Overview
Who This Plan Is For
This plan is designed for the Peace & Quiet founding team — clinicians and operators preparing to launch paid advertising for a telehealth natural health clinic targeting Australians who have struggled to find integrative, patient-led healthcare. The primary audience is women aged 25–45 in Melbourne, Sydney, and Brisbane dealing with sleep, anxiety, or chronic pain who are open to alternatives to bulk-billing GP visits.
⚠️ Hard Blocker Before Any Ad Spend
Healthcare advertising in Australia is tightly regulated. Google requires a verified Healthcare Advertiser certification. Meta requires Special Ad Category (Health) activation. Neither is optional — ads containing terms like "doctor," "prescription," "anxiety treatment," or "telehealth" will be rejected or your account suspended without pre-approval. Complete Phase 0 first. Everything else depends on it.
Strategic Review: What's Sound
- Positioning is strong. "You don't need to have it figured out" is genuinely empathetic and differentiates from transactional telehealth competitors.
- Free brief as primary CTA is the right funnel entry — low friction, appropriate for cold paid traffic.
- Integrative angle ("Take. Think. Do.") is a real differentiator in the AU market where most competitors are pure prescription-delivery services.
- Price transparency ($79 consult, $49 switch) removes a common conversion barrier.
Strategic Review: What Needs Fixing
- Homepage typos must be corrected before launch — "Clinc," "intergrative," and "Hyrdation" appear above the fold and damage Quality Score on Google Ads.
- No conversion tracking is currently installed. Without GA4 + pixel, every dollar spent is blind.
- AHPRA compliance — Dr Yang's AHPRA registration number should be ready for Google's verification form. This is AU-specific and different from TGA registration.
- Social proof is placeholder — the current "testimonial" is a Dalai Lama quote. Real patient stories are essential before paid traffic hits the page.
- 4 competing CTAs on one page will kill conversion from paid traffic. Dedicated landing pages per campaign are required.
Phase 0 · Weeks 1–3
Critical Foundation
These items are hard prerequisites. No campaign should launch until all are complete. Estimated time: 2–3 weeks. The healthcare approval process drives the timeline — start it on Day 1.
1. Google Healthcare Advertiser Certification
Estimated time: 5–10 business days after application
Google's AU healthcare advertising policy is governed by TGA (Therapeutic Goods Administration) guidelines. Any therapeutic claim — including words like "prescription," "anxiety," "sleep disorder," "chronic pain" — requires pre-approval as a verified healthcare advertiser.
Go to Google Ads → Settings → Account → Policies → Request Healthcare Advertiser Eligibility Ops
Prepare documentation: ABN, business registration, TGA registration (if applicable to dispensary products) Ops
Obtain Dr Mary-Jane Yang's AHPRA registration number — this is the AU-specific medical practitioner identifier Google requires Dr Yang
Publish a compliant privacy policy on the site (required for health data collection under the Privacy Act 1988) Legal
Submit application and monitor email for Google's response Ops
2. Meta Special Ad Category — Health
Set up Meta Business Account and Business Manager (if not already done) Marketing
In Ads Manager → Ad Account Settings → enable "Health and Wellness" Special Ad Category Marketing
Note: Meta's Health category restricts demographic targeting — no age/gender targeting in some health verticals. Plan audiences accordingly. Marketing
Add legal disclaimer to all ads: "This is not a replacement for emergency medical care." Legal
3. Conversion Tracking (Non-Negotiable)
Install Google Tag Manager (GTM) on peaceandquiet.au Dev
Set up GA4 property and link to Google Ads account Dev / Marketing
Create conversion events in GA4: free_brief_submitted, nurse_chat_booked, consult_79_booked, clinic_switch_49_booked Dev
Install Meta Pixel via GTM, map same four conversion events Dev
Test all conversion events using GTM Preview + Meta Event Tester before going live Dev
4. Website Fixes
Fix typos: "Clinc" → "Clinic", "intergrative" → "integrative", "Hyrdation" → "Hydration" Dev
Replace placeholder Dalai Lama quote with 3+ real patient testimonials (with written consent) Patient Relations
Create /get-started landing page — single CTA: free brief form only, no competing navigation Dev
Create /book-consult landing page — single CTA: $79 consult booking (for retargeting campaigns) Dev
Verify all CTA buttons link to working forms/booking systems Dev
Page load speed test — target under 3 seconds on mobile (Core Web Vitals affects Quality Score) Dev
5. Legal & TGA Compliance Review
Healthcare lawyer to review all proposed ad copy before launch — specifically any therapeutic claims Legal
Confirm TGA classification for any supplements or products sold through the dispensary Dr Yang / Legal
Ensure no ads make efficacy claims without evidence ("cures anxiety," "eliminates pain") Legal / Marketing
Channel Strategy · Google
Google Ads: Search Intent
Google captures people already actively looking for healthcare. This is high-intent traffic — they're searching, not scrolling. The strategy is to own niche, high-intent keywords before competing on expensive volume keywords.
