This 3-month plan uses paid ads only — Traffic and Lead Generation — to build stronger landing page activity, service interest, and enquiry intent without relying on organic posting.
100% paid ads, 0% organic posting
Traffic + Lead Generation only
The audit shows that Prospect Road Dental Surgery has a clear local presence, but its social content is broad and engagement is limited. The paid strategy should now focus on patient-led messaging that encourages clicks first, then captures enquiries through a separate Lead Generation campaign.
Use relatable, first-visit, family, urgent-care, and team-led creatives to drive landing page views and warm patient interest.
Use calm, enquiry-focused ads for patients who are ready to ask about appointments, suitability, or next steps.
The current content includes humour, service education, and seasonal posts, but it does not yet consistently speak to one clear patient mindset. For paid ads, the strategy needs to be more direct: show patients that the clinic is local, approachable, and able to guide them through the next step.
The clinic offers many services, but the content does not yet separate family dentistry, urgent appointments, anxious patients, and high-value treatment interest clearly enough.
Organic engagement appears limited, so paid creative needs stronger hooks and more patient-relatable situations to encourage clicks and enquiries.
The next setup should focus on simple campaign structure, clear creative testing, and consistent monthly output. Awareness is only retained if an existing awareness campaign is already active; otherwise, the plan starts with Traffic and Lead Generation.
Use relatability, local trust, first-visit reassurance, family care, and simple education angles to drive landing page views and meaningful clicks.
Use service-specific and consultation-led creatives with soft CTAs to capture enquiries from people ready to ask about appointments or treatment suitability.
Use a CBO setup: 1 campaign, 1 ad set, multiple ads, with a $25/day budget. This lets Meta distribute spend across a larger creative pool.
Use 1 campaign with multiple ad sets, 1 ad per ad set, and approximately $1.55 per ad set. This keeps testing controlled when creative volume is smaller.
Each ad should answer a real patient hesitation: “Is this urgent?”, “Will I feel judged?”, “What happens first?”, or “Who will I see?”
“Haven’t been to the dentist in a while?”
For people who feel embarrassed, unsure, or overdue and need a calm first step.
“Here’s what happens on your first visit.”
Shows the appointment journey in a simple and predictable way.
Meet the team before you book
Introduces the people behind the clinic so the page feels local and approachable.
“Is this a dental emergency?”
Guides patients who are unsure whether they should call or book an appointment.
“Thinking about your next dental visit?”
Soft CTA for patients who want to ask about availability, appointments, or next steps.
Family, check-up, or consultation reminder
Clear visual reminders for service awareness, local availability, and booking prompts.
The strongest videos should feel natural and patient-centred, with hooks in the first 2–3 seconds and no exaggerated treatment claims.
First visit nerves are normal
Use for: Traffic Campaign
Show reception, room entry, conversation with dentist, assessment, and next-step discussion.
Meet the people you’ll see
Use for: Traffic Campaign
Short, natural clips of the dentist and team explaining how they help patients feel informed.
Is it urgent?
Use for: Traffic Campaign
Help people understand when it may be worth contacting the clinic for advice or an appointment.
Thinking about treatment options?
Use for: Lead Generation Campaign
Focus on Invisalign, implants, veneers, or cosmetic treatment as options to discuss during a consultation.
The plan is built in monthly production batches so the team can create, launch, test, and refresh without relying on weekly organic posting.
The campaigns should focus on local Armadale patients who need clarity, reassurance, or a simple reason to take the first step.
People who have avoided dental care because of fear, embarrassment, cost concerns, or uncertainty about what will happen.
Parents and households near Armadale looking for a dental clinic that feels familiar, approachable, and practical.
Adults considering Invisalign, implants, veneers, cosmetic options, or urgent care who need guidance before enquiring.
Success is measured by action and enquiry quality — not just reach or impressions.