The goal of this post is to actually deliver on the title. I'm going to share the step-by-step of how we've generated hundreds of leads for dental practices via Facebook. Of course, some of the terms I'm using today might be unfamiliar, so don't be afraid to reach out for any questions. I'm going to provide you with the step-by-step, but if it's not something you have the time to implement, we can take care of it at Incoming! Marketing.

1) Make an offer.

People like to take advantage of an offer. In the dental industry, doing the first service for a reduced price is a good practice because if they like you, they'll keep coming back. In Marketing, we say this is a high lifetime value client.

Decide what works for you. I've seen some do $49 New Patient Special for a cleaning, consultation, and xrays. Some practices do a reduced price on the cleaning or X-rays, it varies. The rule of thumb is that your offer should do two things:

1) It should seem valuable to your potential patients, and

2) You shouldn't tack any extra fees on them for this visit without being up front about it. Otherwise, they won't come back.

2) Find your Audience

Facebook lets us target people easily. Follow these guidelines when setting up the audience:

  • Location: Area of about 10-15 miles around your practice. The main idea is that people don't like to drive far. If you're in a large city, you might want to target only certain nearby postal codes instead.
  • Interests: Leave it blank, if you target people with an interest in dentistry, for example, those people probably already have a dentist. Because the area is so small, we need to make sure the audience is a reasonable size.
  • Behavior: You might want to select "employed," as with employment comes patients who can pay or have insurance. Since you're offering a reduced price, selecting "employed" will likely weed out people who won't have a way to pay for services but are attracted to discounts.

On the Ad Set, you'll also select your budget. It's best to take what you're willing to spend in a month and divide it by 30. On Facebook, you normally pay per impression, or when someone is shown your ad. With such a localized audience, you want a steady stream of leads trickling in. My advice is to do between $10-15 per day in the beginning. If it is doing well and you can afford it, you can easily raise it later from the same page.

3) Use a Landing Page

A landing page is different from sending people to your normal site.

First of all, it won't any other links like "about us" or "reviews" to click and get lost. Second, it will have the specific offer that you want to give your new patients. There's beauty in simplicity.

Best practice is to use a picture of your dental office in the background, include your logo, and then tell people you're promoting your dental office to people in the area. Here's an example site:

Notice the "only 23 vouchers available" part; that gives an extra incentive of scarcity to your audience. It seems logical to your potential patient that there would be a limited number.

When you push the button, this form appears:

If you're using WordPress, this shouldn't be too difficult to set up. Remember though, the landing page should have no outside links at the top. It's made to drive people to click the button and give their information in exchange for your coupon/voucher.

4) Set up Your Ads

On this, I like to keep it simple. Ads should always be direct and to the point. I also like to test at least two messages. For the practice in the screenshots above, we tested two different but similar messages.

Message 1:

Going to the dentist doesn't have to be a bad experience. At Kirkland Family Dentistry, we'll make you feel comfortable while you get the confident smile you deserve!

We're giving away a $PRICE new patient special, valued at over $PRICE.

Click below to claim or or call us at ###-###-####.

Message 2:

Your new, confident smile is waiting! At Kirkland Family Dentistry, we work hard to make your experience as smooth as possible.

We work efficiently to honor your busy schedule. Come see why patients love us!

We're giving away a $PRICE new patient special, valued at over $PRICE.

Click below to claim or or call us at ###-###-####.

For images, we also keep it simple. We make 2-3 variations of each message. The first image is a picture of the office. The second of staff. The third is stock image of somebody with a really great, confident smile. One thing to avoid here is anything that might cause patients anxiety. No dentist chairs, or drills or masks or anything like that. You can break those things out once they're trapped and have nowhere to go! 🙂

So we have 3 variations of each message, so 6 ads total in this example.

5) Double Check everything and Push Play!

Before you start your campaign up, you'll want to make sure everything is taken care of. First, you'll want to have the Facebook Pixel installed on your website and landing page. The Pixel is a tracking code that tags somebody when they land on your normal site or your landing page. This will allow you to show a custom message to those who are already kind of familiar with you.

You'll also want to make sure you have conversion tracking set up. This is important because it allows you to see how much you're paying for lead. A conversion is counted when somebody clicks your ad, sees you page, and finally submits their Name, Email, and Phone number. You want to have this set up on a secondary page just for saying "thank you." There are many ways to do this, but a common one is to have the conversion-tracking code installed on

Give everything a once over, then repeat this. It's really easy to mess something up, so go back through these steps and make sure you've done it right.

Once you're certain it's all right, turn it on and go from there.

6) That's it!

Now pat yourself on the back, you're the proud owner of a great source of new patients. A lot of campaigns we've developed outperform AdWords by a heavy percentage, so it's definitely worth spending some money on.

Give it a try, and let us know if you need guidance on any of it.

Categories: DentistPPC

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