Chiropractic Google Ads Proposals: What to Verify Before You Sign
Before hiring a chiropractic Google Ads company, ask for evidence you can check: an itemized cost breakdown, precise conversion definitions, a local targeting plan, and a sample report that explains decisions. Those details make proposals easier to compare and give your practice a useful standard for the first review.
Publisher disclosure: Chiro Website Pro provides chiropractic websites and marketing services. This is our buying checklist. Apply these questions to CWP and every other provider you consider.
Start with the patient inquiry you actually want
Write down the services you want to advertise, the area patients can realistically travel from, and how your office handles inquiries. Tell the agency about appointment availability and any limits on the services or offers it may promote.
Then ask the agency to explain how its proposed campaign fits those facts. “More leads” is too broad to evaluate without knowing what counts as a lead and whether your office can serve that person.
If you are comparing a complete website-and-marketing package, our chiropractic website pricing guide explains how to separate the wider service costs. The checks below focus specifically on the Google Ads work.
Seven checks for a chiropractic Google Ads proposal
1. Separate ad spend from agency fees
Request a written breakdown of advertising spend, management fees, setup, landing pages, call-tracking tools, and any other required charges. Ask what changes when you increase or pause spending.
Google's third-party transparency requirements say that reported Google advertising costs must exclude the provider's own fees. They also require management fees to be disclosed in writing before the first purchase and on customer invoices.
Ask for a sample invoice and the budget type the agency plans to use. For most campaigns using an average daily budget, Google's normal spending limits are twice that average on a day and 30.4 times it across a month. An average daily budget is not a daily cap, and budget changes can alter the limits.
Your proposal should identify the agreed overall spending limit, who may approve changes, and how the agency will manage spending across campaigns. A statement such as “$1,500 per month” still needs an explanation of what that amount includes.
2. Define every conversion the report will count
Ask the agency to show the conversion actions it intends to measure and what must happen for each action to count. Useful questions include:
Is this a phone-button click, a connected call, a submitted form, or a confirmed booking?
If call duration is used, what threshold applies?
How are repeat inquiries, spam, existing patients, and wrong-number calls handled?
Which actions will guide automated bidding?
Which outcomes can the practice verify separately?
Google's phone conversion documentation describes several tracking methods. A mobile website phone-number click can be tracked without tracking the call itself. Other methods can count calls that meet a chosen duration threshold. Neither definition establishes that a new patient attended an appointment.
Also request a screenshot or export of the proposed campaign goals. Google's conversion-goal settings influence reporting and bidding. Primary and secondary actions generally serve different purposes, with exceptions for custom goals. Ask the provider to explain the actual configuration rather than relying on a label in a dashboard.
3. Check the location and search controls
A map with a radius around your office is only part of the targeting plan. Ask which location option will be used, which areas are excluded, and why those choices suit your practice.
Google explains that the default option can include people who have shown interest in a targeted location. A presence-based option focuses on people likely in or regularly in the area, but location signals still have limitations. Review the location-targeting explanation with the agency before assuming that every inquiry will be local.
Ask the provider to identify the campaign types and networks included in its quote. A plan focused on Search is different from one distributing a budget across several placements. The agency should explain the intended role and review process for each.
For search traffic, request the available search-term report and a record of negative-keyword changes. These help you see whether the campaign is attracting relevant searches. Google's search-term report omits some low-volume queries for privacy, so a provider should explain those gaps rather than promise visibility into every search.
4. Demonstrate the complete mobile inquiry path
Ask to see the journey from an approved ad to the exact landing page and then to your office. The ad, page, and follow-up process should describe the same service and next step.
Request a documented pre-launch test using clearly labeled, non-sensitive test information. It should confirm that:
The page and contact controls work on a phone
The advertised service, location, and offer are accurate
A form submission reaches the intended office recipient
A booking request is clearly distinguished from a confirmed appointment
Any tracking event fires for the intended action
Assign responsibility for fixing failures. If landing-page work is excluded from the management fee, the proposal should name the person or provider who will handle it. The agency also needs to know who answers calls and follows up on forms.
5. Review healthcare targeting and data handling before launch
Ask for a plain-language description of the proposed audiences, tracking tools, and data transfers. A generic recommendation to “retarget visitors” or “upload the patient list” needs a specific policy and privacy review.
Google treats certain personal-health content as sensitive and restricts advertiser-curated audiences when promoting those categories. Its health-personalization policy distinguishes these audiences from other targeting options. This is not a blanket ban on chiropractic advertising.
Separately, Google's customer-data policies prohibit sensitive-category conversion information, including medical-service purchases, in enhanced-conversion and store-sales uploads.
Have the appropriate privacy or compliance adviser review the proposed setup where needed. The practical buying question is who will review the specific configuration before it goes live. Patient names, diagnoses, appointment details, and recordings should not be treated as routine material to upload into an advertising platform.
6. Ask for reporting that explains decisions
Request a sample report before signing. It should identify the date range, Google spend, fees, conversion actions, and the information your office must supply to assess inquiry quality.
Ask how branded searches for your practice will be distinguished from other searches when interpreting results. Also ask about the attribution model and conversion windows. A conversion window determines how long after an ad interaction an outcome can be recorded. Two reports using different definitions or windows may tell different stories about the same period.
An agency should also explain what changed, why it changed, and what evidence will inform the next decision. Google's change history can document many account edits. It does not capture every piece of research, every setting change, or landing-page work. Ask for a short work summary alongside it; edit count alone is not a quality measure.
7. Agree on the first review and who does what
Set a review date and responsibilities before launch. Early checks should establish whether the campaign is running as intended, measurement works, spending matches the agreement, and inquiries are reaching your staff.
Agree on what happens if the evidence is weak. Is there a tracking problem to fix, irrelevant traffic to investigate, a landing-page issue, or insufficient data to judge? A first-month review is useful without being a promise that the campaign will produce a particular number of patients by then.
Name the person responsible for campaign changes, landing-page fixes, reporting, and office follow-up. If the same company maintains your website, keep its ongoing website responsibilities clear alongside the advertising work. Your review should end with an agreed next action and an owner for it.
Compare the evidence behind the headline number
Imagine one sample report shows 30 conversions from phone-button clicks and forms. Another shows 18 unique inquiries reviewed by the office. Those are hypothetical examples, not CWP or competitor results. The second number is smaller, but the two reports are measuring different things.
Before comparing cost per lead, ask both providers to use the same definition, date range, and included costs. Keep booked appointments and attended new-patient visits separate from inquiries. If the underlying data cannot support a comparison, leave it unresolved instead of choosing the more impressive number.
A useful question for your next sales call is: “If the report says we received 30 leads, what evidence will help us identify the unique, suitable inquiries and understand what happened next?”
Bring a clear set of questions to your agency conversation
Keep seven items beside each proposal: the itemized quote, conversion definitions, targeting plan, mobile test plan, data-handling review, sample report, and first-review responsibilities. Missing information is a reason to request a written answer before committing.
You can review CWP's Google Ads management services and bring your website, service area, and campaign questions to a discovery call. Use the same evidence standards with us that you use with every provider.
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