How to Run Facebook Ads for Healthcare & Wellness

More than 60% of people use social media to search for health information, and Facebook remains the top platform for healthcare marketing. That represents a massive opportunity to turn everyday scrolling into appointments booked, products purchased, or lives improved.

Whether you're marketing a new wellness product, growing your fitness business, or expanding access to healthcare services, Facebook Ads can help you connect with the people who need your support most.

But ads for health-related products and services face unique challenges. Privacy restrictions, strict ad policies, and sensitive event names can make success feel out of reach, unless you know how to navigate them.

This guide is your roadmap.

We’ll walk you through:

• How to define the right target audiences for wellness advertising

• How to build creative assets that drive conversions and stay compliant

• How to structure your campaign for both awareness and results

• And how to use AI tools like Averi to execute smarter, faster, and better

These are the key elements to ensure your digital marketing strategy delivers real impact for healthcare and wellness companies:

• Every click should lead to action
  Whether your goal is consultations, sales, or subscriptions, Facebook Ads Manager gives you the tools to guide potential customers through the whole journey, from first impression to final conversion.
  
  

• Content should reflect real value
  Educational content builds trust. Before people invest in their health, they want to understand your approach, your product, or your service. Make your value visible, not just flashy.
  
  

• Relevance is everything
  To reach people who care about a healthy lifestyle, you need to map your message to their interests, behaviors, and stage of their wellness journey. That’s where custom audiences and lookalike audiences can make all the difference.
  
  

• Visuals matter more than ever
  High-quality images and video ads aren’t optional. In the wellness industry, people expect clarity, calm, and inspiration, not generic stock photos.

In this blog, we’ll break down the steps you need to run Facebook ads that resonate, convert, and fuel growth for your healthcare or wellness business.

Why Healthcare & Wellness Ads Require a Specialized Strategy

Running Facebook Ads for healthcare services or wellness products isn’t the same as selling shoes or software. You’re not just convincing someone to click, you’re asking them to trust you with their body, their time, or their long-term wellbeing.

That requires more than clever copy. It demands clarity, credibility, and a deep understanding of what your audience needs.

You’re not pushing a product. You’re promoting a transformation.

Here’s what makes wellness advertising on Facebook unique:

You’re guiding behavior change, not just purchases.
Wellness companies often target individuals navigating fitness journeys, lifestyle changes, or health challenges. That means your content must be both educational and empowering, not salesy or sensational.

You’re dealing with sensitive topics.
Ads for health-related products must comply with strict platform rules. Facebook limits how you can reference medical issues, body image, and personal conditions. Words like “you” can get flagged. Imagery matters even more. Context is key.

You need to balance emotion with authority.
People are drawn to stories, but they also want to see evidence. Testimonials, before-and-after content, and professional credibility all play a role in building trust with target users.

You’re building long-term relationships, not one-time clicks.
The fitness industry, wellness products, and healthcare services all rely on repeat engagement. Your campaign should support every stage of the customer journey, from awareness to loyalty.

Compliance isn’t optional.
You need to be extra cautious with conversion events, offline events, and sensitive event names in your tracking setup. Your ad may look great, but if it's flagged for policy violations, it won't be visible to anyone.

Educational content is your best friend.
From blog posts to how-to video ads, content relevant to your audience's health goals not only performs well, but it also builds authority. People want to make informed choices about their wellness.

Step 1: Define Your Audience Before You Design Your Ad

Understanding your target users is the foundation of every successful campaign

Before you even open Facebook Ads Manager, you need to know who you're trying to reach, and why. In the wellness industry, that could mean busy professionals seeking stress relief, parents looking for pediatric care, or fitness enthusiasts on a weight loss journey.

Think beyond basic demographics. Your target audiences should reflect intent, behavior, and stage of life.

Try segmenting by:

• Interest in specific wellness products like supplements or laser hair treatment

• Past interactions with your business or site

• Location-based needs for local healthcare services

• Existing customers for retargeting warm audiences

Facebook’s Custom Audiences and lookalike audiences allow you to reach both people who already know you and those who resemble your best customers.

And don’t forget: the more targeted your audience, the more relevant your message, and the more cost-effective your campaign.

Pro-Tip: Use Google Analytics to uncover the types of content or services your top visitors are exploring. Then build custom audiences based on those signals using Facebook’s pixel or server-side tracking.

Step 2: Choose the Right Campaign Objective

Match your marketing goals to the right type of Facebook ad

Your Facebook ad isn’t just about pretty visuals, it needs a clear purpose.

