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For health and wellness businesses, paid social ads aren’t just a nice-to-have—they’re a powerful way to attract the right clients, grow your brand’s visibility, and increase bookings!
But without a clear strategy, running social media ads can feel like a black hole for your budget.
Platforms like Facebook and Instagram are perfect for connecting with wellness-focused audiences, but it takes a smart strategy to turn clicks into clients. With the right plan in place, your ads can build authority, drive engagement, and bring in consistent, qualified leads.
In this post, I'll show you how to build a paid social ad strategy that works—so you can stop wasting ad dollars and start seeing real results!
Step 1 – Define Clear Social Ad Campaign Goals
Before you even think about hitting "publish" on your next ad, you need to set clear goals. Why? Because running ads without specific goals is like driving without a destination—you’ll burn time, money, and energy without knowing if you’re getting anywhere.
That’s where SMART goals come in. These goals ensure your paid social ad campaigns stay on track, giving you a roadmap for success:
Specific: What exactly do you want to achieve? (e.g., “Increase leads by 20% in the next 3 months”)
Measurable: How will you track progress? (e.g., number of clicks or leads generated)
Achievable: Is your goal realistic, based on your budget and resources?
Relevant: Does this goal align with your overall business strategy?
Time-bound: What’s your deadline for reaching this goal?
Once you’ve nailed down your goals, you’ll know exactly which metrics to monitor and what type of ad to run. For example:
Drive Website Traffic: Use traffic campaigns to get more eyes on your website or landing pages.
Generate Leads: Run lead generation ads that capture contact info directly from the platform.
Increase Sales or Conversions: Use conversion campaigns to target warm audiences ready to buy.
Grow Brand Awareness: Opt for reach or engagement campaigns to put your brand in front of a larger audience.
By defining SMART goals upfront, you’ll stop wasting money on vague campaigns and start building ads that drive real, measurable results.
Do you have an ad campaign that’s not converting? Sign up for an Ads Audit! Get a paid ads expert's eyes on your campaign to ensure it's optimized for clicks and conversions.
Step 2 – Identify Your Target Audience
You wouldn’t serve kale smoothies to someone craving donuts, right? The same goes for ads. If you want your campaigns to hit just right, you’ve got to know exactly who you’re talking to. The key to getting those scroll-stopping results? Precise audience segmentation.
Let’s break it down: understanding your target audience means no more wasted ad spend on the wrong people—and a whole lot more engagement from the right ones. This is where customer personas and audience research come in.
Nail Down the Basics:
Start by asking the essentials:
Age: Are they Gen Z or seasoned yogis?
Gender: Who resonates with your messaging?
Location: Are you targeting locals or going global with your wellness empire?
Go Deeper:
Once you’ve nailed the basics, dig deeper:
Interests: What do they care about—smoothie bowls, mental health apps, or pilates classes?
Behavior: Are they impulse buyers or thoughtful researchers?
Social Media Activity: Are they scrolling TikTok at midnight or engaging on Instagram Stories?
Segment Your Ads Like a Pro:
Not all audiences are created equal. Your previous customers—those who know and love your brand—might need a different message than those who are just discovering you. Think:
Retargeting old clients with fresh offers to keep them engaged.
New audience segments that align with your wellness niche but haven’t experienced your magic yet.
With precise targeting, you’ll stop chasing random clicks and start getting noticed by the right crowd—the ones ready to book, buy, or subscribe. Know your audience, speak their language, and watch those ads work wonders.
Does this already sound like a TON of work that you really DON’T want to do? Then the Ad Elevate Program is where you want to be. This is a high-touch, personalized, 4 month program where you’ll learn exactly how to create juicy, scroll-stopping ads for your health and wellness business that brings in qualified buyers! Learn more about the Ad Elevate Program here!
Step 3 – Select the Right Social Media Platforms
When it comes to Facebook and Instagram ads, you’re playing in the big leagues of social media. But here’s the deal: not every platform fits every goal, and where you show up matters just as much as how.
If your ideal audience is scrolling Facebook or tapping through Instagram Stories, that’s exactly where your ads need to be.
This is why working with a paid ads expert can help you create more effective and strategic ads!
Why Facebook and Instagram Ads Are Your Power Players:
Facebook: Think broad reach and hyper-targeted ads. It’s perfect for building brand awareness, running lead generation campaigns, and retargeting those who’ve interacted with your business before.
Instagram: The land of visuals and impulse buys. From eye-catching Stories to shoppable posts, it’s your go-to for building a vibe, showcasing products, and making it easy for users to convert with just a few taps.
Choose the Right Platform Based on Your Goals:
Both platforms offer unique strengths—here’s how to make them work for you:
Brand Awareness: Facebook’s extensive audience targeting helps you introduce your brand to the right crowd. Instagram Stories and Reels? They’re gold for grabbing attention fast.
Lead Generation: Use Facebook’s lead ads to capture contact details directly in the app. On Instagram, leverage DMs or story polls to nurture leads organically.
Sales and Conversions: Instagram’s shoppable features make it easy to drive e-commerce sales. On Facebook, conversion campaigns target warm audiences, turning clicks into bookings or purchases.
Meet Your Audience Where They Already Are:
Choosing between Facebook and Instagram isn’t about picking favorites—it’s about understanding where your audience is most active. Use both strategically:
Instagram for visuals, lifestyle vibes, and quick engagement.
Facebook for detailed targeting, retargeting, and community-building.
The secret to success? Aligning your platform choice with your audience’s behavior and your campaign goals. When you use the right platform for the right purpose, your ads become unstoppable—and your results? Nothing short of scroll-stopping magic.
Step 4 – Create Engaging Ad Content
When it comes to Facebook and Instagram ads, your creative (designs, pictures, etc.,) is everything. If your audience isn’t hooked within seconds, they’re gone—off to scroll through cat videos or drool over smoothie bowls.
That’s why compelling visuals and scroll-stopping copy are non-negotiables. Here’s how to create ad content that makes people stop, read, and act.
Types of Paid Ad Creatives that Capture Attention:
Images: A single, striking visual can say more than a paragraph ever could. Use high-quality, brand-aligned images to make your ads stand out.
Videos: Short-form videos are perfect for Stories, Reels, and feeds. Show a product in action, or share quick tips—bonus points if it’s under 15 seconds and loops seamlessly.
Carousels: Got more than one product or message to share? Carousel ads let you showcase multiple visuals with individual CTAs—great for telling a story or highlighting product collections.
Copywriting Tips for Ads:
Your visuals hook them, but your words seal the deal. Here’s how to write copy that converts:
Get to the point fast—no one has time for fluff.
Speak to your audience’s pain points and desires. Example: “Frustrated with inconsistent clients? This strategy will change that.”
Use strong CTAs like “Book Now,” “Learn More,” or “Shop Today” to guide them. Clear, direct, and impossible to miss.
Inject personality—your brand voice should shine. Keep it conversational and playful, so it feels like a human, not a bot, is talking to them.
👉🏻 Need more help? Get our easy verbal and visual hooks for paid ad content guide!
Ad Design Best Practices that Grab Attention:
Use bold, eye-catching visuals that reflect your brand’s vibe. Think bright colors, sharp images, and well-composed layouts.
Optimize for mobile first—most users are scrolling on their phones. Make sure your text and visuals fit perfectly in every format, from Stories to Reels to feeds.
Keep it clean and clear. Too much text? Visual clutter? Hard pass. Focus on a single message per ad.
Align Ad Content with Audience Pain Points and Desires
If your ad doesn’t speak directly to what your audience is struggling with—or dreaming about—it won’t convert. The key? Make them feel seen. Use your creatives to show you understand their problems and your copy to present the solution.
When your audience feels understood, they’ll engage—and more importantly, they’ll act.
When your visuals pop, your copy connects, and your CTA is strong, your ads become more than just pretty pictures—they become your sales powerhouse.
Step 5 – Establish a Budget and Bidding Strategy
Let’s be real—if your ad budget isn’t set up right, you’re either throwing money out the window or leaving results on the table. But don’t sweat it; with the right bidding strategy and budget, you can run ads that perform without draining your wallet. Here’s how to do it like a pro.
Ad Bidding Options Explained (Without the Jargon):
CPC (Cost-Per-Click): You pay each time someone clicks on your ad. Perfect if driving traffic to your website is your top priority.
CPM (Cost-Per-Thousand Impressions): Pay for every 1,000 times your ad is shown. Great for brand awareness campaigns—get those eyeballs!
CPA (Cost-Per-Action): You only pay when someone takes a specific action, like making a purchase or filling out a lead form. Ideal for conversion-focused campaigns.
Tips for Setting an AdBudget That Works (And Doesn’t Stress You Out):
Start small: Dip your toes in the water with a modest daily budget. See how your ads perform, then scale up based on the results.
Use automated bidding: If you’re new to Facebook and Instagram ads, let the algorithm do the heavy lifting. Automated bidding adjusts your bids to get you the best possible results without constant tinkering.
Test daily vs. lifetime budgets:
Daily Budget: A set amount spent each day—great if you want consistency.
Lifetime Budget: A total budget for your campaign, with Facebook spreading the spend over time. Perfect for short-term promos or events.
