Semrush estimates about US$1.96 a click for "podiatrist near me", well below hearing test searches. Cheaper clicks only help if they come from people you can treat, so we structure the account around the problem being searched and judge it on appointments booked.
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An ingrown toenail and a child's flat feet are different appointments with different urgency. Someone in pain today wants the earliest slot. A parent can wait until after school. When both land on one generic page with one generic ad, you pay for the click and lose the booking. We don't currently have a podiatry client. This is the plan we would run, based on the research below.
We would run separate campaigns for urgent problems, ongoing care and specialties, each with its own ads and landing page. Then we would judge every campaign on the same measure: cost per booked appointment.
Semrush estimates for Australian searches. Competition runs from 0 to 1.
"Ingrown toenail treatment" gets 3,600 searches at about US$1.13, with competition at 0.91. Advertisers clearly value it. Same-day availability, stated honestly in the ad, is the thing worth testing here.
8,100 searches at about US$1.96 and competition of 0.54. This is usually the cleanest intent available, provided your radius matches how far patients will really travel.
"Sports podiatrist" is about US$2.16 on 720 searches. That's small, but if you have a clinician with real sports experience it should be low-waste.
"Plantar fasciitis treatment" gets 8,100 searches, though Semrush has no reliable click price for it. Some of those people will want stretches, not a clinic, so we would test it carefully and let SEO do the heavier lifting.
DMT's Google Ads management starts from $1,000 a month plus GST, and we recommend at least $2,000 a month in Search spend so there's enough data to optimise. Ad spend goes directly to Google and is never marked up. The $1,000 tier covers one campaign. A multi-campaign build like the one above starts from $1,500 plus GST, and new landing pages are quoted separately. As a guide from an orthodontic account, non-brand clicks on Transform Orthodontic Care's clinic campaigns averaged A$4.55 to A$5.06 over the 12 months to October 2026, which would buy roughly 400 clicks on that budget. Semrush's podiatry estimates are in US dollars, so we would confirm local prices with Google's Keyword Planner before quoting a forecast. Our Google Ads cost guide explains how click prices are set.
Built for a single-site or small-group clinic.
Urgent care, ongoing and diabetic foot care, children and sport. Each has its own budget, so one busy search can't swallow the rest.
"Foot" pulls in massage, spas, shoes, jobs and podiatry courses. Transform Orthodontic Care's clinic campaigns needed more than 4,000 negatives, including "ankle braces for kids", and podiatry has similar traps.
Each clinic gets its own radius and ads. We set it from where your patients actually come from, not a round number.
Sending ad traffic to a homepage wastes it. A heel pain ad goes to a heel pain page with fees, hours and a booking button.
Calls, forms and online bookings are all measured, so "cost per click" never gets mistaken for success.
If you see referred patients or offer on-the-spot claiming, that goes on the page, and we keep ad wording within Google's healthcare policies.
Section 133 of the National Law applies to ads for podiatry services: no testimonials about clinical care, nothing misleading, and no creating an unreasonable expectation of benefit. Any discount or free offer must state its terms. We write and review ads against those rules, and we check the automatically generated assets Google can add, because those appear under your name too.
Keyword and ranking figures: Semrush Australian database, checked 6 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Rankings are a national snapshot, so local results will differ. Advertising rules: Ahpra advertising guidelines.
Carefully. It gets 18,100 searches, but it also attracts people researching the profession. We would start with "near me", suburb and problem terms, then add it if the search terms report shows it's bringing patients.
Ads can show within days of launch, though the first few weeks are mostly about learning which searches book. We would review search terms closely in that period rather than judging the account on week one.
Possibly not across the board. If your general appointments are full but children's or diabetic foot care has room, we would advertise only that. See how hearing clinics face a different problem, where the clicks cost far more.
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