Case study · Chiropractic · Langwarrin, VIC
Troy was running the Google Ads at Langwarrin Family Chiropractic himself, and the more he learnt, the more he realised the ads were not creating as many new clients as Google was telling him. His maths put it at $1,000 a month for 4 to 6 new clients, up to $250 or more per lead. Hearing Peter Flynn on the GYC podcast settled it: he could spend the time learning all of it himself, or hand it to professionals and keep his hours for the clinic. We cleaned up the Google Ads account so he could see where the money went, eliminated the waste, and built landing pages for the campaigns to land on. By Troy's count, new patient enquiries went from 1 to 2 a week to 2 to 4, the books are growing, and the team is happier with more consistent new clients each month. His summary of the best part: knowing they were not donating money to Google.
ads.google.com / overview
6 to 12 months in
2x
New patient enquiries
Chiropractic · Langwarrin, VIC
$250
Or more per lead, before
Real client. Real numbers.
2x
New patient enquiries
From 1 to 2 a week to 2 to 4, Troy's count
$250
Or more per lead, before
His maths, running the ads himself
4 to 6
New clients a month, before
On $1,000 a month of DIY Google Ads
Growing
Where the books sit today
On $1,000 to $2,500 a month in ad spend
Enquiries in a week, his count
Before, a typical week
1 to 2new patient enquiries
Every week
A good week
Now, a typical week
2 to 4new patient enquiries
Every week
Every week
A good week
A good week
Troy's own ranges for new patient enquiries in a typical week, before and now. His count, not our ad account tracking.
The starting position
Langwarrin Family Chiropractic was already running Google Ads when Troy started paying closer attention. He was running the campaigns himself, and the more he learnt, the more he realised they were not creating as many new clients as Google was telling him. It was costing too much per new person in the practice, his words.
The maths made it plain. The clinic was spending $1,000 a month and getting 4 to 6 new clients from it, which Troy put at up to $250 or more per lead. Doing it himself was ok at best, in his words, and he knew a lot of the money was going on things that never led to a new client in the practice.
The decision came from listening to Peter Flynn on the GYC podcast. Troy could have spent the time learning all about it and doing the work himself, but he did not have the time and energy to put into it. Two things nearly stopped him: the additional cost of someone else doing it, and all the stories of agencies not working out. He went ahead anyway.
What we did
Troy's own summary of the work starts there: Pete and the CM team cleaned up the account so the clinic could see what it was spending money on. Waste hides in an account nobody can read. Making the spend visible was the step that made every later cut possible.
The problem was never the $1,000 a month. It was how much of it went to things that did not lead to new clients in the practice. Cutting that waste is how the same ad spend started producing more new clients, which is exactly how Troy describes it.
Google Ads and landing pages are the two things Troy lists when he names what we worked on together. Paid traffic needs somewhere purposeful to land, built for the person searching. The campaigns got those pages.
Keeping up with the changes Google makes on a regular basis takes real effort, one of the two things from the podcast that stuck with Troy. Now a team of professionals optimises the ads rather than, in his words, him having a go at it. His time goes to working with the team on retaining the new clients once they arrive.
The old maths, his numbers
$1,000
a month, running it himself
4 to 6
new clients from it
$250or more
per lead, his maths
See it
Cleaned up the account so the clinic could see what it was spending money on.
Cut it
Eliminated the spend on things that did not lead to new clients in the practice.
Keep the budget
More new clients for the same ad spend. His summary of the work, word for word.
The spend, the client count and the cost per lead are Troy's own maths on the campaign he ran himself, from his story brief. Not our ad account reporting.
The numbers
Every figure in this table is Troy's own count and his own words, not our ad account reporting. A typical week used to bring 1 to 2 new patient enquiries and now brings 2 to 4. The spend sits in his $1,000 to $2,500 a month range, the books are growing, and the difference he keeps coming back to is that the money is no longer being donated to Google.
Metric
Before
After
Change
New patient enquiries in a week
Before
1 to 2
After
2 to 4
New clients from the ads
Before
4 to 6 a month
After
More, and more consistent
Monthly ad spend
Before
$1,000
After
$1,000 to $2,500
Who ran the ads
Before
Troy, having a go
After
A team of professionals
Where Troy's time goes
Before
Learning Google Ads
After
Retention, with the team
The maths that resonated with Troy
$500 to $600
a month of ad spend, the podcast example
is about
2 to 3 hours
of his clinical time in the month
The other half of the trade: keeping up with the changes Google makes on a regular basis takes real effort. That effort sits with us now, not with Troy.
Where his hours go instead: working with the team to increase retention of new clients when they come into the practice. His words.
The $500 to $600 and 2 to 3 hours are the figures Troy quotes from the GYC podcast episode as the maths that resonated with him, not his current spend. His own range today is $1,000 to $2,500 a month.
Peter and the CM tram have been great to work with. They have our increased our number of new clients from Goggle Ads without increasing our ad spend, so we are not donating extra money to Goggle anymore.
What's next
The shift Troy names is where his time goes now. He spends more of it working with the team to increase retention of the new clients coming into the practice, instead of learning ad platforms. The ads stay with the professionals, keeping up with the changes Google makes so he does not have to. The spend sits inside his $1,000 to $2,500 range, the books keep growing, and his advice to another clinic owner sitting where he was six months ago is the same thing that moved him: go back and listen to Peter on the GYC podcast.
Ready when you are
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More testimonials
Working with Pete and the CM marketing team has been nothing but a dream. Not only do they give you confidence on staying AHPRA complaint but his timeline are honest and he's delivered on it every step of the way. Trusting another marketing agency has been daunting, but it's the best move we've made more growth and way less stress.
Working with the Clinic Mastery team and the marketing team in particular has freed up my time to focus on the internal workings at my clinic. Having a professional team who all know and understand what we do and the services we offer has meant I don't have to worry about the quality of the ads. Highly recommend.
Clinic Mastery are really the most legit marketing company I've come across when it comes to working with clinics. They're very professional, they respond really quickly, they're very clear on what they wanna do, what you need to do. They don't oversell you the dream, but they show you the potential, which is really cool. But they also show you how to get there and how you can do it yourself with the right guidance. And yeah, Pina's been awesome to work with as I opened my eyes to a lot of things as well with the clinical world when it comes to marketing.
More stories
Looking for our general approach? See how we run Google Ads for chiropractic clinics.