Google Ads Optimization for a Chiropractic Clinic
The wellness center offers comprehensive programs for health recovery and overall well-being. Clients can book massages, get nutrition consultations, or use other services focused on physical and emotional recovery.
The clinic was already running ads in Google Ads, but the lead generation system was set up incorrectly. The analytics showed a high number of conversions, but some of them were duplicated. On top of that, it was difficult to understand which inquiries were actually bringing in new clients.
The clinic reached out to us to fix the analytics, increase the number of real leads, and reduce their cost for medical practices.
Our objectives included
Process
Before we started, the ads were already generating leads, but the overall efficiency was low.
The main issue was duplicate tracking: for example, a user would submit one form, but the system counted it as two conversions. Because of this, the data was inaccurate, and it was difficult to properly optimize the campaigns.
Key Challenges
We identified several issues that were holding the campaigns back:
• duplicate conversions in analytics — making it difficult to understand the real number of leads and properly evaluate performance;
• overly broad location targeting — attracting users who were not willing to travel to the clinic, leading to wasted ad spend;
• misconfigured UTM tracking — making it harder to analyze lead quality and optimize campaigns;
• lack of additional links in ads — reducing click-through rate and limiting the ads’ potential.
These challenges created obstacles, but for our team, this is a standard part of the process. Next, we’ll show how we turned the campaigns into a stable and efficient system.
How We Fixed It
Estimation
Before starting the work, we always prepare a detailed estimation for the client — it’s a free step where we calculate expected results based on your niche, location, and current data. Learn more about our free Google Ads estimation here.
In this case, we built it after completing the audit.
Based on the data, we estimated the expected number of leads, cost per lead, and budget needed to achieve the results.
This gave the client a clear understanding of what to expect from the campaigns and helped align expectations before moving forward.
Fixed analytics
First, we addressed the conversion tracking system. It turned out that two goals — “Submitted Leads” and “Back and Neck Form” — were tracking the same form submission, causing duplicate conversions.
We updated the setup so that “Submitted Leads” became a secondary goal, eliminating double counting. After that, each lead was counted only once, and the data in the ad account became accurate.
Refined targeting and campaign setup
Since the clinic operates locally, we reduced the targeting radius from 40 miles to 15 miles.
We also:
• disabled Search Partners, since they often bring lower-quality traffic and reduce control over campaign performance;
• removed “interest-based” location targeting, as it was generating low-quality leads;
• added new negative keywords to filter out irrelevant searches and avoid wasting budget on users who are not a good fit for the clinic’s services.
As a result, the ads started reaching a much more relevant audience.
Improved ad copy
We rewrote the ad texts to make them clearer and added strong calls to action focused on booking a consultation.
We also updated messaging around free consultations to make the offer more transparent and easier to understand.
Added sitelinks
We added additional links (sitelinks) to the ads. This made the ads more visible and helped increase click-through rates.
Fixed UTM tracking
UTM parameters were not being captured correctly, which limited visibility into lead quality. After fixing them, the team was able to better analyze performance and optimize campaigns based on real data.
Results
After all the improvements, the campaigns started performing much more efficiently.
Results after optimization:
Period: August 5 – November 20
• ad spend — $5,783
• leads — 262
• cost per lead — $22
Lead volume increased by 170%, while the cost per lead dropped by more than 50%.
Conclusion
This project showed that even active campaigns can lose efficiency due to issues in analytics and setup.
After fixing tracking and optimizing the campaigns, the ads started bringing in more clients at a lower cost.
Now Google Ads works as a stable and scalable channel for attracting new patients to the center.
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