How Chiropractic Marketing Works – Complete Guide


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To be honest, the title of this blog is a fabrication.

It’s actually higher…but you won’t believe it.

How to Add $100k per Month to New Patients — Because that’s what our customers have done.

It’s more than once…

However, this has happened countless times in the past three years.

As a chiropractor, you know that new patients are crucial to growing your practice.

Online marketing for chiropractors does not focus on how to get clients. Instead, it focuses on generic ideas rather than specific strategies.

I’ve seen some really bad chiropractic marketing.

Trust me. It’s so bad…

These are great ideas, but they don’t have 65. You can run Google Ads, design beautiful sites, and post them on social media without making any money.

To achieve your business goals, you only need one strategy. Let us help you get started.

This article will outline the real-life strategies that we use to market to our clients. Many chiropractors have seen their monthly revenues increase by $50k-100k with these strategies.

All of these are shared in one post. You will be amazed.

Step 1 – Create Google Ads (The Right Way).

Google Ads should form the backbone of chiropractic marketing strategies.

Yes, I’m very punny.

Google searches can be very intent-driven. These visitors are easy to convert to leads.

This form of advertising is so efficient, it’s sometimes called demand harvesting.

People are already looking for your services. There are many opportunities that you might not be able to take advantage of if you do not appear in search results.

When done right, Google Ads can be the foundation of your chiropractic marketing strategy. It can help you get hundreds of new patients.

A poorly structured Google Ads account can be even worse than none at all. 

1. You are not using specific intent campaigns

Google Ads recommends grouping 5-20 keywords into one ad group. This is bad advice.

Many marketers ignore this advice.

So, why do you think this is such terrible advice?

Combining keywords like these makes it harder for users to find your message.

This is the domino effect, which can lead to negative outcomes. This can result in lower quality scores, and eventually more money.

How do you know if your account is correctly set up?

Login to Google Ads to review your campaigns. The campaigns should have the exact same names, but the abbreviation should be at the end.

Mining campaigns, Specific Intent Campaigns

This is an excellent way to start your campaigns. More information is needed to ensure everything is correct.

Open one campaign to reveal the ad group. Next click keywords.

It is a problem when your ad group includes multiple keywords or match types.

After your account is properly set up, you’ll see the following:

  • One keyword
  • The keyword must contain at least two words
  • Only one type:
    • [exact match]

I just described a specific intent campaign or SIC. These campaigns give you more control over Google Ads, and allow you to reach new patient goals quicker.

You can skip to the next section if your ad groups are similar.

Flag multiple keywords or phrases that match keywords (words with quotation marks around them). This indicates that you may not be using SICs properly and could end up in serious trouble.

Multiple keywords or match types in one adgroup can lead to problems. Your ads might not match users’ search intents. 

This ad group includes five completely different keywords.

There are two options: five text ads and responsive search ads. Google may not show you the ad that you want, but it does not guarantee that they will.

Let’s say someone searches “walk-in chiropractor”. However, the ad Google displays does not indicate whether walk-ins will be accepted.

Your ad must match the search intent. Some visitors might assume your practice doesn’t allow walk-ins and click on an advertisement by a competitor.

How does it look when you use intent campaigns in your account?

This is an example.

Using SICs allows you to control the ads that are triggered by each keyword. This will increase click through rates, quality scores and lower your cost per click. 

2. No new keyword variations are being mined.

I have already discussed the two types of campaigns you should have in your account. These SICs do not use exact match keywords, which can limit your reach. 

Some keywords might interest you in the phrase match column. A mining campaign could be very helpful.

Mining campaigns work in the same way as SICs but use broad search keywords and phrase search words to find new search phrases. 

It is necessary to include keywords from your SICs as negative keywords in your mining campaigns. This will avoid cross-overs in search result results.

3. There aren’t enough negative keywords

The keywords you bid on may not be what you are actually paying for.

Search terms are what pay for. These search terms may not be relevant to your keywords.

Depending upon the match type, each keyword in your account might be triggered by search terms that aren’t relevant. Don’t waste your advertising dollars on search terms that don’t apply to your keywords.

You can prevent this by creating a new ad group using relevant search terms from your mining campaigns. Next remove all irrelevant search terms and make them negative keywords.

If not, your account will look this:

Too many search phrases are used for the same keyword.

You will see that search terms in each column are not related to the keywords in the right columns. 

Any similarity to this should be fixed immediately. This ensures that your ads are relevant to search intent.

You can achieve this goal by regularly adding negative keywords to search engine results pages. Now, we will move on to negative keyword lists.

Google Ads lets you create negative keyword lists that you can apply to any campaign within your account.

