Meta Ads Work When Trust Comes First

Forty leads and one booking feels like the algorithm is punishing you, but the uncomfortable answer is simpler: people are filling out your form without trusting you enough to show up. We dig into why chiropractors keep “fixing” the wrong thing, chasing more lead volume while their conversion rate and show rate quietly collapse. Meta ads and Google ads are doing their job. The real question is whether your message, your offer, and your patient experience create commitment.

We get blunt about positioning: nobody is excited to buy “chiropractic.” Patients buy outcomes like migraine relief, back pain recovery, neuropathy improvement, or getting back to the gym without fear. When you market adjustments, you compete with every $39 special and every clinic that looks identical online. When you build a clear program with a strong unique selling proposition and a real value stack, you stop racing to the bottom and start attracting people who want a plan, not a quick fix.

You’ll hear practical strategies for chiropractic marketing that converts, including educational video ads (MRI reviews, X-ray breakdowns, workshops, testimonials), simple funnels that teach before the booking, and why your website and social media content must match the promise of your ads. We also talk retention, reviews, pre-framing calls, and why discounting a well-built plan destroys the very trust you’re trying to earn.

If you want better patients without burning money on more traffic, listen through and then pick one focus you can own. Subscribe, share this with a chiropractor who’s stuck on lead volume, and leave a review so more clinics learn how to market outcomes with confidence.

1. Join Marketing 101 for Chiropractors Facebook Group here
2. Learn more at EnricoD.com
3. Book a free discovery call with Enrico to level up your business

