PPractice Growth Co
Orthopedic Marketing

Orthopedic marketing that supports the patients, procedures, and providers you want to grow.

Practice Growth Co helps orthopedic practices and groups build patient demand around surgical and nonsurgical services. We connect search, advertising, provider and location pages, and measurement with your service lines and available capacity. For new practices, established teams, and practices adding providers, services, or locations.

Book a Strategy Call See Relevant Results

Orthopedic patient flow

From referral to filled surgical schedule

Operational

  • 01

    Referral & search sources

    PCPs · sports med · self-referral · direct search

  • 02

    Consult evaluations

    Conservative care · imaging · surgical assessment

  • 03

    Qualified surgical candidates

    Procedure-specific · indicated · insurance-aligned

  • 04

    Booked surgeries

    Scheduled · pre-op coordinated · OR-ready

  • 05

    Provider capacity utilization

    Surgeon schedules at sustainable load

Multi-provider · multi-location · referral-aware

The work in practice

See the work and results behind our approach.

Explore the engagements below to see what changed, what was measured, and how the work supported the practice's goals.

Orthopedic Surgery · 14-Provider Group

United States

How a 14-provider orthopedic group built 120+ monthly consultations and fully absorbed 3 new providers in 8 months.

Monthly Qualified Consultations
120+
Show Rate
+38%
Organic Consultation Volume
+94%

Results at 8 months across 3 offices, from SEO, procedure-level Google Ads, and tracking tied to booked consultations; monthly consultations started at about 35, the show-rate lift is for web-acquired patients against the intake baseline, and all 3 new providers reached a full schedule.

Read the case study

Spine Surgery · Google Ads + Attribution

United States

How a spine surgery practice produced $646,289 in attributable revenue at 12:1 ROI in 12 months.

Attributable Revenue
$646,289
Return on Ad Spend
12:1
Intent Structure
3 tiers

Google Ads over 12 months for a spine surgery practice, restructured around procedure, consultation, and condition searches, with revenue attributed from keyword to completed case and return measured against ad spend.

Read the case study

Orthopedic Surgery · Site Recovery

United States

How an orthopedic surgeon recovered from a deleted website to #1 rankings and his best revenue year ever.

Website Traffic
+2,000%
Local Rankings
#1
Return on Investment
20:1

After a previous agency took the site offline, an emergency landing page went live within days and an SEO-first rebuild within 2 weeks; rankings are local for knee, hip, back, and shoulder surgery, and paid plus organic search now bring 8 to 11 new patients a month.

Read the case study

The Specialty

Help patients find the right path into your practice.

Some patients are looking for help with a new injury. Others are comparing surgeons or following a referral. An orthopedic group needs to make those different paths understandable while showing which provider and location can help.

A patient searching "knee pain" may need surgery, or they may spend months in conservative care before surgery is ever discussed. The same search can produce a physical therapy patient, an injection candidate, or a high-value surgical consult.

We organize the marketing around your actual service lines and patient journey, so growth supports the mix of care you want to deliver rather than simply increasing the number of calls.

The practices that fill their surgical schedules efficiently are the ones that understand the difference between a patient researching knee pain and a patient ready to discuss ACL reconstruction, and build campaigns around that distinction.

What the Work Focuses On

A plan around the opportunities that matter to your practice.

Surgical service lines

Connect procedure searches with relevant surgeon expertise and a clear path to evaluation for joint, spine, and other surgical services.

Sports medicine and conservative care

Build a distinct message for patients seeking evaluation and nonsurgical treatment rather than treating every inquiry as a surgical lead.

Provider and location growth

Align pages, local visibility, and campaign priorities with new clinicians, new offices, and available appointments.

Referral-supported demand

Strengthen the online information patients use after a referral while developing direct discovery for appropriate services.

What We Build

Patient acquisition built for orthopedic practice complexity.

Surgical intent Google Ads

Campaigns structured around the searches that signal a patient is evaluating surgical options, "ACL surgeon," "knee replacement specialist," "spine surgery consultation", not broad pain-related terms that generate volume but low surgical conversion.

Procedure-level campaign structure

Joint replacement, ACL reconstruction, rotator cuff repair, spine surgery, sports medicine, each runs as its own campaign with targeted keywords, ads, and landing pages. Budget controlled at the procedure level.

Multi-provider, multi-location SEO

Provider pages, location pages, and procedure pages built as a connected hierarchy, with each surgeon and each office ranking independently, drives meaningful incremental consultation volume vs. a single practice-level page.

Referral complement strategy

Direct marketing doesn't replace PCP and sports-med referrals, it complements them by capturing self-referring patients and reinforcing the credibility that makes referred patients more likely to follow through.

