Three audiences for NDIS advertising
A common setup is one set of ads pointing to one homepage, in the hope it suits everyone. It rarely does.
Participants want to know what the support looks like in practice. They want to know who will turn up, whether it will be the same worker each time, and whether the premises are accessible or someone comes to them. An ad about "person-centred care" answers none of this.
Families and carers are often searching on someone else's behalf. They want the same practical detail, plus enough reassurance to pick up the phone. They read closely and notice when a page is vague.
Support coordinators and plan managers are matching a participant to a provider, often while comparing several. They want facts fast: the areas you cover, your registration status, whether you have capacity, and how quickly someone will respond to a referral.
So we split campaigns by audience as well as by service. A coordinator-facing ad leads with service area and the referral pathway. A family-facing ad describes the support itself. Each points to a page written for that reader.
How we structure Google Ads for NDIS providers
One organisation might offer daily living supports, community participation, support coordination and therapy supports such as occupational therapy or physiotherapy. Each is searched differently, often by different people, and each gets its own campaign or ad group.
Keeping them apart stops a busy support line from quietly using up the budget meant for a smaller one. It lets the ad and the landing page match the search. It also shows you which support lines bring in enquiries.
Service area needs the same care. A clinic draws patients to one address. Many NDIS supports go to the participant, so the right targeting is the suburbs your workers actually travel to, not a neat radius around the office.
When a support line is full, its ads should pause. Advertising a service with a long wait wastes budget, frustrates families and costs you goodwill with coordinators.
What coordinators check before they refer
Registration status. State it exactly as it stands, on the landing page and anywhere the ad mentions it. Never imply a registration you do not hold.
Capacity. If a support has a waitlist, say so. A coordinator would rather know up front than chase a provider who cannot take the participant.
Response time. Only promise a response window your intake team can keep. Call tracking can show missed calls from ads, so you can see whether enquiries are being picked up, not just whether they arrived.
A referral pathway. Give coordinators a short referral form that goes straight to intake, alongside a phone number. If they have to hunt for how to refer, they may move to the next provider on their list.
Plain English and accessible landing pages
An NDIS landing page has to work for people with a wide range of disability, literacy and confidence online.
Write in short sentences and everyday words, and spell out acronyms the first time they appear. Describe what happens during a visit rather than listing values.
Design for strong colour contrast, readable text, clear headings and keyboard-friendly navigation. Put the phone number in text, not inside an image. Keep forms short, with clear labels, and offer a call as an alternative.
Each support type gets its own page, matched to its ads. That page should cover what the support involves, who delivers it, the areas you cover, your registration status, current capacity, and how to enquire or refer. If your site cannot carry that structure yet, our NDIS website design work builds it before we spend on ads.
The rules that apply to NDIS ads
All NDIS providers, registered and unregistered, must comply with the NDIS Code of Conduct, which is overseen by the NDIS Quality and Safeguards Commission.
Where a support is delivered by a registered health practitioner, such as an occupational therapist, physiotherapist or psychologist, it is a regulated health service. Section 133 of the National Law then applies to how that support is advertised, and the practitioner and the business are treated as the advertiser, whoever wrote the copy. Our guide to AHPRA-compliant Google Ads covers what that means for automated headlines, offers and landing pages. In a mixed account, therapy campaigns and daily living campaigns are each checked on their own terms.
We also hold one firm line. NDIS ads never pressure participants and never offer gifts, vouchers or other incentives to switch providers. No false urgency about places running out. Participants choose their providers, and an ad should help them choose, not push them.
Both the Code and the advertising guidelines can change, so check the current versions before relying on anything here.
How we work with NDIS providers
We start with an audit of what you run now: who each campaign really reaches, how support types and service areas are split, what the ads and pages say about registration and capacity, which automated assets are on, and whether calls and referral forms are tracked.
Then we rebuild around your audiences and support lines, and report monthly on enquiries and referrals by support type. We do not promise a set number of participants or a cost per enquiry.
Paid search is one route to coordinators. NDIS SEO builds organic visibility for the same supports, and the NDIS marketing overview shows how the pieces fit. OT practices with NDIS participants can see Google Ads for occupational therapists, and our wider approach is on Google Ads for allied health. Running several sites or support lines? A strategy call may suit you better.
Frequently Asked Questions
Who should NDIS ads be written for?
Three audiences: participants, families and carers, and support coordinators or plan managers. Participants and families want to know what the support looks like and who will turn up, while coordinators want service area, registration status, capacity and response time.
Do AHPRA's rules apply to NDIS providers?
They apply where a support is delivered by a registered health practitioner, such as an occupational therapist, physiotherapist or psychologist, because section 133 governs how that regulated health service is advertised. All NDIS providers must also comply with the NDIS Code of Conduct.
What should an NDIS landing page include?
What the support involves, who delivers it, the areas you cover, your registration status, current capacity, and how to enquire or refer. It should use plain English, strong contrast, clear headings and short, clearly labelled forms.
Find out what your NDIS ads are really doing
We will review your account against your audiences, support lines and the rules that apply, then show you which campaigns are reaching coordinators, which are reaching families, and which are reaching neither.