The starting point
This clinic had just opened, and its SEO was starting from zero. We started in June 2026.
Local SEO means making sure the clinic shows up when people nearby search Google or Google Maps for a chiropractor.
What we counted
When a clinic shows up on Google, people can call it with one tap, straight from its Google listing (its Google Business Profile). This case study counts only those calls. Bookings from the website form aren't included.
The results
From June, calls from the clinic's Google listing climbed month after month:
- June 2026 (month 1): about 19 calls
- July 2026 (month 2): about 38 calls
- August 2026 (month 3): 48 calls
The graph marks the point where we started. From there, the line climbs at a steady rate, which is what good SEO and AEO do. (AEO means showing up when people ask AI tools, like ChatGPT or Google's AI answers, to recommend a chiropractor nearby.)
In month 3, those 48 calls turned into 28 new patients. That's nearly 6 in every 10 callers booking in.
What the first visits brought in
This clinic's initial assessment is $120.
28 patients × $120 = $3,360 in first-visit revenue in month 3.
Revenue over time
At this clinic, the average patient brings in $400 in revenue over their time as a patient.
28 patients × $400 = $11,200 in revenue from a single month of calls, with no money spent on ads.
Why a call is the best contact you can get
A form request is someone asking you to get in touch. A call is someone who has already decided and is holding the phone.
That's why the booking rate here looks nothing like a paid-ads number. 58% of callers became patients, where a lead from a social ad typically books in the low tens of a percent. The person who taps "call" on a Google listing has read the reviews, checked that the clinic is nearby, seen the opening hours, and chosen it before the phone rings.
What the numbers mean for your clinic
Open your own Google Business Profile and look at the calls it generated last month. That number, multiplied by the share that turn into patients, multiplied by what a patient is worth to you, is what your listing is currently earning.
Here, that's 48 calls, 58% booking, $400 per patient: $11,200 in month three, from a clinic that had just opened and spent nothing on ads.
The trajectory matters more than any single month. Calls went from about 19 when we started to 48 by month three, roughly two and a half times, and the line is still climbing. The same work keeps earning every month after it's done, which is the quiet advantage search has over advertising.
Worth repeating: this counts calls through the Google listing only. The website form sits alongside it and isn't in these numbers, so the clinic's real total is higher than what's shown.
Questions clinic owners ask
Why count only calls from the listing?
Because they're unambiguous. Google records them, the clinic sees them in its phone log, and there's no interpretation involved. Counting everything would produce a bigger number that's harder to trust.
What makes a listing show up more often?
Being complete and accurate, being categorised properly, collecting reviews steadily, and being genuinely relevant to the searches people in your area are making. There's no trick; there's a standard, and most clinics don't meet it.
58% of callers booked. Is that realistic?
It's realistic for calls of this kind, because the caller has already chosen the clinic before dialling. The exact share varies with the price of the first visit and how busy the clinic is.
How long did this take?
Calls had more than doubled by month three. Month one looked much like the month before we started, which is normal and the reason most clinics give up on search too early.
Does this keep growing?
It grew every month through month three and the work keeps compounding. What it can't do is outgrow the number of people nearby searching for a chiropractor.
Do reviews matter for this?
They do. People read them in the seconds before they tap call, and a listing with recent, genuine reviews gets chosen more often than one without. For a clinic that has just opened, the first handful of reviews are worth chasing.
How we count revenue
Revenue counts what new patients spend over time, not just the first visit. Each study multiplies its new patients by that clinic’s own average revenue per patient. First visit revenue is shown separately.