Running Google Ads can be one of the most effective ways to grow your physiotherapy clinic—but only if done correctly. For many clinic owners juggling patient care, operations, and team management, Google Ads seem like a “set it and forget it” solution. Unfortunately, this mindset leads to wasted ad spend, poor results, and frustration. At PatientPartners, we’ve seen these mistakes time and time again. Here are the most common Google Ad pitfalls clinic owners make—and how to avoid them.
Why Clinic Owners Try to Run Ads Themselves
It’s common for clinic owners to try running Google Ads on their own. And honestly, it makes sense—clinic owners are often problem-solvers by nature. They’re smart, resourceful, and used to wearing multiple hats. So when patient volume drops or a new physiotherapist needs a full caseload, running Google Ads can feel like a fast, DIY solution.
But here’s the problem: running ads effectively requires deep marketing knowledge, ongoing optimization, and constant monitoring—something most clinic owners simply don’t have the time for. What starts as a well-intentioned effort often leads to wasted spend, unclear results, and frustration.
Clinic owners are also wary of agencies (often for good reason). Many have been burned by generic agencies that didn’t understand physiotherapy or produced underwhelming results. This makes them think, “Maybe I’m better off doing it myself.”
Unfortunately, Google Ads has a steep learning curve, and mistakes—even small ones—can get expensive fast. The truth is, you shouldn’t have to become a digital marketing expert to grow your clinic. You just need a partner who already is.
7 Google Ads Mistakes Clinic Owners Make
1. Targeting the Wrong Keywords
Many clinic owners rely on broad or generic keywords like “physiotherapy” or “physical therapy.” The problem? These terms are expensive and bring in a mix of unqualified leads from outside your service area. Instead, focus on “intent-based” and localized keywords such as “physiotherapy clinic in [Your City]” or “sports physio near me.” This ensures your ads attract people who are actually looking for your services.
2. Neglecting Negative Keywords
Without negative keywords, your ads might show up for irrelevant searches like “physiotherapy courses” or “free physiotherapy.” These clicks waste your budget. Regularly update your negative keyword list to filter out non-patient traffic and keep your budget focused on real prospects.
3. Sending Traffic to a Generic Homepage
Your homepage isn’t built to convert ad traffic. Sending Google Ads traffic there is like inviting someone to your clinic and giving them a brochure instead of a tour. You need a dedicated landing page with a clear call-to-action, testimonials, and contact info designed to convert visitors into leads.
4. Not Tracking Conversions Properly
Too many clinics run ads without knowing if they’re actually driving new patients. Google Ads can track calls, form submissions, and even online bookings—but only if set up properly. Without this data, you’re flying blind and can’t optimize what’s working (or cut what’s not).
5. Failing to Use Location Extensions and Ad Scheduling
Location extensions help your clinic stand out by showing your address and map info directly in the ad. Ad scheduling ensures your ads run when your clinic is actually available to take calls or respond to leads. Ignoring these features means you’re not maximizing your campaign potential.
6. Running Campaigns Without a Clear Strategy
Many clinics treat Google Ads like a “one-size-fits-all” solution. But your goals should dictate your strategy. Are you trying to fill a new clinician’s caseload? Drive more post-surgical rehab patients? Re-engage lapsed clients? Without clear goals, your campaign will lack direction—and results.
7. Letting an Agency Run Ads Without Oversight
Some agencies promise the world but deliver generic, cookie-cutter campaigns that aren’t tailored to physiotherapy clinics. That’s why PatientPartners takes a radically transparent, data-driven approach. We specialize in physiotherapy and obsess over every campaign—because your clinic deserves better than “good enough.”
Final Thoughts
Running profitable Google Ads isn’t magic—it’s a system. The good news? With the right strategy and a partner who understands your clinic’s needs, Google Ads can be one of your most powerful growth tools.
At PatientPartners, we specialize in helping physiotherapy clinics just like yours avoid these mistakes and get real results. Whether you’re recovering from a poor agency experience or looking to scale a thriving practice, we’re here to help you grow with confidence.
