Industry Guide · 16 chapters · first chapter coming soon
Google Ads for Chiropractors: The Complete Guide to Getting More New Patients
A chiropractic practice is chosen fast and judged on the first visit. Patients search their pain or a chiropractor near them, nearly every practice nearby shows five stars, and the money question (what insurance pays, what the first visit costs) decides whether they book. Google treats chiropractic as healthcare too: no booking goal, no enhanced conversions, and no retargeting from your condition pages. These sixteen chapters build a Google Ads account in the order we build them, using real searches, websites, ads and reviews from twelve chiropractic practices in one example market, the Baltimore area: family and wellness offices, sports and rehab clinics, and auto-injury practices. Your numbers will differ. The method works for a chiropractor anywhere in the US.
Most Chiropractic Searches Want an Appointment Nearby. Build the Account Around the Ones That Become Patients.
New account? Chapter 1 comes first. Each chapter uses the setup from the ones before it.
Measure
Count every call, form and booking, send back the first visits that happen, and price a click against what each payer pays
Send Back the First Visit
Near Me Searches First
What Each Payer Pays
Build
One ad group and page per condition, keywords from a rival's site, exact match first, bids set by hand, and ads in patients' words
One Ad Group per Condition
Keywords From a Rival's Site
Pain Searches on Broad Match
Bids by Hand
Ads in Patients' Words
Launch
The Google defaults to change, including the booking goal healthcare can't use, before the first click
Settings and the Booking Goal
Scale
Performance Max without retargeting, video for the safety question, the map pack before Local Services Ads, and AI Max last
Performance Max Without Retargeting
Video for the Safety Question
The Map Pack First
AI Max Last
Chiropractic
Bonus chapters: auto-injury patients, new-patient offers, and competing with physical therapy ads
Bonus: Auto-Injury Patients
Bonus: New-Patient Offers
Bonus: Chiropractor vs Physical Therapist
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on searches like "chiropractor near me" and your main conditions, bids set by hand, and your practice and doctor names in a campaign of their own.
Exploration
Broad match with a target CPA once the account logs about 30 quality conversions a month. Busier practices get there sooner.
Performance Max
The usual pace, not the rule. It waits until about 30 quality conversions a month hold steady, with kept first visits flowing back to Google.
Demand Gen, Local Services Ads and AI Max
Video once the budget can carry at least 10 times your target CPA, Local Services Ads as an optional test beside Search, and AI Max last.
How to Use This Guide
Starting a new account?
Read in order. Sending the kept first visit back to Google comes before the first keyword.
Chapter 01 →Treating car accident patients?
The auto-injury chapter covers its own campaign and budget, and the state rules on contacting crash victims.
Chapter 14 →One example market
Examples come from twelve practices around Baltimore, from family offices to sports and auto-injury clinics, described as we found them. Your numbers will differ; the method is the same.
Chapter 05 →Running more than one specialty under one roof? Google Ads for Healthcare shows how to run them as one account without one service line starving the rest.
Google Ads for Chiropractors
Five Stars Don't Set You Apart. Every Chiropractor Nearby Has Them Too.
We've run paid ads for 25+ years and seen just about every way a budget goes sideways. Get on the phone with someone who does this every day. Bring your questions, your numbers and your skepticism. You'll hang up knowing what we'd do, whether you hire us or not.
Or see how our Google Ads management works.