A 100% ads-driven plan focused on sleep and airway conversations, grinding and clenching, gum health, conservative second opinions, and a calmer patient experience.
The focus is 100% paid ads: no organic calendar, no overcomplicated campaign structure, and no broad generic dental promotion.
We start with Traffic to learn which wellness concerns earn useful local interest, then move proven messages into Lead Generation.
Sleep and airway, grinding and clenching, gum health, conservative second opinions, and calm-care messaging become the first creative lanes.
We look at landing page views, CTR, thumbstop rate, cost per visit, lead quality, and form completion before deciding what to keep or refresh.
All creative avoids testimonials, guaranteed outcomes, pressure-based urgency, diagnosis claims, and universal suitability language.
All key setup inputs are confirmed, including the wellness-led themes, recent shoot assets, Facebook ad account access, and approval notes. The campaign can now move into final setup review.
Confirmed: the campaign will focus first on the wellness-led themes of sleep and airway conversations, grinding and clenching, gum health, conservative second opinions, and calm-care positioning.
Received: recent shoot assets are available for the first creative batch, including usable clinic and team visuals where approved.
Meta ad account access is already available for Facebook. Any remaining access checks can be handled internally during setup.
Confirmed: approval notes and wording preferences have been received, so the ads can be prepared with the clinic's current guidance in mind.
Use the recent shoot assets first where possible. The goal is to show the team, environment, and appointment experience in a way that feels calm, clear, and recognisably local.
Each month has one clear role. July tests the wellness concerns, August refines the strongest messages, and September moves proven angles further into enquiry-focused ads. Tap any week to see the detail.
We launch the Traffic campaign and test the wellness-led themes from the recent shoot. The goal is to understand which concerns create useful local website visits.
Introduce sleep-related dental conversations in a careful, educational way.
Help viewers recognise concerns and invite them to speak with the team.
Keep prevention simple, practical, and non-alarmist.
Review results and confirm the August testing direction.
Using July learnings, we build stronger variations around the strongest wellness concerns and start testing simple, low-friction enquiry prompts.
Show the team and clinic environment in a calm, practical way.
Invite people to talk through options without pressure.
Create a simple next step for people who are ready to ask a question.
Refresh the strongest concepts and prepare September conversion focus.
We prioritise proven wellness messages in Lead Generation, refresh tired creative, and review which topics are most likely to support patient enquiries.
Move the strongest wellness messages into enquiry-focused ads.
Refresh winning videos or graphics with new hooks and overlays.
Make the enquiry path more relevant to the strongest topic areas.
Review results and confirm the next campaign direction.
The plan stays lean so spend is not spread too thin. We use broader optimisation when there is enough creative variety, and controlled testing when the asset bank is smaller.
| Scenario | Recommended setup | Budget rule | When to use |
|---|---|---|---|
| 10+ videos or graphicsPreferred | 1 campaign → 1 ad set → multiple ads | $25 AUD/day | Use when there is enough creative variety for Meta to identify stronger performers. |
| Fewer than 10 assetsControlled test | 1 campaign → multiple ad sets → 1 ad per ad set | $1.55 AUD/ad set/day | Use when early testing needs to stay controlled and easier to compare. |
| July–September flowTraffic → Lead Gen | Start with Traffic, then move proven topics into Lead Generation | Start lean, then scale winners | Use campaign data to decide which wellness themes deserve enquiry-focused spend. |
Start with the Traffic campaign using the strongest wellness-led assets. Once the account shows which topics are generating quality attention, use those learnings to support Lead Generation.
The priority themes, recent shoot assets, Facebook ad account access, and approval notes are confirmed. The next step is reviewing the final campaign setup before launch.
These are the last details to confirm before campaign preparation and creative review.