Reach local patients
Show ads to people near [suburb] and nearby areas.
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.
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.
Send them to the website
Optimise for landing page views, not just clicks.
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.
| Month | Recommended ad budget | What it pays for | Why this matters |
|---|---|---|---|
| Month 1 | $25 AUD/day | Traffic 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 approved | Continue 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 approval | Use 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. 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 do, and what we need from you.
We will turn the approved topics into campaign creative. From the clinic, we only need clear shoot priorities, access, and approval details.
What we will do
These are the outputs Shoutout will prepare after the topics and assets are confirmed.
PhotoshootClinic trust assetsTeam, reception, treatment rooms, and patient comfort moments
Photo / video shootPriority service creativeShort clips and photos for [approved services]
CampaignWebsite traffic adsMeta ad creative that sends people to the website or booking page
OptionalSupport contentConservative page content if the clinic approves it
What we need from you
These are the decisions and details we need before production can move cleanly.
Client actionContent plan reviewReview the proposed content plan and let us know any changes, so we can lock in the shoot topics and guide
PhotoshootShoot date and accessConfirm the shoot date, team availability, and rooms we can capture
OptionalCompliance notesShare anything the clinic wants us to avoid or phrase carefully
Next step: confirm the approved topics, shoot date, and approval contact with your assigned account manager so we can prepare the shoot brief and campaign creative.