Are you trying to drive appointments? Sell wellness products? Promote your fitness studio? Each goal requires a different campaign objective inside Facebook Ads Manager.

Here are a few options commonly used in the wellness industry:

• Lead generation: Ideal for healthcare services that want to collect contact info for consultations or follow-ups

• Conversions: Best when you’re selling health-related products directly through your site

• Engagement: Great for fitness businesses sharing educational content or community events

• Video views: Useful for warm-up content like testimonials or intro videos

It’s tempting to just “boost a post,” but that rarely leads to real results. A full campaign setup allows you to optimize toward the specific action you want, like form fills or purchases.

Pro-Tip: Add conversion events to your website to help Facebook learn what success looks like. This allows the algorithm to show your ad to people most likely to take that action, whether it’s downloading a guide, booking a session, or buying a product.

Step 3: Build Creative That Reflects Your Brand and Mission

In wellness advertising, visuals do the heavy lifting

The fitness and wellness space is crowded. If your ad looks like everyone else’s, it’ll get scrolled right past. That’s why high-quality images and polished video ads are essential.

Don’t just show the product, show the transformation. People want to see results, experiences, and the human side of your offering.

For fitness businesses, that could be:

• A before-and-after snapshot from a real client (with permission)

• A short video showcasing your gym community or class energy

• Quotes or testimonials from members, especially when paired with powerful imagery

For wellness companies or healthcare services, it might be:

• A calming, minimalist visual that highlights your product’s ingredients

• A behind-the-scenes look at your provider or clinic

• A photo carousel of real customers using your product

Your visuals should speak to your target audiences without being flashy or overdesigned. Clean, clear, and authentic wins.

Pro-Tip: Use free tools like Canva’s Ad Creator to quickly design scroll-stopping images and carousels that look pro, even if you don’t have a design team.

Step 4: Write Copy That Connects, Not Just Converts

Your words should speak to a person, not an algorithm

You don’t need to sound like a marketer. You need to sound like someone who gets it.

Whether you’re selling a laser hair treatment or promoting a new fitness business, your ad copy should feel like a conversation, not a pitch. Focus on the outcome, not just the offer.

Ask yourself:

• What’s the problem they’re trying to solve?

• What hesitation might they have?

• What would make them feel seen or understood?

Try these approaches:

• Lead with a question: “Tired of workouts that don’t work?”

• Share a stat or insight: “82% of our users felt better in just 30 days.”

• Show empathy: “Your wellness journey doesn’t have to be overwhelming.”

Keep it tight. Keep it real. And always lead to a clear next step.

Pro-Tip:  If you're stuck, use Averi AI or a similar tool to brainstorm different hooks and headlines. Then fine-tune for your audience's voice.

Step 5: Optimize for Mobile First

Most of your audience will never see your ad on a desktop

Over 98% of Facebook users access the platform on mobile. That means your ad has to work on a tiny screen, with distracted thumbs, and about 1.5 seconds to make an impression.

Here’s how to make your social media advertising mobile-friendly:

• Use vertical or square formats for video ads

• Keep headlines short and benefit-focused

• Put the hook in the first line of copy, don’t bury it below the fold

• Make sure CTA buttons are obvious and lead to fast-loading pages

If you’re directing people to your site, test your landing page on mobile. A clunky experience can significantly impact your conversion rates, especially for health-related products that require more trust to purchase.

Step 6: Retarget Warm Audiences to Boost Conversions

Don’t just chase new leads, re-engage the ones who already know you

The fastest path to ROI? Talk to people who’ve already shown interest.

Think of your warm audiences as your low-hanging fruit. These folks:

• Watched your last video ad

• Clicked on your blog post about wellness products

• Visited your site but didn’t convert

• Signed up for a free trial, class, or download

• Follow your wellness business page or Instagram

Retargeting these users keeps your brand top of mind and nudges them toward action, whether that’s booking a consult or hitting “add to cart.”

The key is message match. Don’t show them the same intro ad. Instead, use:

• A testimonial from someone like them

• A reminder of what they looked at (“Still thinking about [product]?”)

• A promo code or urgency-based CTA (“Last chance for 10% off!”)

Pro-Tip:  Use Facebook’s Event Manager to set up custom retargeting based on site activity, offline events, and even store visits.

Step 7: Stop Obsessing Over the Wrong Metrics

Myths that derail your Facebook ad performance in wellness

MYTH:
“If my ad gets tons of likes and shares, it’s working.”

TRUTH:
A post with 100 likes but zero conversions is just... a popular ghost. Especially in the fitness industry, surface-level engagement doesn’t equal business growth.

