June 27, 2025 • 25 mins
Have your Facebook ads suddenly stopped delivering quality leads? You're not alone, and it's not your imagination. In this raw, tactical episode, we dive deep into the seismic shift happening with Meta advertising that's left practice owners frustrated and wondering where their marketing ROI went.
The problem isn't your ad creative or your offer – it's Meta's aggressive pivot to AI-driven ad delivery that's fundamentally changed how audiences are targeted. While leads still come in, they're increasingly disengaged, distracted, and overwhelmed by automation from countless businesses using identical follow-up tactics.
I break down exactly what's changed behind the scenes at Meta and why using AI-generated ad copy has created a feedback loop of "robotic English" that fails to connect with real humans. The harsh reality? 60-80% of today's Meta leads never book on the first touch, regardless of how compelling your offer is.
The solution requires a complete overhaul of your lead engagement strategy. You'll learn my battle-tested "Epic Nurture Sequence" that transforms lukewarm leads into patients through persistent, multi-channel follow-up. We cover exactly what to say in those crucial first 15 minutes after lead submission, how many calls your team should make (hint: it's probably 5x what you're doing now), and why doctor-recorded videos and voicemails are game-changers for building instant trust.
For practices feeling the squeeze of declining lead quality, this episode delivers actionable systems you can implement immediately to stay ahead of the curve. Whether you stick with Meta or pivot to Google ads, you'll understand exactly how to combat AI with AI while maintaining the human touch that converts disinterested scrollers into engaged patients.
Stay competitive in Q3 2024 with these proven strategies from someone who's in the trenches with you, running ads and optimizing conversions for practices nationwide. Your marketing ROI depends on it.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
If you're frustrated that your meta ads are not
converting anymore, you got tolisten up to this podcast.
It's probably not your ads,it's your lead engagement
strategy.
We've talked about this overand over and over again.
Today we're diving into how togenerate higher quality leads
and, more importantly, how toget those leads to actually
respond and show up in youroffice, and you're probably
(00:23):
going to have to shift to Google.
This day has come and I knew itwas coming.
This year has been weird.
If you've noticed and you runyour own ads, if you notice that
lead quality has been sucking.
The last probably Q2,especially this quarter two has
sucked.
Q1 was the beginning of it.
Well, I've been digging deepthese last six weeks trying to
figure out what's going onbehind the scenes in meta and
(00:46):
last year they so dependentlyput all their eggs in one basket
with AI and what that means forthem is they're letting AI
tools on the back end, on thealgorithm side, dictate and
determine what ad copy andpictures and videos.
They're reading everything.
They're looking at your picture, they're looking at your
overlay text, they're looking atyour ad copy and they're
(01:08):
auto-scribing your video too.
So they're downloading the textfrom your video and everything
that you say and the AI is likeI know what to do.
I'm going to send it out toeverybody and unfortunately it's
not narrowed down yourtargeting.
So your audience is just notgood anymore.
As you were running ads, I'vebeen running ads for seven or
eight years now in my locationfor my office and the ads just
(01:32):
keep getting better.
Honestly, up until 2024, theads were just getting better.
I would just set up a new adand leads would come in.
The cost per lead has beengoing up each year.
I think that's just because ofdemand and supply and just the
cost of doing that and morepeople getting into the market
and meta just charging more.
That's all fine, but the truthis meta ads have gotten worse.
We have to listen up to this.
(01:52):
They still work, but volumedoesn't equal value.
Unless there's a system tonurture the leads, you're going
to have to get into your own.
You're going to have to combatAI with AI and this is where
we're at and I knew we're at andI've been building the lead
spine CRM.
I've been talking about this.
It's finally going to go here.
We're testing it with a fewclinics and making sure they
(02:14):
like it and giving us somefeedback to just get more
engagement using chat bots andAI and quick responders and more
valued questions for people andjust pre-qualifying them
through AI, which is super cool,like asking the questions have
you been, you know?
Have you seen otherchiropractors before?
Have you seen other medicalprofessionals for this before?
(02:35):
Do you have any recent MRIs?
Like filling out and justgetting more questions?
So the more questions people askthrough engagement, not just
sending them a form with 10questions, it's like hi Mary's
like hi Mary, thanks for signingup for our $99 new special.
Do we have the right person?
Is this Mary?
You get something.
(02:55):
Next question I hope we havethe right person.
Is this Mary?
Like two minutes later?
If so, would you like to bookan appointment and just trying
to get some type of engagementthrough text first?
That's the easiest way.
Of course, the emails go out aswell.
Hey, click this button to bookan appointment.
Click here to look at ourwebsite and book there.
Yada, yada, yada, but thenusing more engagement and
(03:15):
hopefully getting something ayes in there.
Before you get a, do not respondanymore.
Then, once they get into that,now the AI bot can do its thing
respond anymore Then, once theyget into that.
Now the AI bot can do its thingand it's designed to be a hard
sell to be, to just go in thereand not quit until it sells.
So as soon as it gets aresponse, it opens up a lot of
things legally.
It opens up a communicationAvenue with them and then, uh,
(03:37):
for non-spamming, foranti-spamming, and then they can
get in it.
But anyways, I'm going into thebehind the scenes here, but we
have to get these people engagedand that's what's going on, and
you're having a tough time,more than ever, getting
engagement.
You call, you leave voicemails,no one's getting back, no text
response.
The lead quality has gone downand there's nothing you can
really do because the targetinginterests have disappeared.
(03:58):
The meta has changed thetargeting machine and learning.
Now it's all AI based.
So you're going to have to do alot of custom and lookalike
audiences to get around this.
So let's dive into that.
People don't just click and bookanymore.
They need guidance.
The average lead today isdistracted, skeptical, busy and,
honestly, maybe not evenneeding to see your ad.
(04:20):
So when you're doing a Cairopromo or a weight loss promo,
these are popular promos.
I call them Everyone's kind oflike yeah, I could probably use
that.
And you know the Y strapadjustment video.
They're like Ooh, I could usethat and they they click on it.
