SECTION 1 - CAMPAIGN STRATEGY BRIEF Recommended Campaign Objective in Meta Ads Manager: Select Leads as the campaign objective. Within the campaign, use Instant Forms as the conversion location for lead generation since these load natively within Facebook and Instagram without requiring the user to leave the app, which typically produces lower cost per lead for local service businesses compared to sending traffic to a website form. Audience Targeting Strategy: Core Audience: Age: 25 to 45 Gender: All Location: Austin, Texas with a 10-mile radius pin around the clinic address Interests to layer: Oral health, cosmetic dentistry, personal care and beauty, Colgate, Crest Whitestrips, health and wellness, teeth whitening Lookalike Audience: Source: Upload the clinic's existing patient email list to Meta Business Manager and create a 1% Lookalike Audience based on that list targeting Texas. If the email list has fewer than 100 contacts, use website visitors as the source instead via the Meta Pixel. Custom Audience to Create: Install the Meta Pixel on the clinic website immediately if not already done. Create a custom audience of website visitors from the past 90 days for retargeting in Stage 2 and Stage 3 of the retargeting sequence. Budget Split: Since the monthly budget is $1,500, this falls between $500 and $2,000. Recommended 1-campaign structure with 2 ad sets: Testing phase - Days 1 to 7: $35 per day total, split as $25 per day on the core interest audience and $10 per day on the lookalike audience. Scaling phase - After day 7 if Cost Per Lead is under $15: increase to $50 per day on the winning ad set. Retargeting budget: 20% of monthly spend, approximately $300 per month, running as a separate small ad set targeting website visitors and form viewers. SECTION 2 - AD CREATIVE PACKAGE AD 1 - PROBLEM AND SOLUTION FORMAT Hook: Stained teeth stopping you? Primary Text: Most people in Austin put off professional whitening because they assume it costs hundreds of dollars or requires multiple appointments. SmileBright Dental is changing that. As a family-owned practice with same-day availability, the team offers professional-grade whitening results without the waitlist or the premium price. For a limited time, new patients can book a free consultation and receive professional whitening for $99 - that is $200 off the regular price. Same-day appointments are still available this week. Spots at this rate are limited. Headline: $99 Whitening - Today Only (Count: 26 characters - within limit) Description: Same-day. No waitlist. (Count: 22 characters - within limit) CTA Button: Book Now Image or Video Direction: Use a clean, well-lit before-and-after style image showing a confident smile - important: do not frame this as a medical before-and-after claim. Instead use a single lifestyle image of a person smiling confidently in a dental chair or walking out of a clinic. Avoid clinical or medical imagery that could trigger Meta health advertising restrictions. AD 2 - SOCIAL PROOF FORMAT Hook: Maria booked same-day. Primary Text: Maria had been putting off her whitening appointment for two years. She finally booked with SmileBright Dental on a Tuesday morning and was in the chair by 3pm that same day. No referral needed. No months-long waitlist. Just a clean, comfortable experience at a family-owned practice that treats patients like people, not appointment numbers. SmileBright is currently offering new patients a free consultation and professional whitening for $99. Same-day appointments are available. This offer is for new patients only and runs while spots remain at this price. Headline: Same-Day Results (Count: 15 characters - within limit) Description: New patients: $99 (Count: 18 characters - within limit) CTA Button: Learn More AD 3 - DIRECT OFFER FORMAT Hook: $99. Today. Austin. Primary Text: This is the offer: new patients at SmileBright Dental in Austin get a free consultation and professional teeth whitening for $99. The regular price is $299. Same-day appointments are available right now. SmileBright is a family-owned practice with no corporate waitlists and no upselling. This pricing is available for a limited number of new patient spots at this rate - once those spots are filled, pricing returns to standard. If this week works for you, book now before the remaining spots at this rate are taken. Scarcity Element: Limited new patient slots at this rate - not artificial, since the promotion runs for a set number of patients or a defined time period. Headline: $99 Whitening - Austin (Count: 21 characters - within limit) Description: Free consult included (Count: 22 characters - within limit) CTA Button: Book Now SECTION 3 - A/B TEST PLAN Test 1 - Which headline wins: Test A: $99 Whitening - Today Only vs Test B: Same-Day Results Metric to measure: Click Through Rate on each ad Call a winner: After 7 days and a minimum of 1,000 impressions per variation. The higher CTR headline wins. Test 2 - Which audience segment converts cheaper: Test A: Core interest audience (oral health, cosmetic dentistry, Crest Whitestrips) vs Test B: 1% Lookalike audience based on patient email list Metric to measure: Cost Per Lead from each ad set Call a winner: After 7 days and a minimum of 5 leads from each ad set. The lower Cost Per Lead audience wins and receives increased budget. Test 3 - Which creative format converts better: Test A: Single static lifestyle image vs Test B: Short 15 to 30 second video of a dentist or staff member speaking to camera Metric to measure: Cost Per Lead and CTR Call a winner: After 7 days with equal spend on each. The lower Cost Per Lead format wins. Test 4 - Which CTA button drives more clicks: Test A: Book Now vs Test B: Learn More Metric to measure: Link Click Through