How PT of the City cut its cost per inquiry by a third.
PT of the City is an insurance-based network of 32 physical therapy clinics across New York. We rebuilt its Google Ads for nine clinics in Manhattan and Brooklyn, built 18 landing pages and started SEO on its website. Within six weeks, the cost of each call or booking request fell from $39 to $25.
Conversions are calls of a minute or more, phone taps and booking requests from our campaigns, as recorded in Google Ads. Calls share a central line and are not yet matched to booked visits.
PT of the City wanted Google search to bring in patients it could count, clinic by clinic.
The network takes most major insurance, including Medicare, Medicaid, No-Fault and Workers’ Comp, and New York lets patients start physical therapy without a referral. We took on Google Ads for seven Manhattan and two Brooklyn clinics, landing pages for those ads, and SEO for the whole website.
Conversions that weren’t patients
Map taps and direction requests were counted alongside calls and booking requests, so cost figures mixed inquiries with browsing.
Mostly broad match
94% of keyword spend was on broad match, which put ads in front of searches for chiropractors, other clinics and jobs.
Nowhere to land
Ads went to the website’s clinic pages and a long booking form. The site belongs to the client, so changes there go through its own developers.
One number for 32 clinics
The clinics share one central phone line, which makes it hard to tell which ad or clinic a call came from.
One landing page per clinic, condition and insurance type.
Someone searching near Midtown lands on the Midtown clinic page, with its address and hours. Each page leads with insurance and no-referral access, puts a two-step form at the top and lists the services its clinics offer. In the first two weeks, the share of ad clicks that became booking requests rose from 2.1% to 2.7%. It’s early, and two clinic campaigns dipped.
Midtown clinic
- Clinic address and hours on the first screen
- Two-step booking form, insurance optional
- Lists the services this clinic offers
The path from search to booking.
Neighborhood targeting
Each clinic has its own radius, and ads show to people who are inside it.
Insurance first
Insurance is the network’s strength, so ads and pages lead with it, and with no-referral access.
Accurate by clinic
Each page lists the services its clinics offer, checked against the client’s own list, with no outcome promises.
Conversions that mean something
Booking requests and calls of a minute or more count. Map taps and direction requests are excluded.
Cost per call or booking request, by week.
Our campaigns, as recorded in Google Ads. Over the same weeks, ads moved to the new pages and two of the busiest campaigns moved to conversion-based bidding.
| Week | Cost per conversion | Volume |
|---|---|---|
| Week 1 | $39 | 92 conversions |
| Week 2 | $38 | 84 conversions |
| Week 3 | $34 | 107 conversions |
| Week 4 | $33 | 128 conversions |
| Week 5 | $25 | 160 conversions |
Reporting weeks, conversions rounded. Four days between weeks 4 and 5 are left out because our weekly reports overlap there. Excluding brand searches, the cost went from $59 to $34.
Uptown: Harlem and Inwood.
The first campaign we moved to conversion-based bidding. It runs in English and Spanish. Five weeks later it brought in twice the calls and booking requests, on a larger budget, at a lower cost each.
New titles live, more pages on the way.
The website belongs to the client, so we write the changes and its developers publish them. Rankings for Manhattan searches are improving. It’s too early to judge clicks from the new titles.
Ready to publish
Copy for 13 service pages, 9 condition and insurance pages and 5 borough pages, plus 8 blog posts.
Fixed
Wrong ZIP codes on two clinic pages corrected. All 32 clinic pages are indexed by Google.
Next: local listings
Many “near me” searches show a map of nearby clinics. Getting the clinics’ Google Business Profiles in order comes next.
Rankings and clicks from Google Search Console for ptofthecity.com.
- Google Ads
- Landing pages
- Conversion tracking
- SEO
- Keyword research
- Spanish-language ads
- Weekly reporting
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