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April 4, 2025
Written in collaboration with Brook Edmondson, PPC Director at Linear
The internet is swimming with long lists of (often good!) Facebook Ad examples. But for medical service providers or med-tech companies, your next paid social campaign should be fueled by something more than “general advice.” A well-defined Facebook ads strategy, including the use of medical ads, is crucial for creating effective campaigns that set clear objectives and target the right audiences. A well-planned Facebook campaign can help medical practices engage with potential patients and encourage interaction with healthcare consumers.
At Linear, healthcare and chiropractic marketing is one area we specialize in. Showcasing awards in Facebook ads builds authority with potential patients, helping to establish trust and credibility in your services.
So we compiled 18 examples of Facebook Ads for healthcare that illustrate industry-specific advertising best practices and break down the tactics that make each excel.
Healthcare Facebook ads are a powerful tool for medical practices to reach their target audience, increase brand awareness, and drive website traffic. Online advertising, including Google PPC ads, often yields a higher return on investment compared to Facebook advertising, particularly for attracting new patients. With over 3 billion monthly active users, Facebook offers a vast platform for healthcare professionals to promote their services and products. By leveraging the extensive reach and sophisticated targeting options of Facebook advertising, medical practices can connect with potential patients more effectively than ever before.
In this section, we will explore the benefits of using Facebook advertising for healthcare marketing and provide an overview of how to create successful Facebook ads for medical practices. Whether you’re looking to attract new patients, promote a specific service, or simply increase your practice’s visibility, Facebook ads can be a game-changer in your marketing strategy.
Facebook ads for medical practices are targeted advertisements that allow healthcare professionals to reach their ideal patients on the platform. These ads can be used to promote healthcare services, products, and events, and can be tailored to specific target audiences based on demographics, interests, and behaviors. This level of precision ensures that your ads are seen by the people most likely to benefit from your services.
Facebook ads for medical practices can be created in various formats, including image ads, video ads, carousel ads, and collection ads. Each format offers unique advantages, allowing you to choose the one that best fits your marketing goals. For instance, video ads can be particularly effective in demonstrating procedures or sharing patient testimonials, while carousel ads can showcase multiple services or features in a single ad.
There are several benefits of using Facebook advertising for healthcare marketing. These include:
By using Facebook advertising for healthcare marketing, medical practices can reach their target audience, increase brand awareness, and drive website traffic. In the next section, we will explore how to create successful Facebook ads for medical practices, ensuring your campaigns are both effective and compliant with industry standards.
Offering specials and discounts around chiropractic services isn’t a new tactic.
But it is an effective one, if you do the math first. Adjust coupons and discounts using your average lifetime customer value. Usually, these promotions make the most sense for procedures or businesses that require repeat services, upsells, or a high % of repeat customers.
What’s key when running a promotion like this is adjusting your ad targeting, so the most qualified people (the ones who want to come in for the service) see your ad.
If your targeting is too broad, you risk attracting too many clicks from people who aren’t qualified to become your patient. Poorly targeted ad campaigns lead to poor lead quality, increased costs per lead, and a limit on exposure to buy-ready users.
On the flip side, Facebook (now Meta) now restricts some detailed targeting options that “relate to topics people may perceive as sensitive, such as targeting options…that relate to health.”
See how the change impacts advertising your health brand on Facebook? Medical practices should also use Facebook ads to announce new locations or physicians, ensuring their audience stays informed about updates and expansions.
These restrictions affected the new patient promotion we ran for Stanlick Chiropractic, causing a temporary decrease in conversions.
Our solution? We made demographic targeting less granular, instead implementing radius targeting around our client’s location to better reach each potential patient.
Even with the adjustments, this ad campaign reliably drives 8-10 new appointments for Stanlick Chiropractic monthly.
In Meta Ads Manager, you can set up similar audiences by creating a Saved Audience and adjusting Locations, especially by postal code or address*. You can also create a lookalike audience to target users with similar attributes to your current patients, expanding your reach effectively.
