Meta Ads (Facebook and Instagram) for speech therapy practices
Meta Ads (Facebook and Instagram) for a speech therapy practice reach people who are scrolling, not people who typed a search. We plan the one announcement worth making, write the ad, set the area around your office and watch what comes back.
Platform rules for ads in your category belong to you and the platform, and we ask you to confirm you have read them before anything runs. The ad budget stays yours and goes straight to the platform.
Someone scrolling has not asked a question yet
A search ad is a card laid down when somebody asks. A feed ad is a card slid into a stream that someone is flicking through for other reasons. Nobody is looking for a practice in that moment, so the ad has to be about something simple that a neighbor would want to know: a new location, a new telehealth area, a clinician who has joined, a weekly slot that has opened.
That is why we plan Meta Ads (Facebook and Instagram) as a complement to search rather than a copy of it. Search catches the household that is already comparing practices. The feed puts your name in front of people who may need it later. The balance between the two is a call for you and our CEO to make.
The ad says where you are and how to ask. It never describes the work, and it never speaks about anyone's private situation.
If search is the other half of the plan, see how we run Google Ads for practices.
Announcements a feed ad can carry for a practice
- Opening
A new location on the map
An ad that tells people within a set distance that a second or third office has opened, with the address and a way to ask.
- Video visits
A telehealth area announced
A card that names the area the practice now covers by video and sends people to the page that explains how to ask.
- Capacity
Weekly slots that have opened up
When the schedule has room, a short ad can say so and point to the inquiry page. When the slots fill, you tell us and we pause it.
- Group practice
A clinician who has joined the practice
A welcome card that names the clinician in the words that person approves, and links to that clinician's own page.
Feed ads and search ads, set side by side
| Question about the card | Search ads | Feed ads |
|---|---|---|
| Who sees it | A person who typed a search for a practice | A person flicking through posts nearby |
| What the card has to do | Match the search and say how to ask | Announce one reason to remember the practice |
| How we read the response | Calls and forms traced to a search | Calls, forms and clicks traced to the ad |
| When we would pause it | When the slots are full | When the slots are full or the announcement is stale |
From a read of the platform's rules to a feed ad matched to your open slots
You read the platform's rules for your category
We point you to where they live. You read them along with your profession's advertising rules and tell us you are ready.
Choose the one announcement
We agree on a single reason to be in the feed, such as a new location or a telehealth area, and set the others aside.
Write the ad and the page behind it
The ad text and the page it opens say where you are and how to ask. You approve both before anything runs.
Review and pause on your word
We read the calls and forms each month. If the weekly slots fill, we pause the ad as soon as you ask.
Three assumptions owners make about the feed
Overheard in the waiting roomFeed ads should behave like search ads.
What the session book showsThey do not. A search ad answers a question someone asked. A feed ad interrupts someone's scroll, so it has to earn a moment with a single clear announcement.
Overheard in the waiting roomOur ad should explain what we do and how we do it.
What the session book showsMarketing copy on this site and in our ads stays on where you are, when you are open and how to ask. Anything beyond that is yours to decide within the platform's rules.
Overheard in the waiting roomA large following matters more than the page the ad opens.
What the session book showsA feed ad is only as good as the page behind it. If the page does not say clearly where you are and how to ask, the extra attention goes nowhere.
What we need from you before a feed ad is written
- The one announcement you want to make
- The addresses to center the ad area on
- Who approves each line of ad text and each page
- Confirmation that you have read the platform's rules and your profession's advertising rules
- Who watches the comments and messages that an ad can bring
Comments and messages under an ad can invite people to share personal details. Ask people to use your contact page instead, and never answer in public with a client's name or any private information.
Questions owners ask about feed ads and the practice calendar
Should a speech therapy practice start with Meta Ads (Facebook and Instagram) or Google Ads?
It depends on what the practice wants. Search ads reach someone already looking, such as a person typing speech therapy for kids
. Feed ads put a name in front of people who are not looking yet. We talk through your schedule and your goals before we suggest either.
Who checks the platform's rules before a feed ad runs?
You do. The rules for ads in your category and the advertising rules of your profession are yours to read. We ask you to confirm you have read them and we write the ad to fit what you tell us.
Can a feed ad for a speech therapy practice be paused when the slots are full?
Yes. Tell us and we pause or narrow the ad, and you decide when to restart it.
Whose account does the Meta spend leave?
You do, from an account in the practice's name. Our fee is a separate monthly amount and the media budget never passes through us.
Tell us what the feed should announce
Share the one announcement you have in mind and the area around your office, and keep client names and private details out of your message.
Which weekly slots need filling, and which do not?
Jot down the services you would like to grow, the days that stay quiet and the referral sources you wish rang more often. A rough list does the job. Keep family names and anything about one particular client out of it, since this is a talk about marketing.
Tell us which weekly slots are open and which referrals you would like more of
Describe your caseload in your own words: the services you want to grow, the days that stay light, a waitlist you would rather shorten. Someone reads it, writes back, and a month later one invoice arrives for the work.
The cards dealt into the box below are a drawing, not a forecast of inquiries.