Health clinic Meta ads · Sydney owned

Facebook ads for medical and allied health clinics,
within AHPRA’s rules.

Facebook ads for healthcare, built for GPs, dentists, chiropractors, physios, psychologists, optometrists and other allied health clinics across Australia: new patient bookings, local awareness, recall, service launches and recruitment. It all runs from your own Meta ad account, Instagram included, on one flat weekly fee.

AHPRA-aware ad copy

No lock-in

Your audiences stay yours

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4.8/5 on Google · 120+ clients

$100 /week + GST

Billed monthly at $440 incl. GST, however many services you advertise. Your ad budget is paid straight to Meta.

New patient booking campaigns
Local awareness for a new clinic
Recall and service launch campaigns
Copy written around AHPRA’s rules
Bookings counted by campaign
Facebook and Instagram, one ad account

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A few questions about your business, no commitment

Trusted by Australian businesses

Campaign map

Facebook ads for healthcare:
a campaign map for your clinic.

Five campaigns cover most of what a clinic needs from Meta. Each has its own audience, creative, offer and number to judge it by.

New patient bookings

New patients · First appointments from people in your catchment.

Audience: People in your catchment, set by location, plus visitors to your general clinic pages. Never by health condition.
Creative: Real photos and short clips of your clinic and team, with the service and suburb named. No promised outcomes.
Offer: Your online booking page, or an instant form that asks for a name, phone number, suburb and preferred time.
Judge it by: Booked first appointments, not clicks or forms.

Local awareness

A new clinic or practitioner · Getting known around your location.

Audience: People who live near the clinic, kept to the distance patients will really travel.
Creative: A practitioner introducing themselves on video, with their profession and qualifications stated correctly.
Offer: Who you are, where you are and how to book.
Judge it by: Reach in your catchment first, then calls, bookings and searches for your name over a few months.

Recall and reactivation

Past patients · Only with their consent and a privacy policy that covers it.

Audience: Emails and texts stay on your own list, to people who agreed to them. On Meta, site visitors and Page audiences. We don’t upload patient lists.
Creative: A plain note about the clinic, its hours or a new service. Never a person’s condition or past treatment.
Offer: An easy way to rebook, with no push towards visits there’s no clinical need for.
Judge it by: Rebooked appointments, as counts your clinic gives us.

Service launches

Something new · A new practitioner, extended hours or a new location.

Audience: Your catchment and people who visited your site, widened for a new location.
Creative: What’s new, in plain words, with the practitioner or the rooms on show.
Offer: The first available times. Any introductory offer states its terms.
Judge it by: Bookings with that practitioner, in those hours or at that location.

Practitioner recruitment

Growing the team · Conversations with practitioners and clinic staff.

Audience: Broad audiences around your clinic and people who visited your careers page. Meta’s employment category may apply.
Creative: The practice owner on video about the work and the team, with real photos of the clinic.
Offer: A quick chat rather than a long application form.
Judge it by: Cost per qualified conversation booked.

Planning framework, not a results claim. Most clinics start with new patient bookings, then add the rest once tracking is proven.

The rules

AHPRA, Meta’s
health rules and patient privacy.

Three sets of rules shape a clinic’s ads: AHPRA’s on what you can say, Meta’s on what an ad can imply and what data it can use, and privacy law on patient information.

The rules apply to any person or business advertising a regulated health service, and AHPRA’s summary of the advertising requirements says advertisers must check content others produce for them. So your clinic stays responsible for ads we write, and you approve them before launch. AHPRA’s guidelines page puts the maximum penalty per offence at $60,000 for an individual and $120,000 for a body corporate. Recruitment ads have a Meta rule of their own: according to Meta’s Special Ad Category documentation, the employment category is mandatory for ads reaching the US, Canada or Europe, and advertisers reaching other regions can opt in or out. General information, not legal advice. Check your advertising with your legal adviser or indemnity insurer.

