A practical paid ads strategy designed to turn your current visibility into steady enquiries — using high-performing video and graphic ads that connect, build trust, and drive action.
The existing campaigns have created meaningful visibility. The next step is not to overcomplicate the account — it is to simplify the structure, refresh the creative, and help Meta learn which audience is most likely to take the next step.
Current activity has generated a strong pool of impressions and video views. This gives us a foundation to refresh, not restart.
Landing page views show that people are willing to click through. The opportunity is to guide more of those visitors towards enquiry.
With $25/day, we keep the campaign lean so budget is not spread too thin across too many separate campaigns.
Because this plan is ads-only, the content system needs to work harder inside Meta. Every video and graphic should have a clear job: attract, reassure, educate, or convert.
We remove organic posting, content calendar sections, follower-growth targets, and organic boost recommendations. The strategy now centres fully on paid video and graphic assets.
A clear campaign structure using Traffic and Lead Generation campaigns, with Awareness kept only when it already exists in the ad account.
The account currently has Awareness and Traffic campaigns running. With engagement already building, the next step is introducing Lead Gen to support that existing interest and guide more users toward enquiries.
The account already has an Awareness campaign running. Keep it active as the visibility layer while Traffic and Lead Gen become the next priority.
Drive qualified website visits using relatable, educational, and comfort-focused content angles.
Guide interest toward enquiries using clear, AHPRA-compliant lead generation ads with straightforward next-step messaging.
With no organic content supporting the page, ad creative must carry the emotional connection, trust, and conversion journey.
Hook examples:
“Been putting off the dentist? No judgement here.”
“A gap in your smile does not have to feel permanent.”
Hook examples:
“Dental implants: 5 things to know before you decide.”
“What actually happens at your first visit?”
Hook examples:
“Worried about cost? Let’s talk through your options.”
“Nervous about booking? Here’s what to expect.”
All copy should avoid testimonials, guarantees, “best” claims, unrealistic outcomes, or pressure-based language. The tone should stay calm, helpful, and choice-led.
The account already has Awareness and Traffic campaigns running. With engagement already building, the next step is introducing Lead Gen while keeping the structure streamlined and easy to manage.
| Current setup | Campaign flow | Purpose |
|---|---|---|
| Existing campaigns | Awareness Campaign + Traffic Campaign | Maintain current visibility and continue driving qualified website visits and engagement. |
| Next stage | Lead Gen Campaign | Introduce Lead Gen to help turn growing interest and website activity into patient enquiries. |
| Creative direction | Video and graphic ads only | Use relatable, educational, comfort-focused, and objection-handling content angles. |
The current setup already has the visibility layer in place. The next focus is strengthening Traffic performance and introducing Lead Gen as the enquiry-focused stage.
The strategy moves from set-up and creative testing into stronger enquiry optimisation, without promising unrealistic lead volume from a modest daily budget.
This should be framed as an enhancement, not a criticism. The goal is to give Meta stronger signals so it can find better-quality users over time.
Add or confirm Lead/Form Submission events so the campaign can learn beyond PageView activity.
Submit a test enquiry and confirm where it lands, who receives it, and how quickly follow-up happens.
If call tracking is available, use it to understand whether ads are creating phone enquiries as well as form activity.
With a $25/day budget, success should be measured by improvement trends and clear learnings, not unrealistic lead volume.
Are the hooks and visuals strong enough to earn attention?
Are we attracting people who wait for the page to load and explore further?
Once tracking is active, this becomes the main performance indicator.
Are we replacing fatigued ads before performance drops?
A clear action list for the team, written in a positive and practical way.
Create 3 videos and 3 graphics using the core angles: emotional, educational, and objection-handling.
If Awareness already exists, keep it and add Traffic and Lead Gen. If not, build Traffic and Lead Gen only.
Test Pixel events, form submissions, and enquiry hand-off before judging lead performance.
Pause weak ads, keep winners active, and brief new creative from real performance data.
Ellen Stirling Dental already has visibility in the local market. This plan keeps the strategy clear, practical, and client-friendly — helping turn more of that visibility into patient enquiries over time.