Meta Ads · Audiology

Meta Ads foraudiologists

Facebook and Instagram ads for independent audiologists, reaching people years before they would search for a hearing test. Patient, compliant, measured in assessments.

Hearing loss is the slowest decision in healthcare. People live with it for years before they do anything, and what finally moves them is almost never an ad about hearing aids. It's a moment of recognition. The television keeps creeping louder. They've stopped going to the club because they can't follow a table of six. Their daughter has raised it three times now. That gap between noticing and acting is Meta's home ground. Search can only reach that person at the very end of it. Meta reaches them all the way through, and it reaches the adult child sitting next to them on the couch.

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Your Hearing Clinic

On Meta you reach them in the years before they'd ever search.

On Google, someone types 'hearing test' because they've already decided. On Meta they scroll past an audiologist explaining why noisy rooms go first, and think about the dinner they gave up on last month. Audiology is the profession where the distance between the problem starting and the person acting is measured in years. That distance is exactly what this channel is for.

Clinician explainers (why noisy rooms go first)

Tinnitus education, the most shared content in audiology

Balance and dizziness explainers for the over 60 audience

Ads written for the adult child, not the patient

Kids' hearing content aimed at parents after a school screen

Hearing assessment lead forms with qualifying questions

Two audiences, one clinic. The person with the hearing loss, usually 60 plus and genuinely still on Facebook. And their adult son or daughter, 35 to 55, on Instagram, who is very often the one who rings and makes the appointment. Most audiology Meta accounts only ever speak to the first. The clinics that build creative for both book materially more assessments, because the family member is the one carrying the urgency.

Where agencies go wrong

A hearing aid is not an impulse buy. Audiology ads on Meta have to play a long game.

Years of auditing Facebook and Instagram accounts belonging to independent audiologists keep producing the same three problems.

The first is selling the device in the ad. A carousel of hearing aids with a price on it, pointed at people who haven't yet admitted to themselves that anything is wrong. Nobody scrolls past a photo of a device and decides to spend thousands of dollars. The ad that works names the moment instead: the footy commentary you keep turning up, the grandkids you ask to repeat themselves, the family lunch you've stopped going to.

The second is the audience. 'Everyone in our postcode aged 65 plus' isn't a targeting strategy, and it also misses the person who books. In a large share of first appointments, an adult child made the call. We build a separate ad set with separate creative for them, because what moves a 45 year old worrying about their dad is nothing like what moves their dad.

The third is going quiet. Audiology carries the longest consideration cycle of any profession we work with, and a campaign that runs six weeks and gets switched off has effectively bought awareness for a competitor to convert. The independents who win on Meta run a modest, continuous presence with a refreshed creative library, so that when the person is finally ready, yours is the clinic they already half know.

Search catches the decision. Meta catches the years before it. In audiology, those years are where the patient lives.

How we run it

How we run Meta Ads for audiology clinics.

Same four steps every clinic gets, sharpened for audiology.

Build the creative library around recognition, not devices.

Short videos of your audiologists explaining the things people notice first. Struggling in a noisy room. Turning the television up again. Ringing in the ears that won't settle. Feeling unsteady rolling over in bed. No device photography, no price tags on hardware. The library refreshes every four to six weeks so the audience never wears out a single ad, and most clinics can shoot a quarter's worth in ninety minutes with a phone and a tripod. We do the editing and the variation testing.

Run the adult child as a separate audience.

One ad set for the person with the hearing loss, weighted to Facebook, where that audience genuinely still is. A second ad set for their son or daughter, weighted to Instagram, with creative that hands them the words for a conversation they've been avoiding for a year. Both point at the same assessment. The second one is the ad set almost no agency builds, and it's often the one that produces the bookings.

Lead with the assessment, never the device.

The offer on Meta is an appointment, not a product. A clearly priced hearing assessment, a named audiologist, and a plain explanation of what happens in the room converts far better than any device promotion, and it gets the person in front of you while they're still deciding. What happens after that is a clinical conversation, not an ad. On claims: audiology sits outside the nationally registered health professions and self regulates through Audiology Australia certification, which changes nothing about the bar. Australian Consumer Law governs everything you publish and hearing devices carry their own constraints, so we write provable copy and no promises about outcomes.

