Hi there,
Thanks for reaching out! I've had a look over the situation you described. It's a really common problem, so don't feel like you're alone in this. Getting a load of leads that go nowhere is incredibly frustrating. I'm happy to give you some initial thoughts and guidance based on what we've seen work for other service businesses. It sounds like you've got some good stuff in place already, but there are definitly a few areas we can look at to improve the quality of the people coming through.
We'll need to look at your core problem: lead quality, not quantity...
First off, getting 8-10 leads a day is not bad going at all, so your ads are clearly getting attention. The issue, as you've correctly identified, isn't the number of leads but their quality. You're spending money to fill your pipeline with people who aren't serious, and that's a drain on both your ad budget and your team's time chasing them up.
Honestly, this is the classic downside of using Facebook's built-in Lead Forms. They are designed to be as frictionless as possible. With autofill, someone can send you their details in two taps without really thinking about it or having any real commitment. They see your ad, think "oh, that's interesting," tap a button, and forget about it seconds later. That's why you're getting so many ignored calls and no-shows. They weren't properly 'sold' on the idea before they gave you their info.
You mentioned that you've tried funnel pages in the past and they "didn't create any traction". I hear this a lot, but I'd wager the problem wasn't the concept of a funnel page itself, but more likely the execution of it. A poorly designed or unpersuasive landing page will perform much worse than an easy-to-use Facebook Lead Form. A well-crafted landing page, however, acts as a crucial qualification step. It forces the prospect to leave the comfort of Facebook, engage with your brand on your own turf, and take a more deliberate action. This simple act filters out a huge number of the time-wasters. The leads you get will be fewer, but their quality should be miles better because they've had to make a conscious effort.
So, the first big shift in thinking is to move away from optimising for the cheapest lead and towards optimising for the most cost-effective new patient. It'll cost more per lead, but your cost per actual appointment and cost per new care plan should drop significantly.
I'd say you need to build a high-converting landing page...
This is where the real work begins. Your landing page is your 24/7 salesperson. Right now, your sales process is happening after you get the lead, which is inefficient. We need to shift that so the landing page does most of the heavy lifting. It needs to build trust, communicate value, and persuade the right people to take the next step. A simple page with a form won't cut it.
Your Offer Needs to Be Irresistible
What are you actually asking them to do? "Fill out a form" isn't an offer. You need a compelling, low-risk first step for someone who's in pain and looking for a solution. Think about what a new patient needs to feel comfortable. A classic, effective offer for a chiropractor is a "New Patient Special" or an "Initial Consultation Package".
For example, something like:
"Sciatica & Back Pain Consultation for Just £39 (Normally £120)"
This package could include:
- -> A private consultation with the chiropractor
- -> A full spinal and postural examination
- -> A detailed Report of Findings to explain what's wrong
- -> Your first adjustment (if clinically appropriate)
This does two things. First, it puts a price on the interaction, which immediately qualifies prospects. Even a small financial commitment weeds out the people who aren't serious. Second, it clearly outlines the immense value they are getting, which makes them feel like they're getting a fantastic deal and reduces their percieved risk.
Professional Sales Copy is Non-Negotiable
Your landing page needs to speak directly to the person in pain. It needs to show them you understand their problem better than they do and that you have the solution. This is where professional sales copy is worth its weight in gold. We use experienced copywriters for our clients for this very reason. It's not about just listing your services; it's about taking the visitor on a journey.
