Google Ads · Chiropractic

Google Ads forChiropractors

Built by clinic owners, for chiropractors. Targeting the patients in pain who are about to book today. Measured in real bookings, not clicks.

Most chiropractic clinics that try Google Ads run two campaigns at once and don't know it. One for pain relief patients (back pain, neck pain, headaches). One for wellness and maintenance. The pain campaign converts at a low cost per new patient. The wellness campaign almost never does. The clinics that win on Google focus the budget where the conversion lives: patients in pain, looking for relief today. Wellness clients come later, but they almost always start by walking in with pain. Build the campaign for the door, not the destination.

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google.com

back pain chiropractor near me

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Sponsoredyourchiropractic.com.au

Sydney Chiropractic · Back Pain Specialists

Back pain, neck pain, headaches. Registered chiropractors. HICAPS accepted.

4.9 · 312 reviews

another-chiro.com.au

Another Chiropractic Clinic

Welcome to our practice. Comprehensive chiropractic care.

city-chiro.com.au

City Chiropractic

When patients search, you win the click.

What chiropractic patients actually search

Chiropractic patients don't search 'wellness'. They search what hurts.

Most chiropractic visits start with pain. Back pain. Neck pain. Headaches. Someone who tweaked something on the weekend. Patients who eventually become long term wellness clients almost always arrive at your door with a specific problem first. Your Google Ads campaign should match that arrival pattern, not the long term retention pattern.

back pain chiropractor near me

neck pain chiro [suburb]

headache chiropractor

lower back pain treatment [city]

sports chiropractor [suburb]

sciatica chiro

Notice none of these are 'wellness adjustments' or 'maintenance care'. Patients Google the problem, not the solution. They feel the pain. They want it gone. We build campaigns that meet them at that exact moment, then your clinic does the work of explaining the longer-term care plan once they're in the room.

See the thinking behind one ad

Pick your specialty and the search a patient runs

You will get one real ad, written the way I write them, and the method I used to get there. No campaign structure, no keyword list, no budgets. That part is the work I do with you.

Where agencies go wrong

Most agencies don't understand the chiropractic patient journey.

Years of auditing Google Ads accounts run by chiropractors across the Clinic Mastery community surface the same recurring mistake.

The campaign is built around the destination, not the door. The clinic owner wants more wellness clients, so the agency runs ads for 'wellness chiropractor', 'spinal alignment', 'chiropractic adjustment'. The traffic comes in. Almost nobody books. Patients searching for 'wellness chiropractor' are mostly already existing chiro patients renewing somewhere else, or browsers with no real intent. The actual money searches sit in pain queries: back pain, neck pain, headaches, sciatica.

The right play is to focus the budget on the lowest-hanging fruit: patients in pain, looking for relief today. They book at a higher rate than wellness searchers. The cost per new patient is lower. They become long term wellness clients once they're in the room. Most chiropractic clinics get most of their wellness clients this way: in pain first, on a treatment plan second, on a maintenance plan third. The campaign just gets them through the door.

The third mistake is broad keywords like 'chiropractor near me' or 'chiropractic adjustment'. They look attractive on a search planner. They convert poorly. The patients who actually book search with sharper intent: their specific pain, in their suburb.

Wellness is the goal. Pain is the door. Build the campaign for the door.

How we run it

How we run Google Ads for chiropractic clinics.

Same four steps every clinic gets, sharpened for chiropractic.

Audit your ideal client list against Google reality.

Every chiropractic clinic has an ideal mix: pain relief patients in the short term, wellness and maintenance patients long term. Google Ads is for the first group. Wellness clients almost always come from referrals, in clinic conversation, and the treatment plan you build with each patient after they walk in. We focus the budget on the patients Google can actually deliver. Pain led searchers.

Build keyword groups around symptoms, not adjustments.

Back pain. Neck pain. Headaches. Sciatica. Sports injuries. Each of these is a real money search. Each gets its own ad group, its own ad copy, and its own landing page section that speaks to the symptom. The patient lands on a page about back pain, not a page about adjustments. The booking follows. The wellness conversation happens in the consult.

Filter out the searches that don't pay.

Brand name competitors. Free public clinic queries. Generic 'wellness' searches. adjustments as a concept searches. We negative keyword them out before launch and keep stripping them out every week.

We report on bookings. Not clicks.

The dashboard tells you what each new chiropractic patient costs you, broken down by which symptom search brought them in. That's the only number that matters. Click through rate doesn't pay your rent. Bookings do.

The chiropractic conversion funnel

Pain is the door. Wellness is the destination.

