June 20, 2025 • 19 mins
Meta advertising isn't dead—it's evolved, and chiropractors who understand these changes can still dominate their local markets. The platform has shifted dramatically toward AI-powered campaign structures, requiring a fundamental rethinking of how we approach Facebook and Instagram marketing for healthcare practices.
The most significant change is the transition to Advantage Plus (formerly known as CBO) and the reduced effectiveness of manual targeting. Meta's AI now reads your ad copy to determine audience targeting—when you specifically mention "moms with back pain" or "men with sciatica," the platform uses these keywords alongside its vast data collection (175 points per user!) to find your ideal patients. This means crafting the right message has become more important than trying to nail down the perfect audience targeting.
Short-form video has reclaimed its crown as the most effective content format. Patient testimonials, adjustment demonstrations, and direct-to-camera talks addressing specific pain points perform exceptionally well when kept under 60 seconds. The first three seconds are crucial—you need a powerful hook to stop scrollers, along with captions and a clear call to action. For maximum effectiveness, run 3-5 short videos under one ad set and let Meta optimize delivery automatically.
The quality of your leads depends heavily on your offer clarity. Vague promotions like "Come in for an exam" are being outperformed by specific, tangible offers: "$99 new patient special: exam, digital posture scan, and report of findings." The platform now offers a combined approach—sending some prospects to lead forms and others to your landing page based on their behavior patterns, giving you leads from both quick-action takers and those who need more information.
For established advertisers, retargeting has become 2025's gold mine. After running ads for a while, focus on warm traffic—people who have watched your videos, engaged with your content, or visited your website. These audiences convert at significantly higher rates when approached with testimonials and educational content that builds on their existing awareness of your practice.
Ready to see better results from your Meta ads? Turn on Advantage Plus, create scroll-stopping videos with clear offers, and focus on crafting messages that resonate rather than chasing the perfect audience settings. Subscribe to our podcast for next week's episode on converting these leads into long-term patients through SMS and email automation.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Meta ads aren't dead.
They've just evolved.
If your ad results have droppedor your leads aren't converting
, you're not alone, but you'realso not out of options.
Today, I'm giving you the 2025meta ads update what's changed
in the platform, what's workingnow and how to keep your ad
strategy dialed in so you staybooked and busy.
(00:23):
Welcome to another episode ofMarketing 101 for you,
chiropractors.
There's been a lot of changesand I just wanted to keep you
updated.
I know you're working hard totry and market your business and
I want to save you every pennyyou possibly can and maximize
your results.
That's what this is all about.
So here's the major changes andI want you to utilize these in
your ad strategies when you'removing forward.
(00:50):
Ai powered campaign structuresthat's where Meta is going with
all this.
I know AI is talked about allthe time.
All it means is they'reautomatically putting them into
your campaign structure.
So Meta is pushing advertisersinto Advantage Plus.
So just click that AdvantagePlus icon on the little slider
to blue.
It was formerly the CBO orcampaign budget optimization for
campaigns, but just put that on.
It's just going to help yourads.
It's going to help them get tothe right people faster.
(01:12):
It's going to help the learningphase faster.
It's helped to get you out ofthe learning phase and get you
more leads.
Honestly, that's the key thereon getting that all done.
So more reliance on Meta's,machine learning for audience
targeting and creative rotations, and then manual targeting
still works, but only afterenough data is collected, and I
think this is one of thisadvanced things that many of you
(01:34):
don't know is that when you'rerunning ads even like for me,
for eight years I've beenrunning them on my same account.
I've been running them, so Ihave a lot of audiences and a
lot of data that's been in there.
But for those of you that maybehave been doing it shorter time,
the key with an ad and this iswhy all the ads are losers
You're just not spending enoughmoney and some of you can't.
(01:54):
You need to put like six grandinto your first month, but, to
be honest, you need to get 250leads within 30 days.
Many of you are creating adsthat you're not setting the ad
budget to do that, and that'sthe key is once you hit that 250
lead mark, where they have 250data points of people that have
clicked and filled out your formor gone to your landing page
(02:14):
and filled out the form.
Now they have 250 data pointsof saying, okay, these are the
people, the types of people thatare interested in this ad copy
and ad.
Now that ad can really take off.
It's that 250 mark.
You'll see data results movefaster.
I've seen things in like 70leads, boom, and then it's out
(02:35):
of the learning phase and it's ahigh performing ad.
I've seen that very quickwithin three weeks.
