Home Physio Group
Home Physio Group was generating lead volume through paid search and social — but conversion rates through to booked appointments were disappointing.
The cost per acquisition was increasing while lead quality was declining. The strategy was optimising for lead count rather than lead value.
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+28%New Customers
- PPC
Stage 1: Analyse
We mapped the full patient journey from ad click through to booked appointment. Paid Search was targeting broad health queries rather than high-intent service-specific terms. Landing page experience wasn't qualifying intent effectively. And there was no feedback loop between appointment quality and media optimisation.
Stage 2: Optimise
We restructured Paid Search around service-specific intent signals. Redesigned landing page strategy to qualify intent before form submission. Built a feedback loop connecting appointment data back to campaign optimisation - so media spend followed lead quality, not just lead volume.
Stage 3: Equalise
With quality signals feeding back into optimisation, campaigns became progressively smarter at finding high-value patients. Lead volume decreased initially but conversion to booked appointments improved significantly.
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