Clinic Mastery Marketing

Google Ads · Chiropractic

Google Ads for Chiropractic Clinics.

Built by clinic owners. 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

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.

Where agencies go wrong

Most agencies don't understand the chiropractic patient journey.

We've reviewed Google Ads accounts for chiropractic clinics across the Clinic Mastery community for years. The same mistake shows up in almost every one.

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.

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.

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

Minimum recommended ad budget: $500/month.

Get my free Google Ads audit
Peter Flynn, lead consultant at Clinic Mastery Marketing

Written by

Peter 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).

Read more about Pete →

Common questions

The questions clinic owners ask us.

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 45-minute discovery call.

Apply NowGet my free Google Ads audit

Related

We work with healthcare clinics across Australia.

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