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 waste 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 

Now, 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 of campaign 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, even when people are searching for more  generic terms like “skincare” or “orthotics.” 

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. 

Think of it this way: Google needs time to learn what works. If you tell it to optimize for conversions too soon, you’re  asking it to hit a target without enough data to guide it. 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. 

The Takeaway 

The key to successful Google Ads is matching the right campaign type to your clinic’s offerings and letting the system learn  before optimizing for conversions. A little patience and strategy will go a long way in making your ad budget work harder for you. 

If you’re feeling overwhelmed, don’t sweat it. Let’s connect and get your campaigns running smoothly!

Leverage A.I. with New Google Features

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. 

Crush Your Lead Generation For Your Clinic

For Performance Max campaigns, you will have to 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 the “Locations” drop-down. 

Leverage A.I. with New Google Features

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. 

Go back and click on the “Settings” gear icon next to your campaign name. 

Click “Networks” right above “Locations” 

If you want to do display ads, the best way is by doing a performance max campaign. 

Crush Your Lead Generation For Your Clinic

Inside the Campaigns 

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. Let me give you an example from a recent case study with an all-natural protein bar  company. 

We broke their account into five distinct asset groups (using a Shopping Performance Max  campaign): 

1. Original main asset group 
2. Women-only audience 
3. Health-conscious/ingredient-conscious shoppers 
4. General searches 
5. Competitor-focused asset group 

Each asset group was tailored with its own search themes. This meant the ads displayed were  directly relevant to the audience’s searches and interests. For instance, if a woman searched for  “protein bars for women” on Google, she’d see an ad like: “Clean Protein Bars for Women – Snack  Smart. Feel Your Best.” 

The goal of this approach was to uncover why people were buying the product and to identify the  most profitable group to focus on. In this case, the women-only audience consistently delivered the  lowest cost per conversion while maintaining strong volume. 

So, what did we do? We leaned into what worked. We created additional women-targeted asset  groups to give Google more data to optimize, refined the messaging, and doubled down on what  resonated with that audience. The result? We boosted the account’s ROAS from 250% to 400% and  tripled the click-through rate—all by speaking directly to the right audience with the right copy. 

The takeaway? Test, learn, and focus on what works best for your business. 

Leverage A.I. with New Google Features

Ongoing Optimizations (Where the Real Gold Is)

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

Here’s a big one that often gets overlooked: if you’ve been running a search campaign and didn’t  uncheck the Search Network or Display Network options, it’s time to take a closer look. Head over to  the “Overview” tab and check the graph under the main table. 

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).  In fact, 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. 

For Performance Max (PMAX) campaigns, the “Networks” tab can be a goldmine of insights, showing  where your best traffic is coming from. Here’s an example: we were running ads for an app client and  noticed that YouTube was delivering the lowest-cost conversions. Based on that, we created high energy, fast-paced video ads showcasing the app in action, uploaded them into the “Video” assets, and  saw a dramatic drop in cost per download while downloads from YouTube skyrocketed. 

The takeaway? Always keep an eye on what’s working and what’s draining your budget. A few small  adjustments can lead to massive improvements in performance. 

Crush Your Lead Generation For Your Clinic 

When running search campaigns, keeping a close eye on your search terms is crucial. Here’s why: if you  spot unrelated searches popping up, they’re wasting your budget. Add those as “negative keywords” to  make sure your money is going toward the right audience. 

On the flip side, if you notice searches with a high conversion rate at a good cost per conversion, add  those as keywords. These insights can help you understand exactly what your audience is Googling.  Use that information to brainstorm new ad ideas that speak directly to those people. 

This simple adjustment can save you money, boost performance, and open up new opportunities to  reach your ideal audience. 

Here are some broad negative keywords I suggest using to filter out people who aren’t ready to make a purchase: 

• Cost 
• Price 
• Dosage
• Side effects 
• Reviews 
• Testimonials
• What does
• How to 
• How do I
• What does
• Can I
  

Leverage A.I. with New Google Features

Using Audience Demographics to Improve Ad Performance 

Keeping an eye on your audience demographics is essential for ensuring your ads stay relevant and  profitable. With Google Ads, you can analyze the age, gender, and income levels of the people clicking  on your ads, converting, and seeing your impressions. When used properly, this data becomes a  powerful tool for fine-tuning your campaigns. 

Here’s an example: We worked with a weight loss injection clinic that was struggling with “low-quality” leads. These were people calling just to ask about pricing, skipping appointments, or dropping off  after one month of semaglutide treatment. To address this, we adjusted the targeting by completely  removing the bottom 50% of the household income bracket. This change significantly improved the  quality of leads. Yes, the cost per lead increased, but the higher quality made it well worth it. 

Another way to leverage demographic data is by aligning your ads and creative with your most  profitable audience. For instance, if you find that the majority of your conversions come from women  aged 35-44 at the lowest cost, you should 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. 

The bottom line? Demographic data isn’t just numbers—it’s insight into who’s actually engaging with  your business and how you can better speak to them. 

Crush Your Lead Generation For Your Clinic

Make the Most of Your Locations and Audience Insights 

Your location data is a goldmine. If you’re selling a product online across multiple states—or even  just running a campaign in a single city—you can use this information to pinpoint where your  most cost-effective conversions are coming from. Once you’ve identified those areas, create ads  specifically tailored to that audience in that location. By speaking directly to them, you’ll see better  results. 

Now, let’s talk about timing. Check out your “Ad Schedule.” For example, 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, knowing our audience was likely lying in bed on their phones, searching for  solutions. Ad copy like “Up Late Looking for a Solution?” and “In the Weight Loss Rabbit Hole?” allowed  us to connect with that audience on a more personal level. 

And don’t forget to dive into the device data. Under “Insights and Reports,” click on “When and Where  Ads Showed,” then select “Devices.” This will show you which devices—mobile, desktop, or tablet—your  audience is using to search for your product or service. 

Combine this with other insights like city location, age range, gender, income bracket, time of search,  and search terms. By tailoring your ads, messaging, and strategy to your best-performing audience,  you’ll maximize your impact. 

As the saying goes, “If you speak to everyone, you’re speaking to no one.” Use the data to narrow your  focus and connect with the right people at the right time. 

Leverage A.I. with New Google Features

Outside Factors That Influence The Success of Your Ads Health and wellness businesses with a brick and 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 patients appointment 
• Landing page - layout, digestibility, clarity, and appealing photos to target demographic Social proof (testimonies and reviews) 
• Popularity of product/service being sold 
• Price 
• Perceived value 

Health and wellness businesses who 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 (testimonies and reviews) 
• Popularity of product 
• Ideal avatar 
• Brand trust - generic product rebranded or new product 

Crush Your Lead Generation For Your Clinic

A good online booking process for a brick and mortar health and wellness business 

• Does Not take payment online before the appointment Your offer 
• Does Not make the user create an account 
• Does Not make user decide between variations or brands of similar medical products (example: semaglutide and tirzepatide) 
• Does Not make user choose their own dosage 
• Does Not make user choose which provider they prefer 
• Does Not 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 to Crush Lead Generation for Your Clinic