Did you know the the people whodo the Y strap I forget what
(04:41):
it's called, um, that I'veworked with their ads get so
many views and their YouTubeviews get so many views.
One of the highest ones is thattype of ASMR type videos.
They get a lot, but theirnumber one frustration is like
man, we can barely convert anyof these.
We can't even get them into theoffice for an appointment when
we used to two years ago.
So even them with the popularvideos are noticing the same
thing.
A lot of people are like, oh,that's cool, so if you have a
(05:03):
cool ad, see, this is where wewere going about six months ago.
A lot of the digital agenciesare like man, we got to get
better video.
We got to get professionalvideo.
We got like video commercialsgoing for these people and for a
small blip it kind of workedwhere they were getting an
increase in traffic, views andconversions.
The conversions actually wentup.
This was probably mid 2024.
(05:25):
Now you're spending all thistime shooting like commercial
esque videos and the leads arenot any better than just showing
it from your iPhone.
So what do we do?
What do we do?
Where are we at with all this?
Save your time, save your money.
Continue doing what you do.
The AI machine is listening.
It's, it's you know a lot.
They're noticing this, it'sjust just they're going to take
(05:45):
time to get it better.
And we have to fight AI with AI.
The problem that we're doing isthink about us.
Let's just pretend we all speakEnglish, right?
Every one of us that'slistening to this.
English is our primary language.
We communicate in English, backand forth in human English,
right.
And what's happening is behindthe scenes.
(06:06):
The tech world is now using AI,and AI is taking all the
information it can from the weband making it robotic.
It's like robotic English.
So now they're speaking roboticEnglish.
If you ever wrote, if you sayAI to write a paragraph, you can
tell that's not a human.
You can tell that's not yourtone, it's getting better, but
(06:31):
you can tell it's not youcompared to how you would write
that paragraph.
So AI has a robotic English,and now what we have been doing,
unfortunately, is using AI tocreate ad copy.
I think this is the problem.
The last probably year peoplego on chat, create an awesome
$99 chiropractic promo thatincludes x-rays first,
adjustment this, this and this,and putting it into the ad copy.
So AI has been learning roboticEnglish this whole time and now
(06:52):
its target audience is nothuman English, it's robotic
English and there's no robots inyour area.
Does that make sense?
They're humans.
They want to get human response.
So then the response that youdo get from them, or the leads
that maybe do give theinformation, are building an
audience that's incorrect.
We're almost shooting ourselvesin the foot running ads right
(07:13):
now.
It's unfortunate.
So what we have to do is, when Isay, fight AI with AI is create
a good ad copy written by youin your clinic's tone, your tone
, start there, no more copy andpasting.
You can get the idea, thetemplate from ChatGPT, but then,
when you go to put it into yourad copy, take out the emojis,
(07:36):
just use text and make it.
You have to write it.
You have to write it as if youwere speaking Very direct and
you may even want to go intosome specific things about what
you do in your office thetechnique, the Gonstead
technique, removing, correctingsubluxation, the philosophy,
science and art of chiropractic.
You might want to be puttingthis stuff in your ads, because
(07:58):
not only are we wanting to trainAI for the future, we also may
catch better leads with thattype of ad copy Make sense.
So that's number one.
The market has shifted fromattention grabbing to connection
building, and you're not goingto do this with ChatGPT.
You're just not going to dothis with ChatGPT Another.
(08:20):
Get into it later.
But are we onto something here?
You guys see what's?
Do you guys feel this?
Do you feel what's happeningwith the ad?
It's super frustrating becausenot only do I run it from my
practice, but I run it for a lotof other practices across the
country and we are all we arefrustrated.
This is everyone's gettingfrustrated.
We end up spending more moneytrying to convert and what we
(08:42):
need to do is work on the inside.
So targeted hook when we'recreating these ads.
Let's go with the ads.
What makes a powerful ad?
Let's go through this reallyquick.
I know we've done a ton of thisstuff with this, but there's
been a little bit shift.
So those of you that listen tothis podcast are staying ahead
of the curve.
Right, that's my goal with thispodcast is to stay ahead.
So when things do shift likethis.
You can make the shifts first.
(09:05):
This is the whole point.
Call out the pain point ordesire Tired of low back pain,
slowing you down.
That's how you start your ads.
That wasn't ChatGPT that didthat.
That was you Tired of low backpain, holding you back.
Avoid generic stuff.
We help families stay healthy.
That doesn't really get muchpeople's attention.
Clear offer $47 new patientexam this week only.
(09:29):
We have to have a limit thisweek only.
First 15 people to sign, endsJune 30th 2025 in the
description down there, and thenall you have to do is remember
on July 1st to go in there andchange it Tap book, send message
, claim voucher and ensuremobile friendly journey wherever
you send them to Mobilefriendly.
(09:51):
85% of people are doing this ontheir phone and then add video
testimonials or explainer reelsas the real ad in there as well.
Have you guys tried that inyour ad sets where you do the
videos, you do the pictures,maybe two and two, then you add
one.
That's a real customizationYou'll notice this recently on
Facebook ads is when you go inthere they're like, hey, the
(10:11):
crop or the aspect ratio of thisvideo doesn't fit the real
system.
We suggest creating an ad forreels, then what you do is
upload the same video and yousay, yes, let's do that.
It creates a new ad underneathyour ad sets and you call it
reels video and then you put itin there and now the
customization is going to be forreels.
You'll realize this is going tobe your number one impressions
(10:34):
distribution and probably leadgenerator.
Is that ad Just the way it isnow?
It's all skewed.
I'm trying to figure it out,just like you guys.
I don't work for meta.
I'm not Zuckerberg, all right.
The real problem, which has beenprobably the last two years,
the real problem with all theseleads, is at the very beginning
(10:54):
it was just so shooting fish ina barrel with Facebook ads.
It was like the lead came in.
You responded like wow, youresponded so quick.
You guys are amazing.
I'd love to book an appointment.
There was engagement.
Now there isn't.
So the real problem is that 60to 80% of leads in meta never
book on the first touch.
So you're like my ads don'twork.
(11:15):
They don't work.
