As a chiropractor trying to grow your practice online, you’ve likely heard of Google Ads (formerly Google AdWords) and Google Local Services Ads (LSAs). While both are powerful advertising tools, they operate in very different ways and serve different strategic purposes.
So, which one is better for your chiropractic practice?
Let’s break it down.
What Are Google Local Services Ads?
Google Local Services Ads are a newer form of advertising from Google where you only pay per phone call, not per click. These ads appear at the very top of Google’s search results, even above traditional Google Ads, and are labeled with the green checkmark that says “Google Screened.”
These ads are all about trust. You don’t just create an ad account and start running them. You have to go through a detailed vetting process with Google, including background checks, license verification, insurance verification, and more.
Once approved, your practice can appear at the top of Google when someone searches for services like “Chiropractor near me.”
And when we say “at the top”, we mean at the very top. Google Local Service Ads show up before the regular Google search ads, above the map pack, and above the websites. It’s the very first thing to populate at the very tippity top of the search results page.
Not only is it at the very top, you also stand out from having your own Google Gaurentee / Google Verified badge. Normal search ads and map listings don’t have that. So now you also have the authority of getting the approval stamp from Google. This results in more visibility and more clicks.
How Is This Different From Google Ads?
With traditional Google Ads, you’re running search ads based on keyword intent. Someone searches for “back pain relief chiropractor” and your ad might show up.
But here’s the key difference:
- Google Ads: You pay every time someone clicks your ad (Cost-Per-Click).
- Google Local Services Ads: You pay only when someone calls you through the ad (Cost-Per-Lead).
That difference alone can make a big impact on your return on investment.
Why Chiropractors Should Consider Local Services Ads
1. Cost-Per-Phone-Call vs. Cost-Per-Click
One of the biggest benefits of LSAs is that you’re only paying for actual phone calls from potential patients. This is a game changer compared to the traditional Google Ads model.
With Google Ads, you could be spending money on people who click but never call, never fill out a form, or worse—click by mistake. LSAs minimize wasted ad spend by charging you only when someone takes a meaningful action: picking up the phone and calling your practice.
That’s a much more direct path to a new patient.
2. Stand Out from Your Competition
Because Google requires background checks, license verifications, and insurance documents, most chiropractors never take the time to get through the approval process.
This creates a huge opportunity for those who do.
Fewer chiropractors are using Local Services Ads because of these extra steps, which means:
- Less competition.
- Higher visibility at the top of Google.
- More credibility with the green “Google Screened” badge.
If you’re willing to put in a little work (or work with a team like ours to help you), you can literally rise above the competition in the search results.
3. You Only Pay for Qualified Leads
Not every phone call gets billed to you.
Google only charges you for qualified leads—meaning someone who actually reaches out looking for your chiropractic services. If someone calls and it turns out they’re looking for something unrelated (like massage therapy or physical therapy), you can dispute the lead and get your money back.
This drastically reduces ad waste and gives you a better bang for your buck.
How Do Chiropractors Get Started with Google Local Services Ads?
Here’s what’s typically required to get set up:
- Background Check (includes owner and possibly other licensed staff)
- Professional Licenses (state chiropractic license)
- General Liability Insurance
- Business License
- Online Reviews (Google favors businesses with higher-rated reviews)
Google wants to ensure you’re a legitimate, trustworthy practice—and while this process is more involved than setting up Google Ads, the credibility and results can be well worth the effort.
Should Chiropractors Still Run Traditional Google Ads?
Absolutely.
LSAs are powerful, but they only show for a specific set of “chiropractor” related searches. Google Ads allows you to target a much wider range of keywords and customize your landing pages, calls-to-action, and campaigns.
The smartest approach? Run both.
Use LSAs to capture phone calls from the most ready-to-act searchers. Use Google Ads to drive broader traffic to your website and convert those visitors into leads.
Final Thoughts
If you want to:
- Get more patient phone calls
- Show up above your competitors
- Minimize wasted ad spend
- Build trust instantly with searchers
…then Google Local Services Ads are a fantastic addition to your digital marketing strategy.
They take a bit of setup, but once you’re approved and running, they can become one of your highest-performing lead generation tools.
Want Help Setting Up Your Google LSA?
We’ve helped dozens of chiropractors get approved, set up, and start generating high-quality calls through Google Local Services Ads.
Want us to help you do the same? Book a strategy call with our team here:
https://chirobasix.com/book-a-call/
Let’s get you to the top of Google—and keep you there.
