A breakdown of one chiro practice's Facebook ads, April to November 2026

The construction worker ad, frame by frame

We went through 34 ads from a 30-year-old chiro practice. One did far better than the rest. Below is every shot of it: what's on screen, what's said, how it was filmed, and why we think it works.

233people filled in the form

AU$23.87per inquiry

3 in 10booked

AU$51average across all 34 ads

All amounts are Australian dollars. Total spend on this ad: AU$5,562. "Booked" = 51 of the 163 inquiries we could find in the clinic's booking sheet. The doctor's name and clinic are blanked out in the words below.

The ad at a glance

Length: 37 seconds, square (1080 × 1080)
Filmed: On a phone or small camera, handheld, inside the clinic. One clip-on mic on the doctor.
People: One doctor talking to camera, a construction worker and a staff member in the opening, three short treatment clips.
Captions: Burned in the whole way through. 2 to 3 words at a time, white capitals, one key word in yellow, low in the frame.
Offer: 3 things for $49, "normally valued at over $400".

Shot by shot

0:00 to 0:05 · THE HOOK

Tradie in hi-vis bent over a treatment table holding his lower back, staff member beside him — 0:00

Staff member steps toward camera holding up five fingers — 0:03

"This tradie hasn't had his back looked after in five years."

On screen: A construction worker in a hi-vis vest, bent over a treatment table, hand on his lower back. A staff member stands next to him.
Action: On "five years" the staff member walks at the camera holding up five fingers. His hand fills the frame and becomes the cut to the next shot.
Camera: Wide, eye level, handheld. Nobody looks at camera until the hand.

The viewer is shown who this is for before anyone introduces themselves. A construction worker scrolling sees himself in frame one. The five fingers make the line stick and give a free transition.

0:05 to 0:12 · WHO'S TALKING

Doctor in a checked shirt holding the hi-vis vest, by a white door — 0:06

Doctor walking past the front desk, still holding the vest — 0:09

"My name is Dr [name] from [clinic], [suburb]. And we've been looking after tradies in this area for over 30 years."

On screen: The doctor, holding the same hi-vis vest from the hook, walks from a doorway past the front desk.
Camera: Medium shot, waist up, walking backwards in front of him. Plants, reception and treatment tables visible behind.

The vest ties shot 2 to shot 1, so it feels like one story. "In this area" and "30 years" do the trust work in one breath.

0:12 to 0:19 · HOW THEY FIND THE PROBLEM

Doctor hanging the hi-vis vest on the reception counter — 0:12

Doctor talking with open hands, vest hanging behind him — 0:17

"We use high-tech diagnostic scans to find out exactly where the problem is and then fix it."We wouldn't copy "and then fix it". Promising a result in an ad is the kind of claim health advertising rules are strict about. Stop at "where the problem is".

On screen: He hangs the vest on the reception counter and keeps talking. The vest stays in shot.
Camera: Same medium shot, standing still now. Hand gestures carry the energy.

0:19 to 0:24 · THE OFFER STARTS

Wide shot of the clinic floor, doctor walking toward camera — 0:19

"Limited time only. Full spinal assessment includes three things. It includes digital..."

On screen: New spot: the open treatment floor. He walks toward the camera. A fast camera swing (blur) cuts to a close-up.
Camera: Wide to close-up, using the swing as the cut.

A change of place and a jump closer right as the offer starts. It resets attention at the 20-second mark, where most people drop off.

0:24 to 0:29 · SHOW THE THREE THINGS

Clip of a woman at the x-ray machine, inset over the doctor — 0:24

Clip of a woman standing in front of a posture grid — 0:25

Clip of a woman on the decompression table — 0:28

"...x-rays. It includes advanced nervous system scans, and it includes spinal decompression."

On screen: A tall clip sits in the middle of the frame for each item as he names it: the x-ray machine, the posture/scan area, the decompression table. The doctor stays visible on both sides.
Timing: About 1 to 2 seconds per clip, matched word for word to what he's saying.

The viewer sees each thing they'd get, not just hears it. Keeping the doctor behind the clips means it never feels like a different video.

0:29 to 0:37 · PRICE AND CALL TO ACTION

Close-up of the doctor in a hallway — 0:29

Doctor in front of a spinal decompression poster — 0:31

Doctor with hands together, closer framing — 0:32

Doctor finishing the call to action — 0:35

"Normally valued at over $400. Right now, $49. Click the button below to claim your spot."

On screen: Close-up, standing in front of a spinal decompression poster. The captions show "$400" and "$49" as he says them.
Edit: Several small jump cuts that move a little closer each time, so the face fills more of the frame as the price lands.

The price comes after the value, never before. He says it out loud and it's on screen at the same moment.

The full script, word for word

Checked against the captions in the video. Names blanked out. "Tradie" is Australian slang for a construction worker or tradesperson.

0:00	This tradie hasn't had his back looked after in five years.
0:05	My name is Dr [name] from [clinic], [suburb].
0:08	And we've been looking after tradies in this area for over 30 years.
0:12	We use high-tech diagnostic scans to find out exactly where the problem is and then fix it.
0:19	Limited time only.
0:20	Full spinal assessment includes three things.
0:23	It includes digital x-rays.
0:25	It includes advanced nervous system scans and it includes spinal decompression.
0:30	Normally valued at over $400, right now, $49.
0:34	Click the button below to claim your spot.

What to copy

Show who it's for in the first frame. A real person your patients recognise themselves in, before anyone speaks.
One prop that links the shots. Here, the hi-vis vest.
Change place or get closer every 5 to 7 seconds. Doorway, reception, treatment floor, close-up, inserts, poster.
Show each thing in the offer as you say it.
Value first, price second, both on screen.
Captions the whole way, 2 to 3 words at a time, one key word in a colour.

It still wore out

Month	Inquiries	Cost per inquiry (AU$)
April 2026	120	$18
May 2026	77	$24
June 2026	36	$45

Even the best ad cost more than twice as much by its third month. In a local market the same people keep seeing it, so plan a fresh version every couple of months. Same structure, a different person called out.

What went into those 37 seconds

A script written around one kind of patient
A shot plan: six spots in the clinic, one prop, three treatment clips
A new caption every half second or so, each one timed to the word
Treatment clips cut in on the exact word they match
The ad copy, the form, and who sees it
Then a new version every couple of months, because even this one wore out

None of it is hard. It just takes hours most practice owners don't have.

That's what we do

We make ads like this for chiro practices, week in, week out.

You film on your phone. We send you the shot list first, so you know exactly what to get.
We do the rest. Script, edit, captions and ad copy.
We run the ads in your own Facebook account. Ad spend goes on your card, never through us.
Every script and caption is checked before it goes out, so nothing promises a result.
No setup fee, no lock-in.

Your version starts with one question

Who do you want more of? Construction workers, desk workers, mums, runners, older patients?

Reply to the email with one word. We'll send back your script and shot list, written for your practice and your offer.

The script's yours to keep, whether or not you work with us.