Best Facebook Ads for Physiotherapists
The best type and strategy for physios to quickly and affordably get high-quality new patients is a condition-specific lead-generation Facebook ad, ideally with what I call a goldilocks offer.
Why use lead generation ads?
These are quick and easy to set up. They don't require driving traffic to your clinic's website. Therefore, avoid the accompanying website optimisation or creation of a new page for your Facebook ads.
Meta also prefers their users to stay on the platform, consuming more content and watching more videos, so if you are running ads that don't involve people travelling off their platform (to visit your website), Meta rewards you with cheaper leads. That means more new patients for your money.
Wait, never send ads to a website?
Does that mean you should never send Facebook ads to your website? No, just that lead ads are a fast, simple and affordable way for most physio clinics to get started.
What does condition-specific mean?
Well, it means running ads about treatment for a specific problem or injury. So, rather than running ads about Physiotherapy services, you would run shoulder pain ads, for example.
The Comparison
XYZ Physiotherapy Clinic
We offer physiotherapy, massage, and acupuncture. Our team is highly qualified. Book your appointment today!
Struggling to lift your arm without sharp shoulder pain?
If shoulder pain is keeping you awake at night and stopping you from playing tennis, our targeted shoulder assessment can help find the root cause...
Why? Most people don't go on Meta to find a physio. They hop on Facebook or Instagram to kill some time, to amuse themselves, to be social.
As a result, you are way more likely to stop somebody scrolling and get them to pay attention to your ad, by showing them an ad about something they are struggling with.
The Clinical Marketing Lesson
The reason a shoulder pain ad works better than a physiotherapy ad is that your ad can talk about them and the injury they are struggling with. Versus a physiotherapy ad talking about you, your practice and your services.
The result? It's more engaging for shoulder pain sufferers and less salesly. If it's more engaging, Meta's algorithm notices more people interacting with it and shows it to more people.
What Separates the Best Ads from the Rest?
No freebies.
If your goal is to get booked paid appointments, the best-performing ads do not offer something for free. No PDF, guide or info pack, no free consultation.
It's very common for clinics to give up on Facebook ads because their ads deliver tons of leads but at the end of the day, little to no consults are actually booked. This is often the case when the Facebook ad is offering something for free.
This approach does have a place in overall Facebook ads marketing for Physios, but it requires a lot of automated and manual follow-up. Another disadvantage of freebie ads is that leads can be harder to convert to treatment. This can be demoralising for your team.
Freebies are a dated approach that worked well in the past, but the public is savvy to it. You'll notice people grab the free thing and then instantly unsubscribe.
It’s also important to design your ad with the end in mind. Offering something for free means that you are likely to attract free seekers and/or people who simply cannot afford your services.
Price objections are part of private practice life, but few clinics would want to use a marketing technique that increases the number of patients who can’t afford your primary service.
The Power of a Self-Funding Offer
Avoiding freebies and starting with a paid offer means you have the potential to achieve a self-funding offer. This is a wonderful and powerful thing for any clinic wanting to scale their practice and get a predictable supply of new patients.
Offer
Spend
Self-funding offer = the cost of the offer covers the cost of the ad.
If the cost of the offer covers the cost of the ad, everything from appointment 2 forward is potentially profit.
This gets you the powerful position of knowing how much you need to spend to get a new patient.
If the cost of the offer covers the cost of the ad, everything from appointment 2 forward is potentially profit. This gets you the powerful position of knowing exactly how much you need to spend to get a new patient.
Why is that powerful?
Well, if you know how much you need to spend to get a new patient, and you want 10 more new patients per month, you know exactly how much to spend. This then allows you to be able to get new patients into your practice predictably and reliably.
Ready to build your predictable patient pipeline?
To find out more about Facebook ads and self-funding offers, visit the Facebook ads for Physios page.
Go To Ads For Physios