How to Hire Great Physiotherapy Staff Using Retargeting Ads

Why Hiring Great People Feels So Hard Right Now

Physiotherapy practice owners across the country are facing the same hiring challenge: it’s getting harder to find and attract top-quality clinicians. You post on job platforms, only to be flooded with unqualified applicants, while the high performers you really want are nowhere to be seen.

The reality? The best physios probably already have jobs and aren’t actively searching. So if you’re only relying on traditional job ads or waiting for word-of-mouth referrals, you’re missing out on a more proactive and scalable approach.

There’s a smarter way to position your practice in front of top talent — even if they’re not job hunting. It starts with retargeting ads.

Why Traditional Hiring Ads Often Miss the Mark

Job boards are saturated. Hundreds of other clinics are advertising in the same place. It’s competitive, noisy, and often a race to the bottom. Even if you manage to write a standout ad, you’re relying on hope — hope that the right person sees it at the right time and is ready to apply.

You also can’t control who sees your ad once it’s live. And even if someone is curious, they might visit your site once and disappear forever.

That’s where retargeting changes the game.

Retargeting: The Hidden Opportunity for Attracting Top Talent

Retargeting ads are ads that “follow” people online after they visit your website. They allow you to stay top of mind with potential hires — whether they’re ready to apply today or 6 months from now.

If someone visits your Careers page, watches your recruitment video, or checks out your job ad, they’re likely interested. With retargeting, you can ensure they keep seeing your practice pop up across:

• Facebook and Instagram
• Google Display Network (banner ads on news and content sites)
• YouTube
• LinkedIn (great for leadership roles or senior clinicians)

This means even if they’re not actively looking for a new job now, they’ll remember your clinic when they are.

Step 1: Set Up Your Careers Page and Tracking

First, make sure your job ad links to your own Careers page on your website — not just the job board listing.

On that page:

• Showcase your clinic culture and team
• Share testimonials from current staff
• Highlight your benefits, flexibility, PD support, or career progression

Then, install tracking pixels:

• Facebook Pixel
• Google Ads Tag (via Google Tag Manager)
• LinkedIn Insight Tag (for senior hires)

These let you create retargeting audiences based on who visits your Careers page or interacts with your hiring content.

Step 2: Build Your Custom and Lookalike Audiences

Once tracking is in place, you can create custom audiences such as:

• People who visited your Careers page in the last 30-90 days
• People who watched more than 50% of your hiring video
• Past applicants you wanted to hire but didn’t join
• Lookalike audiences based on your best current team members

This lets you run highly targeted ads to the right people, not just random job seekers.

Step 3: Craft Retargeting Ads That Inspire Action

Think of these like patient marketing ads, but for attracting great people. Focus on what matters to them:

• Culture and flexibility
• Growth and mentorship
• Real stories from your team
• Career pathways or ownership opportunities

Types of ads to consider:

• Video ads: Behind-the-scenes culture, team testimonials, PD days
• Carousel ads: Highlight key benefits or staff quotes
• Story ads: Casual day-in-the-life snippets
• Static image ads: Clear, compelling messaging (not just salary)

You don’t need a big production team. A smartphone video showing happy staff and a thriving clinic goes a long way.

Step 4: Budget for Ongoing Visibility

You don’t need a huge budget to get started:

• Facebook/Instagram: $5-10/day
• Google Display: $3-5/day
• YouTube: $5-10/day
• LinkedIn: $10+/day (more targeted, but pricier)

Retargeting isn’t about reaching everyone. It’s about staying in front of the few who already showed interest. That’s what makes it cost-efficient.

Why This Works

You don’t hire staff the same way you book patients. Yet, the same principles apply:

• People need multiple touch points
• Trust builds over time
• Right message to the right person = action

Retargeting lets you play the long game. So when that top physio decides they’re ready for a change, your practice is already the first one they think of.

Final Thoughts

Hiring doesn’t have to feel like rolling the dice. With retargeting ads, you can build a reliable system that keeps great people thinking about your practice — even when they’re not actively looking.

If you’d like to chat about how to implement this in your clinic or want help bringing more of the right people into your practice so you can grow faster and become the go-to choice in your area, call us anytime. We’d love to hear more about your goals and see how we can support you.