Google Ads in Quebec · Physiotherapy
Google Ads for physiotherapy clinics.
A sprain, back pain, a workplace injury: the patient types “physiotherapy” and the name of their city, then calls the clinic that answers most clearly. We build the campaigns that show you at that moment, service by service and clinic by clinic, a page that takes your profession’s Code of ethics into account and the tracking that ties every call to its cost. The goal: fill your appointment slots.
- Your Google Ads account in your name
- Every inquiry tied to its campaign
- Your results online, anytime
What your patients search for
Your patients are looking for care, close to home.
“Physiothérapie” (physiotherapy) is searched 18,100 times a month in Quebec, for clicks among the cheapest in our Google Ads benchmarks. The searches that lead to an appointment are more specific: “physiotherapy clinic” followed by a city, “occupational therapist,” “osteopath,” “massage therapy laval,” “physical rehabilitation centre.”
A multidisciplinary clinic doesn’t advertise as a single block. Physiotherapy, occupational therapy, osteopathy, massage therapy: each service has its own searches, its own patients and its own cost per inquiry. One campaign per service, and per clinic when you have several, shows what each one brings in.
That is how we built, then grew for more than six years, the account of Physiothérapie Universelle, a network of clinics in Quebec. One observation from that account: the most frequent search was the network’s own name. A campaign on your own name makes sure your ad appears when a patient is already looking for you. The case is presented below.
Searches for jobs, training or exercises to do at home also click. A list of exclusions built for your clinic screens them out from launch day, then the search terms report, read every month, completes it.
Example: searches that trigger your ads
- physiotherapy clinic lavalpaid
- occupational therapistpaid
- physiotherapist jobsexcluded
- back pain exercises at homeexcluded
- physiotherapy technology cegepexcluded
The most expensive mistakes
Five mistakes, three of them specific to your profession.
Each one takes a few minutes to check, in your Google Ads account or on your page. None of them is fixed by raising the budget.
01
The free first session.
It is the offer many clinics still put in their ads. The Code of ethics of physical therapists and physiotherapy technologists, adopted in 2025, prohibits any advertising that promotes a discount, a rebate or anything free (s. 73). Your ads focus instead on what makes patients choose a clinic: a quick appointment, the location, evening hours.
Check: do your ads or your page mention a free session, a complimentary assessment or a discount?
LégisQuébec, Code of ethics of physical therapists and physiotherapy technologists
02
An ad that promises the outcome.
The Code prohibits guaranteeing, even indirectly, recovery or the effectiveness of a treatment (s. 19), and all advertising must remain objective and moderate (s. 69). “No more back pain” or “guaranteed return to play” are therefore a problem. Talk about your services, how treatment works and how soon patients can get an appointment.
Check: do your ads promise an outcome, even without the word “guaranteed”?
03
A team presented without its titles.
Any advertising made by a physiotherapist or on their behalf states their name and title (s. 68). It also must not suggest that a reserved activity is carried out by someone who is not authorized to perform it (s. 71). In a clinic where physiotherapists, massage therapists and osteopaths work side by side, the page makes clear who does what.
Check: does your page name each professional with their exact title?
04
The whole network in a single campaign.
A single campaign for every service and every clinic hides what works. The cost per inquiry changes from one service to another and from one clinic to another: without separate campaigns, the budget goes where Google finds clicks, not where you have room in the schedule.
Check: can you say what an occupational therapy inquiry costs you, and which clinic it reaches?
05
Calls that aren’t counted.
In Physiothérapie Universelle’s account, nearly three inquiries out of four came from a phone. Without a trackable number or a page designed for mobile first, those inquiries vanish from the reports and the budget is set blind. Google also lets you count only calls that last longer than a minimum you define.
Check: how many calls did Google Ads bring to each clinic last month?
These fixes don’t take more budget. They take an account set up around your services and your clinics, a page built for your profession, then monthly follow-up based on the appointments actually booked.
What the engagement includes
Campaigns built like your clinic.
One team handles the campaigns, the page and the tracking, and adjusts them every month based on the inquiries each clinic receives.