To remove keywords from multiple campaigns, you can use negative keyword lists. For more specific purposes, you can add negative keywords to the campaign and ad groups.

4. You’re Using A Manual Bidding Strategy

Manual bid strategies are extremely popular in 2018,

While manual bidding used to be an option, it is not the best strategy. Google smart bidding has made it more difficult for manual strategies to win.

Smart bidding strategies use hundreds of real-time signals to determine how to bid in an auction online. 

Automated bidding strategies take less time. This will give you more time to do other optimization tasks.

I can understand what you are thinking. There are many options for bid strategies.

Bid Strategy Types

Let’s take a look at some bid strategies Google Ads offers.

Each strategy is useful but not necessarily superior to another 

Maximize clicks and convert as many chiropractic leads as possible when generating them. Target CPA (in this order span>

Maximize clicks is the best option for new campaigns. After at least 30 days, at least 20-30 conversions have been recorded, you can switch to optimize conversions. You can now test your target CPA after another month.

There is another bid strategy that is more complex, less well-known and more effective.

Google Ads Portfolio Bid Strategies

Google Ads has revealed the portfolio bid strategies for 2020, which are absolutely amazing.

Bid strategies can be used for multiple campaigns just like any other tool in your shared library portfolio. Next, combine a target CPA strategy and a portfolio bid strategy. Advanced options allow you to specify minimum or maximum bids when combined.

Now you can manually limit the cost per click while still taking advantage of Google’s intelligent bidding strategies.

Who says you can’t have your cake and eat it too?

Tip: Although automatic bidding strategies optimize conversion, Google doesn’t know what conversions lead to sales. Don’t want lower quality leads.

Google Ads is not about generating leads or conversions. Google Ads are not about generating leads and conversions.

Step 2 – Use Facebook ads for growth of your practice

Facebook ads are a great way to grow your chiropractic practice. You can promote videos, blog articles and new patient specials.

Many chiropractors quit Facebook advertising after a few weeks. This happens because of poor execution and comprehension.

Facebook ads can be used to market chiropractic services. It’s the way you use them.

Facebook users don’t search your services. Very few people will call or sign-up to your office to request an appointment.

How do you use Facebook Ads to get more customers for your business?

Facebook Ads Manager is a complex topic that you will need to be familiar with. 

Even if you know Facebook Ads Manager well, These three Facebook advertising strategies are great for chiropractors.

Promote targeted content

Let’s get to the point before we dive into Facebook advertising strategies. Health is a personal topic.

Healthcare is so personal that most people would rather work with someone they trust.

A person who doesn’t know you or your brand will not click on your spinal decompression advertisement and make an appointment. 

First, inform and nurture them with relevant content. Content will make your brand and your company more memorable.

This is a good place for you to start. Create a list with possible conditions and symptoms that your patients might have. Then, divide the list into topics on which you can create content.

For example, you could write an article about stretches that relieve back pain. The ad below is an example. 

This ad does not attempt to sell anything.

They don’t get anything in return. You want to draw potential patients to your website and give them valuable information.

After they visit your website, it’s time to remarket with you.

You are more familiar with them as they read your blog post on stretches to relieve backache. Targeted marketing to them will produce better results.

Now you can ask them to become a new patient.

This is only one way you can promote your material. Prospects may need to contact you multiple times before they call or make an appointment.

Start blogging and use Facebook Ads to promote your site. 

These aren’t all the content you can use to drive prospects through your funnel. You can also promote infographics or downloadable ebooks with Facebook ads.

Facebook Remarketing + Google Ads

You’ve probably heard how important retargeting/remarketing is to digital marketing. Google Ads does not allow remarketing to most health-related businesses (including chiropractors).

This is part of their personalized advertisement policies.

But, that doesn’t mean you can’t use remarketing. It’s possible to use Facebook Ads for remarketing. 

In order to set up Facebook Ads retargeting, you will need to create a custom audience. This allows you to target people who have visited your website or interacted with your brand.

Retargeting people who have:

  • Landed at a specific page
  • You spent a certain amount time on your website
  • A certain number of pages were viewed
  • And much more

Imagine someone clicks on your Google Ad and then becomes distracted. The ad reminds the person to call you and reminds them that their appointment is booked. 

Remarketing on Facebook can help you gain more patients.

Pro tip: Remarketing can sometimes be more aggressive than people think.

This is the place to look for a detailed guide on Facebook Retargeting. 

LAL Audience Can Be Used to Find More Patients

Targeting patients with Facebook ads can be difficult. You have an alternative method to target people similar to your best patients.

Facebook Lookalikes (LAL), audiences are built from data from your remarketing list to identify more customers that are similar to your top customers. 

