Chiropractor Facebook Ads: 5-Step Video Retargeting Funnel to Attract High-Quality Patients
Chiropractors, if you’ve ever discounted your first visit, pushed out a lead form, and ended up chasing a pile of unresponsive “leads,” you’re not alone. It’s one of the most common mistakes I see clinics make on Facebook and Instagram. You get clicks and names, but not real patients who show up, start care, and stick. That’s not why you’re investing in social media ads. You want high-quality chiropractic patients walking through the door—people who are ready to take spinal health seriously.
In this guide, I’m going to walk you through the Facebook ads strategy we deploy for practices across the country that flips the script from chasing to attracting. It’s built on demand generation—using short, memorable video content to educate your community, retarget consistently, and convert warm, informed prospects into care. No gimmicks. No tire kickers. Just a repeatable system that gets results for chiropractic marketing.
Why Most Chiropractor Facebook Ads Produce Low-Quality Leads
Let’s address the elephant in the room: most people simply don’t understand chiropractic care. Roughly 30 to 35 million Americans see a chiropractor each year—that’s about 10% of the population. Compare that to dentistry, where around 65% of people see a dentist annually. The primary difference? Education and awareness. Culturally, everyone knows you brush twice a day and see a hygienist every six months. Spinal health doesn’t have that same baseline understanding.
So when you show a “New Patient Special” to the broad population on social media, it means nothing to the vast majority of people seeing it. At best, they think chiropractic is “a back crack that feels good once,” like a massage. That’s when you end up with the classic cycle: people opt in, don’t answer, don’t book, don’t show, or don’t commit to care. You get leads, but not long-term patients. And your team is stuck calling and texting people who were never qualified in the first place.
The Fix: Demand Generation With Educational Video Ads
Lead conversion is near the bottom of your sales funnel. If you want better conversions and better patients from social media, you have to start at the top. That means elevating awareness and understanding—especially among the 90% who aren’t currently seeing a chiropractor.
The best way to do that on Facebook and Instagram? Educational video content. Video is sticky, memorable, and inexpensive to distribute. You can reach thousands of people in your community and teach them, in your own words, why spinal health matters and how chiropractic care can help. When you use proper campaign objectives and appropriate targeting, it often costs just 1 to 4 pennies for someone to watch one of your videos. That’s an incredibly efficient way to build authority, trust, and demand for your practice.
What to Say On Camera: A Simple Script You Can Use for Any Condition
I know being on camera can feel uncomfortable at first. But if you can talk to a patient in a treatment room, you can talk to your community on video. Here’s the simple, repeatable framework we use to keep your message clear, relevant, and compelling for social media viewers:
- Introduce the condition: Briefly state who you are and the symptom or condition you see frequently in your office.
- Explain the problem: Normalize it and highlight common causes or patterns you see.
- Share helpful tips: Give one to three actionable ideas they can try today—something truly useful.
- Position your care: Explain how your office helps patients resolve this issue and why chiropractic is a smart option.
- Soft call to action: Invite them, without pressure, to reach out if they want help.
That’s it. Five parts. Keep it conversational and focused, just like you would with a real patient. And keep it short—an about 90-second video explaining headaches using that structure is perfect. Then repeat that process across the conditions and symptoms you treat: sciatica, posture issues, sleep positioning, disc problems and decompression, backpack strain for kids—whatever you see day-to-day in your office.
Here’s how a quick example might sound: “Hi everyone, I’m Dr. Nick. We help a lot of patients with headaches. They’re incredibly common. Here are a few reasons we see them show up: [X, Y, Z]. If you’re dealing with headaches, try these simple tips: [X, Y, Z]. In our office, here’s how we help patients get relief and address the root cause: [X, Y, Z]. If you’re struggling with headaches, we’d love to evaluate and see how we can help.” Done. Now you’ve got a clean, helpful video that educates and positions you as the local authority.
How Many Videos Do You Need?
