Know which podiatry services to actually advertise on Google
See why your highest-margin service is usually the wrong place to start.
For UK podiatry clinics. Based on your services, prices, budget and funnel.
Your data stays in your browser. We never see or store individual clinic numbers.
Your highest-margin service is probably the wrong campaign.
Most podiatry clinic owners want to advertise their highest-margin treatments. Orthotics, biomechanical assessments, the £400 packages. The logic makes sense on paper. But it doesn't always work like that.
Margin per case is one input. Search demand, conversion path, minimum test budget and clinical capacity are the others. Spend £500/month on a low-demand service and Google never gathers enough booking data to optimise. The campaign looks broken when it's just starved.
The Service Selector takes your services, prices, budget and funnel and tells you which to advertise now, which to add when budget grows, and which to wait on until the funnel is built.
Search demand, properly weighted
Routine podiatry has the broadest local intent. Custom orthotics has higher margin but rarely-searched keywords. The selector ranks by deployable demand, not just headline margin.
Budget vs Google's learning threshold
Below £200/mo, no service deploys cleanly. Below £600/mo, only routine. The selector flags exactly which services your budget can fund.
Capacity, in clinical hours
10 new patients/month at 2.5 hours each is 25 hours of diary. The selector warns when demand would outrun your spare hours.
Three steps. Five minutes.
Tell us about your clinic
Where you are, monthly Google Ads budget, spare clinical hours.
Enter your services
Pre-filled with UK podiatry typicals. Adjust price, visits, time, materials and repeat rate.
See the honest picture
Recommended deployment, services grouped by what to do with them, capacity check.
What makes this different
It exposes the margin trap
Margin per case looks like the obvious lever. The selector shows why that's only one of five factors, and why most clinics pick the wrong starting campaign.
It names the right starting service
Not the highest-margin one. The one with the broadest demand, simplest booking journey and lowest CPA. The campaign that actually deploys at your budget.
It models a budget growth ladder
Not just "what to do today". A four-tier plan from £200 to £1,000+ showing what to add as budget grows.
Your report includes
Recommended deployment
The single service (or two) to actually run at your budget. Spend split, expected patients, expected revenue.
Per-service breakdown
Cost per new patient, profit after CPA, minimum test budget, demand level. Bars show profit ranking visually.
Budget growth ladder
Below £200, £200-£600, £600-£1,000, £1,000+. What to add at each tier as budget grows.
The right verdict, plainly stated
"Best low-budget core campaign", "Strong but budget-limited", "Pays back via cross-sell" — language that matches what each service actually is.
Capacity check
When recommended deployment would generate more clinical hours than you have spare, you see it.
What not to do
Don't run one campaign with everything in it. Don't send paid traffic to the homepage. The four mistakes most clinics make.
Other HMDG planning engines
The Capacity Engine tells you what your clinic is capable of. The Pricing Engine tells you what to charge. The Retention Engine tells you whether your patients come back. Use all four.
FAQs
What's wrong with just advertising my highest-margin service?
It assumes margin is the only input. Search volume, learning thresholds, conversion path and capacity all matter. A £500/month budget on orthotics keywords usually generates 3-4 clicks per week — Google can't optimise on that. The same £500 on routine podiatry can generate 30+ clicks. Same budget, very different campaign behaviour.
Do I need exact numbers?
No. The defaults are calibrated to UK podiatry typicals. Adjust the ones that differ in your clinic. Estimates work — the model is for directional planning, not financial forecasting.
Is this just for podiatry?
Yes. The CPCs, demand levels and minimum-test-budget thresholds are calibrated specifically for UK podiatry keywords. We'd build separate engines for physiotherapy, osteopathy and others if there's demand.
What do you do with my data?
Nothing. Your inputs stay in your browser. We never see or store individual clinic numbers.
Why does it say spend my whole budget on one service at low budgets?
Because Google needs roughly 10 conversions per month per campaign to gather enough data to optimise. Splitting £500 across four services gives each one £125 — far below that threshold. One funded campaign generates more bookings than four starved ones.
Why doesn't this just recommend the highest-margin service?
Because Google Ads doesn't reward margin. It rewards services with enough search demand to deploy budget cleanly, a clear booking journey, and conversion volume Google can learn from. Margin still matters — it sets the headroom — but it's one of five factors, not the only one.
Is it free?
Yes. No card, no email, no sign-up.
Who built this?
HMDG. We work with UK MSK clinics on marketing strategy. This is one of four engines in the HMDG planning suite — alongside Capacity, Pricing and Retention.