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Facebook Ads and Mental Health Advertising: 5 Things You Should Know

When marketing your mental health practice, there are many facets to creating a cohesive marketing strategy that effectively captures your mental health brand. If one of your main marketing goals is to get new clients or expand your practice, PPC advertising is often the quickest and most effective way to see some serious growth  

Things to Know About Mental Health Facebook Ads Infographic

At Beacon Media + Marketing we’ve seen some pretty remarkable results for our mental health clients achieved through Facebook marketing. For example: 

  • Alli, a brand new business offering a unique service in the mental health industry, received more than 40,000 impressions in the first month after it launched. 
  • The Center for Grief and Trauma had to grow its staff and move to a larger office location after starting with us for Facebook advertising.  

One of the best things about digital marketing is that it offers many tools to reach your target audience and convert clients. And using Facebook for running paid ads campaigns is one of those tools that you can use to your benefit. 

However, knowing how to run cost-effective Facebook ads can be challenging – especially if you don’t have the marketing know-how to create compelling, well-targeted ads that reach the specific audience you’re trying to reach. And Facebook has some policies and restrictions concerning mental health advertising that you should be aware of.

Regardless of the regulations, using tools such as an online platform with a built-in audience is crucial for effective marketing and converting clients. Although you may use a therapist directory listing or referrals to gain new clients, advertising can get you the best bang for your buck. You can see even more amazing results when pairing advertising with other marketing services, like organic social posts, blogging, and Google PPC advertising. 

The following is a guide on five things you should know about mental health Facebook ads that effectively convert clients. 

Are you interested in what work Beacon Media + Marketing has done for clients in the mental health industry? Learn more about how we can help you! 

1. Facebook Is the Most Valuable Social Media Ads Platform 

Facebook is one of the top platforms for advertising for mental health because it has a large user base that reaches a wide range of demographics. Over 2.9 billion people use Facebook worldwide, which makes the reach of your mental health practice bigger than almost any other platform. If you’re hoping to reach people within your area, there is a good chance that those people looking for mental health services are active users of Facebook. 

Using Facebook ads to reach new clients is a great idea because of the large reach, and it allows you to gain brand awareness. When people see your ad, they could become interested in your practice and look at your Facebook account. And since organic content is less restrictive than advertising, you can provide information about your services, treatments, appointments, etc. 

It’s also an excellent tool since Facebook and Instagram are integrated. In other words, when you create an ad through Facebook Ads Manager, it defaults to automatically placing your ads on Instagram and Facebook. Although the platforms have slightly different functions, it allows you to utilize the Instagram platform to connect with more people and continue your brand awareness through photos and videos. 

Facebook ads are a great investment because they are relatively affordable, easy to track, and effective. You’ll be able to reach a geotargeted audience and retarget them to people interested in mental health services. Facebook also lets you see the effectiveness of your ads through reporting that will be gone over later in this blog. 

Dana Group Associates - a behavioral health client of Beacon Media + Marketing - Facebook Ad

2. Practices Should Experiment With Different Ad Types 

One of the best things that you can do to see what works well for your business is to experiment with different ad types. This can include video ads, slideshow/ carousel ads, image ads, or boosted posts. 

You’ll want to experiment with different ad types because it will allow you to reach the audiences that engage with all types of advertising. It will also help you see what kind of advertising works for your mental health practice. This could include a video ad about your clinic and how that can help someone or a carousel ad with information that draws people into researching your business. 

Videos are normally a great way to grab the attention of your target audience because people are drawn to videos. However, you need to make it interesting within the first few seconds, or you’ll lose their attention. Photo ads are another great way to grab people’s attention because people are drawn to images and then will read the description. 

Experimenting with different ad types will let you see which marketing methods are effective and allow you to see which services people are more interested in if you do advertisements for your different services. 

Are you unsure how to make ads? Learn how Beacon Media + Marketing can create ad campaigns for you! 

Center for Grief and Trauma Therapy - a mental health client of Beacon Media + Marketing - Facebook Video Ad

3. You Need To Create a Facebook Business Page 

Screenshot from Create a Page screen from Facebook Business

You’ll need to create your Facebook Business Page, similar to creating a Facebook group. You can see a Pages section on the Facebook sidebar that allows you to create a business page and have people contact your clinic. 

You’ll then need to create your Facebook Manager Account that will allow you to create and manage your campaigns. You can set up your budget, ad placement, schedule, and choose the audience you’d like to target. You’ll need to work with a broader target audience with filters such as age groups or geotargeting (location) for the healthcare industry. 

You will need to ensure that your ads and business page link to your landing page. This will allow people to reach your website through your advertisement or business page. It’s helpful to keep in mind the restrictions that Facebook has on their ads, such as creating ads that target personal attributes consisting of: 

  • Race or ethnicity
  • Religion
  • Age
  • Sexual orientation or practices
  • Gender identity
  • Disability
  • Physical or mental health (including medical conditions)
  • Vulnerable financial status
  • Voting status
  • Membership in a trade union
  • Criminal record
  • Name

To run health care advertisements on Facebook, you will need to be certified through LegitScript to help you reach the target audience you’re looking for. It’s a great investment for healthcare professionals interested in converting clients through ads, and it can help you with mental health Google ads

4. Your Ad Landing Page Is Key for Conversions 

Ravel Mental Health landing page for Facebook Ads

Your ad is just one portion of converting clients. You need to ensure that your ad campaign is eye-catching and has a description that helps give context to the ad and directs them to the next stage. To grow your practice, you need to have supplemental content that will help convert your potential clients. 

The ad will link to your landing page, which should be well-designed to show the professionalism and brand of your mental health practice. The page that you direct people to should have relative headings, catchy and strong CTAs, and matches the brand of your ad. It’s crucial to be consistent across all of the platforms that you’re on and have content that will want people to receive your services. 

You should make sure that your website is up-to-date and has strong organic content to complement ads. Since ads can be restrictive, it’s a great idea to have engaging organic content on your social media platforms and provide blogs with information that your clients may want to know more about. 

Do you need help creating an amazing mental health website? See how Beacon Media + Marketing can help your website!

5. Facebook Offers Extensive Performance Tracking 

Example of Facebook Performance Tracking page

One of the best things you can do after setting your ad up is to track it. Measuring the performance of your ad will explain how well your ad is optimized for the target audience you are trying to reach. 

You can do A/B tests that split your audience into different campaign variations to determine which ad performs better. This allows you to see which ads are doing well, and you can adjust the ad type once you’ve got the numbers to support that decision. 

Tracking your ads is a way to analyze and optimize the ads that do the best. You can also consider the lifespan of the ad. You can tell when an ad needs to be replaced or possibly redone to regain attention by tracking each ad. 

Getting report numbers on the ads will allow you to see how well the ads are converting clients. It will also help you reallocate your ad spend budget in an effective manner. 

How Can Beacon Media + Marketing Help Your Mental Health Practice?

Beacon Media + Marketing is an agency that works to evolve your mental health practice. We understand that you are passionate about treating people and want that to be your focus. Since effective marketing can take a significant amount of time and effort, we want to be there to help.

Outsourcing your marketing can be great because you’ll get the help of expert staff specializing in marketing areas that will ensure high-quality content across the board. You’ll benefit from our team’s cohesive mental health marketing strategy. 

At Beacon Media + Marketing, we can help bring your mental health Facebook ads to the next level. We know what works well and will work hard to ensure that we’re seeing real conversions from that work. We also offer other supplementary services to the ad content, such as website design and organic content

Are you ready to take your mental health practice to the next level? Schedule your free consultation!