Insurance and OON filtering

Practices that accept specific insurance plans, or operate concierge/OON models, need campaigns that attract patients whose coverage matches. We pre-filter through landing page copy and ad messaging before the call ever reaches scheduling.

Patient Stage

Not every orthopedic patient is looking for surgery.

Orthopedic practices attract patients at very different stages of care. Some are exploring conservative treatment options. Others are actively comparing surgeons. Some are ready to schedule immediately. Each group requires different messaging, landing pages, and conversion strategies.

Conservative care

"Exploring non-surgical options." Patients researching physical therapy, injections, pain management, or sports rehab, early in the care journey, not yet evaluating surgery.

Active research

"Comparing providers and treatment paths." Patients reviewing surgeons, comparing procedures, evaluating outcomes, and researching recovery, preparing to make a decision.

Surgical intent

"Ready for a consultation." Patients running procedure-specific searches, scheduling consults, getting second opinions, or preparing for surgical evaluation.

Our priority: patients receiving appropriate care, surgical cases where relevant, and productive provider capacity. Intermediate measures explain the path; they do not replace the business outcome.

One strategy for your practice. Room to do the work.

We work month to month on a flat retainer, with one strategy built around your practice. When a campaign needs a new message, a landing page needs another test, or the offer needs to change, that is part of improving the work, not another hourly invoice.

Your advertising accounts stay in your name. Your proposal explains the agency retainer and advertising spend separately, along with the priorities we are taking responsibility for.

Healthy Orthopedic Growth

What healthy orthopedic growth actually looks like.

High-performing orthopedic groups don't just generate more inquiries. They build systems that consistently turn the right patients into scheduled consultations and filled provider calendars. The goal is not maximum lead volume. The goal is sustainable surgical utilization.

Surgical utilization · 4 providers · 3 locations

Healthy growth balances referral mix and surgeon capacity

This month

Avg surgical utilization

80%

Booked surgeries · MTD

67

  • DM

    Dr. Marshall · Joint replacement

    Plano·24 surgeries MTD

    At capacity
    92%
  • AR

    Dr. Reyes · Sports medicine · ACL

    Frisco·18 surgeries MTD

    Healthy
    84%
  • JP

    Dr. Patel · Spine

    Dallas·14 surgeries MTD

    Healthy
    78%
  • KH

    Dr. Hayes · Shoulder · rotator cuff

    Plano·11 surgeries MTD

    Open block
    64%

Consult source mix

Self-search42%
PCP referral28%
Sports med18%
Repeat / family12%
Sustainable surgical utilization · not max lead volume

FAQs

Questions about orthopedic marketing.

Yes. We distinguish the patient's question, the service, and the next step for each pathway. Reporting should preserve that distinction rather than counting every orthopedic inquiry as a surgical opportunity. For a spine surgery practice, tracking each keyword through to the completed case, rather than stopping at form fills, attributed $646,289 in revenue to Google Ads over 12 months at a 12:1 return on ad spend.

We connect the provider's expertise and availability with relevant service pages, location information, and campaign priorities. We also look at how inquiries are routed so demand can reach the intended clinician. A 14-provider orthopedic group fully absorbed all 3 of its new providers within 8 months, as qualified consultations rose to 120+ a month from about 35 at intake.

It can complement referrals. Patients may research a recommended practice before booking, while others begin with their own search. Clear provider and service information helps support both paths. One orthopedic surgeon was losing PCP-referred patients after they visited his website; an SEO-first rebuild and brand platform reached page 1 locally for knee, hip, and shoulder surgery and 3,000+ monthly website visitors, up from near zero, in 8 months.

Each office needs accurate information about its providers and services. We connect that local presence with group-wide positioning and reporting so growth can be evaluated by location as well as across the practice. For a three-office orthopedic group, location pages and rebuilt Google Business Profiles for each office, alongside new procedure pages, lifted organic consultation volume 94% in 8 months.

Yes. We can start with positioning and launch priorities or improve an existing program around new services, providers, or locations. An established advertising account or years of data are not prerequisites for the conversation. When an orthopedic surgeon's website was taken offline by a previous agency, an emergency landing page went live within days and an SEO-first rebuild within 2 weeks; he now ranks #1 locally for knee, hip, back, and shoulder surgery.

For most orthopedic groups with immediate schedule-fill needs, Google Ads produces faster results. Consultation volume can move within 30 to 60 days of a well-built campaign. SEO compounds over 6 to 12 months but builds a durable organic consultation channel that reduces long-term cost per patient. For groups with provider growth planned, we typically recommend running both in parallel.

Keyword strategy and landing page messaging do most of the work. Searches that include procedure names ("ACL surgeon," "knee replacement") attract surgical candidates; symptom searches ("knee pain," "back hurts") attract a much broader, less surgical population. We build surgical intent campaigns around the former and use negative keyword management to minimize spend on the latter for practices focused on surgical volume.