One campaign per service, and per clinic.
Physiotherapy, occupational therapy, osteopathy, massage therapy: each service has its own keywords, ads and budget, limited to each clinic’s territory. You see what each one brings in, and the budget follows.
Keywords · Exclusions · TerritoryA page designed for phones.
Your services, your team with each person’s title, your hours, your location and a call button that stays visible. The form asks for what it takes to set the appointment, without unnecessary health details. Nothing free, no promise of results. Your website stays in place.
Copywriting · Design · FormEvery call and form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which inquiry, at which clinic, and at what cost. Our guide to call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalA monthly review, archived pages.
Every month, a clear report and a discussion with the team: inquiries by service and by clinic, what is changing, where to put the budget next. The Code requires keeping a complete copy of all advertising for three years after it was last published (s. 77): we keep every version of your page.
Monthly report · Page archivesEverything included in an engagement with our Google Ads agency
Is this the right time?
For clinics with room in the schedule.
Google Ads delivers when your slots can take new patients, your services are clear and someone answers the phone or calls back quickly. An inquiry left unanswered until the next day has often found another clinic. Private orthopedic clinics deal with similar advertising rules.
- Your patients come mostly through word of mouth, at a pace you don’t control.
- You already pay for advertising without knowing how many appointments it produced.
- You are opening a clinic or a new service, and you want to fill the schedule.
Our work
Six services, several clinics.
An account that grows without getting pricier.
Physiothérapie Universelle brings together physiotherapy, occupational therapy, psychology and massage therapy in several clinics across Quebec. After a disappointing try with an agency, the network handed us its account: one campaign per service, pages designed for phones, every call and every form tracked. More than 25,000 patient inquiries later, the average ad cost is $9.81 per inquiry. A result specific to this engagement, not a promise.
Read the Physiothérapie Universelle case studyFrom the very first day of working with François, I have felt confident, and we have stayed focused on results. He knows how to give me sound advice […].
Translated from French
David CarlosMarketing Manager and Regional Director, Physiothérapie UniverselleFrequently asked questions
Costs, timelines, ethics: your questions about Google Ads.
How much does Google Ads cost for a physiotherapy clinic?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of services, clinics and pages. Your ad budget is added on top and paid directly to Google: plan for at least $1,000 per month. The proposal states both amounts before any commitment. To put your costs in context, see the cost per click and cost per lead for physiotherapy in Quebec.
How soon do the first inquiries come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first inquiries come in over the following weeks. To judge profitability, meaning how many inquiries become patients in treatment, allow three to six months. The engagement requires a six-month minimum commitment, with fees billed monthly.
Can we advertise a free first session or a price?
Nothing free: the Code of ethics of physical therapists and physiotherapy technologists prohibits any advertising that promotes a discount, a rebate or anything free (s. 73). A price, yes. The advertising then states the services included and any fees that may be added, and the advertised price stays in effect for at least 90 days after it was last published (s. 74).
Can we show reviews from our patients?
It depends on the professionals involved. The physical therapists’ Code regulates advertising without expressly addressing testimonials. The Code of ethics of occupational therapists prohibits any client endorsement or testimonial (s. 84). In a multidisciplinary clinic, the shared page follows the strictest rule. When in doubt, check with your professional order.
Can we retarget visitors to our website?
It depends on the service. Google lists treatments for chronic conditions, such as arthritis, and mental health services among its sensitive categories. A psychology campaign, or an ad that talks about chronic pain, therefore cannot target your website visitors or your patient lists. We check each campaign before planning any retargeting.
Other industries
Google Ads in other lines of work.
Construction and renovation
Legal services
Health and care
Industry
To be found in Google’s organic results as well, see our SEO agency. Want to size up your account before we talk? Our free Google Ads audit shows which fixes to make first. And our guides answer the questions business owners ask before they invest.
Let’s start with your clinic
Let’s talk about the patients you want to reach.
Tell François which services you offer, at which clinics, and how many new patients you can take on. You will find out whether Google Ads can bring them, and whether Kasvu is the right partner. If not, he will tell you. The first conversation comes with no commitment.
