I’ll be honest, the title of this post is a lie.

The number is actually larger… but I thought you wouldn’t believe me.

The title I should have used is “how to add $100k per month in new patients”… because that’s what we’ve done for our clients.

Not once…

…but three times in the last year alone.

As a chiropractor, you already know that new patients are the key to growing your practice.

Unfortunately, most of the random marketing advice for chiropractors isn’t focused on attracting new patients. And as a result, I’ve seen a lot of chiropractic marketing that makes me really sad.

Trust me it’s that bad…

You can set up Google Ads, design a beautiful website, post to social media, and still not see profitable results. In other words, you can do all the right things the wrong way.

To get the best results from your marketing and maximize your ROI, you need a proven strategy.

This article isn’t a case study, but it is based on factual real-life marketing tactics that we use with our own clients. These strategies have helped dozens of chiropractors add $50k – $100k in monthly revenue and I’m sharing them all in this post.

So get ready to have your mind blown.

mind blowing chiropractic marketing


Step 1 – Set Up Google Ads (The Right Way)

Google Ads should be the backbone of your chiropractic marketing strategy. Yes, I am very punny, but seriously, searches on Google are high intent. Which means you don’t have to do much to convert these visitors into leads.

In fact, this kind of advertising is so effective it’s often referred to as demand harvesting. People are already searching for your services; you just have to show up. So if you’re not showing up in search results, you’re missing out on a lot of opportunities.

Luckily we wrote a guide to help get you started. You can check it out here:

The Greatest Google Ads Guide You’ll Ever Get Your Hands On

When done properly Google Ads can be the cornerstone of your chiropractic marketing strategy and result in hundreds of new patients.

At the same time, having a poorly structured Google Ads account might be worse than not running ads at all. So in the next few sections, I’m going to breakdown some of the most common mistakes we see… and how to fix them.

1. You’re not using Single Keyword Ad Groups (SKAGS)

Google Ads recommends starting with a broad match keyword (we’ll explain a little more about this later) and adding 5 – 20 keywords per ad group. Don’t get me wrong we love Google Ads, but this is some pretty terrible advice.

chiropractic marketing advice

Unfortunately, a lot of marketers take this advice.

So why is this advice so terrible?

When you group keywords together like this it makes it much harder to match your ad’s message to a user’s search. Which makes your ad less relevant, which lowers your click-through rate (CTR), which leads to a lower quality score, and ultimately, costs you more money.

So how do you know if your account is set up the right way?

First, log in to your Google Ads account and open one of your campaigns to reveal its ad groups. Next, open the ad groups and click on keywords.

Here’s what you should see:

  • Only one keyword
  • Three different match types:
    • [exact match]
    • “phrase match
    • +broad +match +modified
  • The keyword is at least two words long

What I just described is a Single Keyword Ad Group (or SKAG for short). They give you more control over your Google Ads account and will help you achieve your new patient goals much faster.

If your account is set up correctly you should see something like this:

chiropractic marketing skags

This is what a SKAG looks like ☝️

If you’re ad groups all look like this then you can skip to the next section.

However, if you see more than one keyword or broad match keywords (just words without any symbols) then that should be a red flag. It means you’re not using SKAGs and your account is headed for disastrous results.

Having multiple keywords in one ad group is bad because your ads won’t always match what searchers type into Google. For example, the ad group in this picture (below) has five different keywords: chiropractic care, chiropractor, chiropractor near me, chiropractor walk in, chiropractor los angeles.

bad chiropractic marketing

This ad group has five completely different keywords 🚫

Sure you could create five different ads, one for each keyword, but that doesn’t mean Google will always choose the ad you want it to. And that means the ads visitors see aren’t going to match their searches.

For example, let’s say someone searches for “walk in chiropractor” and your ad is triggered. That’s great, except the ad that Google decides to show says nothing about accepting walk-ins.

chiropractic marketing bad search results

🤦‍♂️ As you can see, this ad doesn’t mention walk-ins at all

You want your ad to match the search and answer the searcher’s question. In this case, the searcher needs to know if you accept walk-ins. Without that information, visitors might assume your practice doesn’t accept walk-ins and click on a competitor’s ad.

So what does it look like when your account uses single keywords ad groups?

Take this ad (pictured below) for example, not only does the search term appear in the ads headline it appears again in the description text.

chiropractic marketing good search results

This ad has a much better message match than the previous example.