So I've seen that the 250 isjust when you look up the data
on Meta's information pages andtheir tutorials.
That's where that number comesfrom.
But I've seen it in 70.
I've seen it in sooner.
The point of this is that we'rejust not putting enough.
When we put 40 bucks a daytowards an ad, we're probably
(02:56):
not going to hit that.
You would need what?
$10 leads for a day, leads fora day.
You'd get 40 in 10 days.
You would get 120 in 30 days.
See, you won't get to that 250mark, right?
80 still won't get to it.
You need to spend about ahundred dollars a day with $10
lead activation.
So I'm getting off track.
But anyways, ai poweredcampaigns use the advantage plus
(03:20):
when you're creating your adsfor that.
Audience targeting is lessmanual now.
So interests are more broad now.
So stacking niche targetingdoesn't work as well.
You may have seen this over thelast 12 months I have.
You can no longer stack anyniches or parents of toddlers,
(03:41):
parents of school age, parentsof kindergartners, parents of
high school students when you'retargeting you know pediatric
practice as one example.
It's just, it's too broad now.
So lookalike audiences are lesspowerful and less fed by high
quality custom audiences leadsfrom your CRM or website
visitors.
So you should be putting yourMetapixel on your main homepage,
(04:04):
on your main website.
This will just show the type ofpeople that are going to and
Meta is going to take that dataand say, oh, 44-year-old female.
Oh, 49-year-old male.
Oh, 46-year-old female, oh,39-year-old female and in way
more data points.
They actually take 175 datapoints from that person who
clicks.
Can you believe it?
175 data points from thatperson who clicks.
(04:27):
Can you believe it?
Geo-targeting, target, location, activity, age, email.
They're taking where they areproximity.
It's crazy the data points thatthey get on that.
But anyways, I'm getting offtrack.
So lookalike audiences are lesspowerful.
(04:57):
You need your leads from yourCRM or from your data list,
uploading this list of emailsfrom your EHR right into your
ads manager, putting it in thereand saying listen, this is the
people that have come to me andspent money.
These are the best.
Now what Meta will do is seethe emails that are actually
profiles.
It may be a small percentage ofthem, but then they'll be like
oh, these are linked to thesetypes of profiles.
Now the data points go to thethousands for those people.
Now you're getting just waybetter.
So focus on custom audiences,first-party data and retargeting
warm traffic.
(05:17):
So landing page views, videoviews, instagram engagers
retargeting them, which is justthe retargeting option on your
ads there as well.
Privacy and attribution windowswe can talk about that.
Aggravated event measurementsso AM still in place for iOS 14,
(05:39):
those rules that came out threeyears ago.
Remember they changedeverything and then click
funnels got nailed because theywere just taking data.
So those are still there.
The 2025 updates and there'smore restrictions is the one day
click default attribution fornew advertisers.
So if you're creating a new adaccount, it's even more painful
to get rolling, so you can'thave any click defaults on there
(06:02):
.
It's just going to take youlonger to create an ad and get
out of the learning phase.
That's a problem.
So if optimizing for app eventswhich many of you are not you
must specify your pixel, so yougot to connect a pixel to that.
99% of you are not doing that.
You don't have any app eventsfor that.
Delayed reporting Metarecommends waiting 72 hours
before judging ad performance,so don't make any guesses within
(06:25):
the first three days.
Just kind of let the datareporting go, which is actually
better than what they used torecommend before with the seven
day window.
So the AI is getting faster.
That's why that tells me.
So about three days to get somedata and give the pixel and and
your ad campaign a chance tolearn what's going on, who
they're targeting.
That's really important as well.
(06:45):
They're best practices forchiropractors.
Now this is where we're goingto get into some great stuff on
this podcast High value offersthat convert In 2025, vague ads
is pretty much going to bewasted spend.
Your ad copy should be longerand you should have clear,
tangible offers.
$99, new patient special exam,digital posture scan and report
(07:08):
of findings.
Come on in exam digital posturescan and report findings.
Come on in test exclusivelybased angles.
Looking for 15 moms.
Looking for 15 women.
Looking for 15 men with discherniations.
Looking for in Pittsburgh whowant to ditch back pain and get
their energy back.
See what we're doing there.
We're now targeting that.
(07:29):
The AI that we're talking aboutin meta is reading your ad copy.
It's reading it and saying, oh,they literally said moms, they
literally said parents, theyliterally said men, they
literally said women looking toshred or get slimmer.
It's reading it and say, okay,we're going to send this to who
(07:50):
we think women who are lookingto get slimmer.