Cost per booked surgical consultation by procedure, show rate for consultations, organic consultation volume by procedure and location, and provider utilization, whether each surgeon's schedule is running at target capacity. We don't report on traffic or click volume as primary metrics.

Yes, we frequently audit existing accounts and either take over management or work alongside existing teams. The most common issue we find: campaigns structured too broadly, with general "orthopedic" keywords driving traffic to the homepage instead of procedure-specific campaigns connected to dedicated landing pages. If you are comparing options before a switch, our guide to the best orthopedic marketing agencies sorts eight agencies by the type of group each serves best.

Your next stage of growth

Build patient demand around your next stage of orthopedic growth.

Tell us what you want to grow, what is already in place, and where you need help. We'll discuss the priorities and whether Practice Growth Co is the right team for the work.

Book a Strategy Call

Continue exploring

Related work and reading.

Services

Related services

Healthcare SEO

Build organic visibility around procedures, specialties, and patient intent.

Healthcare Google Ads

Capture high-intent searches and convert them into booked consults.

Conversion Optimization

Tighten the path from inquiry to consult to confirmed appointment.

Meta Ads

Create demand for cash-pay and specialty healthcare services.

Specialties

Related specialties

Physical Therapy

Direct access and specialty PT clinic acquisition.

Chiropractic

Condition-specific chiropractic patient acquisition.

Regenerative Medicine

PRP, stem cell, and ortho-bio patient growth.

Case Studies

Outcomes from similar engagements

How a 14-provider orthopedic group built 120+ monthly consultations and fully absorbed 3 new providers in 8 months.

The practice was adding surgeons faster than referrals could consistently fill schedules. We implemented SEO, Google Ads, landing pages, and conversion tracking tied to booked consultations. Within 8 months, the practice was consistently generating enough patient demand to support the expanded provider team.

How a spine surgery practice produced $646,289 in attributable revenue at 12:1 ROI in 12 months.

The spine surgery practice had run with a general healthcare agency for 18 months but couldn't connect ad spend to actual surgical revenue. We restructured Google Ads around surgical intent keywords, built revenue attribution from keyword to surgical case, and shifted optimization from form fills to booked consultations. The practice now ties every marketing dollar to attributed surgical revenue with clear ROI by campaign.

How an orthopedic surgeon recovered from a deleted website to #1 rankings and his best revenue year ever.

The previous agency deleted the practice's website as leverage during a contract dispute, leaving zero web presence overnight. We deployed an emergency landing page within days to keep paid ads running, then launched a full SEO-first rebuild within two weeks. The practice now generates +2,000% traffic, #1 rankings on four procedures, and a 20:1 return on marketing investment.

How an orthopedic surgeon went from near-zero visibility to page 1 for knee, hip, and shoulder surgery in eight months.

The surgeon ranked organically for procedures but website visitors weren't converting into consultations because the brand didn't align with what patients actually wanted from surgery. We built a brand platform around returning to movement and quality of life, then organized SEO, procedure pages, and content around that messaging. The practice now ranks on Page 1 for knee, hip, and shoulder procedures with 3,000+ monthly visitors converting into booked consultations.

How an orthopedic surgeon closed the credibility gap and produced 24:1 ROI with video at the center.

The practice was booking consultations but losing too many patients between the consultation and the procedure decision. We built a video advertising program where the surgeon explained his approach in 60–90 second segments, ran across Meta and YouTube to in-market patients. Consultation-to-procedure close rate improved measurably, with patients arriving already aligned with the surgeon's philosophy.

How a vascular practice generated 80+ qualified leads at $10 CPL by owning the alternative-to-surgery position.

The vascular practice offered a non-surgical alternative to knee replacement but couldn't compete with orthopedic practices on 'knee pain' search ads. We built a Meta campaign targeting patients who had already been told they need knee replacement, with creative speaking directly to patients looking for an alternative. The campaign now generates consistent qualified consultation volume from a niche audience that paid search couldn't reach efficiently.

Guides

Go deeper

Orthopedic Marketing: Patient Acquisition for Surgical and Urgent Care Practices

Orthopedic patients act when the pain becomes stronger than the fear of surgery. Understanding that trigger — and building marketing around two completely different patient pipelines — is what separates orthopedic practices that grow from ones that stagnate.

Best Orthopedic Marketing Agencies in 2026

The best orthopedic marketing agency depends on the size and structure of your group. Eight picks for 2026, organized by the type of orthopedic practice each one serves best.

Google Ads for Orthopedics: Pain Queries, Campaign Structure, and CPL Benchmarks

Orthopedic Google Ads that target only procedure terms miss the highest-converting traffic: patients in active pain who are at the threshold moment. Here is how to build campaigns for both.