E1: Growing UK Dental Practices with Facebook Ads

Mark Vurnum

Welcome to "Beyond the Drill," the podcast where we dive into innovative strategies to grow your UK dental practice. I'm Mark Vurnum and welcome along to this episode. Today, I want to focus on one of the most powerful tools in marketing today: Facebook Ads. Now, if you’re wondering why you, as a dentist, should care about Facebook Ads, as I see day in day out most dentist's don't truly believe Facebook ads will work for them.

Mark Vurnum

So, Think about this—millions of adults in the UK are scrolling through Facebook every single day. These are your potential patients. And what makes Facebook extraordinary is its ability to help you not just reach people, but the people for your practice. You’re no longer relying on vague, broad advertising. You can connect with locals who are already interested in dental services or might be close to making a decision.

Mark Vurnum

Now, there are three crucial elements—what I like to call the pillars of a winning Facebook campaign. First, the offer. This needs to be something irresistible, something that grabs attention and gets the right patients interested. We’re not talking about generic discounts; it’s gotta be patient-focused and clear on its value.

Mark Vurnum

Second is the audience. Facebook lets you build precise targeting to reach your ideal patients. Location, demographics, interests—you name it. This level of precision turns ads from scattershot into sharp, focused tools. And and here’s the thing, the better you define your audience, the stronger your results.

Mark Vurnum

Finally, the follow-up system. This is where I see so many dentists losing out. Getting leads is one thing, but what happens after they click? If you’re not responding quickly or have a system to guide them toward booking an appointment, you’re basically leaving money on the table.

Mark Vurnum

Ultimately, it’s about aligning your campaigns with your practice’s goals. Are you looking to book more cosmetic cases? Drive more hygiene visits? Whatever it is, Facebook Ads can support that. But you need a strategy that connects these pillars and keeps everything clicking into place.

Mark Vurnum

Next, Let’s talk about crafting offers that actually convert. And by that, I mean offers that get patients excited to choose your practice over anyone else’s. One of the best examples I’ve seen is a free Invisalign consultation combined with a digital smile preview. Think about it—patients don’t just hear about the potential result, they actually see it. It’s powerful.

Mark Vurnum

Another great one is a £200 discount on implants. Simple, effective, clear—and honestly, they want to get their teeth fixed, all you're doing is ensure you grab their attention first, right ? Both of these work because they target patient goals directly. People aren’t just looking for ‘dental services,’ they’re looking for transformations, solutions, outcomes. When your offer speaks to that, it’s a game changer.

Mark Vurnum

Now, the secret sauce here is urgency. Offers that have a clear deadline are far more likely to get patients to take action. A patient might think, “I’ll get to it later,” but if your message says, “Only available this month,” or 'Next 20 People in your town only" , that’s a nudge they can’t ignore.

Mark Vurnum

A Sussex based clinic I worked with had been struggling to find ways to attract more high-value patients. We crafted a targeted promotion—similar to that Invisalign one—and highlighted the value. Within weeks, their patient numbers transformed. It’s a reminder that the right offer doesn’t just bring in leads, it brings in the leads—the patients your practice benefits most from.

Mark Vurnum

So, when you’re designing your next offer, ask yourself: What’s the most valuable result I can promise? How do I frame it to feel urgent? And am I focused on what’s important to the patient and not just the practice? Nail these, and you’re already miles ahead.

Mark Vurnum

Finally, let’s get into what makes or breaks a Facebook campaign as generating leads is only the first part and this is why most people tell me Facebook ads just don't work.

Mark Vurnum

So what makes or breaks a Facebook campaign? Well, you need a lead-to-patient conversion—the way you target and, more importantly, follow up. Now, you could have the greatest offer in the world, but if it’s not in front of the right eyes, or you’re not responding quickly enough, it's wasted potential, right?

Mark Vurnum

Here’s where Facebook shines with its targeting tools. You can narrow down based on location—so, think about the neighborhoods or towns that align with your practice area. Demographics? Absolutely key. Age, family roles—it all matters. And then, there are interests. Are they looking up cosmetic services like implants or Invisalign? These small details can make a huge difference in who sees your ad.

Mark Vurnum

And and it doesn’t stop there because retargeting is an absolute game changer. You know when someone clicks on your ad but doesn’t book right away? Facebook lets you track those actions and circle back with another ad—a reminder. That second touchpoint is often where the magic happens.

Mark Vurnum

Now when it comes to follow-ups, the clock is ticking. Literally. Data shows you’ve got about five minutes to respond to a lead before their interest starts to wane. Within five minutes! So, what’s the solution? Automation. An automated email or text response can acknowledge their interest, and from there, you’ve got a system that keeps the interaction going.

Mark Vurnum

Think about it this way—every missed lead isn’t just a missed booking for today. It's the potential lifetime value of that patient gone. And clinics that implement robust follow-up systems?

Mark Vurnum

They see the returns. Case in point, a clinic in Londin ran a Facebook campaign with about £500 in ad spend. Using precise targeting and a solid follow-up system, they turned that investment into £10,000 in revenue. That’s not just numbers, it’s proof that when you get these systems right, the results speak for themselves.

Mark Vurnum

So here’s the actionable takeaway: refine your targeting, don’t neglect retargeting, and nail down your follow-ups—automate where you can, train your team to handle live responses effectively, and keep that momentum going. And with that in place, you’re setting your practice up for long-term growth.

Mark Vurnum

And that’s all for today’s episode of "Beyond the Drill." Thanks for joining me as we explored how to use Facebook Ads to grow your dental practice. Remember, the smallest strategic changes can lead to significant results, so go out there and take that next step. Until next time—stay ambitious, stay focused, and keep growing.