Adult orthodontics campaign plan for orthodontic practices
Adult orthodontics that survives a nine to five.
Adults considering treatment have thought about it for years. They want discreet options, a clear picture of time and cost, and appointments that don't wreck a workday. The campaign should meet them there.
Advertising is Meta only. Facebook and Instagram, inside your service area.
Free patient growth call. We walk your inquiry path stage by stage and tell you where it is losing people, before you spend another dollar on ads.
Who this campaign speaks to
Working adults, often 30 to 55. Many wore braces as teenagers and stopped wearing the retainer, so relapse is one of the first angles we would test. The number most of them weigh is the monthly payment rather than the total.
What we measure
- Time to first contact
- Cost per inquiry
- Inquiry to booked consultation rate
- Consultation show rate
- Consultation to treatment start rate
- Cost per treatment start
- 1
Inquiry
Cost per inquiry
- 2
Contacted
Time to first contact
- 3
Booked
Inquiry to booked consultation rate
- 4
Shown
Consultation show rate
- 5
Started
Cost per treatment start
The situation this campaign is built for
Where this service line leaks
Adults and twelve-year-olds arrive through the same ad and land on the same page. The page shows teens in braces, the consultation slots are mid-morning, and adults quietly drop out.
Modeled example. This shows how we would design and measure a campaign of this kind. It is not a client result, a guarantee, or a promise of future performance. Outcomes depend on market, offer, budget, follow-up speed, capacity and other factors.
Why it matters
Adults don't need convincing that they want this. They need an easy path that respects their time. The system gives them one and keeps following up when life gets in the way.
How we'd build it
- 1
Ads that put an adult in the frame: discreet options, a consultation that commits them to nothing, and what treatment looks like around a job.
- 2
A page that speaks only to adults, answers the time and cost questions at your comfort level, and surfaces early, late or virtual consult slots where you have them.
- 3
A first text inside the minute, then a sequence that reads like it knows the person has a job and cannot take a mid-morning slot.
- 4
Booking with confirmation and reminders, plus a reschedule prompt for people whose work gets in the way.
- 5
A pre-consult handoff to your treatment coordinator with the inquiry details attached, and monthly payment language on the page, because an adult case is often paid out of pocket rather than through an orthodontic benefit.
- 6
Pipeline stages from inquiry to consult booked, consult shown, and treatment start.
What we'd test first
- Discreet-option creative against outcome-led creative
- Evening and early consultation slots highlighted against standard hours
- Virtual consultation as the first step
- Reschedule prompt timing
Modeled example. This shows how we would design and measure a campaign of this kind. It is not a client result, a guarantee, or a promise of future performance. Outcomes depend on market, offer, budget, follow-up speed, capacity and other factors.
Questions about this campaign
Our consult slots are all mid-morning. Does that sink this?
It is the most common reason an adult campaign underperforms, and it is a scheduling decision rather than a marketing one. Even one early or one late block a week gives the page something to offer. If none is possible, we will say on the call that the economics are harder.
Do we need evening hours?
No, but if you offer any early, late or virtual slots the campaign will make the most of them.
What if an adult inquires and goes quiet?
They stay in a patient follow-up sequence with a clear opt-out until they book or ask us to stop.
Can you target people who already have this condition?
No, and nobody can. Meta does not let advertisers target by health condition, and a vendor who says otherwise is describing something else. The targeting is geography, age and broad interest. The screening happens in the creative and on the page. The ad names the problem in the third person, describing who the program is for rather than addressing the reader as though we already know their health, because Meta's personal attributes rules do not allow an ad to imply that. The page then asks the questions that separate the people who have it from the people who clicked by accident. That is the reason we run one service line at a time instead of one ad for the whole practice.
What happens if it works and we cannot keep up?
You tell us and we slow the spend. Daily budget is the throttle and it is the easiest lever in the system to pull. The more common failure is the opposite: inquiries arrive, the schedule has room, and nobody calls back in time. If your consult slots are already full every week, say so on the call and we will tell you it is not worth starting yet.
Do you write clinical claims into the ads?
No. The creative describes the problem, who the program is for, and what the consultation involves. Anything clinical is yours to write and yours to approve, and it goes nowhere near an ad until it has.
The campaign plugs into the same eight-stage system behind every campaign we build: offer, ads, conversion page, instant follow-up, nurture, booking, reminders and optimization.
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- We review your practice and local market before the call
- You get a straight read on fit, and where the biggest gaps are
- No obligation, no pressure
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Other orthodontic service lines. Same system, one service line at a time.