A foundational piece of Facebook advertising is that lead generation ads are pushed into a personally curated page. People follow their friends, family, notables in sports, politics, and entertainment; they have not asked for a new patient offer from a chiropractor. A small percentage of those who see the offer are interested enough to click on it and enter their information.
Since Facebook ads started, chiropractors have believed they function the same way as Google Ads. On Google, someone is doing a search looking for a chiropractor, probably because they’re ready to make a decision on what they need to do. So those people are more motivated to come into the office within the next 24 or 48 hours.
With Facebook advertising, you’re making them an offer, and many people tend to opt into things, not meaning to do anything about it right away. Chiropractors think they still want to come in 24 to 48 hours later, but many are putting the coupon in their back pocket to save it for later. It becomes difficult to get that type of person to stop what they’re doing and come into your office.
Facebook leads who do make an appointment have a high no-show rate. One good way to reduce that is to take payment over the phone. Payment to confirm appointments helps to decrease no-show rates.
Lastly, for whatever reason, people are more likely to take advantage of services they see as a luxury, like massage, cyro sauna, decompression, or laser, than to show up for a chiropractic appointment that they see as essential. It’s hard to pinpoint why that is in human psychology, but it is something to keep in mind as you put together your Facebook offers.