80% of people don't do anything.
Well, yeah, they saw an offeron social media and they're like
yeah, how many of you hit theinterested button on events?
My wife is notorious for thisinterested, interested,
interested, local events, kids,this, uh follow up in the park,
ice cream in the in the pond,you know all this stuff.
(11:35):
And like yeah, yeah, and theyclick interested.
We never go to any of them.
But yeah, she's the issue withall that, right, the interested,
interested, interested.
So it shows up on my Facebookfeed Uh's interested in,
christine's interested in.
I'm like really, are you trulyinterested in that?
So that's what people are doingwith your ads.
They're like interested, yeah,I'll fill out the form.
Maybe I'll get a notificationlater when I'm ready.
(11:56):
Hello, they just gave you themarketing.
They're like, yeah, here,here's my info, but I'm not
coming in this week.
I may not come in next week.
What are you going to do to getme in a month and a half from
now?
And then you're like nothing,I'm not going to do anything
because you're a crappy weed.
See what's happening.
(12:17):
So the true colors of Facebookads is now transparent.
We know that these are coldpeople, cold leads, that are
maybe not interested inchiropractic right now, but the
fact that they gave you theirinformation, like if you're
truly not interested, you'relike oh, chiropractor quack,
you're just going to scroll by.
Why would you fill out the form?
You wouldn't even click on it,you wouldn't even like it.
(12:39):
You may actually leave anegative comment on it.
You may go on there and be likeyou guys are quacks and leave a
comment.
You get these all the time andyou move on, but they're not
filling out your forms, they'renot giving you their information
.
So the ones that do are 1%interested in what you do.
You got to remember that Leadsdon't convert because they're
ignored or get generic, slowresponses.
(13:02):
Guess what your automation'sdoing that?
All the other businesses'automations are doing the exact
same thing.
They fill up something onFacebook.
Guess what?
You're not the only person thatsends them a quick text
response saying thanks forsigning up.
The auto insurance companiesare doing it.
The health insurance companiesare doing it, chick-fil-a is
doing it.
(13:22):
If you hit the submit form, itsays on the bottom and yours do
too they have to check two boxessaying I allow you to market to
me and I allow you to send SMSinformation to me.
It's automatic on Facebook leadform and it's got to be there
for your website lead form.
So as soon as you do it, boom,now you're allowed to market to
them.
So everyone's been doing thisforever.
So what makes you different?
Nothing, oh, but my texts arebetter.
(13:46):
They're funny.
It's not better, it's the samething.
They're still going to ignoreyou.
You're just going to be a funnyignored.
So the immediate response ofwhat follow-up should look like
is the immediate response usestill use autoresponders, dms
emails, text within seconds,like the confirmation has to be
there.
If you don't have that within afew seconds of them doing that,
they don't.
It's now so normal.
People don't have that within afew seconds of them doing that.
(14:06):
It's now so normal.
People don't even know if theysubmitted properly.
They'll hit the lead form andthey'll wait two seconds like oh
, did I do that right?
Did it go anywhere?
We're goldfish now.
People are goldfish because oftech.
You got eight seconds, that'sit.
Let them know we've got yourrequest.
We're going to reach outSomething like that.
Something.
Thanks for signing up.
This is your next steps.
(14:27):
I like that actually.
Thanks for signing up, sally.
You got your $49 voucher tocome see us.
Stay tuned for your next steps.
I like that.
I'm going to do that.
Stay tuned for your next steps.
I wonder how the response isgoing to be.
And then, like 10 seconds laterthey get the next text.
Here's what you need to do youcan either call, reply to this
text or click here to book anappointment.
(14:48):
Wait 30 seconds.
Did you get that last text?
Did you book your appointment?
I don't know.
Let me figure it out firstbefore I put it on the podcast
Human touch fast.
You got to be fast.
Five to 15 minutes.
Personal call or text likeimmediately, immediately.
This is where you use AI thatcall.
(15:11):
Maybe you got a chat bot thatcalls them, rings calls, leaves
a voicemail, right.
If they're not responding totext and they're not responding
to the messages, then sendingthem a voice call, they're
probably not going to pick up,they're going to see unknown
number and it's going to go tovoicemail.
Your AI bot call manual systemis going to be fantastic and you
(15:34):
can actually record in yourvoice as the doctor.
Hey there, this is Dr Enricofrom Full Life Chiropractic.
Thanks for reaching out to uswith that offer you saw on
Facebook and Instagram.
We're just reaching out to helpyou book your first appointment
.
If you have any questions,again, this is Dr Enrico.
You will be seeing me at FullLife Chiropractic when you do
(15:54):
book your appointment.
So if you have any questions,please call this number 813-428,
and give them your actualoffice number and I'll hop on a
call with you and answer anyquestions you need.
Just ask for Dr Enrico.
Guys, I mean now, are you, areyou?
Um?
You're competing with theinsurance companies.
You're competing with the autoinsurance.
(16:15):
You're competing with thehealth insurance.
They're calling, they have,they have literal call centers
that still have humans calling.
Right, some of them have beenusing automation calls for a
long time.
You get those two from.
You know the health.
You got to play the game, yougot to play the game.
Or else I say get out ofFacebook, get out of it, get out
of meta ads, get out of this.
You just can't.
(16:35):
You can't handle the leads, youjust can't.
And you got to be true withyourself because this is part of
your budget.
If you're paying for Facebookads plus a digital agency, save
that money.
And now let's get into Googleads and now really customize
that.
Now, if you have ambitions ofgetting 20 new patients, it's
not going to happen on Googleads.
(16:56):
It's just not going to happen.
There's no budget you can puttowards it.
That's reasonable for achiropractic office to generate
that consistently every month.
Say I'm going to get 240 newpatients this year by spending
this much money on Google ads.
You will not, because SEO andnatural organic reach overlaps
your Google Ads spend so justnaturally, people searching for
(17:18):
you, for your name, your officeor chiropractor near me from the
organic search are going to endup clicking on your ad search.
So you're going to see a lot ofthe organic.
