Quick answer: Physiotherapy (physical therapy in the US) is a strong fit for local Google Search, with keywords by service and injury type. Use Facebook and Instagram for clinic introductions, classes and specialist services, and keep copy free of assumptions about the viewer’s health.
Patients usually find a physio when something hurts, then stay for a course of treatment. Ads should make booking easy and show credentials.
What ads cost for physiotherapists
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Physicians & Surgeons | $4.76 | 12.43% | $40.04 |
| Facebook and Instagram lead ads: Physicians & Surgeons | $2.23 | 4.51% | $47.47 |
The closest WordStream category, Physicians & Surgeons, averages $4.76 per click, a 12.43% conversion rate and $40.04 per lead on Google (2026). Facebook lead ads in that category averaged $47.47 per lead (2025).
Which channel to start with
Channel roles:
- Google Search by service and location
- Facebook and Instagram for clinic introductions, classes (pilates, rehab groups) and sports programs
- Google Business Profile with reviews
- Local Services Ads: Google lists physical therapists among eligible health services in some countries
Google Ads keywords for physiotherapists
Combine service, injury and location.
- “physio near me”, “physical therapist near me”
- “sports physio”, “knee physio”, “back pain physio”
- “clinical pilates”, “post surgery rehab”, “dry needling”
Negative keywords to add on day one
jobs, degree, course, salary, exercises, youtube, pdf, free, equipment for sale.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Online booking
- Service pages per injury or treatment
- Practitioner credentials
- Pricing and rebates
- Reviews
Full list: landing page checklist.
Track the right things
- Initial bookings
- Return visit rate
- Class sign-ups
Platform rules that apply to physiotherapists
- Meta’s personal attributes policy: ads can’t assert or imply the viewer has a health condition. “Struggling with back pain?” risks rejection; “Back pain treatment in [City]” is safer.
- Google’s Healthcare and medicines policy applies to anything involving prescription drugs or regulated treatments; most standard clinical services can advertise without certification, but check the country-specific rules.
- Professional advertising rules from your health regulator (for example on testimonials or outcome claims) apply on top of platform rules.
Common mistakes
- Copy that assumes the viewer is injured
- No booking system
- Not tracking returning patients
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Physicians & Surgeons average of $40.04 per lead, 20 leads a month is roughly $801 in ad spend before management fees.
Clinics typically start with $1,000 to $3,000 a month.
Frequently asked questions
Do Google Ads work for physios?
Yes. Local searches for physiotherapy carry strong booking intent.
What converts best on Facebook for physios?
Classes and programs, plus introducing the team and clinic.
Can I target people with injuries on Facebook?
No. Meta doesn’t allow targeting or copy that implies a health condition. Target by location and interests, and keep copy about the service.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta Advertising Standards: Privacy violations and personal attributes
- Google Ads policy: Healthcare and medicines
- Google: Local Services Ads, eligible business types
Want a second opinion on your physio ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →