Creating an acupuncture Facebook advertising campaign requires certain optimizations and targeting to generate a return, let alone an attractive ROI that warrants continued and scaled efforts on the social media platform.

Many businesses find great success on Facebook, as they can laser-target customers and generate measurable and scalable results. It then becomes as simple as increasing daily ad spend budgets and watching the revenue multiply accordingly.

With acupuncture, it’s a little different, as it’s a service provided on-site. You’re not selling a physical product, so the entire approach needs to be different. Someone may see your ad, interact with it, and not visit your place of business for weeks. Then, some customers will see your ad, immediately click-through to your offer, and book an appointment.

So, some conversions are immediately recorded and some occur after several interactions, and via remarketing or simply because the consumer remembers your ad or offer and then searches your business on Google or finds your acupuncture business page on Facebook.

Running Facebook ad campaigns profitably takes years of experience, and while it’s a constantly evolving platform – everything is always changing from the algorithm to advertising policies and terms – there are some tips and suggestions that will help you create better ads and run more profitable campaigns if you attempt to handle it on your own.

Install Facebook’s Pixel to Track Website Visitors for Remarketing

We are mentioning this first because doing this right away will help you start with a well-optimized Facebook ad account, helping you collect valuable data starting on day one. Not every interested prospect is going to book an acupuncture appointment the first time they see or engage with your advertisement.

Many will click on your offer and visit your website, look at the different services offered and begin to read up on the benefits of acupuncture. This is where your website content and the information you publish begins to educate and inform. While some may take the initiative to book an appointment, many will leave your website and not return – unless you remarket to them.

With Facebook’s pixel installed on your website, you can advertise to users that have visited your site recently, and even serve ads to them based on the specific pages they visited. This allows you to remarket with pinpoint accuracy and convert a high percentage of those previous visitors into repeat visitors and booked acupuncture appointments.

Remarketing ads allow you to maximize your acupuncture Facebook ads budget, as their audience is familiar with your business having previously interacted with your ads and spent time on your website. Over time, optimizing your remarketing ad sets can help drive down your cost per lead and cost per appointment.

Create Multiple Audiences with Potential Interest in Your Acupuncture Service

You will want to create custom audiences to market your acupuncture Facebook ads to, based on interests that are likely to have an interest in your services. For example, local consumers that follow local gyms are likely to be into health and fitness.

The same applies to local green smoothie shops, massage businesses, etc. Think of interests that parallel acupuncture and begin to test based on these different segments you create. You can then create lookalike audiences that take winning audiences and find similar users to target.

Your audience sizes will depend on your location. Major cities have a much deeper pool to select from, so smaller rural locations will need to get more creative and expand their targeting to create a large enough audience to run ads against.

You can also create a custom audience based on your existing customer data. By uploading your email data you can create an audience to market more aggressive offers to. These users are already familiar with your business and have used your acupuncture services, so you can eliminate the education and introduction – and market straight offers.

Use Eye-Catching Images and Videos in Your Facebook Ads

When marketing to colder audiences that aren’t completely familiar with your business and what acupuncture is, you are going to need to use visuals that trigger curiosity. Users scroll through their Facebook feed quickly on both desktop and mobile.

You only have a fraction of a second to divert their attention to your ad. A shocking image or a video that causes a double look is great, and you have to use this way of thinking if you want to succeed. A large number of acupuncture Facebook ads we see have images that feature the acupuncturist and a client, giving off a stock image vibe.

Your ad images shouldn’t look like advertisements, as consumers have evolved and can now tune what they feel is an ad out – mentally blocking it, allowing them to scroll down their feed uninterrupted.

One of the biggest misconceptions about acupuncture is that it is painful. An ad that features someone with a shocked face and the headline “It Hurts So good!” is going to receive attention because it sticks out. Then, your ad copy can go on to explain that acupuncture is not painful at all and it has several health benefits.

That ad would then send the consumer to a landing page that explains all of the benefits of acupuncture and a CTA offering a discounted first appointment. The same approach could be done with video ads.

Understand the Power of Branding and Building a Customer Funnel

To get the best return from your acupuncture Facebook ads, you need to understand their benefit beyond just immediate booking conversions. Yes, you will be able to convert some of your traffic into appointments, but not everyone will be comfortable scheduling acupuncture appointments without doing a little more research.

We already mentioned the benefit of remarketing, and that works well, but the fact that most U.S. adults are on Facebook presents you with a great branding opportunity. When you begin to touch your community with ads you begin to subconsciously come to mind when the topic of acupuncture or health benefits arises.

This can lead to referrals, or the consumer taking it upon themselves to visit your website or Facebook page to learn more about acupuncture, and its benefits. This is where your backend customer funnel comes into play.

You will be wasting a lot of money if you are just running ads in an attempt to convert bookings on the front end, without any plan to grab and convert that backend attention that comes around naturally with a strong branding play.

Have multiple calls-to-action on your website, each with different offers, as well as email newsletters that provide updates and acupuncture-related tips, benefits, and education. The more value you can offer, aside from just a booking form, the more business you will generate across all marketing channels, and not just your acupuncture Facebook advertising campaign.

Final Thoughts

Acupuncture Facebook ads can help your business attract quality leads and appointment bookings when you understand how to best leverage them, as well as create a supporting system for follow-up, remarketing, and conversion generating offers.

Facebook’s advertising platform is extremely effective because of its vast targeting options, both in terms of interest-based targeting and the remarketing capabilities through its pixel. It’s possible to create Facebook ads that advertise to those who already know you exist – customers currently in your database – as well as those that have never heard of you or experienced acupuncture before.

If you have never run a Facebook ad campaign before it can be difficult, as the learning curve is steep. Most businesses spend a lot of money and time trying to understand the algorithm, targeting, and optimization required to create and manage a profitable campaign.

If you would like to bypass the growing pains that cripple most businesses that attempt to start an acupuncture Facebook ads effort and see results from the beginning, contact us today to learn more about our fully managed Facebook advertising for acupuncture businesses.

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