Tips for optimizing Facebook advertising in 2025

Facebook advertising remains one of the most effective ways for DCs to attract new patients and retain existing ones.

However, with evolving algorithms, increased competition and shifting audience behaviors, optimizing your Facebook advertising strategy is crucial. Below are actionable tips tailored specifically for DCs looking to maximize their Facebook ad performance.

1. Understand your target audience

The foundation of a successful Facebook advertising campaign is a clear understanding of your audience. DCs typically serve individuals dealing with pain, facing mobility issues or seeking preventative care. Segment your audience by:

Demographics: Age, gender, location and income level

Pain points: Identify specific issues, such as back pain, neck pain or sports injuries

Interests and behaviors: Look for interests, such as wellness, fitness or complementary health practices

Use Facebook’s Audience Insights tool to refine your targeting and tailor your ads to resonate with potential patients.¹

2. Leverage video content

In 2025, video continues to dominate social media. You can use video ads to:

• Demonstrate techniques and adjustments
• Share patient success stories (with permission and signed HIPAA consent)
• Educate viewers on the benefits of chiropractic care

Keep videos concise, engaging and informative. Use captions to ensure accessibility for users who watch without sound. Short-form videos (15-30 seconds) perform particularly well in driving engagement.

3. Use retargeting campaigns

Retargeting is essential for converting users who have interacted with your content but haven’t booked an appointment. Set up campaigns to target:

• Visitors to your website or landing page
• Users who engaged with your Facebook or Instagram posts
• Individuals who started but didn’t complete the booking process

Pair retargeting ads with personalized messages or reminders to encourage action.²

4. Optimize for local search

Most of your patients come from your local community. Use Facebook’s geo-targeting options to focus your ads on:

• Specific ZIP codes or neighborhoods near your clinic
• Individuals within a certain radius of your practice

Include your location prominently in your ad copy and visuals. For instance, “Serving [City Name] Residents for More Than 10 Years” helps build trust and establish local relevance.

5. Incorporate patient testimonials

Social proof is powerful. Showcase positive reviews and testimonials from satisfied patients in your ads. Authentic stories build trust and credibility, encouraging potential patients to take action. Use quotes, short video interviews or before-and-after success stories to highlight your expertise. You can secure valid, written authorization by having patients sign two documents: a notice of privacy practices and a patient testimonial advertising form.³

6. Utilize lookalike audiences

Lookalike audiences help you reach new people who share characteristics with your existing patients. Upload your patient email list to Facebook, and the platform will identify users with similar demographics, interests and behaviors. This method expands your reach while maintaining your message’s relevance to new users who see it.⁴

7. Focus on mobile optimization

Most Facebook users access the platform via mobile devices. Ensure your ads are optimized for mobile by:

• Using vertical or square video formats
• Keeping text concise and easy to read
• Ensuring landing pages are mobile-friendly and load quickly

Test your ads on various devices to guarantee a seamless user experience.

8. Invest in Facebook Lead Ads

Facebook Lead Ads simplify the process for users to provide their contact information without leaving the platform. You can use these ads to:

• Schedule appointments
• Collect inquiries for free consultations
• Share newsletters or promotional content

Customize the form fields to gather essential details, such as name, email, phone number and preferred appointment times. Be aware that Facebook lead generation ads for healthcare services now require additional verifications. This ensures users’ sensitive information is handled securely.⁵

9. Run A/B tests

• Continuous testing is key to improving ad performance. Experiment with different:
• Headlines and calls to action
• Ad formats (carousel, video, image)

Targeting criteria and audience segments

Monitor important metrics, such as click-through rates (CTR), cost-per-click (CPC) and conversions to determine what resonates best with your audience.

10. Leverage AI and automation

In 2025, Facebook’s advertising platform heavily integrates artificial intelligence. Use AI-powered tools to:

• Automate ad placement and bidding
• Predict audience behaviors and preferences
• Generate dynamic ads tailored to individual users

These tools save time and improve efficiency while maximizing your return on investment (ROI).⁶

11. Analyze and adjust Facebook advertising campaigns

Consistently review your campaign performance using Facebook Ads Manager. Key metrics to monitor include:

Reach: Number of users who saw your ad

Engagement: Likes, comments, shares and clicks

Conversion rate: How many users completed a desired action

Use this data to identify successful strategies and adjust underperforming campaigns. Regularly refine your approach to align with your business goals.

12. Stay compliant with Facebook’s policies

Healthcare advertising is subject to strict guidelines. Avoid using misleading claims, unverified testimonials or overly dramatic content. Familiarize yourself with Facebook’s advertising policies to ensure your ads meet compliance standards and avoid being flagged or removed.⁷

13. Engage with comments and messages

An active presence on your Facebook page fosters trust and encourages interaction. Respond promptly to comments, questions and direct messages. Personal engagement demonstrates care and professionalism, which can turn inquiries into appointments. Be mindful of HIPAA compliance on social media. If a patient comments on your post or poses a question and reveals they have an illness, you should not acknowledge that illness in your response. You should respond to the patient with: “@Patient, we have deleted your comment to protect your privacy. Please call or reach out to our team via email for help.”

Final thoughts

Optimizing Facebook advertising for DCs in 2025 requires a strategic, patient-focused approach. Stay adaptable, experiment with new strategies and prioritize authentic connections to achieve long-term success.

KRISTI HUDSON is a certified professional compliance officer (CPCO) and vice president of business relationships for ChiroHealthUSA, a discount medical plan organization (DMPO), where she has helped educate DCs and CAs on establishing simple and compliant financial policies. She also serves as chair of the Chiropractic Future Strategic Plan Leadership Board. Contact her at Kristi@chirohealthusa.com or via chirohealthusa.com.

References

1.    Macready H, Newberry C. 10 Facebook ad targeting tips to improve conversions. June 2024. Hootsuite. https://blog.hootsuite.com/facebook-ad-targeting/. Accessed March 5, 2025.

2.    Premaswini K. Mastering Facebook ads in 2025: The expert guide to creating and managing high-impact campaigns. LinkedIn. https://www.linkedin.com/pulse/mastering-facebook-ads-2025-expert-guide-creating-k-premaswini-7padc/. Accessed March 5, 2025.

3.    McCormack M. HIPAA law on advertising – patient testimonials. Compliancy Group. https://compliancy-group.com/hipaa-law-on-advertising-patient-testimonials/. Accessed March 5, 2025.

4.    Trick D. How to run Facebook video ads in 2025 and look like a genius. January 2025. Fatjoe. https://fatjoe.com/blog/run-facebook-videos-ads/. Accessed March 5, 2025.

5.    Keerthana. Google and Facebook ads policy updates for health advertisements: What’s new and how to adapt. January 2025. Wonkrew. https://wonkrew.com/google-and-facebook-ads-policy-updates/. Accessed March 5, 2025.

6.    Latif AH. Facebook Ads in 2025: How AI is revolutionizing digital marketing. October 2024. LinkedIn. https://www.linkedin.com/pulse/facebook-ads-2025-how-ai-revolutionizing-digital-marketing-latif-z8fsf/. Accessed March 5, 2025.

7.    Membrillo A. Meta announces major changes to healthcare advertising. December 2024. Cardinal Digital Marketing. https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-announces-major-changes-healthcare-advertising/. Accessed March 5, 2025.