Facebook and Instagram ads for a chiropractic practice
Nobody scrolling Instagram is looking for a chiropractor, and that is the design problem. Meta earns its place by reaching people who have quietly hurt for eight months and never got around to doing anything, and by staying in front of the ones who read your sciatica page and did not call.
What works is the doctor on camera for twenty to thirty seconds, shot on a phone, answering one question a real patient asked at the front desk. That beats a designed graphic almost every time. Cost per appointment request runs $12 to $45, and 40% to 65% of those actually show, so a booked patient lands between $30 and $110.
Two limits are specific to this trade and they are not optional. Never upload a patient list as a custom audience. Never put the pixel on a scheduling or intake page, because a visit to that page signals a health condition and regulators have treated that as a disclosure. Build audiences from video views and general site traffic only.
The common mistake is boosting a post about the office dog. That is not an offer. Two weeks in, working looks like 15 to 50 appointment requests with a text already chasing every one of them.