Chiropractic care generates massive 'can chiropractors help with' search volume—back pain, headaches, sciatica, posture. These are people researching whether chiropractic might help, not people ready to book. Without filtering these educational searches, 30-40% of budget goes to information seekers who may never become patients.
Patients searching 'chiropractor that takes [insurance]' have different intent than 'chiropractor near me'. Insurance patients need coverage verification, while cash patients need transparent pricing. Mixing them means generic messaging that addresses neither group's primary concern, killing conversion rates for both segments.
Someone searching 'back pain chiropractor' has a specific problem requiring specific messaging. Generic 'chiropractic care' ads lose to competitors who speak directly to back pain, neck pain, headaches, or sports injuries. Symptom-specific campaigns have 40-60% higher click-through rates and better Quality Scores.
Broad match keywords trigger your chiropractor ads for searches like "chiropractor jobs" and "chiropractor salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Chiropractors who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But chiropractor searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different chiropractor customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
Educational search phase. Researching if chiropractic works, not ready to book.
Comparison research, undecided on treatment type.
Skeptical researcher who may never try chiropractic.
Career researchers and students, not potential patients.
Aspiring chiropractors researching education.
Two powerful tools for chiropractors to improve your Google Ads performance