Industries · Chiropractic
Chiropractic is a retention business wearing an acquisition costume.
The new patient offer is easy to sell. Whether that patient completes a care plan is what decides if the campaign made money.
Four things that decide a chiropractic account.
The intro offer is a loss leader, so track past it
A discounted first visit fills the schedule and tells you almost nothing. The number that matters is how many of those patients convert to a care plan. Optimising ads toward first visits alone reliably attracts the patients least likely to continue.
Condition-led searches convert best
People do not search for chiropractors, they search for their pain. Lower back, sciatica, neck, post-accident — each is a distinct campaign with distinct urgency and distinct language.
Personal injury cases run on a different clock
Post-accident patients arrive through a separate funnel with attorney and insurance involvement, higher case value, and a much longer administrative tail. Mixing them with wellness patients blurs both.
Cash and insurance patients behave differently
Whether you are in-network changes the ad, the page, and the objection. Being explicit about it early costs some clicks and saves a lot of front-desk time.
02
What the searches look like
Pain-condition searches carry the clearest intent and the best conversion. Near-me terms are competitive and price-sensitive. Post-accident and personal injury terms are expensive but carry far higher case value. Meta works well for condition-led education content, less well for direct booking.
Specific to this trade.
- 01Condition-specific campaigns and pages, not one general chiropractic page
- 02Care-plan conversion tracked downstream of the intro offer
- 03Separate personal injury funnel with its own intake handling
- 04Insurance and cash-pay status stated clearly on the page
- 05Reactivation campaigns to past patients, usually the cheapest visit you can buy
04
What ads can’t fix
Paid media cannot improve care-plan conversion. If patients take the intro offer and never return, the campaign is filling a bucket with a hole in it. That is a consultation and communication issue inside the practice, and more ad spend makes it more expensive, not better.
Fifteen minutes on your chiropractic market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.