01
Assessments
3476
+124%More assessments booked
Qualified new patient assessments increased with better intent and message match.
CHIROPRACTOR · DENVER, CO
Chiropractor —Google Ads forNew PatientAssessments
Intent-led search themes and a simplified booking experience helped this practice grow assessment bookings at a lower cost per booking.
Timeline11 weeks
- Google Ads
- Landing Pages
- Booking Experience
- Lead Follow-Up
Assessments
34 → 76
+124%
more assessments booked
Cost per booking
$68 → $39
-43%
decrease in cost per booking
Show rate
52% → 66%
+14 pts
increase in show rate
Helping service businesses across the U.S. turn search intent into booked assessments.
More assessments booked.More patients actually showed up.
The campaign improved both acquisition efficiency and what happened after the booking.
02
Cost per Booking
$68$39
-43%Lower cost per booking
More efficient spend on high-intent searches brought down acquisition cost per booking.
03
Show Rate
52%66%
+14 ptsHigher show rate
More booked patients actually attended their assessments with improved follow-up.
Business Context
Demand was already there.The patient journey was losing it.
The Denver practice was competing in a market where patients searched with very different needs — from immediate pain relief to longer-term chiropractic care. The challenge was not simply generating traffic. It was turning the right searches into booked and attended assessments.
Search
Patients search for chiropractic care in Denver.
Ad
They click an ad expecting answers to their specific need.
Assessment Page
General messaging doesn't reflect the intent behind their search.
Booking
Too many steps or fields create friction and cause drop-offs.
Attendance
A booked assessment only creates value when the patient shows up.
- 01
Local Demand
Patients were actively searching for chiropractic care in Denver.
- 02
Mixed Intent
Pain relief, general research, and ongoing care required different messaging.
- 03
Booking Friction
Too many steps between search and a scheduled assessment.
- 04
Attendance Matters
A booked assessment only created value when the patient actually showed up.
The constraint wasn't demand.It was the path from search to attended assessment.
Explore Google AdsThe Problem
The funnel wasn't broken everywhere.It was leaking at four critical moments.
We analyzed the entire patient journey from search to attended assessment. The biggest opportunities were hiding in the handoffs between each step.
Search
Mixed search intent
Pain relief and longer-term care searches were being treated too similarly.
Ad
Weak message match
The transition from query to ad to assessment offer was not always precise.
Assessment Page
Booking friction
Too many fields and steps slowed down scheduling.
Booking
Show-rate leakage
A booked assessment still had to become an attended visit.
Attendance
The real loss happened between intent and attendance.
The Insight
More traffic wasn't the answer.A better path to the appointment was.
Search Intent
Understand what patients are really looking for.
Message
Match the right message to the right intent.
Booking
Remove friction and make scheduling effortless.
Attendance
Support patients so booked appointments get attended.
When patient intent, ad messaging, the assessment offer, and follow-up worked together, the practice could optimize for completed patient journeys — not just clicks.
See how we rebuilt search intentSearch Intent Strategy
We stopped treatingevery searchlike thesame patient.
Search behavior reflected different levels of urgency, awareness, and readiness to book. We reorganized Google Ads campaign structure around those differences instead of forcing every query into the same message and landing experience.
Intent Type
QueryIllustrative search intent examples
Message
Destination
High Intent
Immediate Pain
urgent / symptom-led
high readiness
- back pain relief
- sciatica help
- neck pain chiropractor
- relief-focused
- fast, empathetic
- solution oriented
assessment landing page
Med-High
Local Chiropractor
“near me” / local provider intent
strong commercial intent
- chiropractor near me
- chiropractor in [city]
- best chiropractor near me
- local trust
- experience
- availability
local booking page
Medium
Assessment / New Patient
already considering an appointment
booking-focused
- new patient chiropractor
- chiropractic assessment
- first chiropractor visit
- assessment-first
- clear process
- what to expect
direct booking flow
Lower Intent
Research / Ongoing Care
lower readiness
education-first
- benefits of chiropractic
- how does chiropractic work
- chiropractic for posture
- educational
- trust-building
- value-first
content / education page
Query / Keyword Strategy
We mapped search themes tothe exact patient action we wanted.
Instead of building campaigns around broad keyword lists, we grouped searches by intent and matched each cluster to the right message, offer, and next step.
Illustrative search query examples
High-Intent Care
Ready to get relief
- back pain chiropractor
- sciatica chiropractor
- chiropractor near me
Message
relief + availability
fast, trustworthy care
Destination
assessment booking page
Assessment Booking Page
High-intent path to book
New Patient / Assessment
Considering an appointment
- new patient chiropractor
- chiropractic assessment
- first chiropractor visit
Message
what to expect + assessment clarity
Destination
direct booking flow
Direct Booking Flow
Short path to schedule
Research / Consideration
Learning and evaluating
- benefits of chiropractic
- chiropractic for posture
- how chiropractic works
Message
education + trust
long-term value
Destination
content / education page
Content / Education Path
Build trust and nurture
Search Theme
Patient intent drives the search
Message
The right message matches the intent
Landing Experience
The right offer and page support the next step
Booking Action
Make it easy to book and show up
See how the landing and booking experience was built#landing-booking-strategy
Landing Page & Booking Experience
We removed friction between intent and appointment.
Each landing page experience was built around one patient need, one assessment offer, and one clear next step — without forcing visitors through unnecessary choices.