And how do they do that?
Everything that they click onAmazon, from compression
garments to protein shakes, toprotein shakers, to blenders,
juice blenders, diet, anythingrelated, diet supplements, I
mean.
Now they're targeting them.
They're literally doing it foryou.
So your ad copy plays a biggerrole and you'll get better leads
(08:14):
from this as well.
So the short hey, come on infor a $49 exam.
Click here below.
Not going to work.
Short form video is king.
Reels first, content converts.
So what I want you to think ispatient testimonials,
adjustments, fast paced.
You know, make sure you'reHIPAA compliant.
(08:39):
You have a video release formsigned, you talking directly to
the camera.
If you tried everything fromneck pain to this, blah, blah,
blah, blah, blah.
That's a great starter for it.
Use captions and hooks in thefirst three seconds and add a
call to action at the end.
Click below book.
Now do this.
Now take one of the 15 spotsavailable and then a pro tip is
run three to five short videosunder one ad set and let meta
(08:59):
optimize delivery.
I think I've told you that,guys, about a year ago.
That's still the best way.
So short form video.
If you're paying attention, youcan see the bouncing of this
bouncy ball with meta.
Right, it was long form videoabout eight months ago.
We are now back to short formvideo.
So if you're not staying upwith the times, it's not a bad
(09:21):
thing.
You're running ads you're doingwell.
It's still a great platform.
The cost is going up per click.
The $9 leads are gone.
You're never going to get thoseagain, but we're trying to stay
and optimize as much as we canto get more leads.
Right, the whole point isgetting more leads so we can
convert them into more newpatients.
That's always the call there.
So we went from long form video.
We're back to short form video,which means under 60 seconds.
(09:43):
Copy still matters.
Your ad copy still matters.
Now, I gave you advice.
This was probably over sixmonths, probably end of 2024.
Use chat GPT.
Well, I think now using chatGPT is going to hurt you on your
ad copy, the emojis, thehyphens, the dashes.
Ai is picking it up.
(10:04):
It knows that that's not truecopy.
It's not hurting you becauseyou're using chat GPT not so
much, but it knows it's notorganic copy.
It's considered copy.
It's considered just you'recopying other copies, you're
just copying and pasting, andthat, I think, is what's hurting
you.
It's not organic, it's not real.
You're not telling yourself,differentiating, that you're a
unique business.
(10:24):
It thinks you're maybe like afranchise model or something
along those lines and you'retargeting and zoning in in one
location, which makes it odd.
Right?
Why would a franchise target inon one location when they think
you're a franchise and you'renot?
So I don't know if I understandit completely, but I think
what's happening is AI generatedad copy.
Change it a little bit.
Don't just go to chat, copy andpaste.
(10:44):
Change it a little bit.
Change the sentences a littlebit, make it more.
You see if that helps a littlebit there.
Long form still works, but hookand scroll stoppers are
everything.
That's the whole point.
The first three seconds has gotto be a hook, both in the ad
copy and in the video.
And then the scroll stopper gotto be doing something on the
camera.
That is not illegal.
That stops people to watch thevideo.
(11:06):
Okay, so use questions stilldealing with sciatica every
morning video.
Okay, so use questions stilldealing with sciatica every
morning.
Boom, that's how I would startthe video.
Add emojis sparingly Uh, I wouldsay kind of get rid of them.
Break up text for mobilereaders.
So definitely space this out alittle bit.
Uh, space out the paragraphs.
Have more paragraphs.
Don't have this long copy, justconsistent, like Instagram
(11:28):
automatically does that itdoesn't matter how many enters
you put in there, andautomatically bunches it all
together on purpose because theyhave they have space.
It's all about spacing andscrolling.
Always close with a clear callto action Tap learn more to book
your $99 exam before spots fillup.
Book now to secure your one of15 spots, whatever it is.
(11:49):
Use that type of stuff in there.
Use lead forms and landing pages.
There's a new thing when you gointo the ad sets, when you
create your campaigns, is howwould you like to?
Would you like to send them toa website?
Would you like to use leadforms?
There's now a new option sayingwebsite and lead forms.
I'm using it right now for allmy ads and then meta will
(12:10):
determine whether we send themto the website or whether this
person is going to be more of aform filler.
The form filler is still outplaying the landing page because
most people auto fill the formsand meta still sees as a quick
turnaround for a lead capture.
So they are showing the formsmore, but they're also getting
some of them automatically goingto your landing page as well.