Transcript

Leads Are Not The Problem

SPEAKER_00 0:22

Hey everyone, most chiropractors think they have a lead problem. They don't, they have a conversion problem. I sound like a broken record in 2026. I know the game's always changing, but really, is it, or is it just market saturation that's happening in most areas? And it's going to be the latter because what's ended up happening is the same offers have been going on for years in our profession. And we have franchises that are running the same stuff all the time. You know who I'm talking about in your area and they're expanding everywhere and they're doing the same stuff. You can go in for I don't know what their adjustments are now 49 bucks, 39 bucks. Uh, and people are shopping that and they're using that. But remember, a very small percentage of the population uses chiropractic. So if you if we keep fighting about the 10%, uh, we're losing the game here. There's 90% of people that still need chiropractic in this country, and it's wide open out there. So don't let this get to you. But what's happening with the lead conversion is trust. There is no trust behind what you're doing when you're running your ads. So when we do the quick lead form or a landing page, uh, it's just not enough to get them to convert and really stick with an appointment and all these things. It's funny how people will trust, you know, peptides and red lights and uh all this other stuff. Sign up, prepay, show up. But when it comes to chiropractic, it's a different game. And we got to play the game. 40 leads in one booking. That's not a meta problem. Meta's doing its job, it's showing it to people. People are filling out the form. You're attracting curiosity instead of commitment. Most chiropractors market chiropractic patients buy outcomes. Nobody wants chiropractic. I think that's gonna be my quoted statement as a chiropractor. I say this all the time: nobody wants it. Nobody wants chiropractic. No one is excited to sign up for chiropractic. You keep thinking about those four patients that you've been seeing over the years that love you so much. You're amazing. Such a great chiropractor. I've been going to chiropractors for years. You're amazing, Dr. B. Yeah, you are amazing. We know you're amazing. And you're four raving fans, great. Go on tour across the country with your four fans. But the rah-rah out there is people don't want to be coming. It's a nuisance to book the appointment, drive to the clinic. That's how crazy people's lives are right now. But what makes them come? Can you please stop and think about that in your practice? Because each and every one of you have a unique philosophy around how you run your business, not chiropractic. Let's not go down the chiropractic philosophy thing. Let's go down the business philosophy thing. You have a sediment that you sit in every day, whether it's good or bad, on how you run your business. And you shake your head around other chiropractors and how they run theirs, and you nod your head around other chiropractors who you agree with. Great. Your echo chambers. Go sit in your echo chambers. That's wonderful. Uh, so with the ones you nod with, and the ones you that's the sediment you run with, and that's the uniqueness of your business. It's actually a good thing. So you got to sit in that and understand that. What makes those four raving fans that you have drive to you all the time? They come see you every week or twice a month, or whatever it is, the free and they've been coming for years. I've got patients that are on visit number 452. We've been we've been open for seven years. And I look at them like, you've seen me 450 times. Like, what is you know, what's going on? There's the opposite end of the spectrum where you're like, Who are you? And I just dig into them. And I'm like, who how do we replicate you? I want more of you. Well, there's a lot that happened with those people. There's a long history before me that they've been to other chiropractors and something was resonated with them and it changed their lives, or it changed their philosophy. Both. If you change someone's philosophy, you change their life for the better or worse. So you need to sit there. That's what this podcast is about. So you need to sit there and be like, what is it that I deliver? What's the program? It's not the adjustment. If you, if you if you think it's the adjustment, you're now competing with every single chiropractor and anyone else that does spinal manipulative therapy. It's it's not, and it's depressing because you're like, oh, everyone's doing it. The barbers in India are doing it. I mean, you can get a haircut and an adjustment, a certain, and they adjust better than you. They can do an occipital lift better than you can and crack 14 vertebrae in your neck. I didn't even know we had 14 vertebrae in the neck. Um, so they can do that. All right. So, you know, why straps and all the stuff that's going on? What makes you different? And it can't be the gimmick, can't be a gimmick. And most of you don't have gimmicks, most of you have care. And that's what we're going to dive into here. The trust and authority is the repetitive, the repetitive communication, the repetitive voice that you've had in your community. And many of you, it's through social media, through what you're posting. That posting has to be continuous. And I'm guilty, as many others, of falling out of lane with the discussions that we have on my social media about a lot of things. Functional medicine, not bad, but not in line. Um conditions, uh, peptides, um, supplementation. It dives us, drives us away from what we do. So, what you need to do is look at the patients that you enjoy working with and create ads around that to find more of the Sally's gyms, and mics that you want to work with into the future. And that's where your posting and your advertising will keep going into the future. The generic generic ads, the generic stock photos, the neck pain we can help, uh, your you know, weak offers, it doesn't create any urgency for your audience. So when you think about what you want to do, you're like, I want to work with patients that have, you know, complex migraines, complex headache, complex head issues. Maybe that, maybe that's your thing. You work well with headaches, craniosacral, uh, across men and female, across a wide range of ages, whatever. You pick this thing, and