E2: Crafting Ads That Get New Clients - Copy Our Proven Three Pillars Ads Structure!

Mark Vurnum

Hey everyone and welcome along to this episode. I want to speak today about crafting the RIGHT ads for your clinic. Ones that actually WORK, based on the thousands of ads we run week in week out for our clients so you too can get these ads working for you. Are you ready? Let's get started.

Mark Vurnum

So, let’s talk about ads, and in particular Facebook ads, as these are the easiest way to get clients without any real technical knowledge (if you know what you're doing - and don't worry I'm going to share that with you today). However the ads formula I'm going to share with you will work on all your ads anywhere if you follow it!

Mark Vurnum

See, the thing is, back to Facebook, it has targeting capabilities that are just, you know, head and shoulders above most other platforms out there. You can narrow down your audience to people living within a very specific range—I'm talking 5 to 7 miles tops. Which, let’s face it, is perfect for a local clinic.

Mark Vurnum

Now, here’s the really exciting part. You can generate leads for as little as five or ten quid each. I'm serious. That kind of cost-effectiveness is, well, almost unheard of in a lot of traditional advertising methods.

Mark Vurnum

But here’s the catch, and I see this all the time. Clinics slip up by throwing money at poorly executed campaigns—ads that just miss the mark entirely. That’s where you’ve gotta take the time to understand the platform. Learn how it actually works, because without that, you’re just burning cash. And well, none of us want that, do we?

Mark Vurnum

Now that we know why Facebook Ads are such a powerful tool, let’s dive into what actually makes an ad work—because not all ads are created equal, right? It really comes down to three elements: the hook, the offer, and the call-to-action.

Mark Vurnum

Let’s start with the hook. This is what grabs someone's attention, and trust me, this part can make or break your ad. You’ve gotta make it about them—what they care about. Something like, "Ready for a Smile You’ll Love?" speaks directly to their goals. It pulls them in immediately.

Mark Vurnum

Next is the offer, and this is where a lot of clinics go off track. Instead of tossing out discounts, which can actually hurt your brand long-term, focus on high-value promotions. Think "Free Smile Consultation—Only 10 Slots This Month." See what I mean? It sounds exclusive, it’s time-sensitive, and it offers something they really want.

Mark Vurnum

And finally, the call-to-action. The simpler and clearer, the better. You’ve got to make sure they know exactly what to do next. For example, "Book Your Free Consultation Now!"—short, direct, actionable. There’s no confusion, right? They know exactly what you’re asking them to do and why they should act now.

Mark Vurnum

So, let’s talk about targeting. And by targeting, I mean reaching the right people—the ones who are most likely to walk through your doors and actually book with you. First, location targeting. Here’s a pro tip: stick to people within, you know, 5 to 7 miles of your clinic. The tighter the better! You don’t wanna waste ad spend on someone who’s, I don’t know, two hours away, right? Local matters.

Mark Vurnum

Now, demographics. Facebook lets you target specific groups of people—like parents or young professionals. Think about who your ideal patients actually are. Are they mums looking for ortho options for their kids? Or are they young professionals interested in cosmetic dentistry? You’ve gotta narrow it down, you know? It’s all about precision here.

Mark Vurnum

And here’s the really cool part—Facebook’s “Lookalike Audiences.” If you’ve already got a list of happy patients, you can use that data to find people who are, well, basically just like them. It’s almost like cloning your best patients. That’s how powerful this feature is for scaling your reach without blowing up your budget.

Mark Vurnum

Let me give you an example. A clinic in Manchester I worked with, they targeted young professionals who were keen on improving their smiles. Within one week, they generated 40 leads. Forty! Just by honing in on who they wanted to attract. I mean, imagine what that could do for your practice.

Mark Vurnum

Now, let’s talk follow-ups, because, honestly, this is where so many clinics leave money on the table. The reality is, if you’re not getting back to your leads quickly—like, within five minutes—you’re significantly, significantly lowering your chances of getting those bookings. Every minute counts here.

Mark Vurnum

Think about it. If someone’s just shown interest, they’re still in that decision-making mindset. They’re open, you know, they’re curious. That’s when you gotta strike. And not just with one email or, or one call. It’s about using multiple follow-ups—emails, texts, calls. A mix keeps you top of mind and makes sure you’re not losing out to the clinic down the road that’s got a tighter follow-up process.

Mark Vurnum

Here’s the thing though: personalization is everything. And I mean everything. A generic “Hey, thanks for your interest” isn’t gonna cut it anymore. Instead, say something like, “Hi Sarah, saw you were interested in teeth whitening. Let’s book your consultation!” You see the difference there? It feels tailored. It feels like you actually care. People notice that. They really do.

Mark Vurnum

And when you combine speed with personal touches in your responses, you can boost your conversion rates by, well, up to 50%. It’s a game-changer, plain and simple. That’s why I tell every clinic I work with—focus on nailing this part of your lead generation.

Mark Vurnum

So when we talk about scaling, the first thing to focus on is identifying which ads are actually doing well—your top performers. And once you've pinpointed them, you don’t wanna go crazy and double their budgets overnight. No, instead, you increase it gradually—say, 10 to 20% at a time. That way, the algorithm keeps performing efficiently, and you’re not rocking the boat too much.

Mark Vurnum

Another strategy that works wonders is bringing fresh updates to your campaigns. People tend to tune out if they keep seeing the same thing over and over, you know? So, try experimenting with new offers, swapping out images, or testing different headlines. Even small tweaks can, like, make a big difference in engagement.

Mark Vurnum

And let’s not forget about retargeting ads. These are the ones aimed at people who’ve already interacted with you but haven’t booked yet. Maybe they clicked on your ad but didn’t take that next step. Retargeting gives them another nudge to come back. It’s like saying, “Hey, still interested? Don’t miss out.” Simple but, honestly, super effective.

Mark Vurnum

Let me share a quick success story here. There’s a clinic in Edinburgh that I worked with. They started small—just £500 a month on ads. But by really dialing in, optimizing their campaigns, and reinvesting in what was working, they scaled that budget up to £3,000. And here’s the kicker—they maintained a 4x return on investment the whole way through. That’s the power of scaling strategically.

Mark Vurnum

Alright, let’s wrap things up by turning everything we’ve talked about into an action plan you can actually use. First up, your ads. Make sure they grab attention with a compelling hook, they highlight real value in your offer, and finish strong with a call-to-action that drives immediate response. Simple and effective.

Mark Vurnum

Next, don’t forget about targeting. Use Facebook’s tools to hone in on your ideal patients—your locals, your lookalikes, the people who are most likely to book with you. Precision here saves you money and gets you results.

Mark Vurnum

And then there’s the follow-up process. Honestly, this might be the most important part. Respond quickly, personalize every interaction, and stay consistent. Those little touches can seriously bump up your conversion rates.

Mark Vurnum

Finally, scaling. Start small, test frequently, and as your campaigns deliver, reinvest wisely. Keep things fresh and, don’t forget, retargeting is your secret weapon for pulling leads back who didn’t act the first time.

Mark Vurnum

So there you have it—ads that actually work, targeted traffic, solid follow-ups, and a strategic approach to growth. Follow this, and you’re not just filling chairs; you’re building a clinic people’ll talk about. And that’s all for today. Great talking, and I’ll catch you next time.