Simple Facebook & Instagram Advertising For Therapists

Why You Should Advertise On Facebook and Instagram

Facebook has 2.45 billion monthly active users globally.  Instagram has 120.7 million users from the U.S. alone.   Instagram is owned by Facebook.

Facebook and Instagram are used successfully to consistently drive sales for coaches and consultants.  It is the most cost effective method of advertising currently available.

This doesn’t mean that you can run an ad to just any website and make sales.  In fact, most people who run ads lose money because they don’t realize that you need a very specific type of website to make sales.

Other people run ads and lose money because their ads aren’t created correctly, or they don’t state their advertising message correctly.

Does this mean that advertising on Facebook and Instagram is hard, and reserved only for “master marketers”?

Absolutely not.

In fact, it’s pretty easy to make money from the ads you run on Facebook and Instagram.  As long as you set up your ads and website correctly.

Setting up your ads and website correctly is actually magnitudes easier than what most people do.  It’s also a lot quicker.

We spend over $500,000 per year in advertising on Facebook and Instagram.  We do that because we make multiple times that per year in profit.

And we are able to profit because we have the right setup.

This tutorial is going to show you the different ways you can run advertising campaigns that have the potential to make you profit.   It’s also going to show you what kind of website you need.

Take Action

What you are about to learn is usually sold for thousands of dollars in advertising courses.  The typical price tag for a course that gives you everything you need to know is $4000.  

This course is free to you.

However, the best information that you will get from this course comes right now – treat this course like you actually did spend $4000 to access it.

If you treat this as a “free course” and take no action, you will get no benefit.

If you had spent $4000 on this course, you would make sure to do everything suggested.

That’s what you must do to succeed.

Now, keep this firmly in mind – we know you are a therapist and not a marketing and advertising guru… so we designed this tutorial to be easily used by you.  Whether you have any experience advertising, whether that experience was successful or not, you’re going to be able to easily follow the processes we teach and achieve a positive result.

Yet, although you won’t need to spend more than a few minutes a day managing your advertising, you WILL need to set up everything the RIGHT WAY the first time.  If you don’t do that, it’s like building a house on quicksand.  It will sink.  If you build that same house on a solid foundation, it becomes a money-making rental property.

Websites that SELL

Before you begin, make sure you have a website designed to convert visitors to customers.  Be sure to review our tutorial, “How To Set Up A Website That Sells Therapy Services”

Step 2 – Set up your Facebook Business Manager

It’s simple, it’s free.  You need it to run ads.  CLICK HERE to learn how to set it up directly from Facebook.

Step 3 – Set up an Ad Account inside your Facebook Business manager

Again, it’s simple and free.  You need it to actually create the ads.  CLICK HERE to learn how to set it up.

Step 4 – Set up Facebook Tracking Pixel 

The way that Facebook and Instagram advertising works is all based on a “pixel”.  The “pixel” is a line of code you put on your web page that tells Facebook (and Instagram, they’re connected) what the page is and who visits the page.

CLICK HERE for instructions from Facebook on how to set up the pixel.

Step 5 – Copy the pixel onto your webpage.  

Depending upon the website you have, there are a few different ways to copy your Facebook pixel code onto your website.  

Step 6 – Create a Facebook Page for your practice.   

CLICK here to learn how to set up a Facebook Page for your practice.  It is highly recommended that you enter your business phone number, and other information requested.   Facebook wants to know you are a real business, and they want their users to be able to access your contact information in case they have questions for you.

Step 7 – Create an ad.

Facebook is truly an incredible advertising system.  There literally has never to date been a more effective and profitable platform for marketing products and services.  They give you options of quite a few different types of ads which work for different situations.

Offering to answer a potential client’s question generates a LEAD.  Once the potential client asks a question, you can respond to them, check back in with them, and suggest that they enlist your services.  On average, people purchase after multiple messages from a product or service.  Also on average, ultimately anywhere from 5% to 20% of your leads will eventually purchase from you.

Again, Facebook has many different ad formats for you to choose from.  

We are going to focus on two types… the LEAD GENERATION and CONVERSION ad types.

LEAD GENERATION ads are Facebook and Instagram ads that specifically will collect your prospective client’s information and provide that information to you for you to follow up with.

CONVERSION ADS are more general.  Simply, you tell Facebook what you want the ad to accomplish, and Facebook focuses on accomplishing that task for you.

Remember, as a Therapist – you want LEADS.  

Many Therapists want to skip to getting “paying clients” immediately.  This is a sure path to folly.  Here is why, based on years of statistics.  Therapy is too expensive to sell upon the first introduction to a new client.  You need to create a relationship with a potential client first, then ask them to pay you for services.  If an unlimited number of therapy sessions cost $25, then yes, you could advertise your therapy service directly.   However, your therapy service on average brings $80 to $200 per session.  PLUS, everyone knows that it takes multiple sessions to address mental health issues.  The average number of therapy sessions per client nationally is 12.  This means that the cost of therapy is actually on average $960 to $2400.  That is far too high of a price to ask from someone who has just met you.  The metaphor is this:  If you just meet someone and ask them to marry you, they will look at you like you’re crazy, run from you, and never entertain the thought of seeing you ever again.  If you meet the same person, engage with them in a way that they find meaningful, and instill in them the desire to meet with you again, that same person who ran from you may indeed marry you because you developed a relationship with them first.

Generating leads must be the core of your therapy practice’s marketing plan.  So, how much should a lead cost?

The answer to “how much should a lead cost” ranges.   As a therapist, a client generates somewhere between $960 and $2400 total on average.  So, let’s say your practice’s average client’s Lifetime Customer Value (LCV) is $1000.  Let’s say your office expenses per client session is approximately $20.  Let’s say your fee is $100.  That’s 10 sessions, with a cost to you of $200.  You make $1000, so now you have $800 left.  You certainly don’t want to spend $800 on advertising to get a new client on average.  That would be break even.  But if you spend $400 on advertising per new client, you are making $400 profit per client.  

