Northpoint Physiotherapy Sample case study
Paying for clicks from people who wanted a home visit in Noida.
- The headline says welcome, not what a visitor gets.
- “Read more” is the only action above the fold.
- The enquiry form asks nine questions, below the fold.
Context
Northpoint runs three physiotherapy clinics, two in Faridabad and one in Saket. Almost every new patient starts with a phone call or a form, and Google Ads was the only paid channel.
The owners wanted more assessment bookings without raising the monthly budget of ₹1.2 lakh. The front desk felt the phone was busy but the diary was not.
- What they wanted
- More booked assessments from the same budget.
- Constraints
- Monthly ad budget fixed at ₹1.2 lakh
- No developer on the team
- Bookings recorded in a shared Google Sheet, not a CRM
What we found
- Broad-match keywords matched “physiotherapy course”, “physio jobs” and home-visit searches across NCR.
- Every ad sent people to the homepage, which led with a welcome message and a stock photo.
- The enquiry form asked nine questions, including date of birth and referral source.
- The account counted any form submission as a conversion, so a job application looked the same as a booking.
- The mobile homepage took 6.8 seconds to show its first content on a 4G connection.
The work
01
Campaign restructure
Rebuilt the account around four conditions people actually search for (back pain, knee pain, sports injury, post-surgery rehab) with a 6 km radius around each clinic. Added 240 negative keywords from four months of search terms.
- ₹11,690 spent on searches that could never become a booking.
02
One page per condition
Four landing pages that answer the question in the ad: what the assessment includes, what it costs, how soon you can be seen. Three form fields, plus a WhatsApp option for people who prefer to type.
- The headline repeats what the person searched for.
- Price and waiting time are visible before scrolling.
- Three fields, or WhatsApp for people who prefer to type.
03
Counting the right thing
The front desk marks booked assessments in the existing sheet. A weekly import sends those back to Google Ads as offline conversions, so bidding learns from bookings instead of form fills.
- Only rows marked “Booked” are sent back as conversions.
What happened
April to June 2025, compared with January to March 2025
38%
Lower cost per qualified lead
₹1,940 down to ₹1,205, same monthly budget
2.1×
Landing-page conversion rate
3.1% on the homepage, 6.6% on the condition pages
43
Qualified enquiries in June
Up from 24 in March, counted from the booking sheet
We stopped arguing about whether Google Ads works. Now we look at the booking sheet on Monday and know.
From the project file
- Three fixes, in order, with an owner for each.
What we learned
The biggest gain came from making the landing page more specific, not from increasing the ad budget.
Recognise any of this?
If your situation sounds similar, tell us what you’re working on. We’ll start with the business, then talk about channels.
- hello@growedge.in