Facebook Ads for Medical Clinics: An Australian & International Perspective

Facebook remains one of the most versatile and cost-effective advertising platforms for medical clinics worldwide. It offers powerful targeting capabilities, creative flexibility, and the ability to reach patients at different stages of the decision-making process.

However, Facebook Ads for healthcare must be handled carefully. Regulations vary by country, patient expectations differ between markets, and the type of campaign you run should align with your clinic’s goals — whether that’s driving immediate bookings, increasing awareness, or building engagement within your local community.

At David Hannah Marketing, we design Facebook campaigns for clinics across Australia and select international markets, ensuring compliance, effective targeting, and a strategy that builds trust as well as results.

Want to learn more? Book a strategy session  here 

The Australian Market Versus International

Australia

• Regulation: Medical advertising in Australia is subject to AHPRA guidelines, which prohibit misleading claims, unsubstantiated outcomes, and certain types of testimonials.
• Audience Behaviour: Australians typically respond well to community-focused messaging, educational content, and campaigns that highlight trust, transparency, and local expertise.
• Competitive Landscape: In urban areas, Facebook ad costs can be higher due to competition among clinics, wellness providers, and allied health services. Regional clinics often benefit from lower costs and more targeted reach.

International

• United States: Facebook healthcare ads can be more aggressive in tone, with fewer restrictions compared to Australia, but the market is far more saturated.
• United Kingdom: Compliance requirements are closer to Australia, but campaigns often integrate with national healthcare messaging.
• Asia-Pacific: In markets like Singapore and Hong Kong, digital adoption is high, and campaigns often feature a mix of educational and promotional messaging to cater to highly informed patients.

Understanding these nuances ensures that clinics running campaigns internationally avoid compliance pitfalls and align with local cultural expectations.

The Best Types of Facebook Ads for Medical Clinics

The type of ad you run should directly reflect your campaign goal. Broadly, these fall into three categories:

1. Lead Generation Campaigns

• Purpose: Capture enquiries for specific services.
• Best Practices: Use Facebook Lead Forms or direct traffic to a high-converting landing page. Highlight the benefits of the service, and use imagery that feels professional and trustworthy.
• Example: “Free 10-minute consultation for new chiropractic patients” with a built-in form to request a booking.

How David Hannah Marketing Helps: We build lead generation funnels that don’t just capture details but also connect directly to your CRM for immediate follow-up via email, SMS, and phone.

2. Awareness Campaigns

1. Purpose: Introduce your clinic to the community and build recognition.
2. Best Practices: Use short videos or carousel ads to showcase your team, facilities, and patient care philosophy. Avoid hard selling — focus on connection.
3. Example: A video tour of your clinic highlighting services, location, and approach to care.

Our Approach: We create awareness campaigns designed to comply with AHPRA while positioning your clinic as a trusted healthcare provider in the local area.

3. Engagement Campaigns

• Purpose: Build interaction with your brand through likes, shares, and comments.
• Best Practices: Share educational tips, seasonal health advice, and behind-the-scenes insights from your team.
• Example: “5 Signs It’s Time to See a Physiotherapist” with an engaging video and a call to comment or share.

Top of Funnel: Becoming Digitally Established in Your Community

For medical clinics, Facebook’s top-of-funnel activity isn’t about immediate bookings — it’s about becoming a recognised, trusted presence in your local digital space. This means consistently showing up with content that educates, reassures, and positions your clinic as a go-to resource.

A well-structured funnel moves patients from awareness → engagement → enquiry → booking → retention. At David Hannah Marketing, we design these funnels to ensure your Facebook Ads work in harmony with Google Ads, your website, and your follow-up systems.

The Health & Wellness Industry: What’s Working on Facebook

Across the broader health and wellness space, the most successful campaigns share these traits:

• Patient Education: Short, digestible videos or infographics explaining conditions, treatments, or preventative care.
• Local Relevance: Referencing local events, seasons, or community issues.
• Authenticity: Featuring real practitioners and genuine clinic imagery rather than generic stock photos.
• Multi-Channel Follow-Up: Using Facebook to spark interest, with email/SMS nurturing to secure the booking.

These same principles apply to medical clinics, but with the added necessity of compliance and patient confidentiality.

Campaign Variation Across Australia

Ad performance can vary greatly depending on location:

• Metro Areas: Higher competition drives up ad costs, but targeting options allow for segmentation by demographics, income levels, and interests.
• Regional Areas: Lower ad costs but smaller audience sizes — creative must emphasise trust and local connection.
• Specialist Clinics: Narrow targeting is critical; in smaller populations, this may require a broader geographic radius to maintain volume.

We tailor campaigns for each client’s market realities, ensuring spend is optimised for both reach and conversion potential.

What Facebook Ads Should Cost for Clinics

Typical monthly budgets for Facebook Ads in Australia’s medical sector:

• Small Clinics (Local Reach): $1,200 – $2,500 in ad spend.
• Multi-Location or Specialist Clinics: $3,000 – $7,000 in ad spend.
• Management Fees: $800 – $2,000 per month for professional setup, optimisation, and reporting.

Note: Costs are front-loaded during the first 1–3 months while audiences are built and campaigns are optimised. Over time, cost per lead typically decreases as performance data accumulates.

Key Mistakes to Avoid

• Non-Compliance with AHPRA: Using before-and-after images, unverified claims, or testimonials with clinical statements can lead to serious penalties.
• Poor Targeting: Spending on broad, untargeted audiences wastes budget.
• Lack of Follow-Up: Capturing leads without a plan for immediate contact results in high drop-off rates.
• Relying on Single Ads: Campaigns need variation and testing to remain effective.
• Ignoring the Funnel: Only running lead ads without awareness or engagement campaigns limits long-term growth.

At David Hannah Marketing, we solve these problems by ensuring compliance, integrating Facebook Ads into a multi-channel strategy, and building automated follow-up systems that convert more leads into booked appointments.

The Path to Sustainable Clinic Marketing Success

Facebook Ads can be a powerful driver of patient growth for medical clinics when approached strategically, with compliance and local market dynamics in mind. In Australia, success depends on balancing awareness, engagement, and lead generation, and ensuring your campaigns are part of a broader marketing system rather than isolated activities.

David Hannah Marketing works with clinics to design and manage Facebook campaigns that generate measurable results while meeting regulatory requirements. From audience targeting to creative development and CRM integration, we ensure every ad serves a clear role in your patient acquisition and retention funnel.

If you’re ready to position your clinic as a trusted healthcare provider in your community while generating consistent patient enquiries, book a strategy session with David Hannah Marketing today.

Want to learn more? Book a strategy session  here