The five, six, seven patientsyou get each month from Google
are now going to see a lot ofthe organic.
The five, six, seven patientsyou get each month from Google
are now going to be paid Googlepeople.
Then the rest of your ad spendis hopefully going to capture
(17:39):
some more and most of us aredoing both strategies at the
same time.
Anyways, meta and Facebook or inGoogle.
I'm getting off touch.
Okay, scripts, hey, sorry,you're interested?
Now the lead nurture sequence.
I've created something for allmy clients the epic nurture
sequence.
This one tries to engage themas much as we possibly can with
texts and emails and remindersover seven to 14 days, and then
(18:03):
mine goes six months and thenloops.
So there's a two weekautomation sequence that happens
for the first seven days usingthe bot text-heavy couple emails
, then week two week, eightthrough 14, it's now going to be
email-heavy and a couple texts,and then it moves into emails,
(18:24):
educational tips, successstories these things all build
trust.
We use high-level and our CRMsnow, which is absolutely great,
and then when you want to boostresponse rates with your ads at
the end here.
So then we now got thelong-term nurture sequence.
And then here is the three bigrules.
If you're going to keep doingFacebook ads, this is what you
(18:47):
need to start today Speed, fixthe response times.
The responders have to be inunder 15 minutes.
You have to reach out to themfive times in under 15 minutes
and have for betterconversations in those 15
minutes.
Use a multi-channel follow-upText, email, phone, not just one
.
You got to do all of them.
Then you have to have aninternal system, and many
(19:08):
chiropractic offices fail atthis.
You have to have two phonecalls, the and many chiropractic
offices fail at this.
You have to have two phonecalls the day the lead comes in.
As long as it's office hours,after office hours, it's okay.
You start that rule the nextday when you get into office.
Two the first day morning,afternoon, call them twice.
You're going to leave twovoicemails from your office
staff on there.
(19:28):
Then for the rest of the weekit's one phone call every day at
least, as the system is stillgoing on, that seven day
automated system.
So we have the internal one.
So you're making six or sevenphone calls the first week.
Does your team do this?
Be honest with yourselves, goup to your team and be like guys
, I know you follow up withthese leads.
Are you making seven calls?
(19:48):
This is where it becomes out ofcontrol.
If you're getting one, two,three leads per day, five, 10,
15 leads per week, times seven,35, 70, 105 calls per week Per
week, now this starts to add upbecause then on week two your
(20:10):
team has to follow up from allthose calls they did last week,
maybe once or twice this week,plus the new 15 leads that come
in this week.
So now we got 205.
No, no, we got another 105calls this week, plus 15 other
calls, and this just starts tocompound.
You're an office like mine withseven years.
Yeah, you let a lot of theseleads kind of trickle away, and
(20:31):
that's the issue.
And now we're paying for it.
Imagine if you did somethingwith all of those leads saved
them somewhere, nurtured themand then engaging questions.
So it's got to be better thanthanks for signing up.
It's got to be.
Are you ready to book?
What are you hoping we can helpwith?
Have you tried anything thathasn't worked?
Don't be afraid to callVoicemail with your voice.
(20:56):
Instant trust boost we talkedabout that.
Right, there's ways to use this.
Train the front desk staff toengage, not just schedule.
Let's get you in before thatpain worsens.
My CA say that.
Oh, I'm sorry to hear.
That Doesn't sound pleasant atall.
Let's get you in beforeanything gets worse.
How's tomorrow?
Look, use urgency.
(21:16):
We're filling up fast Ourmornings or afternoons.
Better for you this week.
Let's see what we have for youGood and then confirm the
appointment.
You confirm the appointment,they get a text.
They get an email confirmationand what else?
A video or another.
Call voicemail from them sayingwe'll send you a short video so
you know exactly what to expect.
And it's the doctor.
Hey, it's Dr Rico, full LifeChiropractic.
(21:39):
I'm so excited to help you onyour appointment.
When you come into our office,here's a couple of things to
expect have your paperwork doneand ready.
I like to review this beforeyou even come in so I get to
know you and your concerns rightaway.
Once you come in, wearcomfortable clothing because
we're going to do some scanning.
Remove any major jewelry, thickchains, big earrings or
anything like that because we'regoing to take some x-rays and
just make sure you'recomfortable during that day.
(21:59):
Once you come in, we'll takecare of the rest.
You're in great hands.
See you soon.
That's the video and you sendit to them and then that's it.
So we have ads.
Great ads generate interest.
Great systems create newpatients.
You have to remember this.
For ad success, you have tohave good creative plus
(22:19):
consistent follow-up Goodcreative plus consistent
follow-up Plus consistentfollow-up Plus consistent
follow-up Plus consistentfollow-up Plus consistent
follow-up Plus consistentfollow-up plus consistent
follow-up plus consistentfollow-up.
I'm not a robot.
I didn't glitch.
I did that seven times for youon purpose.
If you're not converting leads,focus on humanizing and
(22:41):
systemizing your follow-up.
That's the strategy, folks.
That's what we're going to befor Q3 this year.
If you do this, you're going tobe ahead of the curve.
You're going to bump up yourconversions.
You're going to stop beingfrustrated.
You're going to get a few morenew patients, which will make
sense to continue spending moneyand doing your advertising and
maybe even hanging on to yourdigital agency.
If not, I know what you're goingto do You're going to fire a
(23:02):
digital agency and you're goingto try something else later,
which you're just in a hamsterwheel of constant frustration.
On that I hear you, and thedifference between me and
everyone else is I'm in it withyou.
I run my practices.
I'm in there every day.
I'm doing the same thing.
You are trying to deal with thesame frustrations.
Try those things.
Leave me some feedback, ask anyquestions.
Info at EnricoDcom.
(23:23):
I love to answer all that stuffand stay tuned for anything.
If you need a robust CRM, leadSpine is going to be there for
you.
You can reach out to me.
You can sign up 197 bucks amonth.
It's yours, it's going to becustom built.
You and I get to work throughphone, chat, email, whatever you
want to build things that arecustom for you, you're going to
(23:43):
have to shoot the video.
