Google leads are 5x more likely to book and show up to their appointments than any other lead source!

Does This Sound Like You?

Poor quality or inconsistent leads that don't show?

It's not enough to just get leads. They must be high-quality, pre-screened leads that turn into scheduled appointments that show up with a high chance of turning into paying patients.

Wasting time on screening potential patients?

On top of wasting your money, poor quality also wastes your time. Doing free, or cheap, examinations on people with little interest in paying you good money for your services.

NOT seeing enough growth or consistency to hire more staff?

Are you doing the majority of patient care and business administration yourself? Most chiropractors are overworked simply because they don't have enough consistent revenue.

Ready To Take Home An Additional $20,000 to $50,000 In New Patient Revenue EVERY MONTH?

Without having to repeat the same hour-long consultation 10 times per day!

How to Structure Your Google Ad Campaigns: A Quick Guide for Clinic Owners

Running Google Ads can feel like diving into a sea of options, but the first big decision you'll make is how to structure your campaigns based on your business goals and budget. It's not as intimidating as it sounds—let me break it down for you.

Budget Basics

Here's a rule of thumb: if you're planning on running multiple campaigns, don't spend less than $25 per day on each one. That's your bare minimum to see results.

If your monthly marketing budget is over $1,500, you'll want to split it into at least two different types of campaigns. Let's figure out which ones will work best for your clinic.

1. The Foundational Search Campaign

If your services are things people actively search for on Google, this is your bread and butter. Think about treatments or procedures people need and are likely to Google—like physical therapy, chiropractic adjustments, or dental cleanings. A search campaign ensures you show up when they're looking.

2. Performance Max for Luxuries

If your services are a bit more upscale, optional, or something you need to sell people on—like weight loss injections or cosmetic procedures (think Botox or breast augmentation)—you'll want a Performance Max campaign. This type casts a wider net, showing ads across Google's platforms, and works to nudge people toward realizing they want what you're offering.

3. Shopping Search for Generics

Do you sell a product that's pretty standard but has lots of search volume? For example, if you offer your own branded eye drops and people are already searching "eye drops" online, go with a Shopping Search campaign. It's a great way to make sure your product appears right in front of potential buyers.

4. Performance Max for Branded Products

If your product is more specific and branded—say, you sell a unique range of orthotics or skincare products with variations like different colors, styles, or formulations—Performance Max is the way to go. This campaign type is ideal for showcasing multiple variations and ensuring your brand stands out.

A Quick Note on Objectives and Bidding

Whether your goal is to drive sales or generate leads, always set your campaign objective and bidding strategy to maximize clicks until you're getting at least 20 leads or sales per month.

Why? Because if you jump straight to maximizing conversions without enough data, you'll bottleneck your campaign from the start. Google needs time to learn what works. Give it time to gather information, and once you hit that 20-leads-per-month sweet spot, then you can switch to a conversion-based strategy.

Leverage A.I. with New Google Features: Critical Settings

Location Targeting

Make sure you watch out for selecting your target locations—Google tends to hide this setting in a spot that's easy to overlook.

Click the "Location Options" drop-down in order to target people IN your target locations, not people INTERESTED IN your target locations.

Network Settings

Another default setting that Google tries to get by you is that they want to advertise your search and other campaigns on their display networks and search partners. You'll want to uncheck those.

For Performance Max campaigns, do this in the campaign settings AFTER the campaign is made and running. Click the "Settings" gear icon next to your campaign name, then choose "Networks" right above "Locations." If you want to do display ads, the best way is by doing a Performance Max campaign.

Inside the Campaigns: Asset Groups

When setting up your ad groups and asset groups, it's a good idea to give each one a specific purpose. This allows you to figure out what resonates most with your audience and what drives conversions.

We broke a client's account (an all-natural protein bar company) into five distinct asset groups using a Shopping Performance Max campaign:

•Original main asset group
•Women-only audience
•Health-conscious/ingredient-conscious shoppers
•General searches
•Competitor-focused asset group

Each asset group was tailored with its own search themes. The women-only audience consistently delivered the lowest cost per conversion while maintaining strong volume. We leaned into what worked—created additional women-targeted asset groups, refined the messaging, and doubled down. The result?

