3 Locations
up from 1 under the previous agency
~2x
more monthly leads than the original program
-14%
lower cost per lead, even with 3x the footprint
The Starting Point
Physical therapy is a genuinely crowded specialty market — dozens of practices competing for the same core searches. The practice's SEM program began as a single-location campaign, managed by a previous agency, built around fairly broad, generic targeting. It performed reasonably well for what it was — there just wasn't a plan in place for what growth into new locations, or more specific service lines, would look like.
The Growth
Since taking over, we built dedicated search campaigns for two additional locations — each grounded in research into the local competitive landscape and exactly who the right customer is in that area, including higher-value specialty referral sources like workers' compensation and post-surgical rehab, not just general orthopedic searches — tested different campaign structures to see what actually converted, and gradually shifted a growing share of the budget into Performance Max as the account matured. That ongoing optimization is why today's program looks completely different from where it started.
The Results
WITH THE PREVIOUS AGENCY (1 LOCATION):
$38.58
average cost per conversion
~29
average monthly conversions
TODAY (3 LOCATIONS):
$33.32
average cost per conversion
~62
average monthly conversions
A Closer Look
Conversion rate today (8.3%) sits below the original single-location rate (11.9%) — but that's the expected effect of scale, not a step back. Two of the three locations are still new and ramping up, while the original has years of presence behind it. Even so, blended performance already beats that original baseline, with nearly double the monthly leads at a lower cost per lead — with real room to grow further as the newer locations mature.
See What a Growing SEM Program Could Do for Your Practice
Whether you're at one location or planning to expand, a search strategy built to scale makes the difference.
Or reach out: (908) 403-0727 | CLanthier@LanthiaMedia.com