TestimonialsAHPRA’s testimonial guidance bars positive statements about the clinical aspects of care in advertising: symptoms, diagnosis, treatment or outcome. Comments about customer service or communication style aren’t testimonials and can be used. A clinic’s Facebook page counts as advertising, so reviews there are your responsibility, and turning the reviews function off is one way to comply.
Misleading claimsAdvertising can’t be false, misleading or deceptive. AHPRA’s requirements say claims need acceptable evidence, and a list of conditions must make clear how the treatment helps each one. Titles and qualifications must be correct, and words like “specialises in” can suggest specialist registration.
Offers and free consultationsUnder AHPRA’s advertising guidelines, an ad with a gift, discount or other inducement must state its terms or link to them where they’re easy to find. An offer isn’t really free if the cost is recouped elsewhere, including through Medicare. Time-limited wording needs care too, as it can push people towards care they don’t need.
Before-and-after imagesThe same guidelines say to take care with these, as they can mislead and set unreasonable expectations. An image may breach the law if it isn’t clear how the treatment caused the benefit, or if it isn’t genuine or has been edited. Cosmetic procedures have additional guidelines of their own.
Meta’s personal attributes policyThis policy says ads can’t imply the advertiser knows someone’s medical information. Meta’s own examples allow “Depression counselling” and reject “Depression getting you down?”. “Struggling with back pain?” is the same kind of line, so expect it to be rejected. We name the service and the suburb, not the person’s problem.
Health targetingMeta began removing detailed targeting options tied to health causes in January 2022, and it flags custom and lookalike audiences that reference specific health conditions. So we reach people by location, and the wording of the ad does the sorting.
The Pixel and customer listsMeta’s rules on prohibited information and its Business Tools Terms rule out sharing health information, including in URLs, custom audiences, custom conversions and event names. That covers conditions, treatments, places of treatment and Medicare details. So we don’t upload patient lists to Meta, and we keep tracking off pages about specific conditions.
Health and wellness data limitsMeta can place a website in a health and wellness category, and that can limit or block the events it shares. Meta says these limits can apply by country or worldwide, and those pages don’t list the countries, so we don’t assume either way. We check your Events Manager, and judge campaigns on the bookings your clinic counts.
Instant form questionsMeta’s list of prohibited form questions covers health information, including current or past conditions and treatments, and insurance details. So a form can’t ask what brings someone in or which fund they’re with. Reception can ask that on the phone.
Patient privacyThe OAIC’s tracking pixel guidance says organisations must generally keep sensitive information from reaching third-party platforms through pixels, and privacy policies must be clear about their use. Its guidance for health providers says direct marketing using health information needs implied or express consent, and messages to a whole patient database generally need express consent.

What's Included

What we run for
your clinic.

Every campaign on the map, for one flat $100/week + GST. Facebook ads for dentists, Facebook ads for physiotherapists and Facebook ads for psychologists run the same way, and Instagram placements come from the same account under that fee.

Campaign Plan for Your Catchment

Most clinics start with new patient bookings, then add the rest once tracking is proven. Budgets, suburbs and services are set on the strategy call.

Creative That Stays Inside the Rules

Your own clinic, team and practitioners in photos and short clips, with no patient stories, clinical reviews or promised outcomes. You approve it before launch.

Booking Links and Short Forms

Ads that go straight to your online booking, or instant forms that ask only for a name, phone number, suburb and preferred time.

Privacy-Minded Tracking

The Meta Pixel set up with care: neutral event names, nothing about a condition in shared URLs, and form leads sent to reception, tagged by campaign and location.

Reporting by Booked Appointment

Weekly reports by campaign, plus a monthly review. Tell us how many first appointments each one booked, as counts only, and we move budget towards what works.

Lead handling

Patient leads that
reach reception fast.

A booking request left until tomorrow can end up at the next clinic. The ads are only half the job.

The map sits inside our Meta ads management service, so the same campaign manager runs every campaign on it. Facebook ads for chiropractors, GPs and physios work best when booking, awareness and launch campaigns share one set of audiences, which is why we don’t split them across suppliers.

