Calculate the max you can spend to acquire a new patient — based on lifetime value, not just the first visit.
After insurance write-offs. Cash-pay patients average $60–$100/visit.
Industry avg: 10–18 visits/year for ongoing care patients.
Wellness patients often stay 3–5+ years; acute care patients 6–12 months.
Of leads who contact you, how many book a first appointment?
Patient Lifetime Value (LTV)
$2,275
14 visits/yr × $65/visit × 2.5 years
Max Allowable CAC
per new patient (based on LTV)
Know exactly which Facebook or Google campaign generated each booked first appointment — not just which ones got clicks.
Start Tracking Free →The biggest budgeting mistake in chiropractic marketing is calculating your max patient acquisition cost based on the first visit. If your average adjustment is $65, spending even $30 to acquire that patient seems risky. But if that same patient returns 12 times a year for 3 years, their lifetime value is over $2,300 — and suddenly spending $150–$200 to acquire them makes complete sense.
The practices that grow fast understand this math. They're willing to run a campaign at a loss on the first visit because they know the long-term patient value covers it. The practices that stay small are the ones doing the math on a single-visit basis and concluding that ads don't work.
Google Ads captures people actively searching for a chiropractor — typically someone with acute pain who needs relief right now. These convert well because the intent is there, but CPCs for "chiropractor near me" average $4–$12 depending on your market.
Facebook Ads target people who aren't searching, but who fit the profile of someone who might be interested — demographics, interests, behaviors. Chiropractic Facebook campaigns work well for wellness positioning ("finally move without pain") and for retargeting people who visited your website. Cost per lead is often lower ($15–$40) but conversion rate to booked appointments tends to be lower because intent is lower.
Most chiropractors who scale past $400k annually run both — Google for high-intent pain patients and Facebook for wellness care and retention marketing.
Most chiropractic practices report a blended patient acquisition cost of $60–$200 depending on the channel. Google Ads tends to be $80–$200 per new patient, Facebook $40–$120 (when the campaign is well-targeted). SEO-generated patients can be $10–$30 in the long run, which is why content marketing is worth the investment.
The only real measure is cost per booked new patient appointment — not cost per click, not cost per form fill. You need to track the full journey: ad click → landing page visit → form/call → booked appointment. Most practices only track to the lead stage, which means they're optimizing for the wrong thing.
Yes — LSA is often the most efficient channel for chiropractors in competitive markets. You pay per lead (not per click), Google screens the leads, and the 'Google Guaranteed' badge builds trust. Expect $20–$50 per verified lead depending on your area.
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