what's working now, and this is it, you can turn off the podcast after I tell you this one tip. What is working now is the unique selling proposition of the bundle that you offer. You have to offer more than what everyone else does. People can go for a$39 adjustment with a click of a button and go show up. You know where you know what I'm talking about, where they can go. Pretty easy. The chiropractors that have been here here in the in the North Tampa area that I've they've been practicing for 45 years. They bought their building in 1982. It's paid off. Their overhead is just the taxes, which is 400 bucks a month. They have minimal stuff, they have a part-time front desk person, they have a hobby practice. Uh, they've been doing this forever, and they charge 30 bucks cash to go even cheaper than the joint. And I'm sitting there, I'm like, oh no, we go see Dr. M. Yeah, go see Dr. M. It's great. Uh, fantastic for the for the profession and everything. Because he's cheap, because it's 30 bucks. So I'm like, okay, cool, go do that. So that's that you have people in your area that do that too. So you're competing with that in your in your area there. But remember, those referrals are so rare. You're seeing it because the two patients told you, oh, we go see Dr. M now. You know, okay, because you're a cheap bastard. I understand that's fine, but it's just those two people. And you take it home and you're like, oh, everyone's gonna go see Dr. M. No, they're not. It was just two people that switched. What about the other 98% of people in your area that still need you, right? That's why we're marketing. It's the 98%. Look at the horizon here. So you're gonna create something that stacks and values bigger and better. And I've talked about this, I've done podcasts on the value stack when we're doing consultations. Um people that coach with me, I always get them to start off with not only with the ads. We set up the ads, that's easy to get people attention, to get leads and get new patients in the door. But what are we doing when they're in the door? And what are we doing when we're communicating with them before they even come in? What are we teaching them before they even come in? This is how you reverse engineer your marketing. So when they come in, if you're doing like a 10-minute exam, they're in and out and x-ray, you know, like, okay, we'll start adjusting and you're gonna feel better. That's a very short, acute type practice. Be prepared for that. You're gonna need more new patients, a lot more new patients to do that. And you can do that. You can do that through advertising and get, you know, 30, 40, 50 new patients. I our practice does that, but we do corrective. You come on in and you could do that. Or you could take a little bit more time with them. You call them up. Hey, this is Dr. Enrico. I see that you're booked in for Friday for that appointment. My team got a hold of you. You confirmed you're in. That's awesome. I'm so excited to work with you. Tell me about what's going on. They're like, Oh, you're the doctor? I'm like, Yeah, I'll be seeing you on Friday. Wow, okay. Um, I got this, this, and this. And it's like two, three minutes. They tell you their life story, pain. They've been to the neurologist, was on Gabapentin. I'm like, okay, you know what? From the sound of this, the reason why I do this is because in case you need emergency care, I want you to go and not waste your time and wait for me till Friday. But it doesn't sound like your leg is falling off right now. We don't need to go to the ER. And they're like, no, no, I've been dealing with this for 12 years. I'm like, okay, I'm excited to work with you, man. Do you know how many people come in with this similar stories about the left leg, right leg, and they start with us and they stick with the program that I build for you and they get better? So that's really good to hear. What do you mean, program? Oh, yeah, well, this is a whole thing. I mean, we're not just gonna give you another adjustment. I mean, we're gonna find the root cause, take some x-rays, look at the previous MRIs that you have. And then when you come in, I'll be ready for you. I might have to just take some updated x-rays. I always like to see current events, and they're like, yeah, that'd be great too. Awesome. Um, so when you come in, we're gonna do that. We're gonna find structurally what's going on. But then there's a three-phase program with this. One, get you out of pain. I mean, that's goal number one. Two, restore function and movement, right? And then you got to help with the strengthening afterwards. Then once you're doing the strengthening, we're gonna do the nutrition to help restructure and fortify the nutrition back in there so that your body can heal optimally. That's that's the program. It's just unique for everyone. So when you come in, I got to customize this for you. So it's gonna take me a lot of time to do this. But if we work together, and if you got the time to work with me for, you know, seven, eight, nine, 10, 11, 12 months, I don't know how long it's gonna take. Let's see you on Friday. I'll tell you more when I see you. Um, I think we're gonna change your entire life. I'm really hopeful. And here's the thing with me I'm pretty straightforward, Mike. Uh, if I can't help you, we'll do our exam. I'll get on the phone, call a couple um networking people that I work with in the area, healthcare providers, and we'll find the other modality that might help you. Maybe it's physical therapy, maybe it's neurology, whatever it is, but I'll guide you in the right direction so that you do get better. They're like, oh man, I'm excited to see you. That's now we've prepped it all up. So when they come in on Friday, it can't be this little blah, blah, blah, quick exam. You got to sit there, you got to do something, you got to do some assessment. And in our office, the big thing for us, and I'm not propping up CLA for this, but the scans, I mean, the thermal scans, the heart rate variability, whatever you think about that, I don't give a crap. But when people see this on the screen, they're like, I haven't had this before. I'm like, I know, because we got to look in and see how you're actually functioning to know what we need to repair. And I actually want to see your recent blood work too. They're like, What? You're gonna look at my blood? Yeah, if you have any, I