More on this topic: Facebook Saved Audiences – All you need to know
Want to push the envelope on the number of new bookings or inquiries your ad campaigns can generate? Experimenting with different ad formats is essential to see what drives new patient leads effectively.
Paired with data-driven hypotheses, we often use split tests.
Split tests allow you to adjust ad features like copy, creative, and in-creative text and test them against an existing ad or ad set.
From web optimization expert Nick Gibson:
“Differing from a standard A/B test, you can’t (scientifically) attribute the success of a split test to a single element change. However, this type of test can strengthen confidence in hypotheses and insights from other A/B tests and can shed light on how user trends are evolving.”
In this case, for this particular audience, the variant for non-invasive treatment received three times as many conversions as the original ad.
Without our testing program, we would’ve left those new patient sign-ups on the table!
An important note: your Facebook health ads must comply with Meta’s personal attribute ad standards, which “don’t allow advertisers to run ads that assert or imply the personal attributes of their audience.” It is also illegal to use patient lists for Facebook Ad targeting due to HIPAA rules, so ensure your campaigns respect patient privacy.
Instead, focus on your offer or service. With Vanguard Spine & Sport, we focused on the benefits of spinal decompression rather than references to patient symptoms like “your back pain.”
More on this topic: What is Split Testing? The Marketer’s Ultimate Guide
Facebook advertising standards on Personal Health and Appearance
You can read more about these standards . But in essence, Facebook restricts advertisers from running ads for products or services relating to health and appearance if they cause users to have negative self-perception.
This is a bit of a curveball for cosmetic, dermatology, and plastic surgery brands and clinics that have historically relied on images and copy relating to before-and-afters to promote their services.
An easy adjustment for these brands is shifting to lifestyle images and focusing on benefits.
When running a campaign for Premier Liposuction, we chose full-body silhouettes and images of people on a beach or enjoying themselves. The copy focuses on what sets their service apart from competitors.
Are you likely to accept a marriage proposal on the first date? Probably not.
Well, it’s the same with Facebook Ads. If your audience is top (TOFU) or middle-of-funnel (MOFU), they’re unlikely to take an offer that’s more appropriate for bottom-of-funnel, like a demo call.
Coachcare–a remote patient monitoring (RPM) and virtual health solutions provider–is a great example of the impact of matching your audience temperature to your lead magnet.
Using demos as an offer for their TOFU / MOFU audience resulted in some pretty frustrating initial outcomes:
By applying The Wedge Method and changing their CTA / lead magnet to an e-book download, Coachcare increased their demo conversion rate by 1647%.
You can use this resource to make sure your Facebook ad offers make sense for the marketing stage your audience is in:
More on this topic: How to Get 1647% More Conversions With The Wedge Method [CRO Case Study]
If you could only include one element in Facebook ads for healthcare, it’d be trust signals, particularly social proof.
“In marketing, trust signals are symbols, icons, messages, and design elements used on web pages to build trust, reduce perceived risk and increase feelings of security for users interacting with an online business.” – What Are Trust Signals?
In a Bazaarvoice survey, 65% of respondents were likelier to take product recommendations from everyday social media users or subject matter experts than brands or influencers alone.
That means social proof can inspire consumer trust in your brand, product, or service, making them more likely to engage, subscribe, and buy from your business.
Maintaining an active and informative Facebook page can enhance patient loyalty and support advertising efforts to attract new patients.
Mental health and wellbeing company Mindbloom knows this, which is why they inject ratings, reviews, and patient testimonials into almost every ad set in their advertising arsenal. Patient testimonials are among the most powerful messages to deliver in Facebook ads for doctors, as they build trust and credibility with potential patients.
The desire for testimonials during buying decisions is especially true of younger, under-25 audience segments – which you’ll find in spades on Instagram—if this sounds like your target demographic, testing social proof in your ad mix is a must.
More on this topic: Trust Signals: A Key to Consistent Page Conversions (2022 Guide)
In a world stuffed full of CTAs and high-friction marketing offers, it’s refreshing to see ads from healthcare brands delivering value to their audience first.
Verywell health is a niche medical information site focused on publishing up-to-date health information created and edited by healthcare experts.
