Google Ads: the patient already searching
Catches high-intent searches for a named condition or treatment. Fast, measurable, and the right first step if people already search for what you do.
Healthcare · Meta Ads
Meta Ads for healthcare providers and private practices
Most people who would benefit from physio, a dental check-up or a consultation aren't searching for one today. Meta Ads builds awareness on Facebook and Instagram before they start looking, and keeps your practice in front of the people who have shown interest, within what the platform's health rules allow.
Since 2022Managing Meta ads
5,000+Leads generated for clients
£1m+Ad spend managed
The problem
Most patients aren't looking for you yet
On any given day only a small share of the people who'd benefit from treatment are searching for it. The rest are scrolling. Meta puts your practice in front of them early, and keeps it there until they're ready to book. That makes it a demand-building channel rather than a demand-capturing one, so it works best alongside search, not instead of it.
Health is also one of the most tightly policed categories on Meta. Its advertising standards stop ads from asserting or implying they know something about the viewer's health, restrict before-and-after imagery and unrealistic outcome claims, and limit what sensitive information can be passed back through tracking. Accounts that ignore this get ads rejected or restricted, so campaigns need to be built within the rules from the first draft.
Google or Meta?
Two platforms, two different jobs for a clinic
Meta Ads: the patient who hasn't started yet
Builds awareness and promotes a new service or offer. Slower to read, but reaches people search never will. Retargeting is possible but restricted for health, so it's handled carefully.
What's included
What you get
- Awareness campaigns across Facebook and Instagram, with careful follow-up where policy allows
- Creative built around outcomes, testimonials and practitioner-led video
- Ads and creative written to Meta's health and personal-attributes advertising standards
- Lead forms and landing-page routing for higher-value treatments
- Careful follow-up of general site visitors, kept clear of condition-level health signals
- Weekly reporting
Creative
What tends to work, and what gets ads rejected
The exact rules change, so creative is checked against Meta's current health and wellness policy before launch.
Works within policy
- Practitioner-led video explaining a treatment and what to expect
- Patient stories shared with consent
- Educational content about common conditions
- A clear, low-pressure next step such as booking an assessment
Gets ads rejected or restricted
- Copy that implies you know the viewer has a health condition
- Guaranteed results or absolute claims
- Before-and-after imagery that overpromises
- Tracking set-ups that send condition-level health information to Meta
Proof
What this looks like in practice
Healthcare results, Google Ads-led
Our published clinic case studies are Google Ads accounts: 388 conversions at £25.64 over 15 months. Meta is the layer that builds demand around that kind of search-led system.
Meta Ads, different sector
Outside healthcare, a ticketed education offer sold through paid social returned 4.69x ROAS across 40 purchases and sold out its workshop ahead of schedule.
How it works
Understand. Plan. Launch. Scale.
No packages. We get to know the business, work out what it actually needs, build it, and grow it once the numbers stack up.
1
Get to know you
A free consultation covering your treatments, typical patient value and what you've tried before.
2
Build the plan
Audience, creative angles and offer, written to fit Meta's health policy. Signed off before anything runs.
3
Get it live
Campaigns, lead forms or landing pages, and tracking set up properly and launched.
4
Make it perform, then scale
Weekly creative testing and plain-English reporting. Once cost per enquiry is steady, we scale the spend.
★★★★★"Excellent service. Would recommend, and will be using again."
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
FAQ
Common questions
Can healthcare and medical practices advertise on Facebook and Instagram?
Yes, but health is a restricted-content area. Meta's advertising standards stop ads from implying they know a viewer's health condition, limit before-and-after imagery and unrealistic claims, and restrict the sensitive data you can send through tracking. We write and structure campaigns to work within those rules.
Can a clinic retarget people who visited its website?
It is restricted for health. Google does not allow personalised advertising based on health conditions, and Meta limits what health information can be used or passed through tracking. Retargeting general visitors can sometimes be done carefully, but audiences built from condition-level pages are the risk, so each set-up is checked against the platform's current policy first.
Should I run Meta Ads or Google Ads first for my practice?
If patients already search for your treatment by name, start with Google Ads. Meta earns its place once you want to build awareness beyond people already searching, or promote a specific offer or new service. See the Google Ads for healthcare page.
What kind of content works for healthcare Meta ads?
Outcome-focused creative, patient testimonials with consent, and practitioner-led video that explains a treatment and the next step. Meta's policy restricts specific results claims and before/after content in some categories, so creative is written to stay compliant.
Do you offer Meta ads consultant services for a single clinic, not an agency package?
Yes. Most of our healthcare clients are a single practice or a small group, not a national chain, and the account is scoped to match.
Do you have a Meta Ads expert dedicated to healthcare, or just a generalist?
One person manages the account directly, with experience writing creative that stays within Meta's health advertising standards. See the Meta Ads consultant page for how that works.
Next step
Tell us where things stand
Share your current spend and targets. You'll get a straight answer on what's realistic and how we'd get there.