This case study documents the Google Ads results for a chiropractic clinic on the Saanich Peninsula in Victoria, BC. The clinic serves a mix of acute injury, chronic pain, sports, and ICBC patients and had previously relied entirely on word-of-mouth and organic search before launching a paid campaign.
The Challenge
The clinic had strong patient retention and a solid reputation in the community, but new patient volume had plateaued. Organic Google rankings were established for branded terms, but the clinic wasn’t appearing for high-intent searches like “chiropractor Saanich” or “back pain treatment Victoria BC” — terms that new patients actively use when looking for care.
The goal was straightforward: generate a consistent flow of new patients beyond the existing referral base, with a measurable cost per acquisition.
The Approach
Campaign Structure
We built separate campaigns for the clinic’s core service areas:
- General chiropractic (back pain, neck pain, headaches)
- Sports injury treatment
- ICBC motor vehicle accident claims
- Shockwave therapy
Each campaign targeted a tightly defined geographic radius around the clinic, with bid adjustments for mobile (higher, given the call-heavy nature of appointment booking) and time of day (higher during business hours when staff could answer calls).
Keywords
We focused on phrase and exact match keywords rather than broad match, which kept the campaign relevant and reduced wasted spend on non-patient searches. Core converting keywords included location + service combinations and specific condition queries (“chiropractor for sciatica Victoria”).
Landing Pages
Each campaign linked to a service-specific landing page with a prominent click-to-call button, Google review count, practitioner credentials, and a short booking form. No homepage traffic — every click went to a page built specifically for that search intent.
Conversion Tracking
We set up tracking for both form submissions and phone calls via a Google forwarding number, giving the clinic full visibility into which campaigns and keywords were generating actual bookings vs. just clicks.
The Results
After 90 days of campaign management:
- New patient inquiries per month: Increased from an average of 8–10/month (referral only) to 22–28/month
- Cost per lead: $67–$94 depending on campaign (ICBC campaign had lowest CPL; general chiro had highest)
- Conversion rate (click to inquiry): 11.4% across all campaigns
- Return on ad spend: Conservative estimate of 4:1 based on average new patient value over 12 months
The ICBC campaign was the standout performer — motor vehicle accident patients have high appointment frequency and often bring extended care needs, making the lifetime value significantly higher than the average new patient.
Key Takeaways
- Geographic targeting matters enormously in Victoria — the market is large enough to have real search volume but small enough that tight radius targeting avoids wasted spend
- ICBC campaigns are underutilized by most Victoria chiropractors and represent a high-ROI opportunity
- Service-specific landing pages significantly outperform homepage redirects for conversion rate
- Phone call tracking is essential — approximately 60% of bookings came via phone, not form submission
If your chiropractic clinic is in Victoria or elsewhere in BC and you want to see what a Google Ads campaign could look like for your specific situation, request a free audit from SEO Medics. As a practising DC ourselves, we understand your practice model and patient acquisition economics.
