Physical Therapy Lead Generation Case Study, Google Ads, Meta Ads & Conversion Tracking

• Mian Tajamul
• December 29, 2025
• 0 Comments

Client Overview

This case study is based on my work with a Physical Therapy & Rehabilitation Clinic operating in a competitive urban market in Pakistan. To respect client confidentiality, the actual clinic name and website are not disclosed.

The clinic offered multiple services including Physiotherapy, Chiropractic Care, Hijama (Cupping Therapy), Dry Needling, Shockwave Therapy, and Rehabilitation Programs. The target audience included patients suffering from chronic pain conditions such as back pain, neck pain, disc herniation, frozen shoulder, sciatica, plantar fasciitis, and posture-related issues.

The clinic had a live website and social presence, but the owner faced a common challenge:

Spending on ads without clearly understanding what was working, what wasn’t, and which channel was actually generating real patient inquiries.

The objective was not just traffic, it was measurable, high-intent leads through calls, WhatsApp messages, and booking actions.

The Core Problems Before My Involvement

Before working together, Reactive Physio faced several common but serious digital marketing challenges:

1. Unstructured Paid Ads Strategy
   Ads were not segmented properly by service. Physiotherapy, chiropractic, and hijama were being mixed, causing poor relevance and weak Quality Scores.
2. Low Conversion Visibility
   The clinic had no clear way to track:
   • How many users clicked the phone number
   • How many contacted via WhatsApp
   • Which landing page or ad produced the lead
3. Landing Pages Not Built for Paid Traffic
   Pages were informative but not optimized for urgency, trust, or quick action.
4. Confusion Around GA4 & GTM
   Events were not firing correctly, and there was uncertainty about whether clicks on tel: and WhatsApp links were being recorded.
5. Budget Sensitivity
   With a limited monthly budget, every rupee needed to be spent on high‑intent traffic only.

My Strategy: Building a Full-Funnel Growth System

Instead of treating this as “just ads,” I approached Reactive Physio as a local service growth project. My strategy focused on three pillars:

1. High‑Intent Traffic Acquisition
2. Conversion‑Optimized Landing Pages
3. Accurate Lead Tracking & Attribution

Phase 1: Google Ads Strategy (High-Intent Search Traffic)

Service-Based Campaign Structure

I created separate search campaigns for each core service:

• Physiotherapy in Lahore
• Chiropractor in Lahore
• Hijama / Cupping Therapy in Lahore

This allowed:

• Better keyword relevance
• Higher Quality Scores
• Clear performance comparison between services

Keyword Research & Intent Mapping

Instead of broad keywords, I focused on buyer-intent searches, such as:

• physiotherapist in lahore
• best physiotherapist near me
• chiropractor near me
• chiropractor at home
• hijama center in lahore
• cupping therapy near me

These keywords indicated users who were ready to book, not just researching.

Ad Copywriting (RSA)

All Responsive Search Ads were written with:

• Headlines between 27–30 characters (to maximize visibility)
• Location-based trust (Lahore focus)
• Pain‑solution messaging
• Clear CTAs like Call Now, WhatsApp Us, Book Session

Extensions used:

• Call Extension
• Sitelinks (Services, Pricing, Book Appointment)
• Location relevance

Phase 2: Meta Ads (Demand Creation & Retargeting)

Objective-Based Campaigns

For Meta (Facebook & Instagram), I ran Message-focused campaigns:

• WhatsApp Messages
• Inbox Messages

This aligned perfectly with how patients prefer to contact clinics in Pakistan.

Service-Specific Ad Sets

Each service had its own creative and copy:

• Neck & Back Pain Videos (Urdu voice-over)
• Chiropractic Adjustment Benefits
• Shockwave Therapy for chronic pain
• Hijama awareness & pricing offers

Urdu + English Copywriting

To maximize reach and trust, I wrote:

• Urdu ads for emotional connection
• English ads for professional credibility

This bilingual approach significantly improved engagement.

Budget Allocation

Total monthly budget: PKR 30,000

• Split evenly across 3 services
• Daily budget optimization based on engagement

Phase 3: Landing Page Optimization

Each service was directed to a dedicated landing page, not the homepage.

Key Improvements Made

• Clear service headline
• Pain points addressed immediately
• Trust signals (certified therapists, experience)
• Multiple CTAs:
  • Call Now
  • WhatsApp
  • Book a Session

The goal was to reduce thinking time and increase action.

Phase 4: Conversion Tracking (The Most Critical Part)

This was where most clinics fail — and where I added major value.

Tracking Goals Defined

Instead of vanity metrics, we tracked real business actions:

• Phone number clicks (tel:)
• WhatsApp clicks
• Book appointment button clicks

GA4 + GTM Implementation

I implemented a clean tracking structure:

• Single GA4 configuration
• Click-based event tracking for all CTAs
• Same link, different button texts handled correctly

Events created:

• call_click
• whatsapp_click
• book_session_click

These were marked as Conversions in GA4, allowing:

• Clear lead intent measurement
• Channel-level performance comparison
• Future Google Ads conversion optimization

Challenges Faced & How I Solved Them

Ads Active but Not Spending

Solved by:

• Fixing bid strategy
• Improving keyword intent
• Removing low‑quality search terms

GTM & GA4 Confusion

Solved by:

• Correct Google Tag setup
• Proper triggers instead of page-based assumptions

Multiple Landing Pages

Solved by:

• Single tracking logic
• Event parameters for differentiation

Results & Business Impact (Verified Performance Data)

This project delivered strong, data-backed results across both Google Ads and Meta Ads, proving that a well-structured full-funnel system can generate results even with controlled budgets.

Google Ads Performance (Search Campaigns)

Using high-intent, service-based search campaigns, the clinic achieved the following results:

• Total Spend: PKR 23,000 (approx.)
• Total Clicks: 1,961
• Total Impressions: 65,347
• Average CPC: PKR 11.72

Why this matters:

• Extremely low CPC for a medical service niche
• High search visibility for commercial-intent keywords
• Consistent flow of users actively searching for treatment

These were not awareness clicks. these were users searching for solutions like physiotherapist near me, chiropractor in Lahore, and hijama center.

Meta Ads Performance (WhatsApp & Message Campaigns)

Meta Ads were used to capture demand and convert interest into direct conversations.

• Total Spend: PKR 28,027.67
• Total Conversions (Messages / Actions): 514
• Reach: 68,708
• Impressions: 146,530
• Cost per Result (CPR): PKR 56.51

Why this matters:

• Nearly 500 direct user actions
• Strong reach with controlled frequency
• Affordable cost per lead in a local healthcare niche

This confirms that message-based campaigns are highly effective for clinics where users prefer WhatsApp or inbox communication.

Why This Case Study Matters

This project proves one thing:

Running ads without tracking is gambling.

I don’t just run ads, I build reliable lead generation systems for local service businesses.

Why Hire Me?

If you are a:

• Physiotherapy clinic
• Chiropractor
• Medical or local service business

And you want:

• Real leads, not just clicks
• Clear tracking of calls & WhatsApp
• Ads that actually convert

Then I can build the same system for you.

From traffic → to trust → to tracked conversions, that’s my approach.

SEO Built on Strategy, Data & Execution

£3k → £400k+ revenue growth through SEO

Proven CRO: 7× conversion improvement

Clear weekly reporting with real KPIs

Focused on rankings, traffic & conversions

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