haven't had some in a long time. Like, okay, well, next time on your wellness exam, let's do that. Or I can send you right now to Lab Corp and you can go get that done too. That's just, I'm not trying to make change the way you practice, but uh that's the way that goes. So where were we? Ads. We have to stay on top of this. You have to create programs, you have to value stack. You need to get this dialed in to make your marketing work. Because when you the ads are one thing, but then when you start posting content, your content is gonna be around that. It's gonna be about the headache program, the disc rejuvenation program at ABC Chiropractic, the three-step foundational neurological rebounding, super duper unicorn program at AB. Like, I mean, you're just gonna create this whole fluff thing like every other major corporation in America that sells the exact same products to the same people over and over again, making them believe it's better. Some of you are signed up with Verizon, some of you are signed up with ATT, some of you are signed up with whatever T-Mobile. It's the same crap. They're all just doing the same stuff to get you. Sign up with us, you get Disney Plus as well. There's a value stack. Sign up with us, you get uh free uh early tickets to your favorite bands with Ticketmaster. You sign up with us, you get, I mean, they're just doing this stuff to capture different demographics. You need to do the same thing. You sign up with me, you're not gonna get the$39 joint chiropractic adjustment. You're gonna come in and get x-rays and diagnostics and super duper NASA stuff, and we're gonna go to the moon, we're gonna come back to the moon, we're gonna see that the the earth's actually round. I'm gonna prove it to you so you don't have any doubts anymore. We're gonna do all this stuff. That's it. Then the dumbest thing you can do is discount this stuff. This drives me crazy. So you do all this and you give them a plan, you're like, this is gonna be$1,700. And they're like, oh you know what goes through their head? They're like, you value stack this so much. My neurologist charged me$1,500 for the two visits that I went and talked to them twice, and I had to pay for the MRI, and that was just two visits, and now you're telling me I'm gonna work for for you for three months for$1,700. You see where the problem is. We've actually blessed with our competition that says that they help with the same stuff we do because they charge so much more. So much more. So if you do this and you dial this in, your headache program is now worth$4,000. That's it. Then when you get those 10 new patients from your marketing that come in out of the 30 leads, and you sit down and four of them are like, Yeah, man, I need this. I gotta do this. This is what happens every week in my office. I gotta do this. Great. Here's your plan. Okay. Um, can I split this up? Yes. You got you can split it up over four months if you like, maybe a thousand dollars a month. Do you take care credit? Yeah, we're in with care credit. Yeah, and then you can space it out over 12 months or 18 months with them. You can figure it out on the back end. But we're gonna be together for four to six months with this. Okay, I'm signing up today. Let's go bring it to the front. That's how this ends up going with the home runs, right? That's how this goes, and that's why you do the advertising to talk to more people. Because if you don't advertise, you have no one to talk to. You're base, you're basing this off referrals. And guess when you do this, it's much tougher for your client, your your patients to refer because you're high ticket. Because guess what they say when they're referring to you? Dr. D is amazing, he's wonderful, his practice is beautiful. They did a great job. They helped me with my set, it's gone. I have no more psychical pain, I have no more low back pain. I thought I needed the surgery. I'm not doing the surgery. This is pretty amazing. They're like, but you know, it was like five grand. That's how they end the conversation with you, with their referrals. They're like 5,000. Oh no, that's a lot. And then they're not closing for you because they're not you, and that's where we lose them. So, anyways, that's a different podcast for a different day. But that's where you need to reverse engineer your marketing. Otherwise, we're just sifting leads all the time, and it gets very, very painful doing that. So, free offers attract low commitment, low friction creates low quality. Why, you know, even a$49 offer pre-qualifies buyers. You don't need more leads, you need more committed leads. So, I'm a big fan of low friction to transaction. Don't make them jump through a lot of hoops, but definitely make your marketing viewers jump through a lot of hoops. You want them. You don't you've learned the hard way through the instant forms, makes it super easy, but no one picks up the phone. So make them jump through a bunch of hoops. So now they're going to a website that you have right there. You're capturing their information right away. Still got to get that inform in there. That leads them to the next page. At the bottom, you have some information about the promo that you're doing or the condition that you're solving, which is great. We're the back pain specialists, we're the ones that do this, discompression, all that stuff, and a little bit of there. They fill out the form, it bumps them to the next page. Now the next page has a long form video of you describing the exact condition that you're gonna help with. Low back pain. Low back pain can be due to A, B, C, D, E. This is how we address A, B, C, D, E. The most common ones we get are A and B. Uh, and that's it's a long video. It can be up to 40 minutes. That video, it doesn't matter. They may not watch it, but you're you're giving them the solution at the beginning, and then you're going through the information for credibility and authority. People, the more then when you get the views on the video, the longer the people view it, the more authority you're gaining. If you get that first two-minute dip in the video where everyone's dipping after two minutes, it's because that first two or three minutes wasn't captivating enough for them. So that's and then you can reverse engineer the videos, but don't worry about that. So then we got the video, and then we got the book your time. So now they can