A good structure for your landing page copy might look like this:
| Section | Purpose & Example Headline |
|---|---|
| Headline | Grab their attention and promise a result. E.g., "Finally Get Relief From Nagging Sciatica and Lower Back Pain in [Your Town]" |
| Agitate the Problem | Describe their pain points in detail to show you understand. E.g., "Tired of shooting pains down your leg? Scared to bend over in case your back 'goes' again? Missing out on life because of constant discomfort?" |
| Introduce the Solution | Position your chiropractic care as the answer. E.g., "For over [X] years, our expert team at [Your Clinic Name] has helped hundreds of people just like you get back to living pain-free." |
| Build Trust & Authority | This is where you put your patient testimonials (video is best!), photos of your clinic, logos of professional bodies you're part of, and a bit about the chiropractors themselves. Make it feel real and trustworthy. |
| Explain the Offer | Clearly lay out your New Patient Special. Break down exactly what they get and what the value is. E.g., "Claim Your £39 New Patient Consultation Today (Value: £120)" |
| The Call to Action (CTA) | A big, clear button that tells them exactly what to do. E.g., "Book My £39 Consultation Now" which could lead to a simple booking form or calendar. |
| Handle Objections (FAQ) | Answer common questions. "Does it hurt?", "How long does it take?", "Is chiropractic care safe?". This builds more confidence. |
Your current patient story video is brilliant for the 'Trust & Authority' section. In fact, video testimonials are one of the most powerful assets you can have. You should feature it prominently on this new landing page.
You probably should reconsider your ad platform choice...
While we're revamping the funnel, we should also think about where you're finding these people. Facebook ads are great for generating awareness, but they are what we call 'interruption marketing'. You're interrupting someone's social scrolling with your ad.
For a service like chiropractic care, where people are often in acute pain, they are actively searching for a solution. This is a critical distinction. This means Google Search Ads could be a far more effective channel for you to get high-intent leads.
Think about it. Someone on Facebook might be vaguely interested. Someone typing "emergency chiropractor near me" into Google has a burning problem they need solved right now. That's a much more qualified, motivated lead. I remember working on a campaign for an HVAC company, and while social media got them some visibility, Google Ads brought in the emergency call-outs that are their bread and butter.
You'd want to target keywords like:
- -> "chiropractor [your town]"
- -> "sciatica treatment [your town]"
- -> "lower back pain specialist"
- -> "emergency chiropractor"
- -> "best chiropractor for sciatica"
You can then send that highly-motivated traffic directly to your new, persuasive landing page. You'd likely see a higher cost per click than on Facebook, but the conversion rate from click to new patient should be substantially higher, making it much more profitable in the long run. I'd also enable the phone call extension on your Google Ads so people can call you straight from the search results page. This is fantastic for capturing those urgent leads.
You'll need a smarter ad campaign structure...
This doesn't mean you should abandon Facebook entirely. It's still a powerful tool, but you need to use it more strategically. Your ad campaigns should be structured to match a proper marketing funnel.
1. Top of Funnel (ToFu) - Awareness:
This is where your current video ad fits perfectly. The goal here isn't to get a lead immediately. The goal is to educate people and make them aware of your clinic. You could run short, helpful video ads like "3 Stretches to Help Ease Lower Back Pain" or "What Is Sciatica, Really?". You're providing value upfront. You'd target a broader audience here based on interests (yoga, fitness, running, local community groups) and demographics (age 35-65, etc.). The call to action is simply "Learn More", which sends them to a blog post or your main website.
2. Middle of Funnel (MoFu) - Consideration:
This is where you retarget people who have engaged with your ToFu ads or visited your website. Now they know who you are. Your patient testimonial video is perfect here. You show them proof that you get results for people just like them. The call to action is to send them to your new high-converting landing page with the New Patient Offer.
3. Bottom of Funnel (BoFu) - Conversion:
This is for the hottest leads. You'd retarget people who visited your landing page but didn't book an appointmant. The ad here is much more direct. It could be an image ad reminding them of the special offer: "Your £39 Sciatica Consultation Offer Expires Soon! Don't Miss Out. Book Now." This creates urgency and brings people back to finish the process.
This tiered structure seems more complex, but it mirrors a real customer journey. It nurtures leads from being vaguely aware to being ready to buy, meaning the people who finally click to book are far more qualified and committed.
