How We 40x’d Our Revenue in 6 Weeks With One FB Ad [Ep #165]

On today’s episode I’m going to break down the exact Facebook Ad strategy that we used, that almost 40 x’d our Facebook Ad spend. You are not going to want to miss this. Stay tuned.

Hey guys! Welcome to another episode of the profitable practice podcast. I am of course your host, Andrea Maxim. And I have a modernized marketing example for the wind today to share with you. And this actually even surprised me how well we did this year. And there’s a few huge reasons why this Facebook Ad campaign worked so well and I kind of wanted to break it down for you. So, a lot of us as practitioners are deftly afraid of Facebook Ads; we have tried them, we have been burned by them, we have bought the courses, we have tried them again, have been burned by them. It is something that you really have to drop a lot of fear about. And just kind of do it, trust the process, do what the people are telling you to do. But it’s the scary thing because you’re putting money out there and you have no idea if it’s going to return or not. And just like anything else that you’ve ever done in life where you didn’t know how to do it at first. You have to practice, you have to be willing to put out the money to learn the tool. But I can tell you that every time we have used Facebook Ads and it’s the same way I teach the modernized marketing pillar in our maximized practitioner program. I had never lost. And sometimes, it’s not always a financial win. A lot of times its new leads, new emails on my list, new potentials that end up paying for themselves later. Sometimes the initial Ad doesn’t pay for itself right away, but that lifetime spent with a new patient does. So you have to be putting into frameworks how the Facebook Ad is actually performing. But here’s what we did. And this is why modernized marketing is such a huge pillar of the maximized practitioner method. Because it’s something that not many practitioners want to do. It is something that most practitioners are afraid to do that again, as I’ve said it they’ve tried it, they’ve been burned by it. They’re too afraid that it’s going to cost too much money and they’re going to lose. But what if you do it and you win? What if you do it and it is the final piece of the whole practitioner puzzle that you have been looking for to drive the consistent leads. To stop the ebon flow rollercoaster that you are on right now in your practice. Those are the top 2 fundamental desires of almost every single practitioner I talked to is not the million dollars, it’s not to have the huge house, the fancy cars, all of that. It’s to at least develop some level of consistency of generating revenue and bringing in new patients every single month. Facebook Ads are a way to do that. And the strategy that we use doesn’t require you to spend thousands of dollars to get that return. In fact, the average cost per lead of our last Facebook Ad campaign that we ran for six weeks. So from mid-July to the end of August, and this was during, so in Ontario the teachers’ benefits and August 31st. So every year, I put out an O-tip Ad. O-tip is the Ontario teachers’ etc. health insurance. Just to remind them that their health insurance is lapsing and if you want to use it; if you want to try naturopathy here are the services that we provide that we now are covered by your insurance, you know, book in a call with us. Now in the past, because I hadn’t merged my practice online in the telemedicine realm we had only been able to capture leads that could actually come in office. But because we merged online during the shutdown, we then opened it up to all of Ontario. 

Not just targeting the nearby cities or towns to our practices, we just did it Ontario-wide and with detailed targeting, we targeted just teachers. So anybody who had put kindergarten teacher, principal, math teacher, and whatever school board they were in and I just searched it up in the targeting, and then chose women, and then our age demographic which is 35-60 and let it run. Now, normally I would always crush this Ad, but this year was a phenomenal turn around. Because we use the exact same strategy we’ve done in all the previous years. It was just an image Ad so it wasn’t even a video Ad, but it was an image Ad that was bright and gave teachers a reason to take action. It was the exact same copy that I’ve used every single year, so I made no changes. The only new piece that we did was we added in the telemedicine feature. When we did that, every single day I was answering DMs’ from people that had seen our Ad and wanted to learn more and book in with us. I would say, of the number of people that DMed, I would say at least 60% actually booked in. We filled up both of our schedules in Caledonia and my telemedicine schedule, as well as the Oakfill schedule. They were pretty much jammed pack all of August, and we brought in so much revenue that I didn’t even think it was as much as we brought in. I thought we brought in half of what we actually did in the initial visit spend. Which was the coolest part. So, again, setting up the Ad, we had the image Ad set up to target anybody that put a teacher in their profile. We had it set up to all of Ontario, so our province-wide because that’s the only legal territory that we have. We set it up, I said ‘I’m willing to spend $600’. 

