Coastal Chiropractic & Wellness

The Challenge

Dr. James Park had successfully expanded to three locations across San Diego — a significant operational achievement. But growth had created marketing complexity that the practice hadn’t solved. Each location had its own partially-managed Google Ads campaign with overlapping keywords, inconsistent landing pages, and no unified follow-up system. The result was wasted spend, cannibalized campaigns, and a cost per lead of $102 on a blended $8,200 monthly budget.

With 95 new patients per month spread across three offices — barely 32 per location — each practice was operating well below capacity. Dr. Park needed a marketing infrastructure sophisticated enough to drive location-specific growth while maintaining brand consistency across all three offices.

The Strategy

Multi-location marketing requires a different architecture than single-practice campaigns. The Leading Practice started by auditing all three locations’ digital presence independently: Google Business Profiles, local citations, on-page SEO, and reputation. Each location had gaps that were suppressing its local search visibility.

We rebuilt the Google Ads structure from the ground up — three separate campaign clusters, each geographically restricted to the relevant service area, with unique landing pages that referenced the specific office location, nearby landmarks, and local community context. Cross-location keyword overlap was eliminated through carefully structured negative keyword lists.

Local SEO was addressed simultaneously: each location received a fully optimized Google Business Profile, location-specific website pages, and a citation-building campaign targeting San Diego-area directories. Within three months, all three locations had improved significantly in local pack rankings.

Facebook and Instagram campaigns layered in awareness and retargeting, targeted by proximity to each office. Lookalike audiences built from existing patient lists drove down cost per acquisition as the campaigns matured.

CRM automation handled the lead management complexity that three locations would otherwise create — routing inquiries to the correct office, triggering location-specific follow-up sequences, and ensuring no lead fell through the cracks regardless of which office they’d contacted.

Finally, reputation management ran in parallel across all three locations — automated review requests sent from each office’s Google Business Profile, building the review velocity that improves both local rankings and conversion rates.

The Results

Over eight months, total new patient volume across all three locations grew from 95 to 215 per month — a 126% increase. Conversion rate improved from 2.9% to 7.5%. Cost per lead dropped from $102 to $42. The practice generated $780,000 in additional annual revenue and achieved a 395% return on marketing investment.

All three locations grew in parallel — no office was sacrificed to grow another. The unified system allowed Dr. Park to manage three locations’ marketing as efficiently as he’d previously managed one.

What Made It Work

Multi-location practices have a structural marketing advantage that most fail to capitalize on: three geographic footprints, three sets of reviews, three opportunities to dominate local search. The key is architecture — building campaigns that leverage scale without creating the chaos of three disconnected systems. By treating the three locations as a coordinated network rather than three separate small practices, the integrated approach generated results that exceeded what any single-location optimization would have achieved.

Results shown are illustrative of typical client outcomes. Individual results may vary based on market, practice size, and other factors.