Once you build momentum with this script, it’s easy to duplicate. Create a library of short videos—a dozen to two dozen is a great starting point—and you’ll be set with enough content to fuel both reach and retargeting. Each video becomes an asset you can use for weeks and months in your Facebook ads strategy for chiropractors.
From there, your campaigns can rotate these topics so viewers see a variety of conditions and tips that relate to their day-to-day life. The point is not to go viral—the point is to saturate your local market with helpful, memorable content that elevates your authority and educates people who’ve never had chiropractic care on why it matters.
Getting Massive, Affordable Reach in Your Community
When you run these educational videos with the right campaign setup, you’ll get a substantial volume of local viewership at an extremely low cost. We routinely see video views in the 1 to 4 cent range. To put that in perspective: it’s not unusual to rack up 18,000, 25,000, even 40,000 plays on a single educational video in your area. I’ve seen accounts with 66,000 views on a topic. Imagine 40,000 people in your community watching your explainer on headaches or sciatica. That’s real market influence.
And every one of those views can be captured into a Facebook audience. That’s where the next part of this strategy kicks in.
Retargeting: Turn Viewers Into Warm Prospects
After someone watches your video—even a portion of it—you can add them to a custom audience on Facebook. You can do the same for people who visit your website or who are on your email list. That audience becomes your warm pool of prospects. Next, you use retargeting to keep showing up for them—video after video, topic after topic—until they know, like, and trust you.
Here’s what it looks like in practice: they watch your first video, then a few days later they see your sciatica video, then your posture video, then your sleep positioning video, then your decompression video, then your headache video, and so on. Over 8 to 15 weeks, they’ve seen your face 20 to 30 times. They’ve learned something new with each touchpoint. You’re no longer a random chiropractor on Facebook—you’re their go-to expert on spinal health.
That is the power of demand generation. Instead of begging for attention with a discount on a first visit, you’re raising awareness, building trust, and increasing the overall desire for chiropractic care in your market. That’s what dentists benefit from naturally: people come to them because the demand is already embedded in the culture. Our job here is to create that demand for chiropractic care in your community.
Go Beyond Facebook: Be Everywhere Your Patients Look
While Facebook and Instagram are fantastic for discovery and retargeting, you don’t have to stop there. The more places people see you, the more authority you build and the more you influence their decision to choose your practice. Aim to show up across the major touchpoints people use every day:
- Facebook and Instagram ads (discovery and retargeting)
- TikTok and YouTube (short videos and longer form education)
- Google presence (a strong map listing and website)
- Email and text (nurture sequences and appointment follow-up)
Social media is one of the best ways to pull new people into your orbit. From there, your email, text, website, YouTube, and Google visibility continue nurturing them until they’re ready to schedule. When your brand appears consistently across channels, trust accelerates—and so do appointments.
When To Make an Offer (And Why It Converts Better)
Once someone has watched several of your videos and engaged with your brand, an offer finally makes sense to them. They understand the problem you solve and why chiropractic care is the smart path. At that point, a simple ad like, “If you’re dealing with headaches, we’ve got a new patient special—let’s see if we can help,” lands perfectly. These prospects are far more likely to click, opt in, book, show up, and commit to care because they’re educated and already see you as the authority. You’ve earned the conversion.
That’s the key difference between low-quality lead-gen and a full-funnel strategy for chiropractic Facebook advertising. You’re not forcing a decision too early. You’re guiding people from awareness to interest to action—exactly the way human decision-making works in the real world.
Follow-Up That Doesn’t Burn Out Your Team
Great leads still need great follow-up. Once someone opts in, you should be texting, emailing, and calling to help them schedule their first visit. But here’s the good news: you can take most of that manual labor off your team’s plate by using a proper CRM that runs automated follow-up sequences for you. That way, texts and emails go out automatically until they book. Your front desk can focus on live conversations rather than playing endless phone tag.