By using SKAGs you’ll have complete control over which ads are triggered for each keyword. You can make sure that your ads match your customers’ searches and you’ll have better control over the search terms that trigger your ads. This will increase your click-through rates, improve your quality score, and lower your cost per click.

2. You’re Not Using Negative Keywords

The keywords you’re bidding on are not what you’re paying for.

Your search terms are what you actually pay for.

Depending on what match types you use, each keyword in your account will be triggered by many different search terms. Some of them will be relevant and others won’t be. And you don’t want to waste your ad spend on irrelevant search terms.

To prevent this, your job is to continually create new SKAGs from the relevant search terms. Then remove the irrelevant search terms by adding them as negative keywords.

Otherwise, you’ll end up with an account that looks like this:

negative keywords chiropractic marketing google ads

Too many search terms for one keyword…

If you compare the Search terms in the left column and the Keywords in the right column you’ll notice that none of them match up. Not only did the same keyword trigger many different search terms, but many of these terms aren’t even relevant.

If your account looks anything like this you’ll want to fix it up right away. Your goal is to eventually have a 1:1 keyword to search term ratio.

Which leads me to our next point – ad group level negative keywords.

As you add new SKAGs to your account you’ll end up with short and long versions of the different keywords. For example, you might have one ad group for “chiropractor near me” and another for “chiropractor near me open today”. This is a good thing, but what happens is your shorter keyword starts stealing impressions from your longer keyword.

This is a problem. You don’t want all your hard work creating SKAGs to go to waste.

To prevent this from happening you need to use ad group level negative keywords. This way you can ensure your shorter keywords don’t steal from your longer keywords.

Here’s how it works:

Inside your account, you’ll have root keywords that generate longer, but still relevant search terms.

Take the root keyword “chiropractor near me”, for example. It could generate search terms like:

  • find a chiropractor near me
  • walk in chiropractor near me
  • best chiropractor near me

Notice that all of these search terms contain the root keyword and could be triggered by it even after you create new SKAGs for each of the above search terms.

So in order to prevent that from happening you’ll need to add negative keywords to your “chiropractor near me” ad group. In this case, you would need to add “find a”, “walk in”, and “best” as negative keywords.

Remember that adding negative keywords isn’t a one time task. You’ll need to constantly monitor your search terms report for new SKAGs and negative keywords.

3. You’re Using An Automated Bidding Strategy

When you create a campaign in Google Ads, you’ll be presented with several different bidding options. These options can get pretty confusing, and Google will lure you towards the automatic strategies by promising to save you time.

And they’re not wrong automated bidding strategies require much less time, but they aren’t going to bring you the best results, at least not to begin with.

Automated bidding strategies use artificial intelligence to study your account’s historical performance. This means they need to have plenty of data to study in order for them to reach peak performance. So starting off with an automated strategy is sure to bring you mediocre results at best.

So what other options do you have?

Bid Strategy Types

Here are the different bidding strategies Google Ads has to offer:

Chiropractic Marketing Bid Strategies

That’s a lot of options…

You’ll most likely find that your account defaults to maximize clicks or maximize conversions. These are automated bidding strategies that will do their best to get you to your goals, but they just won’t have enough data to get you there right off the bat.

This is where Manual CPC comes to the rescue.

What Is Manual CPC

When you choose Manual CPC, you’ll be able to tell Google Ads exactly how much you are willing to pay per click. As a result, your keywords will look something like this:

chiropractic marketing manual cpc google ads

Manually increase or decrease bids for each keyword with Manual CPC

With Manual CPC you’re completely in control of how much you pay for a click and you can change the amount you’d like to pay at any time.

This way you can lower bids on keywords that don’t produce high-quality leads and raise bids for keywords that do.

This is more effective because not all conversions are equal. Some keywords may get lots of conversions that rarely turn into new patients. At the same time, other keywords may get fewer conversions, but almost always result in new patients.

With automatic bidding, Google will optimize your account for conversions but has no idea which conversions to optimize. In other words, automated bidding could optimize your account to drive the wrong conversions. Which could lead you to pay more money for lower quality leads.

Remember that your goal with Google Ads is to get more new patients. Not just more conversions and leads. That’s why you need to implement hidden fields and url parameters so you can find out which keywords bring you the most new patients.

Step 2 – Grow Your Practice With Facebook Ads

Facebook Ads are one of the most effective ways to grow your chiropractic business, especially when combined with Google Ads. You can use Facebook ads to promote blog articles, videos, new patient specials, and much more.

