How to Target Suburbs or Postcodes with Google Ads for Your Physio Clinic

🎯 Why Geo Targeting Is a Game Changer for Physiotherapists

When someone searches Google for something like “physio near me” or “back pain physio Carlton”, they’re not just browsing — they’re likely in discomfort and looking to book soon. As a physiotherapy clinic, you don’t want your Google Ads showing up 30km away, where no one is going to drive to see you.

That’s why geo targeting (location targeting) is essential for any successful Google Ads campaign in the physiotherapy industry.

As a physiotherapy clinic looking to grow with Google Ads, geo targeting should be one of your top priorities.

In fact, not using geo targeting — or using it poorly — can lead to thousands of dollars in wasted ad spend.

📍 What Is Geo Targeting in Google Ads?

Geo targeting means showing your ads to people based on specific geographic locations: suburbs, postcodes, cities, or even a custom radius around your clinic.

This is critical for physiotherapists because:

• Your services are location-based

• Patients want convenience and proximity

• You want to spend your budget on local, high-converting traffic

If someone in another city clicks your ad — and they’re never going to book — that’s money down the drain.

❌ What Happens If You Don’t Use Geo Targeting Correctly?

Here’s what can go wrong:

1. You Waste Your Ad Budget

Running Google Ads without tight geo targeting means your ad could appear:

• In suburbs you don’t serve

• In areas with low-income or low-interest patients

• In completely irrelevant locations

  
  

Even one irrelevant click could cost $5–$15, depending on your area. Multiply that by dozens or hundreds, and suddenly your $800 monthly budget is being burned on leads that will never convert.

2. Low Click-Through and Conversion Rates

If your ads appear in areas where you’re not relevant, fewer people click. Google sees that and thinks your ad isn’t helpful. As a result:

• Your Quality Score drops

• Your cost per click (CPC) increases

• You pay more for worse results

  
  

3. Unqualified Leads and Wasted Time

You might even get people calling or booking from outside your service area — only to cancel when they realize you’re too far. This creates admin work, poor user experiences, and more inefficiency.

🏡 Why You Should Always Start with a Small Radius

Many physiotherapists want to target an entire city or state, thinking “more reach = more bookings.” But that’s rarely the case.

You’re far better off starting with a smaller radius (e.g. 3–5km) around your clinic and expanding once you’re seeing ROI.

Here’s why:

✅ 1. People Prefer Local Physios

Most patients will search for a physio within 5–10 minutes of home or work. Unless you’re in a rural area with no competition, patients won’t drive 30km for a physio. They want:

• Convenience

• Easy parking or public transport

• Fast availability

By focusing your Google Ads on people nearby, you’re targeting the most motivated searchers.

✅ 2. Smaller Radius = Higher Intent

Someone in your immediate suburb searching “sports physio near me” is more likely to:

• Book straight away

• Attend appointments regularly

• Leave reviews or recommend you

They’re exactly who your ads should reach.

✅ 3. Higher ROI per Click

When you only show ads in a 3–5km radius, your cost-per-lead (CPL) tends to drop because:

• The ads are more relevant

• Conversion rates improve

• Google rewards higher relevance with lower CPCs

👨‍⚕️ Geo Targeting for Non-Branded Searches

Non-branded searches are things like:

• “physio for shoulder pain”

• “back pain clinic [suburb]”

• “NDIS physio near me”

These are incredibly valuable because they show intent without loyalty to a specific clinic.

If someone’s searching that and they’re nearby — that’s your golden opportunity. But if your ad is showing 15km away, it likely gets ignored (or worse, clicked and wasted).

By geo-targeting your non-branded campaigns to local suburbs and postcodes, you ensure your ad is only seen by those who are both in need and nearby — not those too far away to be worth the click.

🔧 How to Set Up Geo Targeting in Google Ads for Physio Clinics

✅ 1. Target Specific Suburbs

• Go to Campaign Settings > Locations

• Search and select suburbs by name (e.g., “Leichhardt, NSW”)

• Add multiple nearby suburbs where your patients typically come from

  
  

✅ 2. Add Postcodes (Optional)

Postcodes give you a more granular level of control. Enter them manually to include (or exclude) certain local areas.

Example:Target 2040, 2041, 2046 — exclude 2039 if too far.

✅ 3. Use Radius Targeting (for dense urban areas)

• Choose your clinic location

• Set a radius (start with 3km or 5km)

• Only show ads to people physically within that radius

✅ 4. Exclude Non-Relevant Areas

If you're getting traffic from areas you don’t serve, go into your location report and exclude those areas manually.

Combining Keywords with Geo-Targeting for Better Results

Choosing the right keywords is only part of the equation — combining them with smart geo-targeting ensures your ads reach local physiotherapy patients who are ready to book. To see how we blend keyword strategy with location targeting to maximize results, check out our Best Search keywords for Google Ads for Physiotherapists page for proven tips that reduce wasted spend and attract nearby clients.

📝 Bonus Tips to Improve Your Location-Targeted Ads

1. Mention Suburbs in Your Ad Copy

   • E.g. “Trusted Physio in South Yarra – Book Online Today”

   • Reinforces relevance to searchers and increases click-through rate

2. Use Location Extensions

   • Show your address and Google Business listing

   • Helps build trust and makes it easier to find you

3. Have Landing Pages for Key Suburbs

   • If you want to rank organically too, create pages like “Physio in Bondi” or “Sports Physio in Fitzroy”

4. Track Which Locations Perform Best

   • Google Ads reports show performance by location

   • Use this data to optimize or pause underperforming zones

   
   
   
   

📊 Real-Life Example: Clinic in Brisbane

Let’s say your clinic is in Newmarket, QLD. You could:

• Target: Newmarket, Ashgrove, Wilston, Kelvin Grove (and postcodes 4051, 4053)

• Exclude: Chermside, Mt Gravatt, anything further than 6km

• Start with a 3km radius and track the quality of leads

• Adjust after a month of data

Most likely, your best-performing leads will come from within that tight radius.

💬 Final Thoughts: Don’t Try to Be Everywhere

You don’t need to target the entire city. You need to target the right 3–5 suburbs where patients are ready to book. Starting small and scaling slowly based on performance is how you win with Google Ads in physiotherapy.

🚀 Need Help with Geo Targeting?

At Google Ads Consultant, we help physiotherapy clinics set up smart, location-targeted campaigns that actually bring in patients — not clicks from 30km away.

Let’s make sure your ads are working for you, not against you.

👉 Book a free 30-minute strategy call to get started.