A couple of thoughts: 1) Facebook is a great advertising medium for something like this. 2) Take some time to clearly define who you're trying to reach and who you're ideal customers are. 3) Figure out what pain point chiropractors. The good news is that this should be pretty easy since they actually help people alleviate pain. Make sure your copy really focuses on this. 4) Offer a free lead gen or magnet that people have to opt in to download or read. This needs to be something that focuses on teaching them more about chiropractors and sells the service through educating them more about the process. 5) Create a follow-up email series to keep in touch with people who opt in. 6) Invite email subscribers to a free, in-house seminar that happens once per month. Be sure to get phone numbers here and to follow up more aggressively with these. 7) Set up Facebook retargeting so you can keep advertising to people who've shown interest by visiting the site.