Carindale GP Clinic — Google Ads
A bulk-billing GP clinic in a competitive area used Google Ads to grow new patient registrations by 89%.
TL;DR
- Challenge:
- A bulk-billing GP clinic in a saturated Carindale market with flat new patient growth.
- Approach:
- Location-specific health campaigns, MyMedicare-focused landing page, AHPRA-compliant ad copy.
- Result:
- +89% new patient registrations, $12 CPA, 120 MyMedicare registrations in 3 months.
Key Results at a Glance
+89%
New patient registrations
$12
Cost per new patient
New
MyMedicare registrations
Client Context
Business Type
General practice (bulk-billing family GP)
Founded
2010
Team Size
6 doctors + 4 nurses + admin
Market
Carindale, Camp Hill, Belmont, Brisbane south
Revenue Tier
$2.2M annual revenue
Stack Before
Best Practice PMS, no digital marketing, walk-in signage
The Challenge
The clinic was in a competitive area with 6 other GPs within 2 km. New patient growth had flatlined and the bulk-billing model meant margins were thin — every new patient needed to be acquired cheaply.
Goals & KPIs
North-Star Metric
Grow new patient registrations 50%+ and register 100+ patients under MyMedicare
Supporting KPIs
New patient registrations/month
Target: 60+
Cost per registration
Target: Under $20
MyMedicare registrations
Target: 100+
AHPRA compliance
Target: 100% of ads
Same-day appointment share
Target: 30%+
Discovery & Research
Audit Findings
- •Zero digital marketing
- •MyMedicare rollout under-communicated
- •No landing page for GP-specific queries
- •AHPRA compliance risk in messaging
- •6 competitors within 2 km
Baseline Issues
- •34 new patients/month
- •Zero MyMedicare registrations
- •No same-day appointment tracking
- •AHPRA compliance risk
Competitor Insight
Top Brisbane GP clinics ran hyper-local Google Ads with AHPRA-compliant copy and had dedicated same-day appointment landing pages.
Audience Insight
Brisbane southside families search "bulk billing GP" + "doctor near me" 3-4x more than "GP" alone — bulk billing is the trigger word.
Strategy
Core Hypothesis
“If we run hyper-local Google Ads with AHPRA-compliant "bulk billing + same-day" messaging, new patients will 2x because Brisbane families choose GPs on proximity + cost.”
Positioning Shift
Repositioned as "Carindale's bulk-billing family GP — same-day appointments, MyMedicare registered".
Channel Mix
Google Search — GP intent · 60%
High-intent capture
MyMedicare landing page · 25%
Registration driver
Same-day appointment ads · 10%
Urgency intent
GMB optimisation · 5%
Local visibility
Our Approach
Location-specific health campaigns
Ran Google Ads for "bulk billing GP Carindale", "doctor near me Carindale", and "same day GP appointment Brisbane south" — targeting the immediate catchment.
MyMedicare landing page
Built a landing page explaining the MyMedicare program benefits — encouraging patients to register with the clinic as their regular GP for continuity of care incentives.
AHPRA-compliant ad copy
Wrote ad copy within AHPRA guidelines — no outcome claims, no "best doctor" language — focusing on bulk billing, same-day appointments, and family-friendly care.
Phased Roadmap
Weeks 1–4
Foundation
- →AHPRA compliance audit
- →MyMedicare landing page
- →GMB optimisation
- →Google Ads campaign setup
Weeks 5–12
Launch
- →Google Ads: "bulk billing GP Carindale"
- →Same-day appointment landing page
- →AHPRA-compliant ad copy (no outcome claims)
- →New patients: 34 → 52/month
Weeks 13–16
Scale
- →MyMedicare campaign
- →Expanded to Camp Hill + Belmont keywords
- →A/B tested LP variants
- →MyMedicare registrations: 120
What We Built
The Results
Monthly New Patient Registrations
Before vs After — 4 Months
| Metric | Before | After | Change |
|---|---|---|---|
| New patient registrations | 34/month | 64/month | +89% |
| Cost per new patient | N/A | $12 | $12 |
| MyMedicare registrations | 0 | 120 in 3 months | New |
“At $12 per new patient, the ads pay for themselves in the first visit. MyMedicare registrations were the bonus.”
Dr. Anil M.
Practice Owner
Key Insights
- →Bulk-billing focus attracted the exact demographic that stays long-term
- →AHPRA-compliant copy performed as well as non-compliant — no need to skirt rules
- →MyMedicare registrations funded ongoing marketing with the continuity payment
- →Same-day appointment ads had the lowest CPA of any campaign
What's Next
Adding women's health + skin cancer check landing pages, launching a nurse-led chronic disease management campaign, and expanding into telehealth.
Ready to see similar results?
Book a free strategy call — we'll audit your current setup and map out what growth looks like for your business.
Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.