Keyword Strategy
| Category |
Sample Keywords |
Monthly Volume (AU) |
Est. CPC |
When to Use |
Landing Page |
Long-tail, low competition
Start here — Month 1 |
"anxiety telehealth australia"
"sleep doctor online au"
"natural health prescription online"
"integrative health clinic melbourne" |
100–400/mo |
$0.60–$1.40 |
Months 1–2 |
/get-started |
Mid-tier competition
Expand — Month 2 |
"telehealth anxiety"
"online doctor sleep"
"natural health clinic sydney"
"holistic doctor australia" |
400–900/mo |
$1.40–$2.80 |
Month 2 onwards |
/get-started |
High competition
Scale — Month 3+ |
"telehealth australia"
"online clinic australia"
"telehealth doctor" |
1,500–3,000/mo |
$2.80–$5.50 |
Only after CPL data confirmed <$35 |
/get-started or /book-consult |
Brand defence
Always-on |
"peace and quiet clinic"
"peace quiet telehealth"
"peaceandquiet.au" |
10–50/mo |
$0.30–$0.80 |
From Day 1 |
Homepage |
Quality Score is everything on Google
Quality Score (1–10) determines your actual cost per click. A QS of 8 vs. 4 can cut your effective CPC in half. It's driven by three factors: Expected CTR (write compelling headlines), Ad Relevance (match keywords to ad copy exactly), and Landing Page Experience (fast, mobile-friendly, relevant). Fix the homepage before launch.
Negative Keywords (Mandatory)
These prevent wasted spend on irrelevant traffic. Add to all campaigns from Day 1.
| Negative Keyword | Why Exclude |
|---|
| "free" | People seeking only free services, won't convert to $79 consult |
| "bulk billing" | Price-sensitive audience expecting Medicare-covered visits |
| "emergency" | Urgent care seekers — not appropriate for telehealth |
| "cannabis" / "cbd" | Different product/service category |
| "herbal remedies" / "diy" | Self-help seekers, unlikely to book a consult |
| "review" / "reviews" | Research phase, not booking intent |
| "jobs" / "careers" | Job seekers, not patients |
Campaign Structure
Campaign 01
Exact Intent Search
$400/month
Month 1–2
Goal: Free briefs
- Long-tail exact + phrase match only
- Geo: Melbourne, Sydney, Brisbane initially
- Bid: Maximize Conversions (Month 1 — no CPA target)
- Switch to Target CPA $25 only after 50+ conversions banked
- Schedule: Tue–Sun, 7am–10pm AEST
- Expected: 20–25 leads/month at $16–20 CPL
Campaign 02
Broad Expansion Search
$300/month
Month 2+
Goal: Scale reach
- Do NOT launch until Smart Bidding confirmed working in C01 (rule: never Broad Match without Smart Bidding)
- Expand geo to all major AU cities
- Bid: Target CPA $30
- Watch Search Term Report weekly for irrelevant queries
- Expected: 15–20 leads/month at $20–25 CPL
Campaign 03
Display + Remarketing
$200/month
Month 1+
Goal: Brand + retarget
- Audience: All website visitors (30-day window)
- Also: In-market audiences (Healthcare, Wellness)
- Bid: Maximize clicks, target $0.20–$0.50 CPC
- Creative: Responsive display ads, 5–8 headlines
- Expected: 80–120K impressions/month, brand recall
Campaign 04
Brand Defence
Included in C1
Always-on
Goal: Own brand SERP
- Keyword: Exact match brand terms only
- Prevents competitors from stealing branded searches
- CPC extremely low ($0.30–$0.80)
- High CTR (people searching your brand are ready to act)
- Landing page: homepage
Google Ads KPIs
8–12%
Form Conversion Rate
Creative Brief
Ad Copy Examples
These are starting points — all copy must be reviewed by a healthcare lawyer before use. TGA regulations restrict therapeutic claims. Avoid words like "cure," "treat," "heal," or specific efficacy percentages.