We report on booked assessments. Not clicks.

The dashboard tracks cost per booked assessment, split by creative, audience and campaign. You see which video brings in tinnitus enquiries, which one brings in adult children booking for a parent, and which one is spending money on people who are never coming in. We move the budget accordingly, every week.

Field notes

What we see in audiology Meta accounts

Audiology on Meta is unusual because the trade off that hurts every other profession barely applies. A healthy account produces leads at around $25, one in two to one in three book an assessment, and against the $65 to $95 band we hold audiology to across channels Meta usually lands at or under the bottom of it. The person was scrolling rather than searching, but the searching version of the same person was still a year or three away.

The audience that converts is often not the patient. It is the adult child who has noticed the television getting louder. Creative aimed at them, with a plain next step, is what fills the assessment diary. Speed of follow up and what the first assessment includes decide the rest.

Google meets them on the last afternoon. Meta meets them for the four years before it.

Hearing loss is the slowest decision in healthcare. People commonly live with it for years before they act, and by the time they type 'hearing test' into Google they have already half decided where to go. This is the journey an independent clinic is advertising into, and it shows exactly where an ad can still change the outcome.

01 · Year one
Noisy rooms get hard
The pub is exhausting. The television creeps up two notches. They tell nobody, including themselves.
Only Meta can reach them here
02 · Year one to two
The family starts mentioning it
"Everyone mumbles these days." The adult daughter has raised it twice and been waved off both times.
Only Meta can reach them here
03 · Year two to four
Something gets given up
They stop going to the club, the family lunch, the group booking. It reads as getting older, not as hearing.
Only Meta can reach them here
04 · Somewhere in there
They admit it, privately
Starts reading. Watches a clinician explain why noisy rooms go first. Still hasn't searched for anything.
Meta, and the first search may happen
05 · One afternoon
They search 'hearing test'
Now Google can finally see them. So can every other clinic and every national chain in the postcode.
Google reaches them, and so does everyone else
06 · The weeks after
Assessed, then the device conversation
No ad reaches this part. Whoever earned the trust across the four years before it gets the decision.
No ad reaches this. Your room does

Two audiences ride this timeline together: the person losing their hearing, and the adult child watching it happen. Meta is the only channel that can speak to either of them before stage five. Build the creative library for stages one to four and you meet the patient while the decision is still open.

The economics

On Meta you choose the conversation. Choose the one that starts a relationship.

On Google the patient picks the search and you bid on it. On Meta you decide what to put in front of people, which means an audiology clinic gets to choose its own patient mix. Most choose the device, because the device looks like where the money is. It's the wrong choice, and it's an expensive one.

Cost to acquire a new patient

$65 to $95

The band we hold audiology accounts to across channels. Meta typically comes in under it.

Typical initial assessment

$264

The default we use in our own calculators for an Australian audiology first appointment.

Visits per patient

Around 4

What we model an episode of care on, before any device fitting and review work.

Tinnitus is the best performing creative in Australian audiology and it also happens to be the best patient. Ringing in the ears is isolating, badly explained everywhere else, and people read about it at two in the morning. An audiologist calmly explaining what tinnitus is and what can genuinely be done about it earns attention no device ad ever will, and the person who books off it needs a real workup rather than a single appointment.

Wax removal creative is a trap dressed up as a win. It stops the scroll better than anything, the leads arrive cheap, and you end up with a diary full of one visit appointments. It's perfectly good work and there's nothing wrong with taking it. Just know that an account which looks cheap because it's full of wax leads is not the same account as one full of tinnitus and balance work, even when the headline number matches exactly.

And hearing aids do not sell on Instagram. Nobody scrolls past a device and decides to spend thousands of dollars on it. That conversation happens in your room, after the assessment, once someone trusts you and understands their own audiogram. So the campaign's only job is to buy the assessment at a sensible price, from people who were years away from ever searching. That's the whole argument for Meta in audiology, and it's a strong one.

The numbers nobody publishes

What a new patient enquiry costs an audiology clinic.

We do not publish tracked figures for audiology clinics yet, so this is the band we hold those accounts to. It is a standard we set, and every row on the benchmarks page names which of the two it is.