(12:30):
So you're doing an automatictest there and even if it's
70-30, you're still gettingleads coming from both
directions.
So people who are readers anddetail-oriented are getting sent
to your landing page.
Great for them.
More copy, more stuff to read,more videos to click on and
learn more before they make ittake action.
And the other tire kickers areall going to your uh form and
(12:51):
filling it out and you'redealing with the same hassles.
But in those tire kickersyou're catching some new
patients out of it, which is thewhole point, right.
So we're minimizing 100 leadscoming in all from the form and
maybe you're getting 65 and then35 coming in from the landing
page and then you can kind ofsplit test and see when you
don't split test anything.
You just look at the data andsee which ones are coming in
from where and invest more timeand effort into better landing
(13:14):
pages or continue doing forms.
It's a great way to do that.
So the native lead firmsconvert cold traffic well, so
that's the whole point of it.
So we're trying to take coldtraffic fast load, mobile
friendly, but for better quality.
We want to test landing pageswith calendar embeds, like high
level and click funnels.
You want to put your actualbook appointment calendar in
(13:37):
there and see if you can getappointments booked through your
landing page.
That's a great way as well.
Retarget strategically.
So 2025's gold mine is actuallywarm traffic.
So after running ads for awhile, you can then retarget.
Retarget people who havewatched 50 to 75% of the video
(13:58):
length.
Retarget them in your next ad.
Instagram engagers want toretarget them all the time.
Website visitors over the last30 days retarget them as well.
Use testimonials and factsvideos for retargeting content
as well.
They've seen your ad.
They've gone to your landingpage.
They may be not converted andbooked an appointment.
You're going to retarget themwith more value, more
(14:19):
information about the stuff thatyou're sending about them, so
maybe sending them to adifferent landing page now with
more videos that they can watchabout sciatica, migraines, neck
pain, whatever it is shockwave,whatever it is that you do in
your office.
And then you're always testingcreatives.
That's nothing new.
Test them monthly.
Keep the winner video.
When you do the four videos orthe four ads that we talked
(14:41):
about, you'll have one that justruns away with it.
It will have 80% of the adspend 80% of the impressions and
80% of the leads that aregenerated.
You're going to keep thatwinner and you may test.
Maybe keep number two as welland then change out number three
and four and test them against.
Create a new ad, duplicate it.
Keep the winner, bring anothertwo different videos, test it
(15:02):
there and see if this winnerkeeps going.
That's a great way.
It refreshes your ad, resetsthe learning phase and if you're
retargeting, you speed rightthrough the learning phase on
that as well and then set arecurring reminder to refresh.
One new video, one new hookline heading, one variation of
your best performing ad.
That's just the natural routineto go through.
(15:26):
Agencies are not doing this foryou.
By the way.
Just so you know, everything Itell you on this podcast is out
of it, used to.
Three years ago, it started outof frustration.
I created this podcast out offrustration.
As a CEO and chiropractormyself, I was like I wish there
was somebody out there to do itall.
There isn't, there isn't.
You can hire five differentcompanies to do it, but then
there goes your marketing budget.
(15:47):
So they're not doing this foryou.
They will run the ads and aslong as they're getting leads,
they'll run those ads.
I had the last company we useda year ago.
They ran our red light ads theexact same ads for nine months.
Nothing changed, not even oneword.
I was like I think, if youchange it a little bit anyways,
whatever, I'm getting out ofcontrol.
What to focus on going forwardwith your ads?
(16:10):
Prioritize creative qualityover targeting complexities.
So don't take everything I saidtoday and make it complex.
Just keep doing what you'redoing.
Turn on the advantage plus andlet it do its thing and get the
leads.
Don't quit.
Get leads.
You got to get the data.
Shift the mindset from find theright audience to create the
right message.
You're going to lose your mindon the find the right audience I
(16:33):
have.
I'm now crazy.
I'm a crazy person, man.
I'm absolutely crazy trying tofind the right audience.
It's not going to happen.
Create the right message that'swhere you're going to be free
and relaxed.
And nervous system regulationFinding the right audience,
nervous system dysregulationit's going to be out of control.
Build and use your own firstparty data email lists, web
(16:57):
traffic, past patient data youcan literally upload your
patient list into meta.
Track beyond meta, use GoogleAnalytics, your CRM, your ROAS
dashboards.
Use all this stuff to helpteach the machine.
You can't manage what you don'tmeasure.
Meta will get people to yourpage, but it's up to your
(17:19):
systems to convert them.
