The Detail
Who this is for
- Independent, owner-led practices whose average case is worth more than five thousand dollars.
- Practices with chair time or OR time to fill, and someone who will call new inquiries back the same day.
- Practices that can hold an ad budget for at least ninety days. I'll tell you the number on the first call.
Not a fit: DSOs, private-equity or hospital-owned groups, chiropractic, urgent care, emergency, primary care or general family practice, or anyone who wants a quick boost to a post. If your front desk can't answer the inquiries ads produce, I'll tell you to fix that first.
Facebook and Instagram ads for Louisville practices: what they can and can't do
Meta is a "not searching yet" channel. Someone scrolling Instagram isn't typing "full arch implants near me", but they may have been thinking about it for a year. Good Meta ads reach that person, earn the click, and start a conversation.
What it can't do is replace search. People actively looking for a provider go to Google, and Google Ads and your Google Business Profile catch them. Meta works best alongside those, and it lives or dies on the follow-up: an inquiry that waits until tomorrow is usually gone.
It also has rules. Meta limits how health-related ads can target people, and it won't let you target by medical condition. Campaigns have to be built around location, interest in the treatment and your own audiences, and the ad copy has to stay inside Meta's health policies.
01 — Deliverables
What I set up
- Campaigns by service line: full arch separate from single implants, bariatric separate from medical weight loss, so each budget answers to its own numbers.
- Creative that fits the feed: short vertical video of the doctor or the practice, captioned, plus static variations to test. No stock photos of smiling models.
- Lead forms or a landing page, chosen per campaign, with the questions that screen out people who aren't candidates.
- Follow-up behind every inquiry: the text and email sequence and the handoff to your front desk, set up and tested before any money is spent.
- Tracking that learns from real cases: server-side conversion tracking with hashed identifiers, so Meta optimizes toward people who became patients, not people who fill in forms.
- Reporting you can read in two minutes: spend, booked consults, cost per booked consult, shows and started cases, by campaign.
The Process
How the first ninety days work
Weeks 1–2, build
Account and pixel audit, tracking, campaign structure, creative, follow-up.Weeks 3–6, test
Audiences, hooks and offers tested against each other; losers turned off weekly.Weeks 7–12, focus
Budget moves to what produces booked consults that show and start.
After ninety days we decide together whether to keep going, change the plan or stop.
HIPAA and Meta
No patient record goes to Meta. What gets sent back is a hashed, server-side conversion signal, set up the way my HIPAA page describes. Your EHR stays where it is. How I handle HIPAA in marketing
What it's measured on
Cost per booked consult first, then show rate and started cases. Clicks and impressions are in the report because Meta reports them, but they aren't the result.
Meta ads on their own, or as part of the engine
You can hire me for Meta ads alone. Some practices need the whole system instead: Google Ads, the website, the follow-up and the guarantee that comes with it. We'll work out which on the call, and I'll tell you if Meta isn't the right place to start.
Questions answered
Questions
Why practices work with me
Founder-run
Dustin Hobbs builds and runs the work himself. There is no account manager in between.
Measured in paying patients
Reports count booked consults and started cases, not clicks or impressions.
You own everything
Your ad accounts, website, data and reporting are yours from day one.
Written and reviewed by Dustin Hobbs, Founder of Louisville Web Lab · Meta Ads for Healthcare Practices (Facebook and Instagram) — Paid Media · Last updated