Hey, welcome to ABC Chiropractic.
This is Dr Jeff.
You're going to have to do that.
I can't do that for you, sowe'll show you how to put that
in there.
Your automations you're goingto customize your email
sequences.
Your team's going to do this.
It takes about 30 days on andoff with some guidance.
Then you've got a robustchiro-specific CRM that's going
to work into infinity to nurtureall your leads.
(24:05):
So as you build all these leads, you've got email lists and all
these things going forever thatare saved forever.
You can download them, put theminto your office EHR or your
MailChimp or whatever you wantto do there, or you can just
leave it and let it do its thing.
That's efficient marketing.
We also use Google Ads and thenwe funnel those in as well and
we do all that stuff for you.
(24:26):
That's the way to build asuccessful marketing campaign.
Have a great week.
Keep doing what you're doing.
If you're frustrated that your meta ads are not
converting anymore, you got tolisten up to this podcast.
It's probably not your ads,it's your lead engagement
strategy.
We've talked about this overand over and over again.
Today we're diving into how togenerate higher quality leads
and, more importantly, how toget those leads to actually
respond and show up in youroffice, and you're probably
(00:23):
going to have to shift to Google.
This day has come and I knew itwas coming.
This year has been weird.
If you've noticed and you runyour own ads, if you notice that
lead quality has been sucking.
The last probably Q2,especially this quarter two has
sucked.
Q1 was the beginning of it.
Well, I've been digging deepthese last six weeks trying to
figure out what's going onbehind the scenes in meta and
(00:46):
last year they so dependentlyput all their eggs in one basket
with AI and what that means forthem is they're letting AI
tools on the back end, on thealgorithm side, dictate and
determine what ad copy andpictures and videos.
They're reading everything.
They're looking at your picture, they're looking at your
overlay text, they're looking atyour ad copy and they're
(01:08):
auto-scribing your video too.
So they're downloading the textfrom your video and everything
that you say and the AI is likeI know what to do.
I'm going to send it out toeverybody and unfortunately it's
not narrowed down yourtargeting.
So your audience is just notgood anymore.
As you were running ads, I'vebeen running ads for seven or
eight years now in my locationfor my office and the ads just
(01:32):
keep getting better.
Honestly, up until 2024, theads were just getting better.
I would just set up a new adand leads would come in.
The cost per lead has beengoing up each year.
I think that's just because ofdemand and supply and just the
cost of doing that and morepeople getting into the market
and meta just charging more.
That's all fine, but the truthis meta ads have gotten worse.
We have to listen up to this.
(01:52):
They still work, but volumedoesn't equal value.
Unless there's a system tonurture the leads, you're going
to have to get into your own.
You're going to have to combatAI with AI and this is where
we're at and I knew we're at andI've been building the lead
spine CRM.
I've been talking about this.
It's finally going to go here.
We're testing it with a fewclinics and making sure they
(02:14):
like it and giving us somefeedback to just get more
engagement using chat bots andAI and quick responders and more
valued questions for people andjust pre-qualifying them
through AI, which is super cool,like asking the questions have
you been, you know?
Have you seen otherchiropractors before?
Have you seen other medicalprofessionals for this before?
(02:35):
Do you have any recent MRIs?
Like filling out and justgetting more questions?
So the more questions people askthrough engagement, not just
sending them a form with 10questions, it's like hi Mary's
like hi Mary, thanks for signingup for our $99 new special.
Do we have the right person?
Is this Mary?
You get something.
(02:55):
Next question I hope we havethe right person.
Is this Mary?
Like two minutes later?
If so, would you like to bookan appointment and just trying
to get some type of engagementthrough text first?
That's the easiest way.
Of course, the emails go out aswell.
Hey, click this button to bookan appointment.
Click here to look at ourwebsite and book there.
Yada, yada, yada, but thenusing more engagement and
(03:15):
hopefully getting something ayes in there.
Before you get a, do not respondanymore.
Then, once they get into that,now the AI bot can do its thing
respond anymore Then, once theyget into that.
Now the AI bot can do its thingand it's designed to be a hard
sell to be, to just go in thereand not quit until it sells.
So as soon as it gets aresponse, it opens up a lot of
things legally.
It opens up a communicationAvenue with them and then, uh,
(03:37):
for non-spamming, foranti-spamming, and then they can
get in it.
But anyways, I'm going into thebehind the scenes here, but we
have to get these people engagedand that's what's going on, and
you're having a tough time,more than ever, getting
engagement.
You call, you leave voicemails,no one's getting back, no text
response.
The lead quality has gone downand there's nothing you can
really do because the targetinginterests have disappeared.
(03:58):
The meta has changed thetargeting machine and learning.
Now it's all AI based.
So you're going to have to do alot of custom and lookalike
audiences to get around this.
So let's dive into that.
People don't just click and bookanymore.
They need guidance.
The average lead today isdistracted, skeptical, busy and,
honestly, maybe not evenneeding to see your ad.
(04:20):
So when you're doing a Cairopromo or a weight loss promo,
these are popular promos.
I call them Everyone's kind oflike yeah, I could probably use
that.
And you know the Y strapadjustment video.
They're like Ooh, I could usethat and they they click on it.
Did you know the the people whodo the Y strap I forget what
(04:41):
it's called, um, that I'veworked with their ads get so
many views and their YouTubeviews get so many views.
One of the highest ones is thattype of ASMR type videos.
They get a lot, but theirnumber one frustration is like
man, we can barely convert anyof these.
We can't even get them into theoffice for an appointment when
we used to two years ago.
So even them with the popularvideos are noticing the same
thing.
A lot of people are like, oh,that's cool, so if you have a
(05:03):
cool ad, see, this is where wewere going about six months ago.
A lot of the digital agenciesare like man, we got to get
better video.
We got to get professionalvideo.
We got like video commercialsgoing for these people and for a
small blip it kind of workedwhere they were getting an
increase in traffic, views andconversions.
The conversions actually wentup.
This was probably mid 2024.
(05:25):
Now you're spending all thistime shooting like commercial
esque videos and the leads arenot any better than just showing
it from your iPhone.
