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Podiatry · why otp

We will tell you which podiatry patients advertising cannot buy you.

Most agencies will sell you a campaign for every service on your menu. In podiatry that is a good way to spend money reaching people who were always going to arrive by referral.

What we tell you first

The parts of your business we cannot help with.

Chronic diabetic foot care, most NDIA managed NDIS participants, hospital high risk foot service referrals and the majority of Medicare chronic condition patients do not find clinics through search. They are routed. That is a large share of many podiatry clinics' best revenue, and no amount of Google Ads spend will move it.

We would rather say that in the first meeting than build you a campaign that quietly proves it over six months. What advertising can reach is the symptom led demand, the urgent demand, the DVA cohort, the self managed and plan managed NDIS participants, and the families searching on behalf of somebody else. That is a genuinely good market. It is just not all of your market, and any agency telling you otherwise has not looked at how your patients arrive.

How we work

Four things we do that are specific to podiatry.

We split the account by funding, not by service
DVA, urgent, symptom led, NDIS and mobile each get their own campaign, page, negatives and success measure. This is the structural difference, and it is the one no competing Australian podiatry page currently describes.
We check your booking flow before quoting
Whether your system uses a hosted booking page or an embedded widget determines which tracking architecture is even possible. Quoting offline conversion imports without checking that is quoting for work that may not be buildable.
We weight conversions by what they are worth
A chronic condition appointment at a $63.40 benefit and an NDIS hour published by the Australian Podiatry Association at $188.99 do not go into the same conversion bucket. Otherwise Google optimises towards whichever is cheapest to get.
We write inside section 133 deliberately
That means no urgency phrasing of the kind Ahpra's guidelines name specifically, no clinical outcome testimonials in assets we control, and offer terms stated in the ad rather than buried. It constrains the copy, and it is not optional.
What we will say no to
Active diabetic foot ulcer keywords, because the statewide referral criteria for that condition include criteria that send people directly to an emergency department. Recall advertising to a healthy population dressed up as clinical necessity, because Ahpra's guidelines specifically prohibit encouraging periodic appointments where there is no clinical indication. And bulk billing campaigns, because they buy your lowest margin patient with your own money.
Straight answers

Questions clinic owners actually ask

Why would an agency refuse to bid on certain podiatry keywords?
Because a few of them carry clinical risk that is not worth the booking. Active diabetic foot ulceration is the clearest case: Victoria's statewide referral criteria file high risk foot ulcers under vascular services, with explicit criteria sending sepsis and critical limb ischaemia straight to an emergency department. Advertising into that search intercepts a group that includes people who need a hospital that night. There is a legitimate campaign to build around diabetic foot prevention and routine review, and we will build that one instead.
How long before a podiatry Google Ads account starts working?
Campaigns go live within seven days and usually produce bookings in the first fortnight, because podiatry has genuine urgent demand that converts quickly. The part that takes longer is the value weighting, because it needs enough attended appointments with funding data attached before the bidding has anything useful to learn from. Realistically that is six to ten weeks depending on volume. Anyone promising optimised value based bidding in the first month is describing something that is not yet mathematically possible.
Do you work with more than one podiatry clinic in the same area?
No. Clinics in the same catchment bidding through the same agency is a conflict whichever way it is dressed up, and in podiatry catchments are small. We work with one clinic per area, which does mean we sometimes turn work down.
What do you need from a podiatry clinic to get started?
Access to the Google Ads account and Google Business Profile, read access to whatever practice management system you use so we can see how patients actually arrive and what proportion are referred rather than searching, your current fee schedule including the gap patients actually pay, and an honest answer about which funding pathways you want more of. That last one matters most, because a clinic that wants more DVA patients and a clinic that wants more private orthotics patients need almost entirely different accounts.
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A campaign partnership built for clinics

Ads that earn their place in your P&L.

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.

Dedicated account manager

A senior specialist who runs clinic accounts day to day.

Clinic-only specialists

Every keyword, headline and account structure built inside real Australian clinic accounts.

Award-winning team

Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.

When you're ready
We will be too.
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