Google Ads for Chiropractors: How to Setup Effective Campaigns

Running Google Ads can be expensive for chiropractors, but less so when everything is setup correctly. So, if you’re looking to run ads or are already running some ads, then you need to ensure everything is set up correctly.

In this article, I share some tips to help ensure that you’re starting correctly and have the best chance of driving quality traffic and leads for your chiropractic clinic.

Here are the tips to help you do that successfully:

 

Campaign objective

As a chiropractor, you’ll mainly be looking to target people within a certain radius or location near your practice. So, your campaigns will need to be set up correctly and with the right features to make sure that you do that effectively.

That means you’ll need to pick a campaign objective that aligns with what you’re trying to achieve.

The good thing is the Google Ads system is here to help you here. And you can easily pick the objective first as you set up your campaign, which will almost always be to drive leads or bookings via your website.

 

Campaign type

With the right campaign objective, you now have the option to pick the campaign type. The campaign types you see will depend on the objective you’ve chosen above.

There are a few campaign types to choose from including Search, Shopping, Display, and others. But Search is the most important Google Ads campaign for chiropractors.

With Search, you can bid on keywords that people use to search on Google. So, as your ads appear, searchers can click through and then contact you about your services.

 

Budget

The budget you set is important and determines how much you’ll spend. You can set a budget for one campaign or multiple campaigns at the account level.

For a new campaign, I recommend starting with a monthly budget of at least £400 per month. And then you can increase this as performance improves.

This is a good budget to start with and to test the keywords you’ve chosen. And this will also help you to see how many leads you’re likely to get as you increase your budgets and spend more each month.

However, if you want to start with a more targeted budget, then you should consider carrying out keyword research as described below. This will show you the keywords to bid on and what the average cost per click for each will be. And then you can set a budget based on how many clicks you want to get.

 

Bidding

Next, you’ll pick the bid strategy that’s aligned with the goal of your campaign. However, you can later change this if you want to test another bid strategy or want to boost the performance of your campaign.

As a chiropractor, it’s best to set an automated bid strategy because that will save you a lot of time. It will also make your bidding efficient and you’ll have less missed opportunities as your ads run. A manual bid strategy will be very restrictive at the beginning, so it’s best to avoid this when you launch.

I recommend using the Maximise Clicks bid strategy because it will try to get you as many clicks as possible.

 

Keywords

Keywords are a key part of advertising in Search campaigns. So, you’ll need to carry out some keyword research to find the keywords to add and then bid on. And the Keyword Planner tool in your Google Ads account will help with this.

This is a free tool and you can use it at any time to find keywords that are important to your business.

You can carry out the keyword research before you create your campaign or as you create it. This research also helps you set your budget based on the potential traffic and the average cost per click for your keywords.

 

Text ads

Next, you’ll need to work on your text ads. These are the ads that people will see when they search for a chiropractor in your locations.

Text ads in Google Ads are known as responsive search ads. They are the latest format and provide you with a lot more text space than previous ad types like expanded ads.

You get 15 headlines, four description lines and two final URL paths and these are the character limits for each:

Headline – 30 characters
Description line – 90 characters
Display path 1 – 15 characters
Display path 2 – 15 characters

Some guidelines for writing effective ads include:

– adding the main keyword in the ad to make the ads relevant

– adding benefits that highlight important features about your chiropractic clinic

– adding a call to action to get people to contact your business

 

Ad schedule

You should also set the days and hours you want to run your ads. You can do this with the Ad schedule feature at the campaign level.

As a chiropractor, it may be best to run your ads when your potential customers are online and searching. That can be at any time of course, even 2am in the morning. So, it may be best to run your ads on all days and hours  and then change it to the best times based on performance.

 

Get in Touch

Need to find out more about how Google Ads works for chiropractors. I’d be happy to help. I’m a Google Ads specialist with over 15 years’ experience. Contact me today to discuss.