Rate Call a winner: After 5 days and 500 impressions minimum per variation. Test 5 - Which offer converts better: Test A: Free consultation plus $99 whitening vs Test B: Free consultation only with no price mentioned in the ad Metric to measure: Lead form completion rate and Cost Per Lead Call a winner: After 10 days. The offer generating leads at lower cost per lead wins. SECTION 4 - RETARGETING SEQUENCE Stage 1 - Days 1 to 7 - Objection Removal: Audience: People who clicked the ad or viewed 50% of the video but did not submit the lead form. Ad Copy Focus: Address the most common objections - cost, pain, and time commitment. Sample Copy: Wondering if it is worth it? Professional whitening at SmileBright takes about one hour, costs $99 for new patients right now, and same-day appointments are available. Most patients describe minimal to no sensitivity. The free consultation means there is no commitment before deciding. Book your free consult and see what the options look like for your situation. CTA: Book Free Consult Stage 2 - Days 8 to 14 - Social Proof and Urgency: Audience: People who visited the clinic website but did not fill out a contact or booking form. Ad Copy Focus: Reinforce trust through patient experience and add time-based urgency. Sample Copy: SmileBright Dental has helped hundreds of Austin patients get whiter teeth without the corporate dental chain experience. Family-owned, same-day availability, and currently offering new patients professional whitening for $99. This promotion runs for a limited number of new patients at this pricing. A few slots remain at this rate. CTA: Book Now Stage 3 - Days 15 to 21 - Final Offer or Bonus: Audience: People who started filling out the lead form but did not complete it, or who visited the booking page but did not confirm. Ad Copy Focus: Reduce final friction with a small additional incentive or direct reminder. Sample Copy: Still thinking about it? The $99 new patient whitening promotion at SmileBright Dental includes a free consultation and a take-home touch-up kit at no extra charge for appointments booked this week. Same-day availability is still open. This is the last reminder before remaining spots at this rate are filled. CTA: Claim Your Spot SECTION 5 - PERFORMANCE DASHBOARD Cost Per Click benchmark for local dental advertising: $1.50 to $4.00 per click is typical for local service Facebook ads. Above $5.00 CPC signals either poor ad relevance or too narrow an audience. Click Through Rate: A CTR of 1.5% or above means the ad is resonating with the audience. Below 0.8% means the hook or creative is not stopping the scroll and the ad needs to be refreshed. Cost Per Lead target: For a $99 promotion at a dental clinic, a Cost Per Lead under $12 to $15 is a strong result. Up to $25 can still be profitable given the patient lifetime value. Above $30 requires immediate creative or audience adjustment. Return on Ad Spend: Since the offer is $99 and the clinic's patient lifetime value is significantly higher, ROAS on the initial transaction is less critical than Cost Per Lead and new patient acquisition cost. A new patient acquired for under $40 in ad spend who books a $99 appointment and returns for future appointments represents a strong return. When to kill an ad: If an ad has spent at least 3 times the target Cost Per Lead (approximately $45) without generating a single lead after 5 or more days, pause it and replace with a new variation. When to scale an ad: If Cost Per Lead is consistently under $12 over 5 or more days and lead quality is converting to booked appointments, increase daily budget by 20% every 3 to 4 days rather than doubling spend immediately. SECTION 6 - COMMON MISTAKES TO AVOID Mistake 1 - Targeting too broad or too narrow: Many local businesses either target all of Texas hoping for more leads, or narrow to such a tight interest stack that the audience drops below 50,000 people and Meta cannot optimize properly. Fix: Start with a 10-mile radius and an audience size between 100,000 and 500,000 people. Let Meta's algorithm find the converters within that pool. Mistake 2 - Changing ads too soon: Turning off ads after 2 to 3 days because they have not produced leads yet is one of the most common budget-wasting behaviors. Meta needs approximately 50 conversion events before the algorithm exits the learning phase and begins optimizing efficiently. Fix: Commit to a 7-day minimum test period before making any changes. Never edit a live ad - duplicate it and make changes to the duplicate. Mistake 3 - Sending paid traffic to a slow or unoptimized website: A well-performing ad that sends traffic to a slow website or a page with no clear call to action will produce poor results regardless of ad quality. Fix: If the website load time is above 3 seconds on mobile, use Meta's native Instant Forms instead of driving to the website until the site is optimized. Mistake 4 - Running one ad forever: Ad fatigue sets in quickly for local audiences. When the same person sees the same ad 5 or more times, CTR drops and Cost Per Lead rises. Fix: Refresh creative every 2 to 3 weeks by testing new hooks, new images, or new primary text variations. Keep the winning structure but change the visual or opening line. Mistake 5 - Ignoring the retargeting audience: Most small businesses run only prospecting campaigns and ignore the warm audience of people who already clicked or visited the site. This warm audience typically converts at 2 to 4 times the rate of cold prospecting at a lower Cost Per Lead. Fix: Always allocate at least 15 to 20% of the monthly budget to retargeting, even if the retargeting audience is small at the start. Test all ads for minimum 7 days before making changes. Never edit a running ad - duplicate it.