The articles used in these brand awareness campaigns fall in line with Verywell’s mission to “help you make the best choices for your health…[and empower] you with the best answers to your most pressing [health] questions.”
Great promoted content should be relevant, valuable, and timely to your audience. When you get that down, these ads will be a powerful way to help audiences see your brand as authoritative and trustworthy.
Brands repping the helping professions – take note.
For more on this topic: Understanding Your Users through Audience Analysis
While I love comedy, wit is often ineffective at increasing conversions. By contrast, ads that use direct-response copy and trusted copywriting frameworks are built to inspire action.
Network-enabled healthcare services and electronic health systems provider Athena Health uses the copywriting formula AIDA to hook their audience of small to medium-sized physician practices and hospitals and drive action right now.
AIDA stands for Attention, Interest, Desire, and Action.
AIDA aims to hook your audience, invoke curiosity with interesting or appealing information, increase desire with benefits or proof, and encourage immediate action with a clear directive or next step.
In this example:
This Athena Health example is especially effective because it takes advantage of the ad’s creative format. Unlike Search ads which rely on text-only, you can use illustrations and images to hook your Facebook Ads audience and stop users from scrolling further down their feeds.
For more on this topic: What is Direct Response Copywriting? 10 Real-World Examples
Betterhelp’s ad promoting their e-therapy service is a powerful example that you can speak personally to segments of your audience without violating Meta’s personal attribute standards.
This Betterhelp ad makes the most of Facebook Ad images to empathize with and illustrate their audience’s current predicament: insomnia. But they also use the power of statistics to tell a story for a user.
First, they illustrate a problem: insomnia-driven late nights and loneliness.
Then, they reference a solution: psychotherapy, which is effective for 75% of people and can improve sleep.
Finally, Betterhelp makes themselves the bridge between problem and solution: Learn more about online therapy on your schedule.
It’s a perfect template for telling compelling stories to your audience that appeal to their emotion and logic.
Video ads outperform static image ads on Facebook, according to 60% of marketers.
For health brands, video ads are an excellent way to increase their authority online and speak directly to prospective patients and customers looking online for health answers. Video content can lead to a 2x click-through rate in Facebook advertising, making it a highly effective format.
This video promoting endometriosis education hits several green video ads flags for us:
Carousel ads are powerful when you want to visually show multiple services, tell a story with multiple images, or share multiple benefits with your product or service.
Banner Health nails it here. They include a carousel image for each segmented feature of their medicare health insurance package, which primes their mid-funnel audience to download a free coverage comparison worksheet.
For health brands, you can also use carousels like this to track clicks on each carousel card, which may indicate which aspects of your service are most appealing to your audience.
Use the data to form future ad testing ideas, and adjust landing page headlines and future ad messaging to match.
On Facebook, your creative has to stop users from scrolling.
When relevant, memes can be a creative way to humanize your brand and hook your audience.
This ad inspired 2.2K likes and generated reach with 156 shares.
In this case, it’s better to reserve this creative for brand awareness ads or increasing impressions, as Picmonic does here.
While this ad successfully drove impressions and awareness for the brand, I will note that you have to know your audience before testing it out.
Think of meme-ified ad creative as a visual kind of “jargon.” Here’s what content marketing expert Anne Handley has to say about it:
Jargon is like cholesterol…there’s a good kind and a bad kind. The good kind signals to others that you are an insider and you understand their world. The bad kind is often used when the speaker isn’t creative or smart enough to find better words. Or (worse) it’s used falsely: To elevate the speaker by making everyone else feel dumb, or to obscure meaning on purpose.
Jargon is like cholesterol…there’s a good kind and a bad kind.
The good kind signals to others that you are an insider and you understand their world. The bad kind is often used when the speaker isn’t creative or smart enough to find better words. Or (worse) it’s used falsely: To elevate the speaker by making everyone else feel dumb, or to obscure meaning on purpose.
In sum: the ad is perfect if you’ve watched The Office.
Out of context, this ad won’t land as well.
Make sure you know which group your customers belong to.