We've applied similar principles to many campaigns. I remember one campaign where we reduced a client's Cost Per User Acquisition from £100 to £7 for a medical job matching SaaS by totally overhauling their funnel and targeting on Meta and Google Ads. The principles are the same: match the right message to the right person at the right time, and send them to a destination built to convert.
The patient story video you've made is a fantastic start. That's exactly the kind of authentic content that works. I'd encourage you to get more of it. We've seen some SaaS clients get amazing results with what's called UGC (User-Generated Content) style videos. For you, this is just more patient stories. It's the most powerful marketing tool you have.
Let's talk about realistic costs and ROI...
It's important to have a realistic budget and expectations. A high-quality lead from Google Ads or a well-structured Facebook funnel will cost more than the low-quality leads you're getting now. For B2C services, I've seen lead costs range from £5 for something like a home cleaning service to over $60 for a competitive trade like HVAC.
For a specialised service like yours, you might be looking at something in the £20-£50 range for a properly qualified lead (i.e., someone who books and pays for the initial offer). This might sound high, but you have to do the maths.
| Metric | Your Current Funnel (Estimate) | Proposed New Funnel (Target) |
|---|---|---|
| Cost Per Lead (CPL) | £5 (Example) | £30 (Example) |
| Leads needed for 1 New Patient | 20 (5% conversion rate from lead to patient) | 4 (25% conversion rate from lead to patient) |
| Cost Per Acquisition (CPA) | £100 (20 leads x £5) | £120 (4 leads x £30) |
| Team Time/Effort | High (Chasing 19 dead leads) | Low (Following up with 3 qualified leads) |
As you can see, even if yur cost per new patient goes up slightly, the time and frustration saved by your team is enormous. And with proper optimisation, it's very likely you could get that CPA down even further. More importantly, you're building a predictable system for attracting patients who are actually serious about starting care, which is far more valuable in the long run.
I've detailed my main recommendations for you below:
| Area of Focus | Actionable Recommendation | Reasoning |
|---|---|---|
| Lead Generation Method | Stop using Facebook Lead Forms for direct conversions. Build a dedicated, single-purpose landing page on your website. | This acts as a qualification filter, forcing prospects to show higher intent and weeding out low-quality, tyre-kicking leads. |
| The Offer | Create a compelling, low-risk "New Patient Offer" (e.g., £39 Initial Consultation Package) to be the main call-to-action on your landing page. | A strong, value-packed offer with a small financial commitment increases perceived value and filters out people who are not serious about paying for care. |
| Landing Page Content | Invest in professional sales copywriting. Structure the page to agitate the problem, present your solution, build trust with testimonials (especially your video), and present a clear call-to-action. | Persuasive copy is essential to convert visitors into leads. It does the selling before they even contact you, making them much easier to convert into a patient. |
| Primary Ad Platform | Test Google Search Ads, targeting high-intent keywords like "chiropractor near me" and sending traffic to your new landing page. | This allows you to capture demand from people actively searching for a solution to their pain, resulting in much higher quality leads than interruption-based social media ads. |
| Facebook Ads Strategy | Restructure your Facebook campaigns into a ToFu/MoFu/BoFu funnel. Use educational content for awareness and retarget engaged users with your patient stories and direct offers. | This nurtures prospects through a customer journey, building trust and warming them up so that by the time they see your offer, they are much more likely to convert. |
I know this is a lot to take in. Moving from a simple lead gen setup to a fully-fledged marketing funnel is a big step. It's not just about tweaking an ad; it's about understanding audience psychology, building persuasive assets, optimising campaigns across different platforms, and constantly analysing the data to see what's working.
This is where professional help can make a huge difference. An experienced agency can implement this entire process for you, from the copywriting and landing page design to the campaign management and optimisation, ensuring that every pound you spend is working as hard as it possibly can to grow your practice with the right kind of patients.
Hopefully this has given you a much clearer picture of the path forward. If you'd like to chat through this in more detail and have us take a look at your specific setup, we'd be happy to offer you a free, no-obligation initial consultation call.
Regards,
Team @ Lukas Holschuh
