Facebook Ads: Aligners
The clinic manufactures its own aligners (an alternative to braces) and provides direct treatment using them.
The goal is to create a steady flow of new patients from social media and increase the clinic’s revenue.
Preparation
What every advertiser should know to effectively use targeted ads on Facebook/Instagram:
In medical niches, it’s crucial to be very careful with creatives and ad copy, and to be fully aware of Facebook’s “Advertising Policies.”
Ignoring this can easily lead to a ban due to a simple mistake. Facebook has tightened moderation and reviews not only the creative and ad copy but also the landing page where you send traffic.
The most common mistake in the medical niche is using graphic images showing blood or other shocking content — these ads are immediately rejected. Another frequent cause of bans is showing the inside of the mouth with a dentist working with instruments — this also leads to rejection.
When launching an ad campaign, it’s impossible to guess what will work by running just a couple of ads. That’s why we start with a large number of creatives and test them on different audiences. This helps us understand which creatives perform best and which audiences respond most effectively.
For various reasons, it wouldn’t make sense to show all creatives here, so I’ll only share a couple that delivered good results.
In the creative, we immediately include the treatment price to filter out those who can’t afford this amount for their valuable health.
The cost per lead averaged around $2–3K, which is acceptable for this average ticket.
The sales funnel looks like this: LEAD → BOOKING A FREE CONSULTATION → ATTEND CONSULTATION → PURCHASE
Overall, in terms of lead cost, it’s possible to get it much cheaper (down to 500 RUB), but will these leads actually convert to consultations once they hear the price from the manager? Most likely not. That’s why the lead cost should be kept up to 4,000 RUB, but it must be a quality lead.
At the time of writing this case, the project had been running for 3 months, using 3 ad accounts. A screenshot from one of the accounts is shown below.
