A Guide to Facebook & Instagram Ads for Chiropractors

You want to add new patients to your practice. One of the best ways to catch the attention of these new patients is through Facebook and Instagram ads for chiropractors.

You can target these ads to fit your desired audience, and they‘re a relatively cost-effective way to grow your practice. However, not every Facebook or Instagram ad is going to guarantee new patients. There is a right and wrong way to run these ads.

Here, we will explore why these types of ads should be a staple of your marketing dollars and why you should trust marketing agencies for chiropractors to handle your marketing for you.

Why Use Facebook and Instagram Ads?

While the popularity of Facebook has started to wane, it still has more users than any other social media platform, and this is expected to continue. In 2022, Facebook has an estimated 239 million users in the United States. Instagram, which is also owned by Facebook, isn’t far behind. It has an estimated 123 million U.S. users.

With such a huge pool of potential patients, it just makes sense to advertise on these platforms. Facebook and Instagram ads can help potential patients learn more about your doctors and how you care for your patients. This can lead to more leads and new patient appointments.

Facebook and Instagram ads can help establish your practice as the local chiropractic authority. This helps you move beyond “special offer” ads that typically only bring in low-value, one-time patients. You want to capture high-value patients based on your expertise and services.

Facebook ads for chiropractors are an ideal medium to showcase the friendly personality of your doctors and office staff. People want to go visit doctors they know, like, and trust. Use your Instagram ads to show off the welcoming environment of your office space and how comfortable your patients feel while receiving treatment.

Facebook and Instagram Ads for Chiropractors Offer Good ROI

Facebook and Instagram ads are considered an affordable and effective way to spend at least some of your marketing budget. These ads are a pay-per-click (PPC) system, meaning you only pay for the ad if someone clicks on it. If they just scroll past, your advertisement is free.

While the price may vary, the cost for healthcare Facebook ads tends to hover at $1.32 per click. This is typically much lower than the cost associated with other industries and is lower than the overall average of $1.68 per click.

Paying $1.32 for an ad is significantly cheaper than more traditional forms of marketing. It also helps you reach a custom audience that fits your needs. Thanks to targeting, Facebook and Instagram ads are directed toward people who are already interested in chiropractic services. This can help increase the value of your ads and lower the average cost per action (CPA). This should be the number you focus on instead of the overall initial cost of the ads.

Thanks to targeting, Facebook and Instagram ads are directed towards people who are already interested in chiropractic services.

Guidelines for Using Facebook and Instagram Ads

As a medical professional, you want and need your patients to trust you. Offering discounts on your services is not the ideal way to build trust. Here are a few guidelines we use when creating Instagram ad campaigns for our chiropractic customers.

1. Define Your Goal 

While your primary goal is to get more patients, your ad campaigns will be much more effective if you drill down further to a more specific goal. 

For example, to build trust in the community, we might create a campaign that promotes a free community seminar where you discuss the importance of chiropractic care. Another simple goal could be to get more people to like your Facebook and Instagram pages. When people like your page, they are more likely to see your content that isn’t paid advertising.

2. Choose Your Target Audience

One of the best benefits of Facebook and Instagram ads is the targeting capabilities. There are nearly limitless targeting options that help you focus on the exact kind of customers you want to attract.

You can target based on:

• Location
• Gender
• Age
• Selected interests

Narrowing down the selected interest could yield good results. For example, if you select people who are interested in yoga, wellness, nutrition, and other health-related interests, they are more likely to be interested in and respond to your ads.

Factors to Consider When Choosing Your Target Audience 

• Location
• Gender
• Age
• Interests
• Demographics
• Online Behaviors
• Page Fans
• Lookalike Audiences
• Life Events
• Website Visitors
• Email Subscribers

3. Pay Attention to Advertising Rules 

Facebook and Instagram have strict rules surrounding healthcare advertising. This is where working with a professional chiropractor marketing team can be beneficial.

Marketing professionals, like our team here at IgniteKit, understand all the rules surrounding healthcare advertising and will make sure all your ads are compliant.

There are rules surrounding the images you can use along with the wording or the copy. The images cannot include pictures of actual patients unless you have obtained their permission in advance. The copy cannot include any promises of health or promote a cure. Instead, you can highlight your services, your expertise, and any upcoming events.

4. Include a CTA 

What do you want people to do after seeing your ad? With a call-to-action (CTA), you tell people exactly what you want them to do. The CTA should be strong and compelling. Do you want them to sign up for a special program? Subscribe to your newsletter? Like your Facebook or Instagram account? Book an appointment?

The CTA should be obvious and straightforward.

5. Use Analytics

Running ads on Facebook and Instagram gives you access to the Ads Manager dashboard. This dashboard gives you valuable information about the performance of your ads.

It includes information like:

• The number of clicks on each ad
• How much you spent on each ad
• How many people interacted with your ad
• How many impressions your ad generated (how many people saw your ad)

As the data rolls in, your marketing team at IgniteKit will use these insights to refine your campaign.

Types of Facebook Ads for Chiropractors

Facebook offers a variety of ad styles. Here are some of the most popular:

• Still images: The simplest type of Facebook ads include a still image with your copy and CTA.
• Video: Video ads can be incredibly effective for chiropractic offices. You can give viewers a lot more information in a video than you can with a still image. 
• Carousel: If you can’t decide on just one image or video, you can try a carousel ad. This ad includes multiple images or videos with each one leading to a unique landing page. 

Types of Instagram Ads for Chiropractors

Instagram offers a variety of ad styles. Many of which are similar to Facebook.

• Stories: These popular short-form videos will appear between a user’s Stories feed.
• Collection: Collection ads combine carousel ads and shopping ads. They showcase items directly from product catalog.
• Explore: Explore ads are used within the Explore tab on Instagram. They appear after someone clicks on a video or photo within Explore.

Improve Your Facebook and Instagram Advertising with IgniteKit

Have you tried advertising on Facebook and Instagram before? Maybe you gave up before you didn’t see good results. Were you trying to do your marketing on your own?

At IgniteKit, we specialize in marketing for chiropractic offices. Because of this single focus, we know what does and does not work when it comes to social media marketing. We will work with you to craft the ideal campaign based on your goals and needs. Every month, we monitor the progress of your campaigns and optimize them to increase performance.

We also use a market-exclusive strategy. This means, when you sign up with us, we will not also start working with your direct competitor. We use the data we collect across our client network to better serve each of our customers.

Ready to ignite your growth through Facebook and Instagram ads? Schedule a call with us today to learn how we can help you get the results you want.