Most chiropractic clinics want more wellness clients. So they bid on wellness keywords. The traffic comes in. Almost nobody books. Wellness is something patients understand once they're inside your clinic, on a plan that's working. The campaign that fills the diary is the one that wins the door, not the destination.

1. The patient is in pain.
Google's job
Back pain. Neck pain. Headaches. Sciatica. Sports recovery. They Google the symptom. They aren't searching for wellness. They aren't searching for maintenance. They're searching for relief, today.
2. They click. They book.
Google's job
The campaign meets them at the symptom search. The landing page speaks to their specific pain. The booking flow takes under a minute. Cost per new patient is the lowest it's ever going to be.
3. Your clinic does the assessment.
Your clinic's job
First appointment. The patient walks in with one issue. Your clinic explains what's actually going on, and what a course of care would look like. This is the conversation that converts pain into a plan.
4. Treatment plan, then wellness.
Your clinic's job
A meaningful share of pain-relief patients become wellness clients. They didn't search for wellness. They got there because the treatment plan worked, and you earned the next visit. Wellness is the destination. Pain was the door.

Every wellness client at your clinic almost certainly walked in with pain first. The campaign is for that first appointment. Your clinic does the rest of the work.

The economics

Chiropractors buy the first visit. The plan of care pays for it.

Chiropractic has the lowest per visit fee and the highest visit average in musculoskeletal care. That combination changes what you can afford to pay for a new patient, and almost nobody models it properly.

Cost to acquire a new patient

$80 to $100

Roughly level with physiotherapy, in a tight catchment with symptom led keywords.

Typical visit fee

$112

The default we model on for a standard Australian chiropractic visit.

Visits per patient

Around 12

The highest visit average in allied health, because care runs as a plan rather than an episode.

Look at the first two numbers alone and chiropractic barely looks worth the trouble. You pay $90 to acquire a patient and take $112 on the door, so the first visit washes against the ad money and leaves you very little. Every chiropractor who has ever tried Google Ads for a month and quit has quit at exactly that point, one visit into a twelve visit relationship.

The third number is the whole business. A plan of care that runs a dozen visits turns a $90 acquisition into something you'd pay twice for. So the question we ask a chiropractor before we quote is never what a click costs. It's what share of first visits convert onto a plan, and what your visit average actually is when you count it honestly out of the practice software.

Referral behaviour is the quiet multiplier. Chiropractic patients refer at a higher rate than most of allied health, because the care is longer and the relationship is closer. A patient acquired on a back pain search who brings in a partner and a workmate over two years was never a $90 patient. That doesn't show up in the ad platform, which is precisely why chiros who judge the account on the platform's numbers alone consistently underspend.

The numbers nobody publishes

What a new patient enquiry costs a chiropractic clinic.

We do not publish tracked figures for chiropractic clinics yet, so this is the band we hold those accounts to. It is a standard we set, and every row on the benchmarks page names which of the two it is.

$90

middle of the band we hold those accounts to

$80 to $100

bottom to top of the band

$1,344

what one new patient is typically worth, at $112 across 12 visits

See where chiropractic sits against every other discipline

What good looks like

What a healthy chiropractic Google Ads account looks like.

A healthy chiropractic Google Ads account in Australia costs around $80 to $100 per new patient booking, very similar to physiotherapy. That assumes a tight catchment, a booking page that lets the patient book straight in, and clean keyword segmentation. We've seen it lower with sharper symptom targeting. We've seen agencies push past $200 by chasing wellness keywords. The number on the screen matters less than what each new patient is worth to your clinic over their treatment plan, including their conversion to wellness and maintenance care. That's the lens we run the account through.

Pricing

Simple, honest pricing.

No hidden fees. No long contracts. Pay for the work, pay for the spend, get the results.

ROI calculator

See your return before you spend a cent.

What is your profession?

Your average appointment fee

What the patient pays you per visit

Your PVA

Average number of visits per patient

Monthly ad spend

Your media budget, separate from management fees

Select your specialty above to see your numbers.

Google Ads

Monthly management

$525/mo

+ GST + 15% of ad spend

One off setup

$795

+ GST

What's in the setup

Strategy session
A clear, defined Google Ads marketing strategy
Conversion tracking installed
Keyword research
Full campaign build
Everything wired up and working before launch

Ongoing, every week

In your account every 24 to 48 hours
Measuring, refining, optimising
Constant split testing. Always trying to beat our best ad.
Monthly reporting in plain English
Pete in the account, not a junior or overseas VA

Min. ad budget: $500/mo

Get my free Google Ads audit

Written by

Pete Flynn

Co-owner, Clinic Mastery. Co-founder, Physio Fit Adelaide.

