If you're spending at least a $1,000 per month on Facebook and Instagram ads you should be getting a 5x return on ad spend at minimum. If you're not, there are only a handful of possible problems.
Social media ads work if you do them right. When a lack of return happens, it's usually one (or more) of the following issues.
1. No Split Testing
You're running only one ad, one headline, one image, one offer, and hoping for the best. Marketing is not gambling and winning campaigns are discovered through testing a bunch of them.
2. Bad Creative
Your ad must stop the scroll. Boring stock photos, generic chiropractic images and uninspired copy get ignored.
3. Wrong Audience
The message is being shown to people who don't care or are beyond your target radius. The right message in front of the wrong audience loses every time.
4. Poor Follow-Up
Many chiropractic clinics spend thousands generating leads and then take hours or days to contact them. The money isn't being lost in the ad. It's being squandered in the terrible follow-up process.
5. No Retargeting
The vast majority of people don't buy the first time they see you. They need to get to know, like and trust you first. If you're not retargeting website visitors, video viewers, fan page engagers and leads, you're leaving money on the table.
6. Inconsistent Campaigns
Some doctors run ads for two weeks and get nervous. Then, they shut them off and eventually start over three months later. This is the kiss of death. Consistency is the name of the game and that's how you win.
7. Weak or Vague Offer
You can't out-market a lame offer. A $49 consult and exam special may get crushed by a compelling dinner workshop, neuropathy care package, knee pain program, decompression case study, etc.
8. Hiring a Mediocre Agency
Many agencies have never owned a practice, never sat in a report of findings, never answered phones and have no clue what actually converts into patients. They might know how to run a few ads but they don't know how to grow a seven-figure practice.
9. No Tracking
If you don't know your cost per lead, cost per appointment, show rate, conversion rate and patient value... you're flying blind.
10. Strategy Problems
This is the big one. The ad, offer and audience might be fine but the overall strategy could be flawed. A great strategy can make average ads profitable while a bad one can destroy even great ads.
Imagine owning a race car. Most chiros immediately blame the engine when they lose a race. In reality, it could be the driver, tires, fuel, track conditions, pit crew or the race strategy.
Social media ads are the same way.
The ad platform is just the car and everything else determines whether you win.
I consistently find that most chiropractors don't have an advertising problem. They have a campaign strategy issue.
That's one of the things I'll be covering at the Social Media Revenue Summit this August. During my workshop, we'll break down winning campaigns step-by-step, identify where money is leaking out of your marketing and show you how to build ads that consistently attract quality new patients.
I'll show you how to get a high ROI and how to stop all the bot traffic that's clicking your ads and lowering your conversions.
If you're tired of guessing and want to see what actually works in today's market, join us in Atlanta. One winning campaign can change the trajectory of your entire practice.
We're going to build so much more than that, though.
What's been your #1 challenge with social media ads so far? Leave a comment below.