ROAS

250% → 400%

Click-Through Rate

Tripled

Ongoing Optimizations (Where the Real Gold Is)

This is the part that separates the amateurs from the pros—consistent, smart optimizations.

Search Partners & Display Network

If your search partners or display network (also called cross-network) are driving up your cost per conversion, turn them off! On average, Google Search has a 2.5x higher click-through rate (CTR). Simply turning off the display network can make a big difference—we've seen conversions instantly drop by 22% in cost just from this tweak.

Performance Max: YouTube Insights

For PMAX campaigns, the "Networks" tab can be a goldmine. We were running ads for an app client and noticed YouTube was delivering the lowest-cost conversions. We created high-energy, fast-paced video ads, uploaded them into the "Video" assets, and saw a dramatic drop in cost per download while downloads from YouTube skyrocketed.

Search Terms & Negative Keywords

If you spot unrelated searches popping up, they're wasting your budget. Add those as "negative keywords." If you notice searches with a high conversion rate at a good cost per conversion, add those as keywords. Use that information to brainstorm new ad ideas.

Suggested negative keywords to filter out non-buyers:

CostPriceDosageSide effectsReviewsTestimonialsWhat doesHow toHow do ICan I

Using Audience Demographics to Improve Ad Performance

Keeping an eye on your audience demographics is essential. With Google Ads, you can analyze age, gender, and income levels of people clicking, converting, and seeing your impressions.

We worked with a weight loss injection clinic struggling with "low-quality" leads. We adjusted targeting by completely removing the bottom 50% of the household income bracket. This significantly improved lead quality. Yes, cost per lead increased, but the higher quality made it well worth it.

Another way: if the majority of your conversions come from women aged 35-44 at the lowest cost, adjust your ad imagery and website visuals to reflect that demographic. By tailoring your message to directly connect with your ideal audience, you can make your ads more intentional and effective.

Make the Most of Your Locations and Audience Insights

Your location data is a goldmine. Use it to pinpoint where your most cost-effective conversions are coming from. Create ads specifically tailored to that audience in that location.

Check your "Ad Schedule." We noticed a significant spike in traffic for weight loss injection ads between 7 PM and 11 PM on weekdays. We created ads specifically for those hours—copy like "Up Late Looking for a Solution?" and "In the Weight Loss Rabbit Hole?"—to connect with that audience on a more personal level.

Don't forget device data. Under "Insights and Reports," click "When and Where Ads Showed," then select "Devices." Combine this with city, age, gender, income, time, and search terms. As the saying goes, "If you speak to everyone, you're speaking to no one."

Outside Factors That Influence Success

Health & Wellness (Brick & Mortar)

• The number of 4 and 5 star reviews your Google My Business profile has
• Your offer
• The amount of steps and questions in your online booking process
• Is payment required online before going in to the patient's appointment
• Landing page – layout, digestibility, clarity, and appealing photos to target demographic
• Social proof (testimonials and reviews)
• Popularity of product/service being sold
• Price
• Perceived value

Health & Wellness (Sell Online)

• The number of reviews your product has
• Your offer
• The length of your intake form (if applicable)
• Shipping price and time – checkout process as a whole
• Product page – mobile optimization
• Social proof (testimonials and reviews)
• Popularity of product
• Ideal avatar
• Brand trust – generic product rebranded or new product

A Good Online Booking Process for Brick & Mortar

Does NOT

• Take payment online before the appointment
• Make the user create an account
• Make user decide between variations or brands of similar medical products (e.g., semaglutide and tirzepatide)
• Make user choose their own dosage
• Make user choose which provider they prefer
• Ask questions that could be asked in person upon arrival

DOES

• Take the time between appointment booked and actual appointment time to frame their customer and get them excited to show up via text and email

Don't Wait To Take Advantage of Leveraging A.I. with New Google Features

Crush lead generation for your clinic. If you're feeling overwhelmed, don't sweat it. Let's connect and get your campaigns running smoothly!

Book a Strategy Call

Boost Clinic Lead Generation with AI-Powered Google Features