quoting the superseded number.

Only the ones who choose their own provider. Self managed and plan managed NDIS participants, and WorkCover or TAC patients who pick their own clinic, do search and can be reached. NDIA managed participants allocated by a support coordinator, and patients arriving on a GP care plan or a post surgical referral, generally do not search for you at all. Clinic Mastery puts cost per booking at roughly $80 to $100 for general physio and $120 to $180 for reachable NDIS demand, and reads a much higher blended figure as evidence that budget is being spent on cohorts with no search intent.