With the rise of online platforms, more clinics are turning to Facebook advertising as a means of attracting new patients. However, while the potential is vast, many clinics struggle to see a solid return on their investment. This article breaks down the key mistakes often made with Facebook ads and offers practical solutions that can help clinics generate high-quality leads and improve their online marketing efforts.
Many clinic owners mistakenly think that simply clicking the "boost" button on their Facebook posts is enough to reach more potential clients. While this may increase visibility, it’s not an efficient way to generate conversions. The boost button offers limited targeting options and doesn’t allow you to track your results properly. It’s a quick way to burn through your budget without seeing real results.
What to Do Instead:
Use Facebook’s Ads Manager tool for more effective ad creation. Ads Manager allows you to define your target audience in greater detail, split test different ads, and select more precise ad placements like Instagram Stories or Messenger ads. This setup ensures your ads reach the right people, which ultimately lowers your cost per lead and boosts your conversion rates.
Many clinics make the mistake of running ads without a clear, compelling offer. In Facebook’s fast-scrolling environment, you only have a fraction of a second to grab someone’s attention. If your ad doesn’t immediately communicate what’s in it for the viewer, they’ll just keep scrolling.
What to Do Instead:
Be specific and straightforward in your ad copy. Focus on the transformation your treatment offers, rather than getting bogged down in the details of the treatment itself. Use real images or videos that showcase your team and patients to add authenticity. This helps build trust with potential clients and makes the offer clearer. A clear call to action will guide them on what to do next, like booking an appointment or contacting you for more information.
Sending potential clients to your website homepage is a mistake many clinics make. Websites tend to have multiple navigation options, which can overwhelm visitors and lead to high bounce rates. The goal of Facebook ads is to drive action - such as booking an appointment or providing their contact details. A website homepage isn’t optimised for this.
What to Do Instead:
Create a dedicated landing page for your ad campaigns. These pages are specifically designed for conversion, with minimal distractions. Make sure the landing page is mobile-friendly, as many users will be accessing it from their phones. Key elements should include a clear headline, a concise description of your offer, a prominent CTA button, and a visual representation of your treatment in action. The more straightforward you make it, the higher your conversion rate will be.
Generating leads through Facebook ads is a great start, but without an effective follow-up strategy, many of those leads will go cold. If potential clients don’t receive timely responses, they may lose interest and move on to another clinic.
What to Do Instead:
Establish a structured follow-up process for all new enquiries. Ideally, a team member should reach out to each lead within five minutes of their enquiry. Studies show that responding within five minutes significantly improves the chances of converting leads. If immediate calls aren’t possible, you can send texts or automated emails through your CRM system to maintain engagement. A personal follow-up builds trust and encourages potential clients to book an appointment.
Once your ads are running, don’t set them and forget them. It’s crucial to test different variations of your ads to see what resonates best with your audience. Testing helps you find the right messaging, visuals, and targeting parameters that lead to better results.
What to Do Instead:
Utilise A/B testing within Facebook Ads Manager. Test various elements like the ad copy, images, and target audiences. By continually optimising your ads, you’ll improve their performance over time, ultimately increasing your return on investment. Focus on tracking metrics like cost per lead and conversion rates to assess your ads’ effectiveness.
Facebook advertising can be a powerful tool for patient acquisition, but it requires strategy and precision. By avoiding common pitfalls and implementing these actionable tips, your clinic can generate more high-quality leads, improve conversions, and ultimately grow your business. Keep testing, optimising, and refining your approach to ensure that you’re getting the most out of your advertising spend.
Written by Hosted Aesthetics, The Growth Collective member, and Founder of Boost My Customers, Richard Gibbons.