Google Search Ads — Example Headlines
Google Responsive Search Ads allow up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Provide at least 8–10 headline variants.
Ad Set 1 — Anxiety/Sleep (Long-tail search)
Natural Healthcare, Online | Peace & Quiet
peaceandquiet.au › get-started
Struggling with sleep or anxiety? Talk to a real doctor — on your terms. Free health brief, no commitment. Book online, Australia-wide.
Ad Set 2 — Clinic Switch (Retargeting)
A Different Kind of Telehealth | Start Free
peaceandquiet.au › get-started
Not just a prescription. Our integrative approach combines medicine, lifestyle, and genuine listening. First brief is free — we follow your lead.
Headline Variants (mix across RSA)
"Talk to a Doctor Who Listens" · "Telehealth That Goes Further" · "Integrative Health, Delivered Online" · "Free Health Brief — No Commitment" · "Sleep, Pain, Anxiety — We Help" · "Natural Healthcare, Prescribed Right" · "See a Doctor in Days, Not Weeks" · "Australia's Integrative Telehealth Clinic" · "Start With a Free Conversation"
Meta Ads — Example Creatives
Creative Guidelines
- Lead with empathy, not features. "Tired of feeling like a number?" outperforms "Australia's best telehealth." People feel first, then act.
- Video hooks must land in 3 seconds. On Reels, the first frame decides whether they scroll. Use a question or a provocative statement — not the logo.
- Real faces beat stock photos. A genuine practitioner photo (Dr Yang, nursing staff) converts better than a smiling stranger from Shutterstock.
- Always state the free brief offer. "Free, no commitment" removes the biggest barrier to clicking for healthcare ads.
- Disclaimer: All ads referencing health conditions should include: "Always consult your healthcare professional about your individual needs."
Market Intelligence
Competitive Landscape
The AU telehealth market is growing but not yet saturated in the integrative/natural health segment. Most competitors are pure-play prescription services. Peace & Quiet's integrative angle is a genuine differentiator — but requires educating the market, which takes longer and costs more in early campaigns.
| Competitor |
Positioning |
Estimated Ad Spend |
Strengths |
Weaknesses |
| myquestclinic.com.au |
Natural health + telehealth prescriptions |
$3,000–$8,000/mo est.
DR: 7 (Ahrefs verified) |
Established brand, good SEO, clean UX |
Generic positioning, no lifestyle integration |
| horizonclinic.com.au |
Holistic healing, telehealth bookings |
$2,000–$5,000/mo est.
DR: 23 — strongest organic competitor |
Strong landing pages, good Google Ads |
Limited social media presence, no integrative offer |
| holisticahealth.com.au |
GP + specialist telehealth (skin, hair, weight) |
$5,000–$15,000/mo est. |
Broad service range, high search visibility |
Transactional, no "peace and quiet" brand warmth |
| Eucalyptus (Pilot/Juniper) |
Weight loss + wellness telehealth (DTC) |
$50,000+/mo est. |
Massive budgets, polished brand, strong data |
Mass market — no integrative angle, clinical feel |
Verified AU Keyword Volumes (Ahrefs, March 2026)
- "online doctor australia" → 3,108 searches/month — highest volume realistic target
- "telehealth australia" → 1,566/month — trending +130% vs January 2026
- "natural health clinic" → 43/month — low volume but perfect purchase intent
- "telehealth mental health" → 40/month — niche but high-value
No organic competitor dominates these keywords. All direct competitors have DR under 23. Paid search can win here immediately.
Peace & Quiet's Defensible Position
No competitor combines: (1) integrative "Take. Think. Do." model, (2) genuine practitioner relationships, and (3) low-barrier free brief entry. The risk is that this position takes longer to explain in an ad — which means creative must work harder, and early CPL will be higher than pure prescription services.