All right, I think that was agood point.
That's great.
That keeps you nice and updatedthere.
All right, I think that was agood pocket.
That's great.
That keeps you nice and updatedthere.
Meta is not what it was in 2020.
Just remember that.
But chiropractors who adapt canstill dominate.
Great, creative, clear offersand simple retargeting
strategies are what win in 2025.
(17:39):
If you need help building orimproving your ads, reach out.
I love this stuff.
I really do.
I'm actually pretty full withclients.
I'm at that point.
I never thought I would do that, but I am.
But I still love helping youguys.
I really do, and if you know meand you email me.
It's because you've gotten anin with me.
So next week we'll talk abouthow to turn those ad leads into
(18:01):
long-term patients using SMS andemail automations.
Again, the AI is out of control.
Now it's gotten a lot better.
You guys are going to get somegreat results from that.
So keep tuning in, keep doingwhat you're doing.
We need you, your communityneeds you.
Have a great week.
Meta ads aren't dead.
They've just evolved.
If your ad results have droppedor your leads aren't converting
, you're not alone, but you'realso not out of options.
Today, I'm giving you the 2025meta ads update what's changed
in the platform, what's workingnow and how to keep your ad
strategy dialed in so you staybooked and busy.
(00:23):
Welcome to another episode ofMarketing 101 for you,
chiropractors.
There's been a lot of changesand I just wanted to keep you
updated.
I know you're working hard totry and market your business and
I want to save you every pennyyou possibly can and maximize
your results.
That's what this is all about.
So here's the major changes andI want you to utilize these in
your ad strategies when you'removing forward.
(00:50):
Ai powered campaign structuresthat's where Meta is going with
all this.
I know AI is talked about allthe time.
All it means is they'reautomatically putting them into
your campaign structure.
So Meta is pushing advertisersinto Advantage Plus.
So just click that AdvantagePlus icon on the little slider
to blue.
It was formerly the CBO orcampaign budget optimization for
campaigns, but just put that on.
It's just going to help yourads.
It's going to help them get tothe right people faster.
(01:12):
It's going to help the learningphase faster.
It's helped to get you out ofthe learning phase and get you
more leads.
Honestly, that's the key thereon getting that all done.
So more reliance on Meta's,machine learning for audience
targeting and creative rotations, and then manual targeting
still works, but only afterenough data is collected, and I
think this is one of thisadvanced things that many of you
(01:34):
don't know is that when you'rerunning ads even like for me,
for eight years I've beenrunning them on my same account.
I've been running them, so Ihave a lot of audiences and a
lot of data that's been in there.
But for those of you that maybehave been doing it shorter time,
the key with an ad and this iswhy all the ads are losers
You're just not spending enoughmoney and some of you can't.
(01:54):
You need to put like six grandinto your first month, but, to
be honest, you need to get 250leads within 30 days.
Many of you are creating adsthat you're not setting the ad
budget to do that, and that'sthe key is once you hit that 250
lead mark, where they have 250data points of people that have
clicked and filled out your formor gone to your landing page
(02:14):
and filled out the form.
Now they have 250 data pointsof saying, okay, these are the
people, the types of people thatare interested in this ad copy
and ad.
Now that ad can really take off.
It's that 250 mark.
You'll see data results movefaster.
I've seen things in like 70leads, boom, and then it's out
(02:35):
of the learning phase and it's ahigh performing ad.
I've seen that very quickwithin three weeks.
So I've seen that the 250 isjust when you look up the data
on Meta's information pages andtheir tutorials.
That's where that number comesfrom.
But I've seen it in 70.
I've seen it in sooner.
The point of this is that we'rejust not putting enough.
When we put 40 bucks a daytowards an ad, we're probably
(02:56):
not going to hit that.
You would need what?
$10 leads for a day, leads fora day.
You'd get 40 in 10 days.
You would get 120 in 30 days.
See, you won't get to that 250mark, right?
80 still won't get to it.
You need to spend about ahundred dollars a day with $10
lead activation.
So I'm getting off track.
But anyways, ai poweredcampaigns use the advantage plus
(03:20):
when you're creating your adsfor that.
Audience targeting is lessmanual now.
So interests are more broad now.
So stacking niche targetingdoesn't work as well.
You may have seen this over thelast 12 months I have.
You can no longer stack anyniches or parents of toddlers,
(03:41):
parents of school age, parentsof kindergartners, parents of
high school students when you'retargeting you know pediatric
practice as one example.