✨Pro Tip: Scale Only When You See Success✨
Keep an eye on the numbers. If your ad is delivering conversions at a low cost, up that budget to capitalize on the momentum.
Just don’t throw everything in at once—scale gradually to keep performance steady.
Budgeting isn’t just about spending; it’s about investing wisely to get the best return. With the right strategy, every dollar you spend brings you closer to more leads, bookings, and brand growth.
Step 6 – Test, Optimize, and Track Performance
Running ads without testing and tracking is like throwing spaghetti at the wall—how do you know what’s sticking? The secret to successful paid social ad campaigns lies in A/B testing, constant optimization, and data-driven decisions. With the right tools and a little patience, you’ll turn good campaigns into great ones.
Why A/B Testing is a Game-Changer for Social Paid Ads
A/B testing allows you to compare two versions of your ad to see which one performs better.
Test different elements like images, videos, headlines, or CTAs.
Change up the format—will a carousel outperform a static image?
Experiment with targeting—what resonates better: new audience segments or retargeting previous visitors?
The beauty of A/B testing? Small changes can lead to big wins—and the data will tell you what works best.
Use These Tools to Measure Ad Performance
Facebook Ads Manager: Your go-to for tracking engagement, conversions, and audience behavior in real time.
Google Analytics: Measure how your Facebook or Instagram traffic behaves on your website. Which pages do they visit? Where are they dropping off?
Key Metrics to Monitor
Don’t get lost in the numbers—focus on the ones that matter:
CTR (Click-Through Rate): Are people engaging with your ad?
Conversion Rate: How many clicks are turning into leads, bookings, or sales?
ROAS (Return on Ad Spend): For every dollar you spend, how much are you making back?
Optimize Based on What the Data Tells You
Optimization isn’t a one-and-done task—it’s an ongoing process. If one version of your ad is outshining the other, double down on what’s working.
If your CTR is low, tweak the creative or copy.
If your conversion rate isn’t where you want it, adjust your audience targeting or CTA.
✨Pro Tip: Test, Track, Tweak, Repeat ✨
The best ad campaigns are never set-it-and-forget-it. Keep testing, keep learning, and keep optimizing. Every tweak brings you closer to higher ROAS, more leads, and stronger campaigns. With a little patience and a whole lot of data, you’ll build ads that don’t just perform—they thrive.
Key Tips for a Successful Paid Social Ad Strategy
When it comes to running Facebook and Instagram ads that crush it, success isn’t about luck—it’s about being strategic, consistent, and focused. Here’s how to make sure your ad strategy stays on point, brings in results, and keeps your brand shining.
1. Always Align Ads with Your Brand Goals
Your ads should feel like an extension of your brand’s mission, not a separate effort. Every ad campaign for your health and wellness brand needs to support a specific goal—whether that’s filling your booking calendar, growing your email list, or boosting product sales. If it doesn’t align with what your brand is trying to achieve, it’s time to rethink it.
✨Pro Tip:✨ Ask yourself, “How does this ad move me closer to my business goals?” If the answer isn’t clear, it’s time to tweak the message or adjust the campaign objective.
2. Keep Messaging Consistent Across Platforms
Your audience should get the same vibe and message whether they see your ad in their Instagram Stories or on Facebook. Confused messaging leads to confused customers—and confused customers don’t convert. So, make sure every ad reinforces your brand voice and stays true to your core message.
✨Pro Tip:✨ Use consistent colors, fonts, and copy across your campaigns. Your audience should recognize your brand at a glance, no matter where they find you.
3. Track ROI Regularly to Ensure Your Strategy is Effective
Tracking ROI isn’t just a “nice-to-do”—it’s the only way to know if your ads are making you money or just draining your budget. Monitor key metrics like conversions, ROAS (Return on Ad Spend), and engagement rates to see what’s working. If something isn’t delivering the results you want, don’t wait—adjust your strategy and test new ideas.
✨Pro Tip:✨ Make checking your ROI a habit. Weekly or bi-weekly tracking ensures you stay ahead of any dips in performance and catch opportunities to optimize before it’s too late.
Final Thoughts and Your Next Steps!
A successful ad strategy isn’t built on guesswork—it’s built on aligned goals, consistent messaging, and data-backed decisions. When your ads are in sync with your brand and you’re constantly optimizing, you’re not just running campaigns—you’re building a business that grows steadily and profitably.
Let’s make every click, like, and conversion count! If you’re ready to take your ads to the next level, let’s chat! Reach out to discuss your ad strategy, book an ads audit, or join my Ad Elevate Program to see if it’s the right fit for your business.
Paid Ads Resources
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