Online booking or instant formIf you take online bookings, the ad can go straight to the booking page for that clinic. Instant forms open inside Facebook and Instagram, so more people finish them, but someone still has to ring back. We usually test both.
To reception, fastForm leads can flow from Meta to reception’s phone or inbox, tagged by campaign and location, never by condition, so someone calls while the person is still looking for a clinic.
Follow-up that respects the Spam ActFollow-up texts and emails to new leads need consent, your identity and a working opt-out. The ACMA’s spam guidance also says unsubscribe requests must be actioned within five working days.
Health information handled carefullyHealth information is sensitive information under the Privacy Act, so clinical details stay out of ad platforms and our reports. We ask for appointment counts, never patient names or notes, and your privacy policy needs to cover the Pixel and any marketing.

What it costs

Flat-fee Facebook
advertising for clinics.

Management is $100 a week + GST, billed monthly at $440 including GST, and it isn’t tied to how many services you advertise or what you spend. Facebook advertising for chiropractors costs the same to manage as Facebook ads for medical practices, and Instagram placements run from the same account under that fee.

Ad budget is paid by your business straight to Meta, from $20 a day. Rates for every service are on flat monthly prices for ads and social.

Get my free Meta ads plan

How a clinic account runs with Humming Web

Management fee: $100 a week + GST, flat
Ad budget: paid to Meta by you, from $20 a day
Setup fee: none
Reporting: weekly, by campaign, plus a monthly review
Ownership: ad account, pages, audiences and creative stay with your business
Notice: month to month, 7 days before the next billing date

Ads rejected, or bookings not coming through?

Tell us your type of clinic and where you are. We’ll send back the two campaigns we’d start with and a daily budget. No lock-in if you go ahead.

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Proof

No clinic case study yet.
Here’s the closest work.

We don’t have a published health case study, and we won’t invent one. None of these clients is a clinic. Richards Quality Projects is a service business that takes enquiries through quote requests. CDR Report Help is a Sydney professional service that started with no ad history. Jobs Recruiter’s candidate campaigns are the closest match to practitioner recruitment. More in our client case studies.

106Free quote requests
Richards Quality Projects · Australia
106 free quote requests. $36 each. 7 months.
Read the Richards Quality Projects case study
48Leads in 30 days
CDR Report Help · Strathfield, Sydney
48 leads at $11.91 each. 30 days. $20/day budget.
Read the CDR Report Help case study
687Total leads
Jobs Recruiter · Australia-wide
687 leads across two sides. $3.96 per baker candidate.
Read the Jobs Recruiter case study

Results for these clients, not averages or a forecast for your clinic.

Other channels

Facebook ads for clinics,
alongside SEO and social.

Patients also search for a clinic on Google, and people who tap through from an ad look at your page. These work alongside the ads.

Healthcare SEO

Clinic and doctor pages for people searching for a GP

Healthcare SEO

SEO for chiropractors

“Near me” searches, within AHPRA’s rules

SEO for chiropractors

SEO for physiotherapists

Service and condition pages that turn searches into bookings

SEO for physiotherapists

SEO for dentists

Local search for dental practices

SEO for dentists

Social media for dentists

Regular posts for your dental practice

Social media for dentists

Social media for clinics

Regular posts for medical and allied health clinics

Social media for clinics

Google Ads

Search ads for people looking for a clinic right now

Google Ads management

A review of your current campaigns

Running ads already? Start with an audit

Facebook ads audit

What our clients say

“Humming Web completely transformed how we approach Facebook and Instagram advertising. Before working with them our ad spend felt like money down the drain, high cost per lead, low quality enquiries, and no real transparency from our previous agency.”

Craig R.Sydney, NSW

“I'd tried two other agencies before Humming Web. This is the first time my Meta Ads have actually made me money. Transparent, fast to respond, and genuinely care about results. 5.2× ROAS in month two. Can't recommend enough.”

David K.Melbourne, VIC

“Finally an agency that speaks plain English. Weekly reports tell us exactly what's working — no vanity metrics, no jargon. Leads are up 3× compared to what we were getting before. Direct line to the campaign manager is a game changer.”