So my Ad campaign lifetime budget was $600 and I always set up my Ads to whatever I know that I can make in one, two, three, four new patients. However many new patients it takes. But the way we set it up in our modernized marketing pillar in the maximized practitioner program, is we set things up so that it’s literally like scents on the view. So we normally set up all of our Ads as engagement Ads. When you do engagement, all you’re trying to do is get that Ad in front of people and it literally caused pennies for people to see that. And that’s how we run it in the past, and again, crushed. Like we would always make at least $10,000 every time we run this Ad. What we did this year is we doubled it, and the only change that I made was instead of an engagement Ad, I turned it into a conversion Ad. But the conversion was just to get them to our landing page. I would say, I think we had maybe ten people actually book in or opt in off of the landing page. Everybody else went straight to PM off of the Facebook Ad or dropped a comment and said ‘I’m interested’. So I don’t think the landing page even did anything other than by setting it up as a conversion to the landing page. What that allowed Facebook to do was find more of those people that hit the landing page way faster than just an engagement Ad. So it costs us a little bit more to do that, but it made out people a lot more targeted. Which is exactly what we wanted. That’s exactly how we wanted our Ad to run. So as I said we had that Ad run for six weeks, using the exact same strategy that we teach in the modernized marketing pillar. Except we made it a conversion Ad, just to the page instead of an engagement Ad. Using the exact same strategy that we teach in the modernized marketing pillar, except we made a conversion ad, just to the page instead of an engagement ad. 

My lifetime’s spent for it, so for those six weeks, six hundred dollars within an hour putting that ad on Facebook we already had two bookings, so basically the ad had spent or paid for itself in an hour, every single day I was managing PM’s like I felt that was all my job was, and of course it came in like 9 o’clock or 10 o’clock at night. But here was the results of the ad and at that time before looking at the final numbers I thought we were close to like 10 or 15k, that’s what I thought we had brought in, in initial visit spend, so what I mean about that is; whatever they’re willing to spend with us over the first couple of visits to max out their insurance that was what we were able to capture before August 31st. So that doesn’t account to any follow ups or planning on doing with them as lifetime patients so we probably quadruple this easily if not 10 exed it, because all of these people based on the systems we have built because of the Methodology that we use, because everything is so Streamlined through business essentials and all of that, they will most likely remain lifelong patients. On average we had 89 cents per lead and what a lead is on Facebook is people hitting that landing page. So 89 cents it cost for us to get people on to that landing page on average over the course of the ad, at some point of time it was like less than 10 cents for a lot of people by the end as the ad started to kind of wear out, it started to cost a little bit more. 