This is how it works.

  1. Facebook Custom Audience of Past Converters
  2. Use the audience to create a lookalike audience.

Look at similar audiences to find patients who are like your most valuable ones. You might need to introduce them before they convert.

Creative and Ad Copy Upgrading

These steps are focused on targeting the right audience through Facebook. Now it’s time to make sure that your ads are effective.

Many “Facebook Ad Formulas”, claim that they work for all chiropractors. Every element of your sales and marketing funnel should be in sync. It is possible to get different results at different clinics.

These are the best practices to use for your ad copy.

Start with an introduction. Your audience will be called out. Be careful not to hype.

It’s likely that you are doing something wrong if your ads start with ATTENTION UAH. These types of callouts can be tested occasionally, but make sure to monitor quality and reach.

After your introduction, explain the benefits of your offer. Be kind, but don’t force the offer.

For example, you could say:

Treatments can be painless and very effective. They have a 95% success rate. 

Get better faster. All new patients are eligible to receive free consultations.

Call us or book online today!

Next, include a call to action in all copy. It’s not just about the headline. You can also test subtle calls for actions.

Tip: Bold text can make your ads stand out. 

Segment By Operating System    

iPhone users have the option to opt-out of certain data collection by using one of the latest iOS14 updates. Reporting and personalization will be less accurate as iPhone users opt-out of tracking. 

You have the option to follow all of Facebook’s recommendations, and even split your ads based on the Operating system.

This update only affects iPhone users. The update doesn’t impact your ad performance or reporting for Android devices.

Facebook ads allow you to target Android users and exclude iOS users.

This is the step-by, complete guide.

Create a duplicate campaign, then rename it. Next, go to the targeted section and narrow down your audience to Android users.

Next, remove all Apple (iOS)devices.

Keep all other targeting settings the same to ensure a safe environment for testing.

You should not include Android users in your original campaign to avoid overlap.

This is it! Now you need to monitor the results. Make sure your Android-only campaigns perform well when segmented.

Step 3 – Use the Post-Click Landing Page

Google Ads or Facebook Ads are limited to generating traffic. 

Conversions happen on your website and landing pages after visitors click on your ad.

If you don’t have the best landing pages, your paid traffic could disappear.

Too often we see traffic to our homepage from Google and Facebook Ads. This is bad news.

Your homepage should contain information about your business. You can’t get paid traffic to this page.

Paid traffic is available via Facebook Ads and Google Ads. These visitors need a post-click landing page.

A landing site for post-click visitors was created to convert them. Landing pages have many benefits over your homepage.    

Website visitors can get caught up in shiny object syndrome. Visitors are often distracted by your website’s features and fail to take action.

Post-click landing landing pages can help to avoid this. They keep your visitor focused and on a single goal 

You might notice something missing from the homepage.

The landing pages do not contain a navigation menu or clickable links. They don’t want to be directed to another page that might cause them to lose their interest.

How can you make post-click landing pages for your chiropractic practice to promote it?

We have your back! A printable version is also available.

For those who are interested, there are amazing landing page tools to help you make your job easier.

  • Unbounce
  • Instapage 
  • Leadpages 

With some of these tools, you can also create pop-ups and sticky bars on your website. 

Bonus Tip – Make use of popups

Do you know how much cold traffic your blog posts receive? Would it surprise you to learn that you can convert these visitors into leads without spending money on remarketing

This can be done with targeted popups or sticky bars

Pop-ups and sticky bars appear after visitors have visited a page.

For example, you could create a popup which appears after the visitor has read 75% or more of your posts This will show that they are interested in your article and allow them to ask for conversions

Popups can be programmed so that they appear on landing pages. This will stop visitors from leaving your landing pages before converting.

Let’s say someone clicks on your Google Ad, and is about to leave without converting. An exit popup could offer a discount or specials for new patients.

Exit popups, as shown in the above image, grab your attention. Although people might close them, it will surprise you at how many people respond to your invitation.

Get Your Chiropractic Marketing Plan in Order

Many companies that offer “directory listing management” or advanced search engine optimization are cookie-cutter.

It is essential to do the right thing every day in order to grow your patient base. 

  • Routine Google Ads Optimization
  • Optimize your Facebook ads regularly
  • Create blogs and videos
  • You have the option to A/B-test your landing pages. Pop ups 
  • This can all be joined using the right strategy

There are many ways you can improve your company’s sales and increase the lifetime value of your patients. 

More leads will help you close more deals and achieve your goals quicker. You can spend more on new patients if you have more.

Marketing chiropractic is not easy. 

If you find this information a bit too complex, please request a free proposal.

Have questions? Leave comments or send us an email.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.