Two-time Telstra Business Awards winner (2019, 2022). Five-time Telstra Awards judge. South Australia Top 40 Under 40 (2019).

The questions clinic owners ask us.

What should chiropractors look for in a Google Ads agency?

Four things. One, they should be able to name the difference between the pain searches and the wellness searches without you explaining it. Two, they should report on new patients, not clicks or leads, and hand you the cost to acquire a patient by search term. Three, they should know the Chiropractic Board's advertising guidelines cold, because they're tighter than physio on cure and broad health claims and it's your registration on the line, not theirs. Four, they should be honest about the visit average and plan conversion driving your return, rather than pretending the ad account is the whole story. Any agency that leads with impressions and click through rate has told you what they measure.

How much do Google Ads cost for chiropractors?

From $500 a month in ad spend plus our management fee, and a cost to acquire a new patient of $80 to $100. That number is higher than your visit fee, which spooks a lot of chiropractors until they run it against the plan. At a twelve visit average, a $90 acquisition is one of the cheapest new patients in healthcare. If your plan conversion is weak, fix that before you scale the spend. We'd rather say so up front.

Why don't you focus the campaign on wellness or maintenance keywords?

Because patients almost never search for wellness chiropractic before they've had a chiropractor solve a pain problem first. Wellness is something they come to understand inside your clinic, on their treatment plan, after the first visit fixes the headache or the back pain. The campaign needs to bring them through the door. Your clinic does the work of converting them to wellness once they're inside. Trying to skip the pain led entry point burns budget on traffic that won't book.

Are AHPRA rules harder for chiropractic ads than for other professions?

They can be. The Chiropractic Board's advertising guidelines are tighter on certain claims (cure, broad health benefits, scope of treatment) than the Physiotherapy Board's. We know the rules and we run campaigns that stay clearly within them. Compliance is part of the work. We don't make claims that put your registration at risk, and we don't compromise on conversion to do it.

How fast will I see results?

Typically, most clinics start seeing results inside the first four to six weeks. We're not promising overnight miracles. Anyone who does is lying. We are promising that your campaign will be live, optimised, and bringing in genuine new patient bookings within that window.

I'm already running ads. Can I keep them?

It depends. Sometimes it makes sense to replace them all and start clean. Sometimes we'll keep one or two of your current ads and run them as a control while we test new creative against them. Either way, we're always split testing. Always trying to beat our current best ad. That's how the numbers compound over the months you work with us.

What's a realistic monthly ad budget?

The minimum we'd recommend is $500/month in ad spend. Above that, it depends on the scale of your clinic and how many new patients you're trying to generate each month. We'll talk through what's right for your situation in your strategy session.

Do you lock me in?

No. We have a 30-day notice period and that's it. We don't believe in 12-month contracts. Clinics work with us because they see value, they get results, and they enjoy working with healthcare professionals who actually understand them. Not because they're trapped. If we're not earning our keep, we don't deserve to keep your business.

Why are you better than a generic marketing agency?

Generic agencies sell ads to every industry: healthcare, real estate, e-commerce, tradies. We only work with healthcare clinics, because we are healthcare clinic owners. We've sat across from patients. We know your margins aren't infinite. We know that every dollar of ad spend has to make the needle move, because we've felt what it costs you when it doesn't. Our promise is simple: we'll spend every dollar of your ad budget as if it was our own. Because we understand what it means to a healthcare clinic owner when it isn't.

Will Pete actually run my ads, or a junior?

Pete will be running your ads. You won't be outsourced to a junior or an overseas VA. The same person you applied to work with is the person managing your account day-to-day.

Ready when you are

We'll show you exactly which chiropractic patients you can win on Google.

Tell us about your chiropractic clinic. Which patient avatars you serve, which presentations you specialise in. We'll come back with a one page plan: which symptom keywords we'd target, which we'd skip, and what 90 days of Google Ads should realistically deliver for a clinic your size. No pitch deck. No one hour discovery calls that add no value whatsoever.

Get my free Google Ads audit Apply Now

We work with healthcare clinics across Australia.

Google Ads for other specialties

Other services for Chiropractic clinics

Looking for our general approach? See how we run Google Ads for healthcare clinics.

Where we work

We run Google Ads for clinics in every major Australian city. Each city guide covers local cost per booking ranges, catchment patterns, and the specialty mix we see there: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Hobart. Or browse every city we cover.