So, to make your business profitable in a way that you feel great about, aim to spend only $200 to acquire a new client.   A well-constructed marketing funnel will convert approximately 10% to 40% of leads to paying clients.    So, to be conservative, if 10% of your leads become clients, AND you want to spend approximately $200 to get a new client, then you can spend 10% of $200 on each lead.  That means paying $20 per lead for 10 leads will on average produce 1 to 4 new clients.

Now that you know how much you are willing to spend per lead, it’s time to generate some leads for you!  


Create Campaign

Click “Create” in the “Campaigns” tab

Enter a name for the campaign

Keep “Buying Type” set to “Auction”

Select “Lead Generation” from the “Campaign Objective” drop down menu.

Create Ad Set 

Create Ad

Create a facebook lead form


Click “Create” in the “Campaigns” tab

Enter a name for the campaign

Keep “Buying Type” set to “Auction”

Select “Conversions” from the “Campaign Objective” drop down menu.

Create Ad Set 

Create Ad

You will need:

Facebook Page

URL of your “lead” page

An Image or Video

Text – remember your call to action – it’s best to start with “CLICK to…”  Then a quick description of what you are offering – in this instance, a question answered.  “CLICK to get questions about anxiety answered by me.” 

Your ad most definitely qualifies as an “advertisement”.  You must include:

  1. Your name as it is registered with your Licensing Board
  2. Your license or registration number
  3. Your complete title or abbreviation acceptable by your board


Think of every campaign you create as a “test”.  You want to see what works about the campaign, and what can be improved.

The pertinent data you want to review is how much you are paying per lead.  If you are paying more than your optimal cost per lead that you calculated, then look to see how you might improve your “Marketing Funnel”.  

You probably noticed Facebook provides an enormous amount of feedback to you.  There are probably over 100 data points that Facebook will give you to analyze.

Here is the SECRET to how to use just a few data points to see exactly where you can improve the performance of your funnel:

Your funnel is made up of the following pieces:

  1. Ad
  2. Sales page
  3. Thank you page

So, the first thing you can check is to see how many people are clicking on your ad. You want to identify the “Click Through Rate” – “Click Through Rate” is how many people “click” on your ad after viewing it.  

Here is where many marketing gurus go wrong and tell you that a “successful” ad requires at least a 2% Click Through Rate (CTR).  

This is flatly untrue.  I’ve had .5% CTR that resulted in campaigns that made me 3 times my ad spend in revenue.   3x is very good.  Does .5% mean there is room for me to improve?  Sure!  Yet, in our tests, often improving the .5% to 1% or 2% results in a reduction of sales.   Here’s how to think about this to understand why this happens:

Let’s again assume the case where you have a .5% CTR producing 3 times what you spend in advertising.  So you are spending $10 and making $30.  

Logically, you say to yourself, “.5% is doing great, what if I can get it up to 2%?”  2% is completely doable – so working to improve .5% to 2% makes sense.

You make some adjustments, now you’ve got 1.5% CTR but your return on ad spend drops to 2x (you spend $1 and make $2).

How did a better CTR create less revenue?

Well, simply put, you have attracted MORE of the WRONG PEOPLE. 

So, let’s go back.

You wanted to improve your .5% CTR.  So you started with the most effective element in creating a change in how an Ad performs – the IMAGE.  Image ALWAYS makes the biggest difference.  Second is the text of the ad, and tied for Second place is the HEADLINE of the ad.

So you changed your image.  Now more people are clicking through simply because the image appeals to more people – yet, you are spending more on ads (more people are clicking through) but ultimately making the same profit.  This is because your buyers have now been joined by more “window shoppers”.  

This applies for changes in text as well.  To make it clear, if you wrote “FREE SERVICES” as your text, you would get mostly people who cannot afford to pay for services.  Now your .5% CTR goes up to 5% CTR – but you generate 1x (every dollar you spend in advertising results in a dollar of revenue – break even).  This is because you are asking for people who don’t want to pay for services to click on your ad.

Ultimately, in this hypothetical scenario, .5% CTR is the most profitable CTR – even though the “gurus” will tell you that you need 1% to 2% CTR.

Now, let’s assume the opposite scenario.

You have a .5% CTR and you have a 1x return on ad spend (you spend a dollar in advertising and get a dollar in revenue – break even).  You want to improve the return.

You can do two things. 

Edit Your Sales Page

The first way of improving the return on your ad spend is to improve the message on your “Sales Page”.  In your case, your sales page is your offer of answering a question for your prospective client.  You have images, theme colors, layouts, text and call-to-action buttons on your page.  Begin by changing the images.  See how that affects your return on ad spend.   Next try changing the text of the offer, maybe you can simplify, maybe you have to explain more.  

Edit Your Ad

The second way of improving the return on your ad spend is to improve your Click Through Rate (CTR), as we demonstrated in the example above.  We previously used an example in which an improvement of CTR resulted in less revenue being generated.  However, in many cases an increase in CTR DOES ACTUALLY RESULT IN AN INCREASE OF REVENUE.

Since CTR is a direct result of Audience Targeting and the Ad Message, we begin by making changes to the Ad.

So, begin by changing your Ad’s image and watch how the performance of the Ad changes at the end of 2 or 3 days.

If you haven’t gotten the improvement you are seeking, change the text next.  

In summary, your initial advertising is simply testing different ad images and text, as well as testing different “sales text” on your landing page.  “Give away” the answer to a potential client’s question.  Then, use that opportunity to develop a business relationship with that person.