SOP 10 · Module 8, Ads
Ads
What this is for
One campaign on Meta. Leads objective, your Instant Form as the destination, a tight circle around your clinic, and a small daily budget. Then you leave it alone.
Step 1: Set up Meta
Four things, in order. Meta's own article is linked for each one. Their screens change every few months. If our video does not match what you see, follow the article.
- Create the business portfolio: Meta's steps
- Create the Facebook Page, or skip if the clinic has one: Meta's steps. Then add it to the portfolio: Meta's steps
- Create an ad account: Meta's steps. Then add it to the portfolio: Meta's steps
- Add a payment method: Meta's steps
Done when the ad account is active and has a card on it.
Step 2: Build the campaign
| Setting | Value |
|---|---|
| Objective | Leads |
| Destination | Your Instant Form (SOP 3) |
| Location | Your clinic address, 45 to 60 minutes' driving distance. Not the whole state. |
| Budget | $25 to $50 a day. Start at the low end. |
| Ads | Two ads in one ad set, so Meta can pick a winner. |
Meta's steps for a lead ad with an Instant Form: here.
Done when the campaign is in review.
Step 3: The creative
Image works. Video works better.
The video: "What your visit looks like." Shot on a phone in your own clinic with a staff member playing the patient. Voiceover recorded separately, off camera. 60 to 90 seconds, vertical, captions on.
Never show: results screens, other patients, the parking lot, or the price. The price lives in the ad text, not on camera.
The shot list and the voiceover script are in the classroom under module 8.3. Image templates are there too. Change the clinic name and the price.
Done when two ads are live.
Step 4: Read week one and do not panic
- $5 to $10 per lead on an offer under $100 is normal. Write down your number.
- Then wait. Two weeks before any major change. Meta needs time to learn.
- You can turn off a single ad that is clearly losing. You do not change the form, the offer, or the audience in week one.
- The only reason to act early: cost per lead above $30.
Done when the numbers are written down and you changed nothing.