Services Used:
Meet The Physio Circle
The Physio Circle is a physiotherapy clinic in Singapore offering physiotherapy services, personalised rehabilitation support and appointment booking for patients seeking recovery and movement improvement. Its physiotherapy sessions include assessment, manual therapy and exercise rehabilitation to help patients manage pain and improve movement.
For a clinic dependent on consistent appointment enquiries, stable tracking and lead attribution were essential to scaling paid media performance effectively.
The initial challenge
The Physio Circle partnered with First Page to restart lead generation momentum and establish a stable, trackable flow of physiotherapy enquiries across Google and Meta.
The key challenge was tracking. Website tracking issues from Cliniko prevented proper lead attribution, causing delays in optimisation across both Google and Meta campaigns.
Without reliable conversion tracking, it was difficult to understand which channels, campaigns and audience segments were driving actual appointment bookings. This limited the speed and accuracy of campaign optimisation.
There was also no internal web developer previously, which made website updates slower to implement. Important items such as privacy policy updates, GTM adjustments and tracking fixes had to be coordinated externally, creating additional delays.
First Page developed a lead generation recovery strategy focused on maintaining enquiry flow while resolving tracking limitations.
The first priority was a Meta lead form campaign. This acted as an interim solution to ramp up lead generation while Cliniko tracking issues were being resolved. Instead of waiting for full website tracking fixes, First Page created a direct lead capture pathway that allowed campaigns to continue generating enquiries.
Next, First Page proposed alternative tracking methods to bypass technical limitations. Backend event tracking was explored and implemented where possible to monitor the full-funnel customer journey more accurately.
The team also carried out a campaign overhaul and optimisation. Campaign setup requirements were streamlined with the client’s external web developer, reducing dependency on third-party platforms and improving the speed of implementation.
Finally, First Page maintained upper-funnel SEM coverage by focusing Google campaigns on intent-driven keywords. This helped capture relevant search demand and build signal patterns for faster optimisation once full conversion tracking was restored.
