The difference is never visible in the cost per booking column. It is visible in the search term, and then in who is funding the appointment. Here is how we structure a podiatry account so those two things drive the bidding.
Most podiatry accounts are organised the way the clinic's service menu is organised: an ad group for orthotics, one for heel pain, one for nail surgery, one for diabetic care. It feels tidy and it is close to useless, because it groups together patients who are worth wildly different amounts and separates patients who are worth the same.
Funding is the variable that actually predicts value. A veteran, a self managed NDIS participant, a chronic condition referral and a private patient with extras remaining are four different businesses. They use different words, they need different reassurance, and three of them will not convert on a page written for the fourth.
Each of these gets its own budget, its own landing page, its own negative keyword set and its own definition of a good lead. Sharing any of those is how the funded demand quietly subsidises the unfunded.
Every one of these is Australian and published. We have deliberately left out the United States benchmarks that fill most podiatry marketing pages, because their funding system shares nothing with ours.
Source: Clinic Mastery published podiatry account data 2026, and Medico Digital 2025 Australian Healthcare Paid Search Benchmarks.
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.
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