We reached just under twenty thousand people that were in our target demographic in Ontario. We had 704 people actually clicked the link in the ad which was to go to the landing page, we had 56 unique comments, so 56 people that clicked and said “I’m interested, tell me more” and then of course by the end I think we had 150 comments because I was messaging people back, 36 reactions which could be a heart or like, and we spent by the end of it 563 dollars and 56 cents. Of all of that and again this is an image ad that I used every single year, copy that I use every single year, we were now allowing anybody in Ontario that could do virtual visits with us to do that, we ended up with 26 new patients, so 26 new teachers that actually booked in with us and went through that initial process and used their insurance before that August 31st deadline with a final revenue total of initial visits spend of 21,748 dollars and 95 cents. I mean there is no better jackpot machine than putting 563 dollars and 56 cents into it and getting back 21,748 dollars and 95 cents plus 26 new patients, and that only accounts for direct Facebook ad people, we also had some of the Facebook ad people bringing in their children, cause their children were covered with the exact same insurance as them plus the teachers that we already had that we reminded about their insurance lapsing by the end of the year. So there’s a few big reasons why this was so successful, the first one was I think creating that converging piece instead of an engagements really gave Facebook more metrics to know who to be showing that ad continuously to, the other massive reason is because of the jump that we did to virtual medicine and we did that out of necessity under the shutdown, and that’s why merging your practice online is so credibly important because, I would say maybe, and I don’t have the exact stats on here but I would say at least 50% of those teachers were virtual, and I booked them in on my virtual days, Tuesdays and Wednesdays, Meghan had them booked in on her Tuesdays and Wednesdays, the occasional Saturday, very few actually wanted to come into the office but at the same token there was quite  a number that wanted to book in on numbers, but lived too far away, and that is why that is proof that brick and mortar offices are mandatory, you have to keep your brick and mortar up and going. 

It just doesn’t mean you have to be doing it five days a week and at a huge rental cost, you can start renting out by the day having a few selected days that are in office and doing the rest of your time virtual, there’s no like cemented ways saying it has to be all in on or the other. But guys, like when I was looking at my business bank account by the end of the August, I was just shocked how much it grew and we felt it, like as a team we totally felt it there was one week that Meghan was 80% booked and we are tracking our booking rate based on time, not by money because we make a lot more money per hour than we do what’s build per hour, but there was some weeks where Meghan was 80% booked, I was 70% booked, I used to being 49% booked still making great profit but now our hours are just being so solidly booked that we felt is for sure and that’s why I also don’t believe in having a fully booked practice because it was draining and exhausting, we both wanted to take a vacation in the end, but this is just to show you that Facebook ad strategy and using modernized marketing which is leveraging Facebook ads, which is leveraging copywriting skills, so maximizing on your messaging all these things we talk about constantly on the Maximized Practitioner Program, all of these things are necessities to growth they are necessities to creating a consistently growing and consistently booked practice, and there is a beautiful way of using this to not only brick and mortar but to also fill up your virtual practice. 

And I wanted to show you this real life example and it’s not to say that Facebook ads are the only thing that you should be doing we don’t run these Facebook ads all the time and we probably could be, but I have my select timing when I like to do it, typically around Christmas time, we do cold and flu season, and this year we’re going to be adopting the exact same strategy but we’re going to be going now over September to January with more immune support ad. It is a beautiful very cost effective way to market your business, and if this is something that now after hearing the potential of having one ad run that was an image ad, so required no time on my end except for just posting it which took literally like half an hour, and just letting it run, but having your messaging crushed having the reason and the urgency for people to be booking in there. There’s no reason why using tools like this cannot be successful for you, and if you use it correctly Facebook will always give you the best ROY possible but there has to be these secret elements in place. So if you are curious or want to learn more about how you can be merging your practice online, and you want to learn more about the Maximized Practitioner Program, I want you to go on our free masterclass the link is in the show notes and if you want to get your questions answered specifically by me about something that you’re thinking about working on, or you have some questions about Facebook or you’re trying to get over some of these blockers that you’ve developed for yourself, please drop me a DM @AndreaMaximND. So please remember Facebook ads are your friend but there is a particular way that you have to be doing it, but it doesn’t require you to be spending 10 dollars a lead, 50 dollars a lead, whatever per lead because that’s how much you could be looking at it can be less than a dollar per lead, but you have to have the right system in place to make that work for you and I would be more than happy to help you figure that out. So reach out to me @AndreaMaximND with any of your questions, let me know what you think about these Podcasts episodes if there’s something you want to hear more from us, and if you’re curious about how can be merging your practice online, go check on our online free masterclass is the three-step framework to be merging your practice online like we’ve had hundreds of students to do as well. So that is it for today I’m Andrea Maxim, this is the Profitable Practice Podcast and I’m out!