What are conversions and why does that data matter?

In the context of a Google Ads campaign, a conversion = an action you consider to be a "success".

In most chiropractic campaigns, someone who fills out a website form or calls your office is considered a conversion.

In most Google Ads campaigns, conversions tell your Google Ads campaigns to focus your budget on that particular person. Google Ads can take a conversion and derive A LOT of data on that individual. Gender, search history, location, age, interests, etc.

Conversions drive the focus and budget allocation for your campaign.

Campaign ROI Will Plateau

While people filling out forms and calling your office will cover your good leads, it can also cover your "bad" leads as well. This is what causes some campaigns to fail, and many campaigns' performance to plateau.

Why?

You're sending mixed signals to your Google Ads campaign in terms of who to focus on. You're telling your campaign to allocate the same resources to someone who accidentally calls your office looking for an orthodontist or a different chiropractic office as you are an auto accident patient worth thousands to your practice.

This leads to wasted money in your marketing likely in the hundreds (if not thousands) of dollars.

99% of chiropractic Google Ads campaigns out there count all of these conversions regardless of the quality of the lead.

When we hear chiropractors criticize lead generation efforts as only driving "tire kickers" or low quality leads - all of the above is sometimes at fault.

How Do I Improve My Campaign?

You need to pick through every call, form lead, and new patient to filter out which leads were good and which were bad (can be subjective). Sometimes you won't know which patients were your highest value patients until weeks or months after they become a lead in Google Ads or Facebook.

In Google Ads, you need to set up "stages" for your conversions such as:

1. Lead called or filled out a form - assign a low value

2. Lead scheduled or showed up - assign a medium value

3. Lead became a paying patient - assign a high value

Doing this will help your campaign have enough data to make decisions without giving the same weight to each lead causing your campaign to allocate budget equally to both good & bad leads. The campaign will allocate the most budget to those who end up having a stronger ROI impact for your business.

This will also help you analyze the performance of your campaign and any bottlenecks with particular ad copy, zip code targeting, etc to improve future performance.

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