Chiropractor (Facebook Ads) Case Study

We ran this for one month and got these results:

140 Leads 33 Patients with $889.63 in Ad spend.$46,200 in revenue (33 patients * $1,400 LTV(Lifetime Customer Value)

Knowing the average lifetime customer value of a Chiropractic Patient is somewhere in the range of $1,400 - $2,000, using Facebook Ads is great option.

SO, WHY DO FACEBOOK ADS WORK?

To get to the point, you should be using Facebook ads because that is where your clients are spending most of their spare time. A successful business is one that is able to solve a problem for a specific group of people, and to do that you have to know where to find these people.

I know it seems like Facebook ads are expensive, and many people are hesitant to use them as a main lead generation source. The reality is that if you are using Facebook ads correctly and targeting appropriately, then your ROI is HUGE when you consider the lifetime value of a customer.

A GREAT OFFER FOR CHIROPRACTIC LEAD GENERATION

The very first thing that will catch a prospective customer’s attention is a great offer. We generally like to use 1 of 2 offers with our Chiropractor Clients. These have been tested an enormous amount and these are the 2 that work best without having to give anything away for free.

Offer #1: Is a $29 Voucher for X-rays, a Consultation and an Evaluation. If you refer your X-rays out then the following offer works great as well...

Offer #2: Is a $29 Voucher for an Adjustment, a Consultation and an Evaluation.

In this Case Study we used Offer #1, but in many situations #2 worked just as well.

The next thing we did after determining the Offer, is created a simple Funnel...

THE FUNNEL

In order to get those leads in your office you need to set up a funnel. It does not have to be complicated or fancy to generate qualified leads. An effective funnel basically has four elements:

A well targeted Facebook adA landing page / opt-in pageA thank you pageA follow-up (phone call)

Each step of the funnel needs to flow seamlessly into the next and needs to be as easy as possible to navigate. Here is each step of the funnel used in this Case Study.

THE FACEBOOK AD

The ad is one of the most important elements of your funnel. It must clearly catch the attention of the people you are targeting as well as have them want to click the ad with a great offer.

The ad type we used in this Case Study is a “Traffic” ad that will “Send people to a destination on or off Facebook”.

The next thing we did was set up our targeting. If your targeting is off, it doesn't matter how great your offer is... it won't convert.

After we have chosen the ad objective and the targeting, we then set up the ad to attract the people that we targeted.

Keep in mind you are not trying to sell something to your audience in the ad. The objective is to get them to click your offer so that you can get them to sign up for your offer and be placed on your email list. Then, you can follow up with them to book appointments and offer other services.

In this case study, once somebody clicked on the Ad we sent them to the next part of the funnel which is the "landing page".

When they clicked "Give Me My Voucher" on the landing page within Facebook, they then had their Name, Email Address and Phone Number filled in.

Once a Lead submits their Name, Email and Phone Number they are directed to the "Thank You Page". Which is the next part of the Funnel and they are also emailed a "Voucher".

You do not need to make them show the voucher to get the offer, it's just something tangible that they are opting in for as well as another reminder to call and schedule an appointment.

And the final part of the Funnel is the Appointment Setting.

This part is Crucial

Facebook Marketing is a form of Interruptive Marketing. Meaning the leads that are coming in are not exactly searching for a Chiropractor like they would be if they were on Google.

This offer is being put in front of people that may want or need to see a Chiropractor, but for whatever reason have put it off. We are giving them that extra nudge to take action now with this great offer.

With that said, the way this works best is if you or your office manager call each lead to set an appointment. Do not wait for them to call you because 95% will not. However, if you reach out to them about 20-25% will book an appointment.

So the question all of you are most likely asking is "How Much Did This All Cost"?

REVENUE:  $46,200 in revenue from the ads

EXPENSES:

$900 in ad spend in 30 days ($30 per day)$1,500 monthly mgmt fee;$500 set-up fee (before first month of advertising begins)

NET REVENUE: $42,800

This is very achievable for most chiropractic practices and wellness centers.