Sadly, many chiropractors we speak with stop using Facebook Ads because their ads performed poorly and didn’t get them any new patients. Usually, this is due to a lack of proper understanding and execution.

Facebook Ads work, but people browsing Facebook aren’t actively searching for your services. This makes it much less likely that they will sign up for an appointment or call your office without getting to know you first.

So how do you use Facebook Ads to drive more new patients to your business?

Well for starters you’ll need a solid understanding of Facebook Ads Manager. And lucky for you we’ve written an extensive guide on exactly that. You can check it out here:

Facebook Ads Manager: Your Ultimate, Start to Finish Guide

If you already know Facebook Ads manager like the back of your hand then read on to see our top three chiropractic Facebook marketing strategies.

Promote Highly Targeted Content

Before we dive into Facebook ad strategies, let’s agree on something: healthcare is a very personal subject.

chiropractic marketing is personal kobe bryant

Thanks, Kobe 🙏

This means most people want to work with someone they know and trust when it comes to their health.

When people don’t know you or your brand they probably aren’t going to see your ad for spinal decompression, click on it and set an appointment. They may not even know what a chiropractor does let alone how a specific service can help them.

First, you need to inform and nurture them with relevant content. This will help them create trust and familiarity with you and your brand.

Start by creating content around the symptoms or conditions that would qualify someone to become a patient.

For example, you could write a blog article about stretches that help back pain and promote the article with Facebook Ads. Take this ad for example:

chiropractic facebook ad examples

Notice that this ad isn’t trying to sell anything

You’re not trying to sell them anything the goal here is to get them on your website and give them valuable information.

Now that they’ve been to your website it’s time to remarket to them with a stronger ask.

We already know they’re probably experiencing some kind of back pain because they read your article. So now you could remarket to them with a downloadable ebook or special introductory offer (i.e. $19 New Patient Special) and get much better results.

chiropractic marketing facebook ad

Now you can ask them to become a new patient

Keep in mind this is only one small example of how you can use promoted content. It might take more than reading one article for them to call you or fill out your form, and come in for an appointment. Every person is different and it may take several small asks before you get your prospects to convert on your core offer.

So, if you’re not already posting blog articles on a regular basis and promoting them with Facebook Ads then now is the time to start. Blogs help drive more traffic to your website, improve organic rankings, and play a vital role in your Facebook advertising.

However, they aren’t the only form of content that you can use to move prospects through your funnel. You can use Facebook Ads to promote helpful videos, downloadable ebooks, infographics and many other types of content.

Facebook Remarketing + Google Ads

You’ve probably heard how important remarketing/retargeting is when it comes to digital marketing. Unfortunately, Google Ads doesn’t allow remarketing for most health-related businesses, chiropractors included.

But that doesn’t mean you can’t use remarketing. It just means you’ll have to switch platforms to do so. Thankfully with Facebook Ads, remarketing is a breeze.

Facebook lets you create custom audiences, or groups of Facebook users, based on how people have interacted with your website. These audiences are who you’ll show your ads to. That means you can get super specific with your Facebook remarketing strategy. You can retarget people who have landed on a specific page, spent a certain amount of time on your website or viewed multiple pages.

Let’s say someone clicks on your Google ad, but gets distracted and forgets to call your office. The next day they hop on Facebook and there’s your ad reminding them to schedule their appointment. This is a great way to get more new patients and make sure your Google Ads clicks don’t go to waste.

Facebook remarketing isn’t just another way to get more new patients, it’s also a great way to upsell existing patients. You can use Facebook remarketing to encourage your existing patients to sign up for other services you offer like spinal decompression, k-laser, weight loss programs, and more.

Pro Tip: When it comes remarketing, you can be a little more aggressive in your message. I’m not saying to threaten them. What I am saying is make sure your follow up offer gets them closer to converting. When they visited your website, they expressed interest so make sure you capitalize on that and ask them to take action. This is your chance to close the deal.

Use LAL Audience To Find More Of Your Ideal Patients

Facebook ad targeting is a tricky business and there’s not an “ideal new patients” targeting option. But there is a way to target your ads to other people that are similar to your very best patients.

Facebook lookalike (LAL) audiences use data from your remarketing audiences and the email lists you upload to find more people who match your current customers profile. This makes it much more likely that they’ll be interested in your offer.

