How to Qualify Chiropractic Leads Using Conditional Surveys (Facebook & Google Ads)

Running Facebook or Google Ads for chiropractors—especially those offering spinal decompression therapy—comes with a common and costly mistake: booking everyone.

Many clinics and even agencies focus on a “pay per lead” model. Their only goal is to push as many leads as possible into the CRM, regardless of quality. The result?
Wasted staff time, poor consult experiences, frustrated doctors, and campaigns that never optimize properly.

In this blog, we’ll break down a 3-step lead qualification system using surveys, scoring logic, and conditional forms that fixes this problem—while also improving ad performance.

The Real Problem With Unqualified Leads

When every lead is treated the same, clinics suffer in several ways:

• Staff time is wasted on low-quality consults

• Resources are allocated to people who aren’t candidates

• Doctors spend less time with ideal patients

• Ad platforms receive poor-quality conversion data

As a business owner, you don’t want to “talk to everyone.”
You want to sit in front of highly qualified prospects who are a good fit for your service.

This becomes even more important because Meta Pixel and Google Ads rely heavily on data recency and quality. If you send unqualified leads into Events Manager, your campaigns optimize in the wrong direction.

The 3-Step Lead Qualification Framework

To solve this, we use a three-layer filtering system inside a GoHighLevel survey.

Step 1: Hard Disqualifiers (Immediate Filtering)

The first step is simple and strict.

We immediately block leads who are not candidates for spinal decompression therapy. This includes people who:

• Have had surgery

• Are pregnant

• Have red-flag symptoms

If a lead selects “Yes” to any of these conditions, the form ends immediately.
They do not move further down the funnel and are excluded from campaign optimization.

This ensures that only qualified users are sent to Meta or Google as conversion events.

Step 2: Scoring Logic (Lead Quality Measurement)

Once a lead passes the hard disqualifiers, we apply scoring logic based on key medical and intent factors:

Scoring variables include:

• Pain duration

• Pain severity

• Whether pain radiates to legs or shoulders

• History of disc issues

• Interest in non-surgical solutions

For example:

• Pain less than 2 weeks → 0 points

• Pain 2–6 weeks → 10 points

• Pain 6 months or more → higher score

• Severe and radiating pain → higher score

• Interest in non-surgical treatment → higher score

Each answer contributes to an overall score that reflects how strong of a candidate the lead is.

Step 3: Conditional Forms (Adaptive Experience)

The final layer is a conditional survey that adapts in real time.

• If pain is mild → advanced medical questions are hidden

• If pain is short-term → routed toward general consultation

• If pain is chronic and radiating → treated as a strong candidate for spinal decompression

Leads who fail early questions (like surgery history) are immediately disqualified and never see later questions.

This creates a smoother user experience and prevents unnecessary data collection from poor-fit leads.

Why This System Works

This approach delivers benefits on both the business and marketing sides.

For the Clinic:

• Fewer bad consults

• Staff focuses only on high-quality leads

• Better use of time and resources

• Clear priority system for follow-ups

For Advertising:

• Only qualified leads are sent to Meta Pixel or Google

• Better data recency and signal quality

• Improved campaign optimization

• Lower wasted ad spend

How Lead Quality Appears Inside the CRM

Once the survey is submitted, the lead is tagged automatically based on score:

• Low Quality (Score ≤ 19)

• Medium Quality (Score 20–49)

• High Quality (Score ≥ 50)

For example, a lead with a score of 70 is tagged as High Quality, signaling staff to prioritize outreach.

This tagging system acts as a real-time priority queue for your team.

Automation Based on Lead Quality

From here, automations take over:

Low-Quality Leads

• Added to a nurture sequence

• Receive educational or informational content

• No immediate booking pressure

Medium-Quality Leads

• Sent a calendar link for a general consultation

• Assessed further during the consult

High-Quality Leads

• Sent a booking link for spinal decompression

• Receive testimonials and trust-building emails

• High focus from staff due to better close probability

This allows you to scale without overwhelming your team.

Pipeline Updates & Hidden Logic

When the survey is submitted:

• The pipeline stage updates automatically

• Scoring variables are processed in the background

For certain industries (e.g., car manufacturers), the scoring slide can be hidden entirely.
The logic still runs—users just never see it.

This keeps the system clean and user-friendly while preserving automation power.

Final Thoughts

If you’re running Facebook or Google Ads for chiropractors and struggling with lead quality, this system changes everything.

By combining:

• Hard disqualifiers

• Scoring logic

• Conditional surveys

• Smart automations

You stop chasing bad leads and start focusing on people who are actually ready for care.

Need Help Setting This Up?

If you’re a chiropractor or a healthcare business looking to improve lead quality and scale with Facebook or Google Ads, learn more about ad management for chiropractors.

👉 Contact us here:
https://localniche-marketing.com/contact-us

Thanks for reading—and see you in the next one.