Lead generation for chiropractors: how to win more business with PPC

Lead generation for chiropractors is a critical part of running a healthy business. After all, you can’t exactly rely on repeat purchases like other businesses can. Your healing hands are far too accomplished for that.

Let’s look at why pay per click advertising is such an effective lead generation tool for chiropractors.

One quick thing before we start: what if our fees were tied to the results we deliver?

You want new leads. A bulging appointment book. But you’re busy. So let us hand you a shortcut. And our fees are tied to the results we deliver.

Hi, we’re Adbetter: an award-winning pay per click advertising expert. And we specialise in creating PPC campaigns for private healthcare companies. In fact we recently helped UK Vein Clinic generate a 157% increase in lead volume and 87% increase in conversions.Get in touch to arrange a short strategy call and find out how we could help you grow your business too.

“The Adbetter team have played a key role in our scale up journey this year and it is a real pleasure to work with them. Their communication is always very clear and prompt and it is nice to be able to trust an agency to follow up in the right way. They are always happy to put in the hard graft, both in terms of campaign optimisations as well as in areas across our broader lead gen/nurture strategy.”

– Lydia Donaldson, General Manager, UK Vein Clinic

Why pay per click is so effective for lead generation

You’re a busy chiropractor. And you don’t have an infinite marketing budget. You need your lead generation activities to be both efficient and cost effective – lean, mean and results driven.

That’s exactly why we will always advocate for pay per click advertising when it comes to lead generation for chiropractors. And we’ve explained exactly why in the article below.

You should read it.

>>8 major benefits of PPC for chiropractors

Choose your channels wisely…

Or don’t. Because we will tell you now that the most effective PPC platforms for chiropractors are Google Search and Facebook. That’s where you’re likely to get the best results in terms of clicks and conversions.

Of course, the pay per click landscape is vast: Google Search, the Google Display Network, Facebook, Instagram, TikTok, YouTube. We could go on. But save your time. Google Search and Facebook is where you want to focus your efforts.

And if you’re serious about getting results that actually generate lasting profits for your business, you should read our guides below.

>>Google ads for healthcare: 22 actionable tips for success
>>Facebook marketing for chiropractors: a few tips for success

Watch out for the red tape

Let’s back up for a second. Because when you’re promoting health related products and services using pay per click advertising, you need to be aware of certain regulations.

Full disclosure: there’s a lot of reading to do. But sometimes one of the best ways to get your campaign right is to avoid getting it wrong.

We’ve written a summary of the key regulations you should know about in the article below.

>>How to find more healthcare leads and transform your business

A quick note about lead generation on Facebook

We need to talk about Facebook lead ads. They are a type of pay per click ad that Facebook launched in 2015 as a mobile-friendly and efficient way to encourage conversion.

The defining feature of Facebook lead ads is that any click on the ad generates a native pop-up form within Facebook.

Contrast that with conversion ads, which direct your audience to a designated page on your website once they’ve clicked your ad.

The general idea is that Facebook lead ads reduce conversion friction. By directing to a native form that’s pre-populated with the user’s data (such as email address or phone number) it’s thought that Facebook lead ads enhance conversion. After all, it’s easier for someone to complete a popup form in Facebook than clicking through to an external website that disrupts the user’s Facebook browsing experience.

But that’s not quite the full story.

While there are benefits to lead ads, keep in mind that Facebook are heavily incentivised to keep users on their app – rather than encouraging them to click away to an external website. And there are potential downsides to Facebook lead ads that they are less keen to trumpet.

It all comes down to lead quality.

By reducing so called conversion friction, Facebook lead ads may reduce the amount of high quality leads you attract. Think about it. If a lead is willing to click through to an external landing page and complete a data capture form, there’s a good chance they are very interested in your chiropractic services.

The higher cost of engaging signals higher purchase intent. And that’s what you’re looking for, rather than trying to convert a higher number of leads that are only lukewarm.

With most campaigns, native lead ads result in a lot of ghosting during lead nurture. It’s also impossible to sift out the high intent leads from those that are less invested.

