Don’t Make This Mistake When Running Facebook Ads

Today, I’m going to share a few Facebook ad secrets based upon a recent mistake we made…

First, to run successful Facebook ads, you need to know who you’re talking to. You need an audience.

In order to get business, you have to move people in that audience from prospect to lead to customer. And in order to build an audience of prospects, you have to understand what your customer’s qualities are. You can’t be overly specific in Facebook ads, but on paper, you need to be.

Once you have an audience on Facebook, you can’t just go boosting posts or promoting stuff willy-nilly.

You have to have an offer people want.

For instance, not everyone wants “physical therapy,” but a whole lot of people want to be able to play with their kids again without pain.

(Side note: If your ad is for a paid offer like “book with me today,” stop running it. Chances are, only people who are already your customers will click.)

The reason I’m talking about all of this is because we had a little incident the other day, and I don’t want you to make the same mistake we did!

We had an ad running that I didn’t know about, and we got 12 leads in 12 hours off of it. (Hell yes, right?!) The issue was that because we didn’t know what kinds of leads these were, we didn’t have the right follow-up system put in place.

Our typical follow-up system is made for hot leads. We have a script for calling them and know exactly what to ask. The 12 leads we got were colder than we were used to, so we had to create a different offer for them. Instead of our usual free body diagnostic, we created a paid upfront version. It’s basically a copay that gets them to commit upfront so we don’t waste anyone’s time.

When it comes to your follow-up system, it’s important to have multiple tiered offers. This way, someone can always be moved down the value ladder. It keeps them on your list, and later down the line, they may become a patient!

If you are struggling with this, check out our brand-new Facebook Ads Academy!



About The Author

Aaron LeBauer

Aaron LeBauer PT, DPT, LMBT started a 100% cash based physical therapy practice right after graduation. He's on a mission to save 100 million people from unnecessary surgery & enjoys helping passionate therapists build successful businesses without relying on insurance.

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