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Diabetic foot care, DVA, NDIS and aged care are where the recurring revenue lives, and most of it arrives by referral. Meanwhile the search term with the highest intent in the whole profession, ingrown toenail, is worth one or two visits and then nothing. Getting podiatry advertising right starts with admitting that.
Real podiatry accounts we built and run. Click any tile to read the full case.
The team are professional, responsive, and easy to work with. They provide clear insight into performance and deliver measurable results across paid media.
Working with the team has been a game-changer for our clinic's digital marketing. They brought clarity, strategy, and serious expertise to our paid media.
Every podiatry clinic moves through the same four phases. Nothing custom. Nothing slow.
20-min call. Services, USPs, locations, budget, Google Ads access. No 90-minute workshops.
Campaigns, ad groups, podiatry-specific copy, conversion tracking. All drafted and waiting for your tick in the portal.
Campaigns live. Tracking hydrated. Every call, form and SMS into one inbox.
Weekly Friday email on what we changed. Monthly report on conversions, spend and ROI. Milestone alerts on new bests.
A person with high risk diabetic feet is told by national diabetes guidance to be seen every one to three months, for the rest of their life. A veteran on a Gold Card brings a referral worth twelve funded sessions, then another referral after that, with orthotics and diagnostics billed outside the session count. Those are the two most valuable patients in most Australian podiatry clinics, and almost none of them found the clinic through a search engine. They were routed there by a GP, a high risk foot service, a support coordinator or the Department of Veterans' Affairs.
The patient who does search, urgently and at all hours, is the one with an ingrown toenail. That search converts beautifully. It is also one or two appointments and then the relationship is over.
Nearly every podiatry account we audit is built as though those two groups are the same market. The clinic ends up bidding hardest on its least valuable outcome, then judging the whole account on a blended cost per booking that hides the difference.
This is the table that should sit behind a podiatry Google Ads account. A click that ends in a Medicare chronic condition appointment and a click that ends in an NDIS appointment are not worth remotely the same amount, and no bid strategy can work that out on its own.
| Pathway | What it pays | Visit cap | Gap fee |
|---|---|---|---|
| Medicare CDM, item 10962 | $74.55 schedule fee, $63.40 benefit at 85 per cent | 5 per calendar year, shared across all allied health | Yes, clinic sets its own fee |
| DVA, in rooms | $97.10 initial or subsequent | 12 sessions or 1 year per referral, cycles can repeat | No, prohibited |
| DVA, home visit | $109.40 initial | As above | No, prohibited |
| NDIS | $188.99 per hour, per the Australian Podiatry Association | Set by the participant's plan | Not applicable |
| Private health extras | Rebate varies by fund and tier | Annual limit, often a separate limit again for orthotics | Yes |
| Self pay | $70 to $130 initial, from published clinic fee pages | None | Not applicable |
Medicare figures from MBS Online item 10962. DVA figures from the Schedule of Fees for Podiatrists effective 1 July 2026. The NDIS rate is published by the Australian Podiatry Association rather than confirmed against the NDIS pricing arrangements, so treat it as indicative.
Chronic condition referrals to podiatry changed on 1 July 2025. The old GP Management Plan plus Team Care Arrangements language is legacy, and plans prepared before that date only remain usable until 30 June 2027. A great many Australian clinic websites still describe an Enhanced Primary Care referral, a term that has been out of date for considerably longer than that, and quote a rebate that is no longer the rebate.
This is not pedantry. Advertising a regulated health service in a way that is misleading is a breach of section 133 of the National Law, and a stale rebate figure on a fees page is exactly that. It is also the first thing a switched on patient notices.
The five subsidised visits are also not five podiatry visits. They are five allied health visits in total for the calendar year, shared with physiotherapy, dietetics, exercise physiology, diabetes education and occupational therapy. Podiatry is competing for them.
A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.
A senior specialist who runs clinic accounts day to day.
Every keyword, headline and account structure built inside real Australian clinic accounts.
Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.