Deplin is a prescription medical supplement for the dietary management of depression.
And instead of promises about the impact or effectiveness of their product, they use something much more effective (and legally safer): guarantees.
Guarantee badges (in this case, a 100% money-back guarantee) are a subtle but effective trust signal you can use on your ads today.
In this case study, guarantee badges placed prominently on a landing page increased sales by over 32%, with 98% statistical significance.
By decreasing perceived risk, you increase trust in your brand and lower the conversion barrier for sign-ups or product trials.
Quizzes are a low-friction, mid-funnel offer that can serve multiple purposes for your marketing program.
For Silver Fern, their quiz:
A note on that last one: anonymous quiz results are a form of voice of customer (VoC) data.
As a medical SaaS business or service provider, customer feedback is gold. Note trends from quiz results and use them to form testing ideas for new offers, ad creative, copy, targeting, and other health marketing assets.
For more on this topic: Research and Data Collection
Medical equipment supplier Cefaly knocks it out of the park with their ad for personalized coaching sessions for Cefaly devices.
This example below is ideal for re-engagement campaigns – campaigns designed to retain existing customers by promoting offers that encourage and increase their use of your product or service.
Campaigns designed to maintain your relationship with existing customers are a vital part of your marketing mix because they can improve sale success rates, profits, lifetime customer value, and costs per conversion, especially compared to new customers.
One improvement opportunity: it all comes back to targeting. When I crossed paths with this ad, the campaign was being delivered to non-Cefaly customers. The advertiser could likely decrease the CPA and increase the lead quality of this campaign if they restricted their audience to target existing customers.
Otherwise, they could edit the ad to fit general Lookalike audiences. Pitch customer support and a free coaching session as a primary benefit for new customers.
You can set up campaigns that target current customers by setting up Customer list Custom Audiences in Facebook Ads Manager (see below).
More on this topic: Facebook Custom Audiences: The Ultimate Guide
Scarcity is a tried-and-true method to encourage users to take immediate action.
Advanced Sports & Family Chiropractic achieves this by promoting a classic new-patient offer and limiting the number of available appointments.
According to this study, limited time or supply influences potential customers by increasing perceptions of
Trigger words (limited, few, hurry), short promotion period (today, this week only), seat limits, and countdowns are all test-worthy ways to inject urgency into your offer. (Use it in moderation!)
Patients may hold preconceived notions about who uses certain services. And audiences in the US often have questions about insurance coverage for many health-related services.
All Star Chiropractic does a good job of addressing both types of questions in their video ad.
The ad is short and to the point, featuring the three segments of their service: spinal manipulation, massage, and physio.
It’s their copy that hits it home. They care for “young and old, insurance and out-of-pocket, active and couch potato alike.”
While some brands may benefit from niche-ing down and being specific about their target audience, the effect of this ad is still compelling.
The ad’s primary message: they’re not in the business of judging how you got your pain; they want to “help alleviate it.”
On the topic of insurance coverage and out-of-pocket costs: if you’re a medical services provider and health insurance coverage is relevant, promoting that information could be a powerful feature of your Facebook Ads.
In fact, The Beryl Institute reports that coverage information is one of the most important factors to consumers when making healthcare provider choices.
As a clinic or doctor advertising your services, you might hypothesize that highlighting coverage info in your ads and prominently on your landing pages may increase your brand trust, improving conversion rates.
This video ad by Curex is pretty short but uses a straightforward, replicable formula you can easily copy for your Facebook health ads.
Here’s why this video ad works. We’ll summarize it as “the trifecta” of conversion-worthy ad elements:
In summary, here’s a formula for your own “trifecta” video:
And if you can’t design it, finding someone who can is worth it.
Retargeting is one of the most powerful tools available to advertisers.
In this Chirp ad, retargeting campaigns capture information from previous site visitors and serve them product ads for their back and neck paid-relief tools on Facebook.
Bonus points for serving up a side of urgency with a limited-time offer bundle deal.
Remarketing/retargeting is often valuable to health and medical brands because it’s a competitive (and expensive) segment.