That can leave you wasting time and money trying to convert low intent leads – and missing opportunities to focus on converting the people who actually want to book an appointment with you.

Take the time to get your landing pages right

Here are some tips.

Specificity is everything

If someone clicks on an ad for “chiropractor in Coventry”, the landing page they visit must show exactly that. The tighter the alignment between your ads and your landing pages, the better your conversion rates will be. To put it another way, if your landing page has no relevance to the ad your prospect clicked – they’re not going to be sticking around for long.

Added bonus?

Google prioritises ads that deliver high relevance and great landing pages – rewarding them with better ad placement and even reductions in cost per click.

And yes, each different ad needs its own unique landing page. Not only does it make it easier to stay highly specific, it makes tracking the performance of your campaigns easier too.

Aim to capture data

The main goal for your landing page is to capture audience data. Once you have a name and an email address or phone number, you can target these leads with additional marketing that nudges them towards conversion.

This is also an opportunity to build lead quality into your marketing funnel by asking questions that help to screen your leads and make sure they’re a suitable patient for your services.

Phrase questions in a way that allows you to find out if you can actually help with your lead’s ailment. It’s better to know that from the outset before you spend time and money on lead nurturing.

By asking the right questions you can take your lead on a diagnostic journey and allow them to self-triage. This has several benefits:

• You find out exactly what kind of problem your lead is struggling with
• You signal to your lead that you can resolve their issue
• You save yourself marketing and sales work further down the line
• You know the potential value of a patient before they’ve even set foot in your practice

Design and copywriting

Your landing page should be designed in a ‘mobile first’ way. Optimising for mobile is key as it’s likely that a good chunk of your audience will have clicked your ad while using their phone or tablet.

The area above the fold (the portion of the page that displays before the user scrolls) is key real estate. Sum up your proposition in this area and make sure it’s enticing, compelling and persuasive.

Break up your messaging – bold, clear and benefit driven – with subheads that allow your visitor to scan read your landing page.

Focus on what the reader stands to gain. Talk about outcomes. Rewards. Pre-empt barriers to conversion and explain how you can overcome them.

Create a closed journey

Single mindedness is a strength when it comes to landing pages. Limit navigation options that drive your prospect away from your landing page – and stay focused on one clear call to action. Anything else adds a hurdle on the path to conversion.

Utilise social proof and trust signals

Testimonials from previous patients are a great way to build credibility. You should also include additional trust signals that build faith in your practice such as membership of relevant regulatory bodies, a nod towards your professional qualifications/certifications and so on.

Implement a follow up process

It’s genuinely astonishing how frequently businesses will pour time, effort and money into a lead generation campaign, then fail to follow up with the leads they gather.

What a waste of effort and resources!

Once a lead completes your form, you should be reaching out as quickly as possible – ideally within an hour or so. Take the time to get a process in place before you launch your campaign.

You don’t want to lose your leads to a competitor.

Take the time to monitor performance

If you’re serious about driving big revenue from your lead generation activities, you need to become a little data obsessed – diving into your ad performance data and finding trends in what’s working and what isn’t. That way you can optimise your results over time.

Yes, it can be time consuming. But it’s the only way to turn a good campaign into something that becomes a lean, mean revenue generation machine.

We’ve got your back…

You don’t need have a marketing degree to get results with a pay per click lead generation campaign. But it’s also easy to waste a lot of time and money while you’re finding your way around. Working with an expert – like Adbetter – can help to make sure your campaigns are compelling, set up correctly and conversion-focused from the outset.

Best of all, our fees are tied to the results we deliver. Find out how we get results or get in touch to arrange a short strategy call.

You may also be interested in:

>> 8 major benefits of PPC for chiropractors
>> Advertising for chiropractors: what are the most effective strategies?
>> Find success with Google ads for chiropractors
>> How to find more healthcare leads and transform your business
>> Healthcare PPC services for hungry businesses

Frequently asked questions