What to Watch
- Monitor competitor keywords monthly using Google Ads Auction Insights once campaigns are live
- Set Google Alerts for "telehealth australia," "natural health clinic australia" to track new entrants
- myquestclinic.com.au is the most comparable — study their landing pages and ad copy regularly
Execution Plan
90-Day Roadmap
Three phases: build the foundation, launch carefully, then optimise toward profitability. The healthcare approval process is the critical path — start it on Day 1.
Weeks 1–3
Foundation & Compliance
Submit Google Healthcare Advertiser application (Day 1 — don't wait). Install GA4, GTM, Meta Pixel. Fix homepage typos and broken CTAs. Legal review of all proposed ad copy. Create /get-started and /book-consult landing pages. Gather 3+ patient testimonials.
Weeks 4–5
Campaign Build & Review
Build all campaigns in Google Ads (paused). Create all Meta ad sets (paused). Peer review all ad copy against legal checklist. Test all conversion tracking with pixel helper + GTM preview. Await Google approval response.
Week 6
Soft Launch
Once Google approval confirmed: enable Google Campaigns 1 + 4 (exact match + brand). Enable Meta Campaign 1 (awareness video). Daily monitoring — check CTR, CPC, budget pacing. Pause any ad that triggers policy flags immediately.
Weeks 7–8
Full Launch
Enable remaining campaigns (Google C2 broad, Google C3 display; Meta C2 lead gen, C4 testimonial). Begin collecting CPL data. Weekly Search Term Report review — add negatives aggressively. Track free brief → nurse consult → paid consult conversion funnel.
Weeks 9–10
First Optimisation Pass
Pause bottom 20% performers (highest CPC, lowest CTR). Double budget on top performers. Enable Meta C3 Retargeting (requires pixel to have ≥500 matched visitors). A/B test 2 landing page headlines. Adjust geo targeting based on data.
Weeks 11–12
Scale & Plan Q2
Enable Meta C5 Lookalike audience (requires 100+ seed conversions). Consider expanding to mid-tier keywords on Google if CPL <$35. Monthly report: leads, CPL, consults booked, revenue, LTV estimate. Plan Q2: increase budget on winners, test new creative angles.
Financial Plan
Budget & Projections
Total 90-day investment of $6,250 split evenly between Google and Meta, with creative and tooling costs. Early-stage ROAS will be below 1x — this is expected and appropriate. The real return comes from patient lifetime value, repeat bookings, and referrals, not the first consult.
Monthly Budget Breakdown
| Line Item | Month 1 | Month 2 | Month 3 | 3-Month Total |
|---|
| Google Ads (search + display) | $900 | $900 | $1,050 | $2,850 |
| Meta Ads (all campaigns) | $900 | $900 | $1,050 | $2,850 |
| Creative production (video, design) | $300 | $100 | $100 | $500 |
| Tools + setup (GTM, tracking, etc.) | $50 | $0 | $0 | $50 |
| Monthly Total | $2,150 | $1,900 | $2,200 | $6,250 |
Revenue Projections (Conservative)
Month 1
~$400
~5 paid consults. Most leads warming up. Below breakeven — expected.
Month 2
~$950
~12 consults + some repeat bookings from Month 1 patients.
Month 3
~$1,500
~18 consults + growing repeat + referrals beginning. Approaching breakeven.
Month 4+ (Projected)
$2,500+
Repeat patients + referrals. Same ad spend, 1x+ ROAS. LTV compound effect kicks in.
Why early losses are acceptable
The $79 consult is not the business — it's the door. If 30% of initial consult patients become repeat monthly subscribers (supplements, ongoing scripts, lifestyle packages), and average LTV over 12 months is $400–600, then acquiring a patient for $60–80 via paid ads is a highly profitable investment. Track LTV from Month 1.
Red Flags — When to Stop or Pivot
| Red Flag | Threshold | Action |
|---|
| Cost per lead too high | CPL > $50 for 2 consecutive weeks | Pause broad campaigns, refine keywords + landing page |
| Brief → consult conversion too low | <10% conversion rate after 50+ leads | Review brief form UX, practitioner follow-up speed, messaging |
| Google Quality Score too low | QS <5 on primary keywords | Rewrite ad copy, improve landing page speed + relevance |
| Ad policy violations | Any ad rejection or account warning | Pause immediately, review with legal, resubmit compliant version |
| No repeat bookings by Month 3 | 0 repeat patients from Month 1 cohort | Pause acquisition — focus on retention and clinical quality first |