These are Google Ads search figures. They are here as the market rate for winning a new patient, the number any Meta campaign has to be judged against, not a Meta benchmark.

$80

middle of the band we hold those accounts to

$65 to $95

bottom to top of the band

$1,056

what one new patient is typically worth, at $264 across 4 visits

See where audiology sits against every other discipline

What good looks like

What a healthy audiology Meta Ads account looks like.

A healthy audiology Meta account produces leads at around $25 each, with roughly one in two to one in three converting to a booked assessment. Against the $65 to $95 band we hold audiology accounts to across channels, Meta usually lands at or under the bottom of it. The trade off is the same as every specialty: that person was scrolling, not searching, so they arrive with less urgency. In audiology the trade off is unusually forgiving, because the searching version of that same person was still a year or three away. What decides it is speed of follow up and what the first assessment is like. Set against a typical initial assessment around $264 and about four visits across an episode of care, a Meta lead that becomes a genuine hearing patient pays for an awful lot of scrolling.

Pricing

Management is $725 a month plus GST and 15 percent of ad spend, with a one off setup of $795 plus GST and a minimum ad budget of $500 a month. No lock in, and the account is yours. See the full pricing breakdown.

Written by Pete Flynn, physiotherapist. One of the owners of Clinic Mastery and Physio Fit Adelaide.

About Pete

Common questions

The questions clinic owners ask us.

Do Facebook ads work for audiology clinics?

Better than most people expect, for a reason specific to hearing. The gap between noticing you can't follow conversations and doing something about it is commonly measured in years, and Google can only reach that person at the very end of it. Meta reaches them during. Facebook also still has real reach with the over 60 audience, which isn't true of every platform. Expect leads around $25 with roughly one in two to one in three booking, which puts acquisition at or under the $65 to $95 band an audiology account should run at.

How much do Meta ads cost for an audiology clinic?

Ad spend from $500 a month plus our management fee. What decides whether it's genuinely profitable is what you choose to advertise. Build the library on tinnitus, balance and hearing checks and the same budget buys a materially better patient than a library built on wax removal. Against a $250 initial assessment and around four visits, the maths is comfortable, as long as the follow up is fast. A hearing enquiry that sits in an inbox for two days is usually gone.

Should I advertise hearing aids on Facebook?

Not as the offer. The national retail chains run device advertising at a scale an independent clinic cannot match, and the person scrolling hasn't decided to spend that money anyway. Advertise the assessment instead. Be the clinic that explained their tinnitus, tested their hearing properly and told them the truth about what they need. Device work follows the relationship, and it follows to whoever built it.

Can I run an offer, and what am I allowed to claim in the ad?

Yes, and a clearly priced hearing assessment works well as the entry point. On claims, audiology sits outside the nationally registered health professions and self regulates through Audiology Australia certification, but that changes nothing about what you can say. Australian Consumer Law governs every claim you publish, and hearing devices carry their own advertising constraints on top. We write to a simple bar: provable, no promises about outcomes. It's the same bar we hold every clinic to, and it makes better ads anyway.

If Meta clients are lower intent, won't they churn after one session?

Only if you treat them like a discount client. The single biggest reason Meta campaigns fail isn't the campaign. It's that younger team members see a discounted booking and unconsciously deliver lower quality care. The patient feels it, doesn't rebook, and the campaign gets blamed. The clinics that win on Meta build the systems around the patient: calls or messages before the session so they know what to expect, an in clinic experience that's genuinely impressive, follow up after the first session. Done that way, a Meta patient delivers lifetime value comparable to a Google patient. The discount is the cost of acquisition. The first session is what earns it back.

Do you lock me in?

No. We have a 30 day notice period and that's it. We don't believe in 12 month contracts. Clinics work with us because they see value, they get results, and they enjoy working with healthcare professionals who understand them. Not because they're trapped. If we're not earning our keep, we don't deserve to keep your business.

Ready when you are

See how Meta reaches your future patients years before they search.

Tell us about your audiology clinic. We'll come back with a one page plan: what creative we'd test first, how we'd split the patient audience from the family audience, and what 90 days of Meta Ads should realistically deliver. No pitch deck. No one hour discovery calls that add no value whatsoever.

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