So what do we do?
What do we do?
Where are we at with all this?
Save your time, save your money.
Continue doing what you do.
The AI machine is listening.
It's, it's you know a lot.
They're noticing this, it'sjust just they're going to take
(05:45):
time to get it better.
And we have to fight AI with AI.
The problem that we're doing isthink about us.
Let's just pretend we all speakEnglish, right?
Every one of us that'slistening to this.
English is our primary language.
We communicate in English, backand forth in human English,
right.
And what's happening is behindthe scenes.
(06:06):
The tech world is now using AI,and AI is taking all the
information it can from the weband making it robotic.
It's like robotic English.
So now they're speaking roboticEnglish.
If you ever wrote, if you sayAI to write a paragraph, you can
tell that's not a human.
You can tell that's not yourtone, it's getting better, but
(06:31):
you can tell it's not youcompared to how you would write
that paragraph.
So AI has a robotic English,and now what we have been doing,
unfortunately, is using AI tocreate ad copy.
I think this is the problem.
The last probably year peoplego on chat, create an awesome
$99 chiropractic promo thatincludes x-rays first,
adjustment this, this and this,and putting it into the ad copy.
So AI has been learning roboticEnglish this whole time and now
(06:52):
its target audience is nothuman English, it's robotic
English and there's no robots inyour area.
Does that make sense?
They're humans.
They want to get human response.
So then the response that youdo get from them, or the leads
that maybe do give theinformation, are building an
audience that's incorrect.
We're almost shooting ourselvesin the foot running ads right
(07:13):
now.
It's unfortunate.
So what we have to do is, when Isay, fight AI with AI is create
a good ad copy written by youin your clinic's tone, your tone
, start there, no more copy andpasting.
You can get the idea, thetemplate from ChatGPT, but then,
when you go to put it into yourad copy, take out the emojis,
(07:36):
just use text and make it.
You have to write it.
You have to write it as if youwere speaking Very direct and
you may even want to go intosome specific things about what
you do in your office thetechnique, the Gonstead
technique, removing, correctingsubluxation, the philosophy,
science and art of chiropractic.
You might want to be puttingthis stuff in your ads, because
(07:58):
not only are we wanting to trainAI for the future, we also may
catch better leads with thattype of ad copy Make sense.
So that's number one.
The market has shifted fromattention grabbing to connection
building, and you're not goingto do this with ChatGPT.
You're just not going to dothis with ChatGPT Another.
(08:20):
Get into it later.
But are we onto something here?
You guys see what's?
Do you guys feel this?
Do you feel what's happeningwith the ad?
It's super frustrating becausenot only do I run it from my
practice, but I run it for a lotof other practices across the
country and we are all we arefrustrated.
This is everyone's gettingfrustrated.
We end up spending more moneytrying to convert and what we
(08:42):
need to do is work on the inside.
So targeted hook when we'recreating these ads.
Let's go with the ads.
What makes a powerful ad?
Let's go through this reallyquick.
I know we've done a ton of thisstuff with this, but there's
been a little bit shift.
So those of you that listen tothis podcast are staying ahead
of the curve.
Right, that's my goal with thispodcast is to stay ahead.
So when things do shift likethis.
You can make the shifts first.
(09:05):
This is the whole point.
Call out the pain point ordesire Tired of low back pain,
slowing you down.
That's how you start your ads.
That wasn't ChatGPT that didthat.
That was you Tired of low backpain, holding you back.
Avoid generic stuff.
We help families stay healthy.
That doesn't really get muchpeople's attention.
Clear offer $47 new patientexam this week only.
(09:29):
We have to have a limit thisweek only.
First 15 people to sign, endsJune 30th 2025 in the
description down there, and thenall you have to do is remember
on July 1st to go in there andchange it Tap book, send message
, claim voucher and ensuremobile friendly journey wherever
you send them to Mobilefriendly.
(09:51):
85% of people are doing this ontheir phone and then add video
testimonials or explainer reelsas the real ad in there as well.
Have you guys tried that inyour ad sets where you do the
videos, you do the pictures,maybe two and two, then you add
one.
That's a real customizationYou'll notice this recently on
Facebook ads is when you go inthere they're like, hey, the
(10:11):
crop or the aspect ratio of thisvideo doesn't fit the real
system.
We suggest creating an ad forreels, then what you do is
upload the same video and yousay, yes, let's do that.
It creates a new ad underneathyour ad sets and you call it
reels video and then you put itin there and now the
customization is going to be forreels.
You'll realize this is going tobe your number one impressions
(10:34):
distribution and probably leadgenerator.
Is that ad Just the way it isnow?
It's all skewed.
I'm trying to figure it out,just like you guys.
I don't work for meta.
I'm not Zuckerberg, all right.
The real problem, which has beenprobably the last two years,
the real problem with all theseleads, is at the very beginning
(10:54):
it was just so shooting fish ina barrel with Facebook ads.
It was like the lead came in.
You responded like wow, youresponded so quick.
You guys are amazing.
I'd love to book an appointment.
There was engagement.
Now there isn't.
So the real problem is that 60to 80% of leads in meta never
book on the first touch.
So you're like my ads don'twork.
(11:15):
They don't work.
80% of people don't do anything.
Well, yeah, they saw an offeron social media and they're like
yeah, how many of you hit theinterested button on events?
My wife is notorious for thisinterested, interested,
interested, local events, kids,this, uh follow up in the park,
ice cream in the in the pond,you know all this stuff.
(11:35):
And like yeah, yeah, and theyclick interested.
We never go to any of them.
But yeah, she's the issue withall that, right, the interested,
interested, interested.
So it shows up on my Facebookfeed Uh's interested in,
christine's interested in.
I'm like really, are you trulyinterested in that?
So that's what people are doingwith your ads.
They're like interested, yeah,I'll fill out the form.
Maybe I'll get a notificationlater when I'm ready.
(11:56):
Hello, they just gave you themarketing.
They're like, yeah, here,here's my info, but I'm not
coming in this week.
