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Facebook Ads for Massage Therapists: Best Practices & Ideas

Social media has proven to be one of the most effective ways to market small businesses, including massage businesses. With instant access to billions of people around the world, social media should be part of your marketing strategy. Facebook ads for massage therapists can be an easy way to grow clientele fast.

Facebook ads are still a great advertising method for massage therapists

You may have heard that Facebook is on its way out. It’s really not. 

It’s true that teenagers are spending their time on Tiktok and Instagram, but you’re not marketing your services to kids. You’re marketing your services to their parents and grandparents. Those generations are primarily using Facebook (and half their kids are using it too). 

People are using Facebook to participate in groups and find details on local businesses. In fact, 1.6 billion people are connected to small businesses on Facebook according to the latest stats

Plus, since Facebook owns Instagram, when you create a Facebook ad, you can post it on both platforms automatically. This allows your ad to get in front of more people on the social media platforms they use.

If you use ClinicSense, which is an official booking partner of Facebook and Instagram, your ads will perform better. Your followers can book appointments directly on your Facebook page.

Facebook ads for massage therapists work well because you can choose your audience based on location, demographics and interests. This means, that only people likely to be interested in your services will see your ad. You don’t get that type of specificity and reach from many other marketing avenues.

Massage grand opening ad

How it works

If you don’t already have a business Facebook page, do that first. If you need help creating a Facebook business page, check out these step-by-step instructions.

Posting regularly on Facebook is a great way to grow your following. If you commit to posting consistently on this platform, you can get in front of a lot of people. This will help you start building relationships with your followers. 

However, if you want to boost your posts and get your post seen by more people, Facebook Ads are the way to go. 

Here’s how to do it. Use the ad management tool, Ads Manager, to create and submit Facebook Ads for your massage business. You’ll then be prompted to do the following steps:

1. Choose a marketing objective. There are a variety of different objectives to choose from including things like brand awareness, engagement and conversion.

2. Choose your audience. You can target people by location, demographics, interests, behavior, and connections.

3. Decide where to run your ad. You can choose where you want your ad to show up, or let Facebook (now known as Meta) decide the best place for it.

4. Select your budget. Choose either a daily or a total budget for your ad, as well as the amount of time you want to run your ad.

5. Pick a format. You can choose from options like photo, video, stories, messenger, and carousel.

How much do Facebook ads cost?

You get to choose your own budget.

You have two choices when choosing a budget for your ad.

1. Lifetime budget

2. Daily budget 

This means you can choose how much you're willing to spend a day OR how much you're willing to spend on the entire campaign.

If you’re running multiple ads, you can also set a spending limit on your entire account or on specific campaigns.

The length of time you choose will significantly impact how much the ad costs and how effective it is. It could take a couple days for the algorithm to work its magic and get your massage ad in front of the right people. Factor that in when choosing a length of time to run your ad. It’s recommended to run your ad for at least 3 or 4 days. Otherwise, your money may be spent before finding the right people. 

For example, choose a $50 budget over 4-5 days. That money will not necessarily be spent evenly over those days. It’s likely the last few days may convert better than the first.

How to create successful Facebook ads for massage therapists

Knowing how to create a Facebook ad is not enough to create a successful campaign. Facebook ads for massage therapists have to be created very intentionally. You don’t want people to just see your ad, you want them to book an appointment.  

Here are some tips for creating a successful ad:

  • Pick ONE goal. Get clear on what the purpose of your ad is. Choose one goal and stick to it. Don’t clutter it with extraneous information and multiple to CTAs (Call-To-Action - the thing you want people to do).

    If your goal is to sell gift certificates, make your ad ALL about gift certificates. Link the ad to your online gift certificate sales page.

If your goal is to build brand awareness and be known as the go-to place for athletes, make your ad all about athletes. Link it to your online bookings.

Facebook ad for massage therapists

In this post, the goal is clear - sell Mother’s Day gift certificates... It’s all about Mom - Mom’s experience, and what Mom deserves. The little hearts are a nice touch and make the post easier to read by breaking up the text.

  • Choose your ideal target market. When you choose an audience, imagine your ideal client in detail. How old are they? Where do they live? What are they into?

Let’s say your ideal client is a woman, in her 40s, who is training for the marathon that is taking place in your neighborhood next month. Choose an audience that is: female, in your zip code, with an interest in running.

  • Have simple, clear copy. Copy refers to the words in your ad. Good ads have clear and concise copy. Your message should be easy to understand, to the point, and tell the reader exactly what you want them to do.

Ad copy can be broken down into 2 parts: What you want people to know, and what you want them to do.

Experts say 40-50 words are the optimal amount of characters for a Facebook post because that’s what readers can see at a glance. It’s ok to go longer, but the initial 40 characters should make people want to read the rest.

Massage envy ad

Massage Envy sums up its offer in just 4 words. What more do you need to know?

  • Use good images and don’t shy away from video. Your ad has to grab someone’s attention and “stop the scroll.” The best way to do that is with an image, so choose a quality photo that draws the eye.

Don’t be camera shy. Video is quickly becoming social media visitors' favorite thing to spend time on. A quick video introducing your brand, offering an interesting bit of education, or promoting a massage special may get more attention than you think.

  • Stay on brand. If your business has a set of values, a way of speaking, branded colors, or a feeling it tries to inspire, let that be reflected in your ad.

Put another way, your brand has a personality. That personality should show up in your Facebook ads. This will allow potential customers to get a feel for what you’re all about before they book an appointment. 

A few things you don’t want to do

Creating Facebook ads for massage therapists require adhering to a few rules. Facebook has guidelines to follow when creating ads. Most of them are things that are unethical or offensive, which, of course, you’d never do when promoting yourself as a massage therapist

With that said, there is no reason to go over the obvious things you shouldn’t do. However, there are a few things you might have to navigate around. If your ad isn’t performing well or is not showing up, it could be due to you not following all the guidelines.

Here are a couple things to avoid.

  • Don’t assume you know how someone thinks or feels. Assuming personal attributes is against the rules.

You CAN’T say,  “Are you suffering from constant back pain? We can help!”

You CAN say, “We help people with chronic back pain. Schedule an appointment today!”

You CAN’T say, “Do you suffer from anxiety or depression? Massage has been proven to relieve these ailments.”

You CAN say, “Did you know studies have proved massage to relieve the symptoms of anxiety and depression?”

Facebook ads for massage therapists

Krielle Wellness Spa does a great job of taking advantage of Facebook reviews and repurposing them as posts to advertise their business.

  • Don’t make promises. Misleading claims are against the rules.

Wellness providers are not allowed to allude to a guaranteed result. Making claims that you can cure people with specific ailments or in a specific amount of time gives people false hope. The truth is, people, respond differently to treatment.

You CAN’T say, “Your back pain will be gone in an hour!”

You CAN say, “Studies show an hour massage can reduce pain, calm the nervous system and improve mood.”

You CAN’T say, “We can relieve your carpal tunnel in 3 sessions.”

You CAN promote a review of someone else stating they had those results.