book it straight on high level, straight on your calendar, whatever it is, or maybe you have like a marketing one that you use, they book it, and then it's up to you based on your show rate, whether you want to get that prepay on that for there as well. Uh, or not. I find the prepay bounces a lot of people. They just don't want people over 50 don't like putting in their credit card information online to weird websites. Um, so that's the one thing there. So reverse engineering, what we need to do, what's actually working, what's actually working is the educational ads, the MRI review ads, where you put up an MRI. The video is literally an MRI with you, with your audio talking over it, pointing with a pen or whatever it is, circling the discrimination, talking about this is what the problem is. Um, looking at an x-ray, showing the atlas kissing the skull, circling that, being like, hey, there's supposed to be a space there. This one doesn't have a space. Uh neuropathy workshops, disc rehab programs, retargeting ads, video testimonial ads, you just get your patients, get a clearance from them, and then it's an ad. Reels. Um, the biggest mistake I'm seeing right now is the they run the ads before fixing the retention, reviews, and conversions. We got to focus on that trust. So if you're gonna launch a new campaign, you're like, man, that was a great podcast. This is so great. I've been meaning to do a migraine thing forever. What a great idea to bundle all the stuff that I do. I always just talk about adjustments or craniosacral. But what if I did an entire migraine overhaul program where we do this uh review foods, anti-inflammatory foods, I build a guide that they get, and they get all this stuff when they sign up for the$49 or whatever, the$99 consultation, and they'll get all this stuff in their email, and they get the, you know, and you've and this just inspires you to create something, a value stack of stuff that people get. That's the biggest stuff is that we the content on your site and on your social media doesn't match up with that. You were talking about plant or fascitis yesterday, and then there was nothing posted for a week, and the week before that, a baby was getting adjusted, and there's just a picture of a smiling baby, which is all okay. But if we're really going to do this, we have to think about uh a potential client being like, Oh, I saw that ad. Geez, migraines, that'd be so great to never have migraines, man. Uh, I wonder what this is. And then they click or they go to your social media or your website, and then your website's got everything about, you know, uh weight loss and all this like at the front page, and they're like, wait, I thought this was a migraine clinic. This looks like a weight loss clinic. It's just subconscious confusion that's happening in there. So you just got to take a moment, rethink what it is that you're gonna be focusing on the two things that you're gonna do, or maybe it's the one thing, and that's how you're gonna move forward. That's what people are looking for. If we all diversify into the one or two things, there's no more competition. Because now each chiropractic office is doing a unique thing. Otherwise, we're stuck in the proverbial uh low cheap offer. Who's cheaper? I'm just gonna go see who's cheaper. I've had great patients that we've saved their lives that literally pick up the phone when I call or or I call them, like, hey, I go see another chirop that takes my insurance. And I'm like, How much are you paying? They're like$22 copay. I'm like, okay, but I don't even understand how that works. What are they doing? She's like, no, no, there's no decompression, there's nothing that you did. It's just that it's an adjustment. And It's just budget. I'm sorry. I'm like, yeah, no, I get it. It's fine. Um, and then they're being honest with me, but that's the sediment that's out there. And it's not many, and I'm not taking those two people that go and use their insurance and now freaking out that everyone's doing it. But it just reminds you, oh, the value they lost value in here because if there was something I offered that they couldn't get anywhere else, they can't leave. So the adjustment is great. However, your office is going to be different moving forward. Reach out to me, info at full life or info at henrico d.com, and I can answer any other questions you have on a one-on-one basis. I love this stuff. I hope that got you to think a little different. The the ads are not bad. The ads are meta's working. Meta and Google ads are working. They get the information out there for you, they put you out in front of people, but people just don't know why to choose you. That's that's the difference. Utilize the power of meta right now, where it's pushing reels and content. They're changing everything right now, they're just not sending the top views to everyone. That's what it used to be. So the more viral your videos went, the more it would push it to more people. That's not happening anymore. If you go to all the celebrities that you follow, The Rock, uh, Taylor Swift, go look at their thing, and you'll see millions of followers down. They've lost millions. Why? Meta has been cleaning up all the fake accounts. Well, trying, they say they are cleaning up fake accounts, bots, cleaning up like wiping them out, ad accounts. There's been chiropractors have had the ad accounts wiped. Wiping it, cleaning it, and then changing the algorithm on what's going out there. So what they're doing, and you may see this in your feed, is that if you like one thing or you you discovered one thing, now you're getting all these new people that talk about the same thing marriage and counseling. Boom, everything about marriage and the top 10 things to do in a healthy marriage. Like now it's ever it's like everything on your Instagram and your Facebook. So same thing with you, you do something, you hit the keywords of like migraines, pots, Urlose Downlos syndrome, ADHD. You start hitting these keywords and you just constantly create content on that two things. You're gonna pop into everyone's feeds. And then now you're in it. And then now you're advertising. The reason why you're advertising is to target it because that's gonna go across all of the world. And what you want to do is target it around your clinic. Make sense? Stay well, keep doing what you're doing. I'm here from you.