How to Create Google and YouTube Retargeting Ads to Grow Your Physiotherapy Practice
Retargeting ads are one of the most powerful tools for physiotherapy practice owners looking to get more new patients, increase revenue, and stay top-of-mind in their local community.
If you’re already running Google or YouTube ads (or even if you aren’t yet), adding a retargeting strategy can help you recover the 97% of website visitors who don’t book on their first visit.
In this article, you’ll learn why retargeting matters, how it fits into the patient decision-making journey, and the steps to create an effective Google and YouTube retargeting system.
Why Retargeting Ads Are a Game-Changer for Physio Clinics
Most physio clinics spend all their marketing budget targeting the 3% of people who are ready to book right now.
But what about the other 97% who visit your website, click on your ad, or watch your videos—but don’t take action immediately?
They’re still interested. They just need more time and touchpoints before they’re ready to book.
Retargeting allows you to keep showing your message to these people—cost-effectively—until they’re ready to take the next step.
It’s one of the easiest ways to increase the return on your ad spend (ROAS) and keep your clinic top-of-mind.
Step 1: Set Up Tracking First
Before anything else, you’ll need to set up tracking on your website:
- Install Google Tag Manager
- Add your Google Ads Pixel to the site
Without this, Google won’t be able to track who visited your site and didn’t take action.
Step 2: Build Custom Audiences
In your Google Ads account, create custom audiences of:
- Website visitors (last 30–90 days)
- People who clicked on your ads but didn’t book
- Past patients who haven’t visited in months
- People who watched at least 25% of your YouTube videos
These people are familiar with your brand. They just need more nudges.
Step 3: Launch Google Display Retargeting Ads
Google Display ads are the banner ads you see on news sites, blogs, and apps. These reach about 90% of websites.
Use Canva or Adobe Express to design ads with:
- Clear, benefit-driven headlines (e.g. “Still in pain? Book now.”)
- Photos of your clinic or physios
- Your offer or guarantee, if you have one
- Testimonials or 5-star reviews to build trust
Tip:
Create ads tailored to the most-visited pages on your website. For example, if many people visit your lower back pain page, create an ad that says:
“Still struggling with lower back pain? Come see our physios.”
Step 4: Launch YouTube Retargeting Ads
YouTube is ideal for building trust and showcasing your clinic.
Use simple video ads (15–30 seconds) recorded on your phone.
A high-converting YouTube retargeting ad follows this formula:
- Hook (First 5 Seconds): “If your back pain hasn’t gone away, here’s what to do next.”
- Value: Share what most people get wrong about recovery
- Call to Action: “Book your appointment now.”
These ads are shown to people who:
- Visited your site
- Watched a certain percentage of your YouTube videos
And because they already know your brand, these ads are much more likely to convert.
Step 5: Retarget Past Patients
Your past patients are one of your most valuable audiences.
Upload your past patient list to Google Ads and create a custom audience.
You can even build lookalike audiences based on your best patients. Google will then show your ads to people in your area who are similar to them.
Step 6: Budget and Scaling
Start small:
- Google Display Ads: $3–5/day per campaign
- YouTube Ads: $5–10/day per campaign
Aim for a minimum 3X ROAS (return on ad spend). If you’re getting that return, you can safely scale up.
Track key metrics like:
- Click-through rate (aim for at least 12%)
- Number of calls or online bookings
Key Takeaways
- Only 3% of website visitors are ready to book right now—retargeting helps you reach the other 97%.
- Google and YouTube retargeting is cost-effective and keeps your practice top-of-mind.
- With the right setup, you can nurture leads until they’re ready to become paying patients.
- Short, clear, benefit-driven ads work best for Google Display.
- YouTube videos should be short, valuable, and have a strong hook in the first 5 seconds.
If you’d like help setting up a retargeting system or want to explore how your clinic could get more new patients and increase revenue, call us for a chat. We’re always happy to help you take the next step to becoming the #1 physio clinic in your area.
