It is not advisable to miss out on critical keywords for your rehabilitation business. Your keyword strategy will be your first priority whether you are practicing SEO or PPC. Remember that if you are choosing any broad rehabilitation-related keywords, they are going to be very competitive and highly expensive to bid for. They usually get thousands of hits in one month. Remember to focus on long-tail keywords as well because they are variable, affordable, and more specific. You must also remember to list out a few negative keywords that should never become a part of your keyword strategy. This will make sure that your ad reaches the right audience and that you don't waste your ad spending.