Shoutout Digital
3-month Meta ads content brief

[Clinic Name] patient enquiry plan.

A focused 3-month plan showing what we will create, what the ads will promote, and what we need from the clinic to produce it.

Clinic[Clinic Name]
Location[Suburb / City]
Timeline3 months
Main channelMeta ads
Campaign typeTraffic campaign
The goal

Bring qualified local patients closer to booking.

The campaign is designed to bring people from Meta to the website, then use the data to improve the ads month by month.

1

Reach local patients

Show ads to people near [suburb] and nearby areas.

2

Send them to the website

Optimise for landing page views, not just clicks.

3

Improve from results

Use the data to adjust audiences, creative, and budget.

The plan

The plan is a Meta Traffic campaign optimised for landing page views.

We start with a controlled budget, test which audiences respond, then refine what gets more spend.

Core campaign

Paid ads

We run Facebook and Instagram ads to people near the clinic and send them to the website.

  • Campaign type: Traffic
  • Optimisation: Landing Page Views
  • Budget setup: Campaign Budget Optimisation
Support layerOptional

Optional support

If approved, we can add light support content so the clinic page feels active when people click through from ads.

  • Not required to launch the ads
  • Can be conservative or skipped
  • Used only with clinic approval
In plain English: we are paying Meta to find the people most likely to visit the website, then using the first month of data to improve the next two months.
The 3-month calendar

The simple 3-month rollout.

This is the high-level version. The full calendar is there if you want to inspect the details.

Month 1

Test

Ad focus

Traffic campaign optimised for landing page views.

We watch

Which audiences and ads bring better website visitors.

Decision

Keep, pause, or improve early creative.

Month 2

Improve

Ad focus

Continue traffic campaign with stronger audiences and creative variations.

We watch

Landing page views, website visits, enquiries, and booking intent.

Decision

Stay at $25/day or scale if approved.

Month 3

Recommend

Ad focus

Push the best-performing creative and recommend the next campaign move.

We watch

Enquiry quality, booking intent, and whether retargeting or leads make sense.

Decision

Scale, retarget, or test a lead campaign.

Budget

Start at $25 AUD/day, then review before scaling.

The ad budget is paid directly to Meta. We start controlled, learn from the data, then only increase spend after approval.

MonthRecommended ad budgetWhat it pays forWhy this matters
Month 1$25 AUD/dayTraffic campaign optimised for landing page views. Test audiences and creatives.Shows which audience and message brings better website visitors.
Month 2Review before scaling$25 AUD/day, or increase if approvedContinue the traffic campaign and prioritise stronger audiences and creatives.Lets Meta push more spend toward what is working.
Month 3$25 AUD/day, or increase after approvalUse the best-performing creative and recommend whether to scale, retarget, or test leads.Spend is guided by website visits, landing page views, enquiries, and booking intent.
What CBO means: Campaign Budget Optimisation lets Meta automatically move more budget toward the audience or ad getting better landing page views. Our usual starting budget is $25 AUD/day. Higher budgets, such as $50 AUD/day, can be used only after approval or when performance data supports scaling.
What we need from you

The shoot inputs we need before launch.

The clinic does not need to manage the campaign. We just need the topics, access, and visuals so we can build the ads properly.

1. Shoot topics

Team, clinic, treatment rooms, reception, and simple service videos/photos.

2. Account access

Meta Business Suite, ad account, Facebook, Instagram, and website/booking links.

3. Priority services

The treatments we should feature first, such as check-ups, implants, whitening, or Invisalign.

4. Approval contact

One person who can confirm edits, budget, and launch timing.

5. Compliance preferences

Anything the clinic wants us to avoid.

Then we turn it into ads

Campaign setup, ad creative, reporting, and month-by-month recommendations.

Content production brief

Here is what we will create, and what we need to capture.

We confirm the topics first, capture the right clinic assets, then turn them into ad creative and the 3-month campaign calendar.

Clinic trust assetsTeam, reception, treatment rooms, and patient comfort moments
Priority service creativeShort clips and photos for [approved services]
Website traffic adsMeta ad creative that sends people to the website or booking page
Optional support contentOptional: conservative page content if the clinic approves it
Shoot topics to captureDentist intro, clinic walkthrough, service explainers, and reassurance clips
Client actionConfirm topics and shoot date with your assigned account manager

Next step: please confirm the approved content topics, shoot date, and any requested edits with your assigned account manager so we can prepare the shoot brief and campaign creative.