Australian chiropractic runs a two gate funnel: a discounted initial consultation, then a report of findings where the actual care decision is made. Optimising to the first gate buys you the cheapest, least committed half of your market.
The Australian chiropractic funnel is distinctive. A discounted initial consultation, commonly $47 to $89 against a list price of $99 to $189, gets the patient through the door. Then a separate report of findings visit, frequently with its own fee, is where imaging is discussed and a course of care is proposed. That second appointment is where the revenue decision actually happens.
Almost every chiropractic account we see counts the first booking as the conversion. Google then optimises for the cheapest possible discounted first visit, which is exactly the patient least likely to return for the second. The account gets more efficient at a metric that is not connected to income.
Keep it as a secondary conversion so you can see volume, but take it out of the bidding target. Otherwise every optimisation decision is being made on the wrong signal.
It is a distinct appointment type in every system we have looked at, which means it can be identified and exported. This is the number the account should be judged on.
Australian chiropractic offers are routinely redeemed by asking the patient to type a code into the comments field of a booking form on a third party domain. That is invisible to Google, unmatched to any campaign, and manually reconciled. Move it to a tracked parameter or a dedicated booking type.
This is where most chiropractic accounts are quietly broken. See the warning below, because on the most common system in Australian allied health the standard approach cannot work at all.
Conversion imports fail silently and the failure looks exactly like a downturn in demand. A monthly check against the appointment book is the only way to tell the difference.
A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.
A senior specialist who runs clinic accounts day to day.
Every keyword, headline and account structure built inside real Australian clinic accounts.
Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.