Spine & Wellness Center of Denver

The Challenge

Dr. Marcus Chen and his associate had built a strong reputation within Denver’s athletic community — they worked with weekend warriors, competitive cyclists, and several local sports teams. The clinical results were exceptional. The marketing was not.

Despite spending $5,500 per month on advertising, their new patient numbers had stalled at 65 per month. Their Facebook campaigns were broad and generic, their Google Ads account was poorly structured, and leads who didn’t book immediately were never followed up with. A significant portion of their ad spend was simply evaporating — generating clicks that went nowhere and inquiries that went cold.

The Strategy

Sports chiropractic is a differentiated niche, and we treated it that way. The Leading Practice built the entire campaign architecture around athlete identity and pain points: performance optimization, faster recovery, injury prevention, and getting back to training sooner.

On Google Ads, we rebuilt their campaigns from scratch — separating brand, competitor, and condition-based campaigns into distinct ad groups with tailored messaging for each. We added call tracking to identify which keywords drove actual bookings versus window shoppers, then reallocated budget toward the highest-converting segments.

On Facebook and Instagram, we ran creative specifically designed for Denver’s athletic demographic — targeting by interests, behaviors, and geographic proximity to the practice. Retargeting campaigns kept the practice top of mind for people who’d visited the website but hadn’t yet booked.

The CRM automation piece proved to be the biggest unlock. We configured automated text and email sequences that triggered the moment a lead came in — regardless of time of day. Leads that previously sat in an inbox until Monday morning were now receiving a personalized response within minutes, dramatically improving conversion rates on paid traffic.

The Results

Over six months, new patient volume grew from 65 to 142 per month. Conversion rate improved from 3.2% to 8.1% as better-targeted ads delivered more qualified prospects and the CRM automation converted a far higher percentage of inquiries into booked appointments. Cost per lead dropped from $89 to $34, and the practice generated a 380% return on total marketing investment.

The revenue increase of $520,000 per year fundamentally changed what was possible for the practice — Dr. Chen began planning a third treatment room and expanded his sports team partnerships.

What Made It Work

Two factors drove the outsized results. First, niche specificity: generic chiropractic ads produce generic results. Campaigns built around a specific patient avatar — in this case, performance-focused athletes in Denver — resonate at a fundamentally higher level. Second, lead response speed: the CRM automation eliminated the single biggest conversion killer in most practices. Speed to contact is one of the strongest predictors of whether a lead becomes a patient.

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