Good morning, good afternoon, good evening. Let’s cut to the chase because I have a lot of great information for you today.

We will be discussing how to grow your Facebook community with the use of a Like Campaign. Yes, we will be using FB Ads! Weeee!

Growing your FB community is so important for obvious reasons. If you don’t, no one will know you’re there, then all the work you’re putting into it will be a big waste of time. And frankly…

Few things to keep in mind before we start:

People are on Facebook to share stuff with their friends and family, read updates while standing in line to buy coffee, and watch cute puppy videos.

Do not get caught in the trap of thinking you need perfectly designed images and a marketing team of 20 people to come up with the “perfect slogan.” All you need to do is:

  1. Listen. Tap into the mindset of your patients and understand their concerns.
  2. Respond to your patients’ concerns.
  3. Provide your followers with the content they want and the information necessary for them to make informed decisions.
  4. Make sure Facebook is ready to accept real appointments  on any device.

Pretty simple, right? Now let’s get to work.


Guide to picking the perfect image:

Go for authentic instead of “professional”

We are in a new marketing era, ladies and gents. Originality and personalization are in, and random stock photos are so last season. I could write an entire post about this, but the lovely folks over at NewsCred already did it so well! I highly suggest taking a quick looksie at what they have to say. Bottom line: people are more drawn to images that seem authentic rather than to those that look perfectly staged and technically sound. This is the image we’re using in our ad: 

We chose to use a picture of part of our team. Is it a professional quality photo? No. Is it out of focus and cringe-worthy? No, it’s fine. Our team is smiling, friendly, and approachable. The exact image we want to put forward. The most important thing is that it’s relevant. Relevant… that reminds me of something… Oh yeah! My next point!

Relevance = Reach

So we already know that relevance is going to engage more people. But did you know that relevance will help boost your reach, not only organically, but also in the FB algorithm? Oh yes. Facebook gives ads a relevance score. Those scoring higher have a lower delivery cost, meaning more deliveries before hitting your max budget. Thanks, Mark!… Marky-Mark… Mr. Z… 

No, Brisa. No.

No, Brisa. No.

Sorry, I get carried away sometimes. I’m back. Let’s look at an example of what a relevant picture for an eye doctor might be: 

How is this relevant? Well, if you look at last year’s 50 most shared posts on Facebook you’ll find that the majority of them fall under the categories of “funny” and/or “cute animal.” And let’s be honest, you didn’t need me to tell you that. Use that information to your advantage. Take what’s popular and is proven to get clicks, then filter it through your message.


Every Practice Management System should give you the option to do so. If you do not know how, call your Practice Management System Support Department to show you how to do so.


  1. Login to Facebook
  2. Go to the Ads Manager
  3. Under the “Tools” tab, select “Audiences”
  4. Click “Create Audience” and choose “Custom Audience”
  5. Choose “Customer List”
  6. Choose “Upload File”
  7. When it’s finished uploading, you will get the following image:

Before you click “next” make sure to name this custom audience something easy to remember and identify, like “Current Patients-Oct 2015.” We opted for “Client Emails (9/30/15).” That way if you create more custom audiences in the future, you won’t run the risk of getting them confused.

After you submit the custom audience, it will display in the audiences tab in the ads manager.


  1. Login to Facebook
  2. Go to “Create Ads” by clicking on the down arrow menu
  3. Choose “Promote Your Page”
  4. Select your page if you have more than one
  5. The objective of your Campaign will automatically be set to “LIKE PAGE”
  6. If you haven’t used FB ads before, fill in the information under “Create Your Ad Account”
  7. Scroll down to “Create Your Ad Set”
  8. In the “Custom Audience” field you want to select the audience you just created
  9. Scroll down until you see  “How much do you want to spend?” As we start out on this venture, our initial FB ads budget is $250/month. So we will set our max daily budget to $8. $8 x 31 days = $248. Feel free to adjust as you see fit. I recommend to spend between $5-$10 daily.DISCLAIMER: You’ll notice the picture above says our daily budget is $4. Here’s why: we are not a doctor’s office, we are a B2B business. What this means for us is that the emails we have on file are business emails, most of which are not even connected to a FB account. We uploaded 1500 emails and this is what FB told us:It would just be silly for us to spend all of our budget on this audience alone. So we are also doing another ad aimed at people who have visited our site in the last 30 days. You can try this too, but since you have personal emails available to you, I’d start with those if your audience meter lands in the green.
  10. Scroll down until you see “What creative would you like to use in your ad?”
  11. Choose “Select your Image” to load up the image you had prepared ahead of time.
  12. Choose your text. Things to consider when deciding on the text:
    • Be personable.
      • these are your current clients, they already know you
    • Be concise.
      • only the first 90 characters will show
    • Be relevant.
      • say something that’s going to catch their eye that’s of interest to them
  13. Check the ad preview to make sure everything looks the way you want it to. We also opted to remove the Desktop Right Column ad. In our research we have found that ads directly in the news feed receive 6X the engagement.
  14. When everything is to your liking, scroll down and press “Place your order”


Give yourself a pat on the back. You made it!

Run this ad for few months to get as many patients as possible to follow you on Facebook. If possible, have a sign in your waiting area asking patients to follow you on Facebook. Most people are browsing Facebook as they wait anyway. It’s the perfect time to reel them in.

Once you have your first 100 (or more!) followers, you are ready to start running a similar ad, this time targeting your patients’ friends! But we’ll save that for another time 😉

That’s all I have for you today. If you have any questions or need any clarification feel free to comment below. I’ll do my best to keep up with responses.

If you haven’t signed up for getting email notices every time a new strategy is out, make sure to do so in the side bar.

See you next time!


Further reading:
PART 1: Welcome to the Facebook Series
PART 2: 3 Key Elements of a High Converting Cover Photo
PART 4: How to Adjust Ads to Maximize Results