Paid advertising has become a game-changer for cash physical therapy practices, enabling them to scale quickly and generate consistent leads. If you’re looking to increase your paid ad success and reach more patients, there are three key strategies that you need to know. In this blog, we’ll dive deep into how you can simplify and optimize your Facebook ad campaigns to achieve better results, increase your return on investment, and ultimately grow your practice.
Why Paid Ads Are a Game Changer for Cash Practices
For many cash-based physical therapy practices, relying solely on organic marketing strategies can be slow and draining. It’s a long game, requiring tons of time and effort to nurture relationships and gain traction. Unfortunately, many new practice owners burn out before they see meaningful results.
This is where paid advertising comes in. With Facebook ads, practices can reach new potential patients quickly, even in the first few months of starting their business. Paid ads allow you to put systems in place that generate revenue while you focus on serving your clients and building your practice.
Just to give you an idea of the power of paid ads: last year alone, clients in our mastermind group using Facebook ads generated an extra $185,000 in revenue, with an impressive 5.9x return on ad spend. That’s almost $6 back for every $1 invested.
Tip #1: Experience-Led Sales is Key
What is Experience-Led Sales?
The secret to paid ad success isn’t just about creating ads that get clicks; it’s about creating an experience that sets you apart from the competition. When it comes to paid ads, what you’re offering needs to resonate with potential patients and compel them to take action.
The most common mistake is relying on “sales-led” techniques, where you try to convince a stranger to buy something during an initial call or evaluation. This approach can feel rushed and uncomfortable, and often leads to objections like “I need to talk to my spouse” or “It’s too expensive.”
Instead, we recommend switching to an experience-led sales approach. What does this mean? It means providing an experience that is so valuable and transparent that the product sells itself. With paid ads, this starts with creating high-quality, informative content that warms up leads before they even get on a call with you.
Here’s how you can implement this:
- Run ads that provide value upfront (such as free tips or patient stories).
- Build trust by educating prospects on what makes you different.
- Let the patient experience do the selling, with clear, transparent offers that outline what you can do for them.
By the time a lead is ready to speak with you, they will already be eager to learn more and ready to commit.
Tip #2: Use Conversion-Style Campaigns
Why Conversion Campaigns Work Better Than Lead Forms
A big mistake in Facebook ads is relying on lead forms. While lead forms are easy to set up and often seem like the quickest way to get new leads, they usually result in low-quality prospects. People who opt into a lead form are often just looking for a freebie, not necessarily a long-term solution. These leads are more likely to be flaky and are less likely to show up for scheduled appointments.
Instead, run conversion-style campaigns that drive traffic to a dedicated landing page or website. This adds a layer of friction—making it a bit harder for prospects to sign up—but it also filters out those who aren’t serious.
Here’s why conversion campaigns are more effective:
- Better Lead Quality: Since conversion campaigns require the user to engage more (by visiting a landing page), you’re attracting a more qualified audience.
- More Data for Better Results: Conversion campaigns track user behavior and allow Facebook’s AI to optimize for leads who are most likely to convert.
- Retargeting Potential: With these campaigns, you can retarget visitors who engage with your content, creating a more personalized ad experience that speaks directly to their needs.
This method not only generates high-quality leads but also builds more trust, making it easier to convert those leads into paying clients.
Tip #3: Content-Led Acquisition
The Power of Content in Paid Ads
Another key tip for success in Facebook ads is integrating content marketing into your campaigns. Rather than simply relying on voucher-style ads that push for quick sales, use your ad budget to distribute valuable content that educates and engages your audience.
Two types of content that are currently performing well are:
- Patient Stories: Share relatable patient stories that align with the struggles of your target audience. These videos show potential patients that you understand their pain points and can provide real solutions.
- Tip Videos: Create short, actionable videos that provide real value, like “3 tips for relieving lower back pain” or “How to strengthen your knees for CrossFit.” These videos help position you as an expert and build trust with your audience.
Once this content is running, retarget those who watch your videos or visit your website with offer-based ads. By warming up your audience with valuable content first, you’re more likely to convert those viewers into paying clients.
Content marketing makes your ads feel less like a direct sales pitch and more like a helpful resource. People who engage with your content are much more likely to trust your service when they’re ready to book an appointment.
Conclusion: Paid Ads are Essential for Growth
If you’re running a cash physical therapy practice, paid advertising is a powerful tool that can help you scale your practice quickly. But simply running ads isn’t enough. You need to integrate experience-led sales, use conversion-style campaigns, and leverage content marketing to ensure you’re attracting and converting the right leads.
When done correctly, Facebook ads can not only bring in new patients but can transform your practice, helping you grow faster, achieve higher conversion rates, and deliver a world-class experience to your patients.
If you’re ready to start using paid ads to grow your cash physical therapy practice, keep these three tips in mind, and you’ll be well on your way to success.
Watch and Listen to the Full Video
For a deeper dive into a cash physical therapists’ journeys, make sure to listen to the full video. Click here to listen to the video: Paid Ads Mastery: Accelerate Your Cash Physical Therapy Growth
About Author:
Although the company eventually failed, it provided Jordan with invaluable learning experiences. He became passionate about designing world-class patient experiences and building efficient marketing & sales funnels for cash physical therapists. Utilizing this expertise, Jordan became the CMO of a well-known physical therapy media company, and consulted for and built marketing funnels for some of the top physical therapy business coaches.
Eventually growing tired of the typical agency and consulting grind, Jordan, alongside Max Zirbel, founded Clinical Marketer. They infused it with the hands-on support and mentorship that they benefited from in their initial venture. The company was a success from the start, aiding clinics in scaling to 6 and 7 figures in revenue. During its first launch, Jordan and his team met Dr. Ben Bagge, whom they later partnered with after helping him grow his business from $200K/year to over $1M/year in three years.