One strategy we use at Linear is to use Google Search ads and Facebook retargeting in tandem. Facebook and Instagram ads are more effective for brand awareness, while Google ads are more effective for patient acquisition, making this combination a strategic approach.
Use Google Search to attract high-purchase intent audiences to your website. However, competitive Google keywords often come with a hefty cost-per-click (CPC). Instead, use less-expensive Facebook remarketing ads to high-value audiences collected from Google Search ad traffic.
Larry Kim used this same tactic of using remarketing + Search ads to boost conversion by 51%!
Before diving into Facebook advertising, it is crucial for medical practices to clearly define their advertising goals. Establishing clear objectives not only guides the creation of effective Facebook ads but also ensures alignment with overall marketing strategies. Goals might include increasing brand awareness, generating qualified leads, attracting new patients, or promoting specific services like telehealth options.
Practices can benefit from leveraging testimonials not only from their own listings but also from other websites to enhance their online presence.
Defining these goals helps in crafting targeted ad campaigns that resonate with the intended audience. For instance, if the objective is to attract more patients to a dental or medical practice, the ad strategy might focus on showcasing patient testimonials or highlighting unique services. On the other hand, if the goal is to build brand recognition, the campaign could emphasize engaging video ads or compelling ad copy that introduces the practice’s values and expertise.
By setting clear advertising goals, medical practices can measure the success of their Facebook ads more accurately, allowing for adjustments and optimization to improve performance over time. This strategic approach ensures that each ad dollar spent contributes effectively to the practice’s growth and patient engagement.
More on this topic: Retargeting: The Marketer’s Guide To Bring Back Conversions
When planning your advertising budget, understanding the cost dynamics of different platforms is crucial. In the healthcare sector, the average cost per click (CPC) for Facebook ads is approximately $1.32, while Google ads hover around $2.62. This difference in cost can significantly impact your overall advertising strategy and return on investment (ROI).
Facebook advertising offers a more cost-effective option for healthcare practices looking to reach a broad audience. With an average CPC of $1.32, Facebook ads provide an affordable way to increase brand awareness and engage with potential patients. The lower cost per click allows medical practices to allocate their budget towards a larger number of impressions and interactions, maximizing their reach across Facebook’s vast user base.
Additionally, Facebook’s sophisticated targeting options enable healthcare advertisers to hone in on specific demographics, interests, and behaviors. This precision targeting ensures that your ads reach the most relevant audiences, increasing the likelihood of engagement and conversion without significantly increasing costs.
On the other hand, Google ads come with a higher average CPC of $2.62. Despite the higher cost, Google ads can be more effective in reaching users with high purchase intent. When potential patients search for specific healthcare services or providers on Google, they are often closer to making a decision, making Google ads a valuable tool for conversion-focused campaigns.
The higher cost per click on Google can be justified by the platform’s ability to drive more qualified leads. By targeting users actively searching for healthcare solutions, Google ads can yield a higher conversion rate, potentially offering a better ROI despite the increased CPC.
Choosing between Facebook and Google ads depends on your specific marketing objectives. If your goal is to build brand awareness and engage a wider audience, Facebook’s lower CPC and extensive reach make it an attractive option. However, if you’re aiming to attract new patients ready to book services, the higher CPC of Google ads may be worthwhile for its precision in capturing high-intent users.
Ultimately, a balanced approach that leverages both platforms can provide the best results. By using Facebook ads to generate awareness and Google ads to capture intent-driven conversions, healthcare practices can create a comprehensive marketing strategy that maximizes their advertising budget and achieves their patient acquisition goals.
You’ve had a taste of the best examples and tactics we can use on Facebook ads for Healthcare–to recap:
We figure what you’re really hungry to see are your own ads out there kicking butt and taking (lead) names.
Have questions about how? Drop into the chat (or comment) below.
Or, request a personalized growth proposal, and see how we use Facebook Ads to multiply profits and patient numbers for leading health brands globally.
Using data collected from our in-depth audit, we’ll deliver a detailed plan to grow your business month after month. Your proposal includes:
WRITTEN BY
Ariana Killpack
Like what you read?
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