I may not come in next week.
What are you going to do to getme in a month and a half from
now?
And then you're like nothing,I'm not going to do anything
because you're a crappy weed.
See what's happening.
(12:17):
So the true colors of Facebookads is now transparent.
We know that these are coldpeople, cold leads, that are
maybe not interested inchiropractic right now, but the
fact that they gave you theirinformation, like if you're
truly not interested, you'relike oh, chiropractor quack,
you're just going to scroll by.
Why would you fill out the form?
You wouldn't even click on it,you wouldn't even like it.
(12:39):
You may actually leave anegative comment on it.
You may go on there and be likeyou guys are quacks and leave a
comment.
You get these all the time andyou move on, but they're not
filling out your forms, they'renot giving you their information
.
So the ones that do are 1%interested in what you do.
You got to remember that Leadsdon't convert because they're
ignored or get generic, slowresponses.
(13:02):
Guess what your automation'sdoing that?
All the other businesses'automations are doing the exact
same thing.
They fill up something onFacebook.
Guess what?
You're not the only person thatsends them a quick text
response saying thanks forsigning up.
The auto insurance companiesare doing it.
The health insurance companiesare doing it, chick-fil-a is
doing it.
(13:22):
If you hit the submit form, itsays on the bottom and yours do
too they have to check two boxessaying I allow you to market to
me and I allow you to send SMSinformation to me.
It's automatic on Facebook leadform and it's got to be there
for your website lead form.
So as soon as you do it, boom,now you're allowed to market to
them.
So everyone's been doing thisforever.
So what makes you different?
Nothing, oh, but my texts arebetter.
(13:46):
They're funny.
It's not better, it's the samething.
They're still going to ignoreyou.
You're just going to be a funnyignored.
So the immediate response ofwhat follow-up should look like
is the immediate response usestill use autoresponders, dms
emails, text within seconds,like the confirmation has to be
there.
If you don't have that within afew seconds of them doing that,
they don't.
It's now so normal.
People don't have that within afew seconds of them doing that.
(14:06):
It's now so normal.
People don't even know if theysubmitted properly.
They'll hit the lead form andthey'll wait two seconds like oh
, did I do that right?
Did it go anywhere?
We're goldfish now.
People are goldfish because oftech.
You got eight seconds, that'sit.
Let them know we've got yourrequest.
We're going to reach outSomething like that.
Something.
Thanks for signing up.
This is your next steps.
(14:27):
I like that actually.
Thanks for signing up, sally.
You got your $49 voucher tocome see us.
Stay tuned for your next steps.
I like that.
I'm going to do that.
Stay tuned for your next steps.
I wonder how the response isgoing to be.
And then, like 10 seconds laterthey get the next text.
Here's what you need to do youcan either call, reply to this
text or click here to book anappointment.
(14:48):
Wait 30 seconds.
Did you get that last text?
Did you book your appointment?
I don't know.
Let me figure it out firstbefore I put it on the podcast
Human touch fast.
You got to be fast.
Five to 15 minutes.
Personal call or text likeimmediately, immediately.
This is where you use AI thatcall.
(15:11):
Maybe you got a chat bot thatcalls them, rings calls, leaves
a voicemail, right.
If they're not responding totext and they're not responding
to the messages, then sendingthem a voice call, they're
probably not going to pick up,they're going to see unknown
number and it's going to go tovoicemail.
Your AI bot call manual systemis going to be fantastic and you
(15:34):
can actually record in yourvoice as the doctor.
Hey there, this is Dr Enricofrom Full Life Chiropractic.
Thanks for reaching out to uswith that offer you saw on
Facebook and Instagram.
We're just reaching out to helpyou book your first appointment
.
If you have any questions,again, this is Dr Enrico.
You will be seeing me at FullLife Chiropractic when you do
(15:54):
book your appointment.
So if you have any questions,please call this number 813-428,
and give them your actualoffice number and I'll hop on a
call with you and answer anyquestions you need.
Just ask for Dr Enrico.
Guys, I mean now, are you, areyou?
Um?
You're competing with theinsurance companies.
You're competing with the autoinsurance.
(16:15):
You're competing with thehealth insurance.
They're calling, they have,they have literal call centers
that still have humans calling.
Right, some of them have beenusing automation calls for a
long time.
You get those two from.
You know the health.
You got to play the game, yougot to play the game.
Or else I say get out ofFacebook, get out of it, get out
of meta ads, get out of this.
You just can't.
(16:35):
You can't handle the leads, youjust can't.
And you got to be true withyourself because this is part of
your budget.
If you're paying for Facebookads plus a digital agency, save
that money.
And now let's get into Googleads and now really customize
that.
Now, if you have ambitions ofgetting 20 new patients, it's
not going to happen on Googleads.
(16:56):
It's just not going to happen.
There's no budget you can puttowards it.
That's reasonable for achiropractic office to generate
that consistently every month.
Say I'm going to get 240 newpatients this year by spending
this much money on Google ads.
You will not, because SEO andnatural organic reach overlaps
your Google Ads spend so justnaturally, people searching for
(17:18):
you, for your name, your officeor chiropractor near me from the
organic search are going to endup clicking on your ad search.
So you're going to see a lot ofthe organic.
The five, six, seven patientsyou get each month from Google
are now going to see a lot ofthe organic.
The five, six, seven patientsyou get each month from Google
are now going to be paid Googlepeople.
Then the rest of your ad spendis hopefully going to capture
(17:39):
some more and most of us aredoing both strategies at the
same time.
Anyways, meta and Facebook or inGoogle.
I'm getting off touch.
Okay, scripts, hey, sorry,you're interested?
Now the lead nurture sequence.
I've created something for allmy clients the epic nurture
sequence.
This one tries to engage themas much as we possibly can with
texts and emails and remindersover seven to 14 days, and then
(18:03):
mine goes six months and thenloops.
So there's a two weekautomation sequence that happens
for the first seven days usingthe bot text-heavy couple emails
, then week two week, eightthrough 14, it's now going to be
email-heavy and a couple texts,and then it moves into emails,
(18:24):
educational tips, successstories these things all build
trust.