It's just, it's too broad now.
So lookalike audiences are lesspowerful and less fed by high
quality custom audiences leadsfrom your CRM or website
visitors.
So you should be putting yourMetapixel on your main homepage,
(04:04):
on your main website.
This will just show the type ofpeople that are going to and
Meta is going to take that dataand say, oh, 44-year-old female.
Oh, 49-year-old male.
Oh, 46-year-old female, oh,39-year-old female and in way
more data points.
They actually take 175 datapoints from that person who
clicks.
Can you believe it?
175 data points from thatperson who clicks.
(04:27):
Can you believe it?
Geo-targeting, target, location, activity, age, email.
They're taking where they areproximity.
It's crazy the data points thatthey get on that.
But anyways, I'm getting offtrack.
So lookalike audiences are lesspowerful.
(04:57):
You need your leads from yourCRM or from your data list,
uploading this list of emailsfrom your EHR right into your
ads manager, putting it in thereand saying listen, this is the
people that have come to me andspent money.
These are the best.
Now what Meta will do is seethe emails that are actually
profiles.
It may be a small percentage ofthem, but then they'll be like
oh, these are linked to thesetypes of profiles.
Now the data points go to thethousands for those people.
Now you're getting just waybetter.
So focus on custom audiences,first-party data and retargeting
warm traffic.
(05:17):
So landing page views, videoviews, instagram engagers
retargeting them, which is justthe retargeting option on your
ads there as well.
Privacy and attribution windowswe can talk about that.
Aggravated event measurementsso AM still in place for iOS 14,
(05:39):
those rules that came out threeyears ago.
Remember they changedeverything and then click
funnels got nailed because theywere just taking data.
So those are still there.
The 2025 updates and there'smore restrictions is the one day
click default attribution fornew advertisers.
So if you're creating a new adaccount, it's even more painful
to get rolling, so you can'thave any click defaults on there
(06:02):
.
It's just going to take youlonger to create an ad and get
out of the learning phase.
That's a problem.
So if optimizing for app eventswhich many of you are not you
must specify your pixel, so yougot to connect a pixel to that.
99% of you are not doing that.
You don't have any app eventsfor that.
Delayed reporting Metarecommends waiting 72 hours
before judging ad performance,so don't make any guesses within
(06:25):
the first three days.
Just kind of let the datareporting go, which is actually
better than what they used torecommend before with the seven
day window.
So the AI is getting faster.
That's why that tells me.
So about three days to get somedata and give the pixel and and
your ad campaign a chance tolearn what's going on, who
they're targeting.
That's really important as well.
(06:45):
They're best practices forchiropractors.
Now this is where we're goingto get into some great stuff on
this podcast High value offersthat convert In 2025, vague ads
is pretty much going to bewasted spend.
Your ad copy should be longerand you should have clear,
tangible offers.
$99, new patient special exam,digital posture scan and report
(07:08):
of findings.
Come on in exam digital posturescan and report findings.
Come on in test exclusivelybased angles.
Looking for 15 moms.
Looking for 15 women.
Looking for 15 men with discherniations.
Looking for in Pittsburgh whowant to ditch back pain and get
their energy back.
See what we're doing there.
We're now targeting that.
(07:29):
The AI that we're talking aboutin meta is reading your ad copy.
It's reading it and saying, oh,they literally said moms, they
literally said parents, theyliterally said men, they
literally said women looking toshred or get slimmer.
It's reading it and say, okay,we're going to send this to who
(07:50):
we think women who are lookingto get slimmer.
And how do they do that?
Everything that they click onAmazon, from compression
garments to protein shakes, toprotein shakers, to blenders,
juice blenders, diet, anythingrelated, diet supplements, I
mean.
Now they're targeting them.
They're literally doing it foryou.
So your ad copy plays a biggerrole and you'll get better leads
(08:14):
from this as well.
So the short hey, come on infor a $49 exam.
Click here below.
Not going to work.
Short form video is king.
Reels first, content converts.
So what I want you to think ispatient testimonials,
adjustments, fast paced.
You know, make sure you'reHIPAA compliant.
(08:39):
You have a video release formsigned, you talking directly to
the camera.
If you tried everything fromneck pain to this, blah, blah,
blah, blah, blah.
That's a great starter for it.
Use captions and hooks in thefirst three seconds and add a
call to action at the end.
Click below book.
Now do this.
Now take one of the 15 spotsavailable and then a pro tip is
run three to five short videosunder one ad set and let meta
(08:59):
optimize delivery.