James M.Perth, WA

“Switched from a large agency where we were just another account number. The difference is night and day. Humming Web actually understand our business, suggest new ideas, and are proactive. Results have been consistent and improving each month.”

Priya N.Sydney, NSW

Facebook ads for healthcare questions.

Can clinics advertise on Facebook?

Yes. GPs, dentists, chiropractors, physios, psychologists, optometrists and other clinics can all advertise on Facebook and Instagram, as long as the ads follow the rules. AHPRA's advertising requirements apply to any person or business advertising a regulated health service, and Meta has health rules of its own. We can't promise a number of bookings or a cost per booking, because your services, area, budget and offer all change the result.

Can we use patient testimonials or reviews in our ads?

Not if they mention clinical care. AHPRA's testimonial guidance says recommendations or positive statements about the clinical aspects of a service can't be used in advertising, and that means symptoms, diagnosis, treatment or outcomes. Comments about customer service or communication style aren't testimonials, so they can be used. Patients can still post reviews on sites you don't control. Your clinic's own Facebook page is different: it counts as advertising, so reviews there are your responsibility, and turning the reviews function off is one way to comply.

Why did Facebook reject my health ad?

The usual reason is the wording. Meta's personal attributes policy says ads can't imply the advertiser knows someone's medical information. Its examples allow "Depression counselling" and reject "Depression getting you down?", so a line like "Struggling with back pain?" is likely to be rejected too. Describe the service rather than the person, and leave out "you" and "your" next to a condition. Meta's Health and Wellness policy can also be the cause, as it bars cure claims for a listed set of diseases and sensational health claims. If you think an ad was rejected in error, you can request a review.

Can you target people with a specific health condition?

No. Meta began removing detailed targeting options tied to health causes in January 2022, and it flags custom and lookalike audiences that reference specific health conditions. We reach people by location, and the service named in the ad does the sorting, so people who need it respond.

How much do Facebook ads cost for clinics?

With us there are two costs. Management is $100 a week + GST, billed monthly, and it isn't tied to your ad spend. The ad budget is paid straight to Meta by you, from $20 a day. There's no setup fee, and it runs month to month with 7 days' notice. Budget needs grow with your catchment and how many services or locations you promote at once. Our guide to Meta ads costs in Australia goes through it in more detail.

Should we use an instant form or a booking page?

If you take online bookings, we usually start with the booking page, as the person picks a time on the spot. Instant forms open inside Facebook and Instagram, so more people finish them, but someone has to ring back. Meta doesn't allow form questions about health or insurance details, so we ask for a name, phone number, suburb and preferred time. We judge both by booked first appointments. Our guide to lead ads and website forms goes through the trade-offs.

Can we advertise discounts or free consultations?

Yes, with care. AHPRA's advertising guidelines say an ad offering a gift, discount or other inducement must state its terms and conditions, or link to them where they're easy to find. People take "free" to mean absolutely free, so an offer isn't free if the cost is recouped through a price rise or Medicare. Incentives can't encourage people to use a service regardless of clinical need, and time-limited wording needs care, so we keep offers plain, with the price, limits and end date clear.

Do you run Google Ads for clinics too?

Yes. Google Ads management is a separate service from the same team. Google catches people searching for a clinic right now, while Facebook reaches people nearby before they search. Many clinics run both, so one set of booking numbers decides where the money goes. Prices for every service are on our pricing page.

What happens to our audiences if we stop?

They stay with your business. Custom audiences, lead form data, campaign history and every ad we made sit in your own Meta ad account and Business Manager. Give 7 days' notice before your next billing date and we hand everything over with no exit fee.

Clinic Meta ads · $100/week + GST · no lock-in

Get a free Facebook ads plan
for your clinic.

Answer a few questions about your clinic and where you are. We’ll come back with the campaigns we’d run first, the creative each needs and a sensible daily budget.

No lock-in

No setup fee

Instagram included

Clinic Meta ads

$100 /week + GST

Billed monthly at $440 incl. GST, however many services you advertise. Your ad budget is paid straight to Meta.