Old Path
- Search
- Generic page
- Too many options
- Long form
- Booking drop-off
Optimized Path
- High-intent search
- Intent-matched page
- Assessment-focused offer
- Short booking flow
- Scheduled assessment
Orlando Spine & Wellness
Book AssessmentFeel Better. Move Better. Live Better.
Get to the root of your pain and start feeling like yourself again.
New Patient Assessment
Comprehensive evaluation + personalized plan
- Trusted by local patients
- Experienced chiropractic team
- Insurance-friendly
- Flexible scheduling
Book Your Assessment
Book AssessmentAssessment-focused
Clear next step from the first screen.
Easy scheduling
Book in minutes, not hours.
Built on trust
Credentials, reviews, and insurance clarity.
Patient-first design
Clear, simple, and focused on results.
Intent match
One page = one patient need.
Offer clarity
Clear explanation of the assessment and what happens next.
Reduced friction
Fewer fields, fewer decisions, clearer CTA.
Booking confidence
Trust signals and expectation-setting before scheduling.
Follow-Up / Show-Rate System
A booked assessment onlymattered if the patient showed up.
We tightened the post-booking experience so patients knew what to expect, remembered the appointment, and had fewer reasons to disappear between scheduling and arrival.
Chiropractic Care Team
Your assessment is confirmed!
Tomorrow at 10:30 AM.
Reminder: You have an assessment tomorrow at 10:30 AM.
Reply YES to confirm.
Here's what to expect:
• Comprehensive evaluation
• Personalized plan
• Clear next steps
• Wear comfortable clothing
We'll see you soon!
If you need anything, reply here.
The Journey: Booked → Attended
Booked
Patient schedules their assessment
Confirmation
Instant confirmation with all details and next steps
Reminder
Timely reminder keeps the appointment top of mind
Preparation
Clear guidance on what to expect and how to prepare
Day-of Prompt
Day-of message removes last-minute friction
Attended
Patient arrives for their assessment
01
Confirmation clarity
Clear date, time, location, and next steps immediately after booking.
02
Reminder cadence
Timely reminders before the appointment without overwhelming the patient.
03
Expectation setting
Simple preparation guidance reduced uncertainty before the visit.
04
Attendance reinforcement
The final touchpoint kept the appointment top of mind on the day of the assessment.
Before / After
From a leaky patient journey toa clearer path to care.
The improvement was not one isolated tactic. Search intent, landing experience, booking, and follow-up became one connected patient-acquisition path.
Before
Fragmented journey
Patients faced confusing steps, unclear messaging, and too many drop-off points.
Search
Generic search / mixed intent traffic
Generic message
Unclear promise
Generic page
Irrelevant experience
Long booking
Too many decisions
Weak follow-up
Low attendance reinforcement
Missed visit
Journey breaks before care
After
Aligned journey
One clear path designed around patient needs from first click to attended assessment.
High-intent search
Right patient, right time
Matched message
Clear promise, relevant offer
Assessment page
Intent-matched experience
Short booking
Fewer steps, less friction
Follow-up system
Strong attendance support
Attended assessment
Patient shows up, care begins
01
Intent
Broad search handlingintent-led segmentation
02
Experience
Generic pageassessment-focused experience
03
Booking
Longer flowfewer steps and clearer action
04
Attendance
Weak post-booking supportstructured follow-up
Growth System
We connected acquisition, booking,and attendance into one system.
These five connected stages turned the strategy into an operating system the practice could test, refine, and scale over time.
Demand Capture
High-intent Google Ads capture patients actively searching for care.
Intent Match
Messaging and offers align with patient intent and needs.
Booking Experience
A short, frictionless booking flow makes it easy to schedule.
Attendance System
Confirmations, reminders, and expectation-setting increase show rate.
Performance Feedback
Bookings, cost per booking, and show rate data reveal what to scale or improve.
Performance data feeds the next optimization cycle
Business Results
More assessments. Lower booking cost.More patients showing up.
Over the 11 weeks engagement, the acquisition system improved both patient demand and booking efficiency while increasing the share of scheduled assessments that were actually attended.
01
Assessments
New-patient assessments booked
3476
+124%More new-patient assessments booked.
02
Cost per booking
Cost per scheduled assessment
$68$39
-43%Lower acquisition cost per scheduled assessment.
03
Show rate
% of booked assessments attended
52%66%
+14 ptsA larger share of booked patients attended their assessment.
Why It Worked
The gains came from alignment,not one tactic.
Search intent, the assessment offer, booking experience, and follow-up reinforced one another instead of operating as separate tactics.
01Intent before volume
Better demand beats more traffic.
We prioritized searches with stronger patient intent instead of optimizing simply for more clicks.
Business effectStronger relevance
02Message match
Every step told the same story.
Search, ad messaging, the assessment offer, and the booking experience stayed aligned from first click to appointment.
Business effectLess booking friction
03Business outcomes
Optimization followed completed assessments.
Campaign decisions were guided by bookings, cost per booking, and attendance—not vanity metrics.
Business effectBetter patient completion
One connected system produced a stronger patient journey.
Services & Market
The system behind the result.Built for a competitive Denver market.
The outcome came from connecting paid search, conversion-focused landing pages, and patient follow-up around the realities of a competitive local market.
Services Behind the Result
Google Ads
High-intent campaigns built around patient search intent.Website & Landing Pages
Assessment-focused experiences designed to reduce booking friction.Lead Response Automation
Follow-up systems that supported confirmations, reminders, and attendance.
Next Step
Turn patient search demandinto booked assessments.
If your practice already has local demand, the opportunity may be in aligning acquisition, booking, and follow-up into one clear patient journey.
View More Case Studies