Pivotal Physio

A physiotherapist assisting a patient with a knee lift exercise in a modern clinic setting, focusing on posture and movement alignment for rehabilitation.
  • 83% Lead Growth

Lead Rate Increase

Pivotal Physiotherapy partnered with Parilon Digital to improve their online visibility and drive more leads. By optimizing underperforming ad accounts and creating targeted campaigns, we boosted their lead generation by 83% in just three months, enhancing profitability and local market dominance.

A physiotherapist assisting a patient with a knee lift exercise in a modern clinic setting, focusing on posture and movement alignment for rehabilitation.
About Pivotal Physio

Pivotal Physiotherapy focuses on empowering and supporting clients to lead healthy, active lives. Led by Raj and Craig since 2008, the business has expanded to three locations with over 30 professionals offering more than 13 services.

Their team continually enhances their expertise with certifications in areas like acupuncture and dry needling, ensuring they provide cutting-edge treatments. Pivotal is also deeply involved in the community, promoting wellness and sponsoring local events that positively impact clients.

Physiotherapist applying kinesiology tape to a patient's leg in a modern clinic setting, representing health, rehabilitation, and personalized care. The image reflects the importance of physiotherapy services and highlights patient-focused wellness, ideal for digital marketing in the healthcare sector.

The challenge

Pivotal Physiotherapy, a trusted healthcare provider across four locations in Alberta, faced significant competition in attracting new patients. Despite offering comprehensive services in physiotherapy, massage, chiropractic, and acupuncture, their digital ad accounts were underperforming, limiting inbound leads and growth potential.

Their goal was to increase lead generation across multiple target markets and ensure that potential patients engaged with their brand before turning to competitors. The challenge was to revamp and optimize existing ad accounts that were not delivering meaningful results.

Zara has commended our marketing capabilities, stating, “They have surpassed what most other companies can offer.” This praise reinforces our commitment to delivering exceptional results for all our clients, no matter the industry or scale of their operations.

Services Used:
STRENGTH IN NUMBERS

Business impact

The impact of revitalizing Pivotal Physiotherapy’s digital strategy was felt across all areas of the business. With increased lead flow, appointment bookings rose significantly, allowing Pivotal to grow their patient base across all four locations. By lowering ad spend while driving more conversions, their overall profitability improved, freeing up resources for further investment in staff, equipment, and community outreach.

Additionally, enhanced local visibility established Pivotal as a top-of-mind provider, reinforcing brand awareness and trust within their communities. This long-term growth positioned them strongly against competitors and secured a greater share of the local market.

Higher Patient Volume – Increased leads translated directly into more appointments and revenue

Stronger Market Position – Pivotal emerged as a leading physiotherapy provider in all target areas

Operational Growth – Improved cash flow allowed for reinvestment in services and expansion initiatives

83%

Increase in new customer lead count

15%

Decrease in monthly digital ad spend

+90%

Impression share of relevant keywords

The Secret Sauce

Upon taking over the project, we conducted a full audit of the existing ad accounts, identifying inefficiencies and areas for improvement. Our team restructured the campaigns to focus on high-intent keywords and localized targeting, ensuring that ads were shown to people actively searching for physiotherapy services in their area.

We developed hyper-targeted Google Search ads tailored to each location, refining copy and ad extensions to highlight Pivotal’s expertise and service offerings. For Facebook, we created localized campaigns that spoke directly to community needs, showcasing testimonials and promotions to build trust and drive engagement.

Additionally, we implemented ongoing performance monitoring, adjusting bids and budgets in real time to capitalize on high-performing areas and minimize wasted spend. This approach allowed us to consistently optimize performance, ensuring leads continued to grow while keeping ad spend efficient.

“Thanks to Parilon Digital’s efforts, our Google Ads conversion rate has increased massively. They made everything so easy by communicating frequently via email and had monthly virtual meetings. Their team took the time to deliver the project smoothly and successfully.”

For Pivotal Physiotherapy, we put together a robust digital strategy that includes:
  • Google Ads
  • GTM Custom Event Triggering
  • Custom Analytics & Reporting
  • Conversion Rate Optimization
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