average ad cost per inquiry
Calls and forms, all clinics and services combined, over the whole engagement.
Google Ads for a network of physiotherapy clinics · Quebec More than 25,000 patient inquiries. Without driving up the cost of each one.
Physiotherapy, occupational therapy, psychology, massage therapy: Physiothérapie Universelle brings this care together in several clinics across Quebec. After a disappointing first try with an agency, the network handed its Google Ads account to Kasvu. For more than six years, our team grew it.
Kasvu’s role
- Account and campaigns Setup, structure, keywords, ads and bidding.
- Landing pages Pages written for the services advertised.
- Tracking and reporting Calls and forms tracked, results reviewed every month.
An agency had already tried. The inquiries hadn’t followed.
The network had hired an agency for Google Ads without getting the results it expected. Kasvu’s engagement therefore had two stages. First, build an account that brings inquiries to every clinic and for every service. Then grow it without each new inquiry costing more than the last.
The second stage is what separates a good account from one that plateaus. In Google Ads, each added dollar usually buys slightly weaker clicks: the best searches are already paid for. Keeping the cost steady while raising the budget takes work every month.
What changes
- Starting point
- Before A try with an agency, without the expected resultsWith Kasvu A rebuilt account, from structure to call tracking
- Growth
- Before A first budget that had to prove itselfWith Kasvu A budget that grows with the inquiries, year after year
An account built like the network: by service, by clinic.
Four parts, all handled by the Kasvu team. The network kept its own role: answering patients.
One campaign per service, and per clinic
Physiotherapy, occupational therapy, psychology, osteopathy, massage therapy, acupuncture: each service had its own campaign, and several clinics had theirs. Every month, we could see what each service brought in, and the budget went where the inquiries came from.
Patients’ own words
The ads targeted searches from people who want an appointment, often with the name of their city. Yet the most frequent search in the account was the clinic’s own name: a separate campaign made sure the network’s ad appeared on it.
Patient searches, in French
- physiothérapie
- clinique de physiothérapie
- ergothérapeute
- psychologue montréal
- ostéopathe
- massothérapie laval
- centre de réadaptation physique
- acupuncture
Pages built for phones, every call counted
Nearly three inquiries out of four came from a phone. So every ad led to a page designed for mobile first. Every call and every form was tracked; a simple click never counted as an inquiry.
A report and a meeting every month
Every month, the network’s marketing manager received a clear report and discussed it with the team: what had worked, what was changing, where to put next month’s budget.
What this work delivered for the network.
Full years of the engagement
The annual budget was multiplied by six between year one and year six. Usually, the cost per inquiry rises with it. Here, it stayed in the same range from one year to the next.
- 122 inquiries per month,Year 1$8.28 per inquiry
- 137 inquiries per month,Year 2$7.99 per inquiry
- 170 inquiries per month,Year 3$9.77 per inquiry
- 305 inquiries per month,Year 4$10.00 per inquiry
- 424 inquiries per month,Year 5$9.35 per inquiry
- 685 inquiries per month,Year 6$9.23 per inquiry
12%
of ad clicks turn into an inquiry
A call made or a form sent, never just a visit.
About one click in eight.
inquiries per month in the strongest quarter
About 27 inquiries a day across the network.
Client’s Google Ads account: inquiries (calls and forms) and costs by quarter, grouped by year of the engagement.
In David Carlos’s words.
From the very first day of working with François, I have felt confident, and we have stayed focused on results. […]
I am very happy and lucky to have been able to count on the support of François and his team for 4 years now!
Translated from French
David CarlosMarketing Manager and Regional DirectorPhysiothérapie Universelle
Our team
You know the people doing the work.
We scope the engagement with you. The team carries it out under Jihed’s lead.
Let’s start with your business
Patients are already looking for you on Google.
François talks with you about your clinic, the patients you want to reach and your goals. Together, you decide whether Kasvu is the right partner to move your growth forward.
François PainchaudFounder and President of Kasvu