We use high-level and our CRMsnow, which is absolutely great,
and then when you want to boostresponse rates with your ads at
the end here.
So then we now got thelong-term nurture sequence.
And then here is the three bigrules.
If you're going to keep doingFacebook ads, this is what you
(18:47):
need to start today Speed, fixthe response times.
The responders have to be inunder 15 minutes.
You have to reach out to themfive times in under 15 minutes
and have for betterconversations in those 15
minutes.
Use a multi-channel follow-upText, email, phone, not just one
.
You got to do all of them.
Then you have to have aninternal system, and many
(19:08):
chiropractic offices fail atthis.
You have to have two phonecalls, the and many chiropractic
offices fail at this.
You have to have two phonecalls the day the lead comes in.
As long as it's office hours,after office hours, it's okay.
You start that rule the nextday when you get into office.
Two the first day morning,afternoon, call them twice.
You're going to leave twovoicemails from your office
staff on there.
(19:28):
Then for the rest of the weekit's one phone call every day at
least, as the system is stillgoing on, that seven day
automated system.
So we have the internal one.
So you're making six or sevenphone calls the first week.
Does your team do this?
Be honest with yourselves, goup to your team and be like guys
, I know you follow up withthese leads.
Are you making seven calls?
(19:48):
This is where it becomes out ofcontrol.
If you're getting one, two,three leads per day, five, 10,
15 leads per week, times seven,35, 70, 105 calls per week Per
week, now this starts to add upbecause then on week two your
(20:10):
team has to follow up from allthose calls they did last week,
maybe once or twice this week,plus the new 15 leads that come
in this week.
So now we got 205.
No, no, we got another 105calls this week, plus 15 other
calls, and this just starts tocompound.
You're an office like mine withseven years.
Yeah, you let a lot of theseleads kind of trickle away, and
(20:31):
that's the issue.
And now we're paying for it.
Imagine if you did somethingwith all of those leads saved
them somewhere, nurtured themand then engaging questions.
So it's got to be better thanthanks for signing up.
It's got to be.
Are you ready to book?
What are you hoping we can helpwith?
Have you tried anything thathasn't worked?
Don't be afraid to callVoicemail with your voice.
(20:56):
Instant trust boost we talkedabout that.
Right, there's ways to use this.
Train the front desk staff toengage, not just schedule.
Let's get you in before thatpain worsens.
My CA say that.
Oh, I'm sorry to hear.
That Doesn't sound pleasant atall.
Let's get you in beforeanything gets worse.
How's tomorrow?
Look, use urgency.
(21:16):
We're filling up fast Ourmornings or afternoons.
Better for you this week.
Let's see what we have for youGood and then confirm the
appointment.
You confirm the appointment,they get a text.
They get an email confirmationand what else?
A video or another.
Call voicemail from them sayingwe'll send you a short video so
you know exactly what to expect.
And it's the doctor.
Hey, it's Dr Rico, full LifeChiropractic.
(21:39):
I'm so excited to help you onyour appointment.
When you come into our office,here's a couple of things to
expect have your paperwork doneand ready.
I like to review this beforeyou even come in so I get to
know you and your concerns rightaway.
Once you come in, wearcomfortable clothing because
we're going to do some scanning.
Remove any major jewelry, thickchains, big earrings or
anything like that because we'regoing to take some x-rays and
just make sure you'recomfortable during that day.
(21:59):
Once you come in, we'll takecare of the rest.
You're in great hands.
See you soon.
That's the video and you sendit to them and then that's it.
So we have ads.
Great ads generate interest.
Great systems create newpatients.
You have to remember this.
For ad success, you have tohave good creative plus
(22:19):
consistent follow-up Goodcreative plus consistent
follow-up Plus consistentfollow-up Plus consistent
follow-up Plus consistentfollow-up Plus consistent
follow-up Plus consistentfollow-up plus consistent
follow-up plus consistentfollow-up.
I'm not a robot.
I didn't glitch.
I did that seven times for youon purpose.
If you're not converting leads,focus on humanizing and
(22:41):
systemizing your follow-up.
That's the strategy, folks.
That's what we're going to befor Q3 this year.
If you do this, you're going tobe ahead of the curve.
You're going to bump up yourconversions.
You're going to stop beingfrustrated.
You're going to get a few morenew patients, which will make
sense to continue spending moneyand doing your advertising and
maybe even hanging on to yourdigital agency.
If not, I know what you're goingto do You're going to fire a
(23:02):
digital agency and you're goingto try something else later,
which you're just in a hamsterwheel of constant frustration.
On that I hear you, and thedifference between me and
everyone else is I'm in it withyou.
I run my practices.
I'm in there every day.
I'm doing the same thing.
You are trying to deal with thesame frustrations.
Try those things.
Leave me some feedback, ask anyquestions.
Info at EnricoDcom.
(23:23):
I love to answer all that stuffand stay tuned for anything.
If you need a robust CRM, leadSpine is going to be there for
you.
You can reach out to me.
You can sign up 197 bucks amonth.
It's yours, it's going to becustom built.
You and I get to work throughphone, chat, email, whatever you
want to build things that arecustom for you, you're going to
(23:43):
have to shoot the video.
Hey, welcome to ABC Chiropractic.
This is Dr Jeff.
You're going to have to do that.
I can't do that for you, sowe'll show you how to put that
in there.
Your automations you're goingto customize your email
sequences.
Your team's going to do this.
It takes about 30 days on andoff with some guidance.
Then you've got a robustchiro-specific CRM that's going
to work into infinity to nurtureall your leads.
(24:05):
So as you build all these leads, you've got email lists and all
these things going forever thatare saved forever.
You can download them, put theminto your office EHR or your
MailChimp or whatever you wantto do there, or you can just
leave it and let it do its thing.
That's efficient marketing.
We also use Google Ads and thenwe funnel those in as well and
we do all that stuff for you.
(24:26):
That's the way to build asuccessful marketing campaign.
Have a great week.
Keep doing what you're doing.
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CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.