When operating with limited resources, small clinics face the tougher challenge of attracting and earning clients than their larger competitors. Small clinics can achieve great things without overspending with the right strategy and a well-thought-out ad funnel.
Digital marketing, especially tailored strategies like digital marketing for vets, is crucial in ensuring these ad funnels are efficient and cost-effective. This article outlines actionable steps to build ad funnels that
deliver the most clicks for the least amount of money possible.
Start with Precise Targeting
Preferably, before running an ad funnel, you need to know your buyer personas and/or ideal audience in which you are running the ad. For small clinics, this means cutting the scope of your focus to a particular demographic, interest, or need.
For instance, if you operate a veterinary clinic, you could send targeted advertisements to local pet owners promoting wellness checkups, a package of vaccinations, or pet care tips at a specific time of the season.
Many platforms, such as Facebook, Instagram, etc., support Ads that allow very, very
detailed audience segmentation. One way to do this is through location-based targeting, which zeros in on those inside your service area for ads.
Pair this with interest-based filters like the pet owner, the parent, or the health-conscious one to reach the relevant people you wish to connect with. Targeting the right audience saves ad spend and guarantees that your message hits the right people.
Develop Engaging Entry Level Offers
After finding your target audience, attract them with an entry-level offer. They need to be affordable, appealing, and related directly to your services. Imagine clinics offering discounted first consultations, free health assessment clinics, or webinar educational programs on wellness, for example.
At the entry level, offers hook you into clients for your clinic. Stunning visuals, persuasive copy, and short ad copy emphasize the offer’s value.
A strong call to action (CTA) is included—anything from ‘Book Your Spot Today’ to directly inviting sign ups, event bookings, or quotes. It provides clarity for the audience on what to do next.
Retarget To Stay on Top
Your first ad will not convert every single potential client. Retargeting steps in here. Retargeting
means showing follow-up ads in subsequent campaigns to those who interacted with your first campaign but didn’t complete the purchase.
With these ads, you can remind potential clients and advance them further down the funnel. For instance, consider offering a discounted consultation in the ad, but your customer doesn’t want to commit to
making an appointment just yet.
A retargeting ad could focus on testimonials or success stories about other happy clients. It’ll make hesitant users feel assured and develop confidence in your clinic.
This is easy to do with a platform like Google or Facebook, as you can simply install tracking pixels on your website and set up retargeting campaigns.
Email Campaigns to Build Leads
In your funnel, you’ll want to collect contact information from potential clients in your sign-ups or bookings. Email marketing can help you nurture these leads at a lower cost.
Follow-up emails that remind your audience about promotions, health tips, clinic updates, and more can, keep your audience engaged.
Think of it this way: after someone signs up for a free pet health checkup, you could send a thank you email, then send tips for maintaining pet health, or send a reminder email on vaccination schedules.
Having personalized communication will allow you to foster stronger relationships, and you will encourage repeat visits.
Performance Track and Optimization
Regular performance tracking and optimization are crucial for the success of an ad funnel. Google Ads and Facebook Ads Manager have platforms that offer huge insights into CTRs, conversion rates, and CPCs.
Monitor these metrics to determine what works for the business and what doesn’t. If your CTR is low, refine the ad copy or visuals.
If you are not generating as many conversions as you would like, try tweaking your landing page or CTA to make it more compelling. You can also A/B test different elements of your funnel to see what
resonates best with your audience.
Maximizing Impact on a Budget
Here are some additional tips to make your ad funnel as cost-effective as possible:
- Set Clear Goals: Decide what will count as success for your clinic, such as more bookings, newsletter sign-ups, or repeat visits.
- Use Free Tools: Platforms such as Canva allow you to create professional-looking visuals without hiring a designer.
- Focus on Local SEO: Ensure that you show up in local search results so that clients near you can find you.
- Start Small: Start small, observe the results, and grow your campaigns as you discover what
makes them tick.
Conclusion
Running profitable ad funnels doesn’t require spending a ton of money—it requires being smart. Smaller clinics can attract and retain their clients through precise targeting, engaging offers,
retargeting, and consistent tracking of visitors and their customers.
Essentially, start by knowing exactly who your audience is and keep tweaking your approach. Using the right approach, you can achieve big results on small budgets that sustainably grow your clinic.