Here’s how it works:

  1. Create a Facebook custom audience of past converters
  2. Set up a lookalike audience based on the custom audience you just created
chiropractic marketing lookalike audiences

Creating a Lookalike Audience

Using lookalike audiences is the perfect way to find more people like your most valuable patients. Just remember that the people in your lookalike audiences aren’t familiar with your brand and they might still need to be warmed up before converting on your core offer.

Step 3 – Use Post-Click Landing Pages

Google Ads and Facebook Ads are only capable of generating traffic. They aren’t automatic conversion machines.

Conversions happen on your website or landing page after visitors click on your ad.

And that means without the right landing pages all that traffic you’re paying for could slip right through your fingers.

You don’t wanna be this guy 😧

All too often we see traffic from Google Ads and Facebook Ads being sent to a homepage and that’s just bad news.

Your website’s homepage is built to be informative and cover many different aspects of your business. This is ideal for people looking for more information, but not ideal for paid traffic.

Paid traffic includes visitors from your Google Ads, Facebook Ads, and any other pay per click (PPC) platform you’re using. These visitors need to be sent to a post-click landing page.

A post-click landing page is designed to convert visitors and they have several benefits over your homepage when it comes to paid traffic.

When visitors land on your homepage they’re prone to get something we call shiny object syndrome. This is when visitors click through to different pages on your website, but they never convert. They become so distracted with all that your website has to offer that they don’t take the one action you want them to take.

chiropractic marketing website homepage example

Notice the navigation menu and all of the different places visitors can click.

Post-click landing pages help you avoid this, by keeping your visitor focused on one goal. Take a look at this example (below) of a post-click landing page we created for one of our chiropractic clients.

chiropractic marketing landing page example

Notice how this page is focused on a single offer.

You might also notice that some things are missing when comparing the landing page to the homepage. The landing page has no navigation menu or any clickable links. This helps keep visitors on the page until they convert. After all, you paid for that click why would you want to send them to another page where they could lose interest.

So how do you build post-click landing pages for your own chiropractic business?

Don’t worry, we’ve got you covered! We created a 47-point landing page checklist to guide you through the entire process. You can read the full post and download a printable version here:

The Complete 47-Point Landing Page Checklist For Selling 10x More In 2019

And in case you’re wondering, here are some super awesome landing page tools that will make things even easier:

I should also note that some of these tools let you create pop-ups and sticky bars that you can use on your website. So without further ado…

Bonus Tip: Use Pop-Ups

You know all that cold traffic that you’re sending to your blog posts? What if I told you there was a way to turn those visitors into leads without spending a dime on remarketing?

Well, you can with targeted pop-ups and sticky bars.

Pop-ups and sticky bars are small boxes that appear after visitors take a certain action or visit a specific page on your website.

For example, you could create a pop-up that only appears after a visitor scrolls through 75% of your blog post. This indicates that the visitor is very engaged in your article so what better time to ask them to convert.

You can also set pop-ups to appear on your landing pages to stop visitors from leaving before they convert.

Let’s say someone clicks on your Google Ad but is about to exit without converting. You could use an exit pop-up to show them a discount or a new patient special.

Chiropractic Marketing Pop up

Here’s an example of an exit pop-up ☝️

As you can see from the picture (above) exit pop-ups really grab your attention. Sure, many people will close them, but I think you’ll be pleasantly surprised to see how many people take you up on your offer.

Wrap Up On Chiropractic Marketing

Too often I see cookie cutter chiropractic marketing companies touting things like “directory listings management” and “advanced search engine optimization”.  They put a lot of hype behind these services, but at the end of the day it’s mostly crap.

If you really want to grow your new patient numbers month after month you have to consistently do the right things. That means:

  • Performing routine Google Ads optimization
  • Regularly optimizing your Facebook Ads
  • Creating blogs, videos, and other content pieces
  • A/B testing your landing pages and pop-ups
  • And glueing all of this together with the right strategy

Of course, there’s also things you can do internally like increasing your sales rate and lifetime value of your patients. If you close more leads you won’t need as many to hit your goals. And the more you make from each patient the more you can afford to spend acquiring new patients.

Chiropractic advertising is not easy. It requires many talented people and strategic oversight to produce these kinds of results. Plugging some keywords into Google Ads and boosting a couple of Facebook posts isn’t going to cut it.

So if what we’ve covered here is a bit too complex for your liking, then request a free proposal and have it done for you.

And if you have questions about anything I’ve written about in this post then please leave them in the comments below!

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luke heinecke

Luke Heinecke


Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.

luke heinecke

Luke Heinecke


Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.