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You have a marketing budget, but it’s not infinite. You want to turn on the “new patient faucet,” but you’re stuck at a crossroads.
Do you put your money into Google Ads, targeting people searching for help? Or do you put it into Facebook/Instagram Ads, interrupting people with a great offer while they scroll?
Both platforms claim to be the best. Both cost money. But they bring in very different types of patients.
As Chiropractic Marketing Specialists, we don’t guess. We use data. This expert guide breaks down the strengths of each platform so you can stop gambling and start investing in the right patients for your specific goals.
Google Ads: The “Emergency Room” Strategy
Best For: Acute Care, Personal Injury, and “Right Now” Patients.
When someone wakes up with a locked neck or throws their back out, they don’t go to Facebook. They go to Google and search “chiropractor near me” or “emergency back pain relief.”
- The Pro: High Intent. These people are in pain now. They have their credit card in hand. The conversion rate is high because they are actively looking for a solution.
- The Con: Higher Cost. Because the intent is so high, every chiropractor in town is bidding on these keywords. Clicks are more expensive, but the ROI is usually faster.
Facebook/Instagram Ads: The “Education” Strategy
Best For: Chronic Conditions, Neuropathy, Decompression, and “Niche” Offers.
Nobody searches Google for “knee pain solutions” as often as they search for immediate relief. Facebook is “Interruption Marketing.” You are popping up in their feed with a solution they didn’t know existed.
- The Pro: Lower Cost & High Volume. You can reach thousands of people locally for a fraction of the cost of Google. It is perfect for “discovery” offers (e.g., “$49 Neuropathy Exam”) because you can target people by age and interest.
- The Con: Lower Intent. These people were looking at cat videos, not searching for a doctor. You will generate more leads, but you have to work harder (call/text) to get them into the office.
The “Hybrid” Strategy: The Ultimate Winner
So, which one wins? The most successful practices don’t choose; they combine them.
- Use Google Ads to capture the high-value, acute patients searching today.
- Use Facebook Ads to retarget the people who visited your website but didn’t book. (This keeps you “top of mind” until they are ready).
Match the Platform to the Patient.
If you want to fill your schedule with general adjustments and acute pain patients, start with Google. If you want to fill a high-ticket niche program (like Decompression or Weight Loss), start with Facebook.
At Chiropractic Marketing Specialist, we build custom campaigns based on YOUR clinical focus. We don’t force you into a “one-size-fits-all” box.
We offer a Free Market Analysis. We’ll look at your local competitors on both Google and Facebook and tell you exactly where the biggest opportunity for your practice is right now.