Remember, when your marketing is built on education, the people who do book are already pre-sold. They know you. They like you. They trust you. They’ve seen the value of chiropractic care through your content. Follow-up becomes easier because you’re not trying to convince—they’re already leaning in.
- Use text and email automations to confirm, remind, and reschedule.
- Call strategically when they’re most likely to answer (and reference the video they watched).
- Make it simple to book online and confirm via mobile.
What To Film Next: 200+ Video Topics and Best Practices
If you’re thinking, “I’m in—just tell me what to film,” I’ve got you covered. We put together a free resource with 200+ chiropractic video topics you can record for your social media ads. It also includes best practices for filming—framing, lighting, audio—plus simple editing tips and example videos so you can hit the ground running. You can grab it on our website for free.
We’ve also created a free Chiropractic Marketing Book that goes beyond social media to cover your entire digital marketing ecosystem: how to dominate on Google, what makes a high-converting chiropractic website, smart email marketing, where AI fits in your practice, and more. You can request it on our website as well, and we’ll ship it out to you.
Putting It All Together: The Facebook Ads System That Attracts High-Quality Patients
Here’s the big picture of this Facebook ads strategy for chiropractors:
Start at the top of the funnel with educational video content. Keep it simple and helpful. Educate on common symptoms and conditions your community actually deals with—headaches, sciatica, poor posture, sleep positioning, disc issues, backpack strain, and more. Push those videos out to your local audience at a low cost and build your retargeting list.
Retarget video viewers and website visitors with more helpful content over time. Let people see you 20 to 30 times across 8 to 15 weeks so they form a relationship with you in their mind. That’s how you create demand for chiropractic care and position your clinic as the obvious choice when they’re ready to act.
Once they’ve engaged, make a simple, relevant offer. Now your new patient special actually means something. People are far more likely to click, opt in, show up, and commit to a plan of care because they understand what you do and why it matters.
Support all of that with smart, automated follow-up. A good CRM will handle the heavy lifting so your team doesn’t have to chase. And because these leads are educated and warm, they’re naturally better quality—no more burning time on people who were never serious in the first place.
Why This Works So Well in Chiropractic Marketing
When only 10% of the population sees a chiropractor annually, the opportunity is massive—but only if you approach social media the right way. Most people in your community don’t know that the issues they’re dealing with could be helped by chiropractic care. They’re used to popping ibuprofen and carrying on. When you teach them the fundamentals of spinal health and show how their symptoms connect to what you do, the choice becomes obvious: natural healing with a long-term solution beats symptom-masking every time.
That’s the job your videos are doing at scale. They’re bringing people from “I didn’t know chiropractic could help” to “This makes sense; I should see this doctor.” And because you’re using retargeting, you’re not paying top dollar to find those same people over and over again. You’re nurturing them efficiently until they’re ready.
Your Next Steps
If you’re starting from scratch, here’s what I recommend: record your first five videos using the simple five-part framework. Keep them each around 90 seconds. Get one done on headaches, one on sciatica, one on posture, one on sleep positioning, and one on disc issues or decompression. Launch them as video ads. Build that retargeting audience. Then keep going until you’ve got a dozen to two dozen videos in your library.
Once you’ve built momentum with your content and retargeting, layer in a relevant new patient special ad. Keep it specific to the condition you’re highlighting. Behind the scenes, set up your CRM to manage follow-up automatically so you never leave a lead hanging.
This is the Facebook ads strategy every chiropractor needs if you’re tired of low-quality leads. Educate first. Retarget consistently. Offer when it makes sense. Follow up automatically. Rinse and repeat. That’s how you shift from chasing to attracting—and that’s how you build a practice that grows month after month with high-quality chiropractic patients who are ready for real care.
If you want help building this out, or you want the free 200+ video topic guide and our book shipped to your door, head to our website and grab those resources. And if you have questions, reach out. We do this every day for chiropractic practices, and we’d love to help you get the same results.