I think I've told you that,guys, about a year ago.
That's still the best way.
So short form video.
If you're paying attention, youcan see the bouncing of this
bouncy ball with meta.
Right, it was long form videoabout eight months ago.
We are now back to short formvideo.
So if you're not staying upwith the times, it's not a bad
(09:21):
thing.
You're running ads you're doingwell.
It's still a great platform.
The cost is going up per click.
The $9 leads are gone.
You're never going to get thoseagain, but we're trying to stay
and optimize as much as we canto get more leads.
Right, the whole point isgetting more leads so we can
convert them into more newpatients.
That's always the call there.
So we went from long form video.
We're back to short form video,which means under 60 seconds.
(09:43):
Copy still matters.
Your ad copy still matters.
Now, I gave you advice.
This was probably over sixmonths, probably end of 2024.
Use chat GPT.
Well, I think now using chatGPT is going to hurt you on your
ad copy, the emojis, thehyphens, the dashes.
Ai is picking it up.
(10:04):
It knows that that's not truecopy.
It's not hurting you becauseyou're using chat GPT not so
much, but it knows it's notorganic copy.
It's considered copy.
It's considered just you'recopying other copies, you're
just copying and pasting, andthat, I think, is what's hurting
you.
It's not organic, it's not real.
You're not telling yourself,differentiating, that you're a
unique business.
(10:24):
It thinks you're maybe like afranchise model or something
along those lines and you'retargeting and zoning in in one
location, which makes it odd.
Right?
Why would a franchise target inon one location when they think
you're a franchise and you'renot?
So I don't know if I understandit completely, but I think
what's happening is AI generatedad copy.
Change it a little bit.
Don't just go to chat, copy andpaste.
(10:44):
Change it a little bit.
Change the sentences a littlebit, make it more.
You see if that helps a littlebit there.
Long form still works, but hookand scroll stoppers are
everything.
That's the whole point.
The first three seconds has gotto be a hook, both in the ad
copy and in the video.
And then the scroll stopper gotto be doing something on the
camera.
That is not illegal.
That stops people to watch thevideo.
(11:06):
Okay, so use questions stilldealing with sciatica every
morning video.
Okay, so use questions stilldealing with sciatica every
morning.
Boom, that's how I would startthe video.
Add emojis sparingly Uh, I wouldsay kind of get rid of them.
Break up text for mobilereaders.
So definitely space this out alittle bit.
Uh, space out the paragraphs.
Have more paragraphs.
Don't have this long copy, justconsistent, like Instagram
(11:28):
automatically does that itdoesn't matter how many enters
you put in there, andautomatically bunches it all
together on purpose because theyhave they have space.
It's all about spacing andscrolling.
Always close with a clear callto action Tap learn more to book
your $99 exam before spots fillup.
Book now to secure your one of15 spots, whatever it is.
(11:49):
Use that type of stuff in there.
Use lead forms and landing pages.
There's a new thing when you gointo the ad sets, when you
create your campaigns, is howwould you like to?
Would you like to send them toa website?
Would you like to use leadforms?
There's now a new option sayingwebsite and lead forms.
I'm using it right now for allmy ads and then meta will
(12:10):
determine whether we send themto the website or whether this
person is going to be more of aform filler.
The form filler is still outplaying the landing page because
most people auto fill the formsand meta still sees as a quick
turnaround for a lead capture.
So they are showing the formsmore, but they're also getting
some of them automatically goingto your landing page as well.
(12:30):
So you're doing an automatictest there and even if it's
70-30, you're still gettingleads coming from both
directions.
So people who are readers anddetail-oriented are getting sent
to your landing page.
Great for them.
More copy, more stuff to read,more videos to click on and
learn more before they make ittake action.
And the other tire kickers areall going to your uh form and
(12:51):
filling it out and you'redealing with the same hassles.
But in those tire kickersyou're catching some new
patients out of it, which is thewhole point, right.
So we're minimizing 100 leadscoming in all from the form and
maybe you're getting 65 and then35 coming in from the landing
page and then you can kind ofsplit test and see when you
don't split test anything.
You just look at the data andsee which ones are coming in
from where and invest more timeand effort into better landing
(13:14):
pages or continue doing forms.
It's a great way to do that.
So the native lead firmsconvert cold traffic well, so
that's the whole point of it.
So we're trying to take coldtraffic fast load, mobile
friendly, but for better quality.
We want to test landing pageswith calendar embeds, like high
level and click funnels.
You want to put your actualbook appointment calendar in
(13:37):
there and see if you can getappointments booked through your
landing page.
That's a great way as well.
Retarget strategically.
So 2025's gold mine is actuallywarm traffic.
So after running ads for awhile, you can then retarget.
Retarget people who havewatched 50 to 75% of the video
(13:58):
length.
Retarget them in your next ad.
Instagram engagers want toretarget them all the time.
Website visitors over the last30 days retarget them as well.
Use testimonials and factsvideos for retargeting content
as well.
They've seen your ad.
They've gone to your landingpage.
They may be not converted andbooked an appointment.
You're going to retarget themwith more value, more
(14:19):
information about the stuff thatyou're sending about them, so
maybe sending them to adifferent landing page now with
more videos that they can watchabout sciatica, migraines, neck
pain, whatever it is shockwave,whatever it is that you do in
your office.
And then you're always testingcreatives.
That's nothing new.
Test them monthly.
Keep the winner video.
When you do the four videos orthe four ads that we talked
(14:41):
about, you'll have one that justruns away with it.
It will have 80% of the adspend 80% of the impressions and
80% of the leads that aregenerated.
You're going to keep thatwinner and you may test.
Maybe keep number two as welland then change out number three
and four and test them against.
Create a new ad, duplicate it.
Keep the winner, bring anothertwo different videos, test it
(15:02):
there and see if this winnerkeeps going.
That's a great way.
It refreshes your ad, resetsthe learning phase and if you're
retargeting, you speed rightthrough the learning phase on
that as well and then set arecurring reminder to refresh.
One new video, one new hookline heading, one variation of
your best performing ad.
That's just the natural routineto go through.
(15:26):
Agencies are not doing this foryou.
By the way.
Just so you know, everything Itell you on this podcast is out
of it, used to.
Three years ago, it started outof frustration.
I created this podcast out offrustration.
As a CEO and chiropractormyself, I was like I wish there
was somebody out there to do itall.
There isn't, there isn't.
You can hire five differentcompanies to do it, but then
there goes your marketing budget.
(15:47):
So they're not doing this foryou.
They will run the ads and aslong as they're getting leads,
they'll run those ads.
I had the last company we useda year ago.
They ran our red light ads theexact same ads for nine months.
Nothing changed, not even oneword.
I was like I think, if youchange it a little bit anyways,
whatever, I'm getting out ofcontrol.
What to focus on going forwardwith your ads?
(16:10):
Prioritize creative qualityover targeting complexities.
So don't take everything I saidtoday and make it complex.
Just keep doing what you'redoing.
Turn on the advantage plus andlet it do its thing and get the
leads.
Don't quit.
Get leads.
You got to get the data.
Shift the mindset from find theright audience to create the
right message.
You're going to lose your mindon the find the right audience I
(16:33):
have.
I'm now crazy.
I'm a crazy person, man.
I'm absolutely crazy trying tofind the right audience.
It's not going to happen.
Create the right message that'swhere you're going to be free
and relaxed.
And nervous system regulationFinding the right audience,
nervous system dysregulationit's going to be out of control.
Build and use your own firstparty data email lists, web
(16:57):
traffic, past patient data youcan literally upload your
patient list into meta.
Track beyond meta, use GoogleAnalytics, your CRM, your ROAS
dashboards.
Use all this stuff to helpteach the machine.
You can't manage what you don'tmeasure.
Meta will get people to yourpage, but it's up to your
(17:19):
systems to convert them.
All right, I think that was agood point.
That's great.
That keeps you nice and updatedthere.
All right, I think that was agood pocket.
That's great.
That keeps you nice and updatedthere.
Meta is not what it was in 2020.
Just remember that.
But chiropractors who adapt canstill dominate.
Great, creative, clear offersand simple retargeting
strategies are what win in 2025.
(17:39):
If you need help building orimproving your ads, reach out.
I love this stuff.
I really do.
I'm actually pretty full withclients.
I'm at that point.
I never thought I would do that, but I am.
But I still love helping youguys.
I really do, and if you know meand you email me.
It's because you've gotten anin with me.
So next week we'll talk abouthow to turn those ad leads into
(18:01):
long-term patients using SMS andemail automations.
Again, the AI is out of control.
Now it's gotten a lot better.
You guys are going to get somegreat results from that.
So keep tuning in, keep doingwhat you're doing.
We need you, your communityneeds you.
Have a great week.
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