MYTH:
“The more impressions, the better.”

TRUTH:
If you're targeting the wrong audiences, more reach just means more wasted budget. Relevance beats volume, every time.

MYTH:
“I should track everything.”

TRUTH:
Nope. Track what aligns with your actual goals. That means conversion events, site visits, purchases of wellness products, and offline events, not vanity metrics like post reactions.

MYTH:
“All I need is Facebook Ads Manager.”

TRUTH:
Powerful performance comes from a full-stack setup. That includes Google Analytics, server-side tracking, and integration with your CRM.

Pro-Tip:  Use Supermetrics or a similar tool to pull your ad data into a single dashboard. When you can see the whole picture, you stop guessing and start optimizing.

Step 8: Use AI to Scale Smarter (Without Burning Out)

You don’t need a bigger team. You need better tools.

You’ve got your audience dialed in, your creative is on point, and your digital advertising goals are clear. But keeping the campaign engine running? That’s the hard part.

This is where AI comes in.

AI tools can help you:

• Generate multiple ad versions for different target audiences

• Track performance across Facebook, Google Ads, and Instagram

• Test creative angles and optimize spend, fast

• Keep campaigns compliant in sensitive verticals like healthcare services

But not all tools are created equal.

Here’s how they stack up:

🥇 Averi
The top choice for wellness companies looking to scale. Averi combines AI-powered execution with expert oversight to manage campaigns across the funnel, ads, copy, tracking, and more.

Use it to automate ad builds, generate content, and track performance, all while staying compliant and saving time.

Learn more about Averi

💡 AdEspresso
A solid visual editor for Facebook and Instagram ads. Good for building and testing multiple creatives, but more limited on funnel strategy.

📊 Madgicx
Powerful AI media buying tool with predictive analytics. Great for scaling, but may be overkill if you’re just getting started.

🧠 Copy.ai
Excellent for brainstorming wellness ad copy fast. Pair it with a strategic tool like Averi for full-funnel execution.

Pro-Tip: The best AI tools don’t replace your strategy, they bring it to life. Choose a platform that enhances your digital marketing strategy, not just automates it.

Common Facebook Ad Mistakes Wellness Brands Make

Even with the right intentions and tools, it’s easy to slip into habits that drain your budget or stall your growth. Here are five common mistakes wellness and healthcare companies make, and how to avoid them.

• Focusing only on new audiences
  It’s tempting to chase cold leads with every campaign, but your most valuable conversions often come from warm audiences. Retarget people who’ve already engaged with your wellness products or visited your site.

• Driving traffic to an unoptimized website
  You could have the best video ad on Facebook, but if your landing page is slow, confusing, or not mobile-friendly, you’ll lose them fast. A seamless, mobile-first experience is crucial for converting potential customers.

• Tracking the wrong metrics
  Likes don’t pay the bills. Focus on performance indicators that align with your business goals: conversion events, form fills, booked appointments, or revenue, not vanity metrics.

• Running the same content over and over
  Fatigue sets in fast on social. If you’re recycling the same image, offer, or message, your performance will drop. Test new creative variations regularly, especially in the fitness industry, where engagement is driven by freshness.

• Neglecting your follow-up
  If someone clicked but didn’t convert, don’t walk away. Use Custom Audiences to retarget or build lookalike audiences from high-value customers. Most people won’t act on the first impression, but they will after the third or fourth.

How Averi Helps You Run Smarter Facebook Ads

A great campaign idea is just the beginning. Turning it into real bookings, sales, or growth? That’s where Averi comes in.

We combine AI-powered tools with expert support to help wellness businesses run Facebook Ads that deliver real results. From building target audiences to generating ad content and tracking conversions, Averi simplifies every step, without cutting corners on strategy.

You don’t need a full-time digital team to launch effective wellness campaigns. You need a platform that does the heavy lifting:

• Smart automation that targets the right users based on behavior, interests, and purchase intent

• Creative suggestions that match your brand’s tone, offer, and wellness advertising goals

• Real-time insights to optimize performance and improve return on ad spend
  
  
  

It’s like having a high-performance ad team in your corner, minus the overhead, burnout, or guesswork.

With Averi, your message reaches the right people, your budget goes further, and your wellness brand grows faster.

Learn more about Averi

Frequently Asked Questions

What’s the best Facebook campaign objective for a wellness business?

It depends on your goal. If you’re collecting leads for healthcare services, try Lead Generation. If you’re selling wellness products online, choose Conversions. For gyms or fitness studios promoting content, Engagement or Video Views work well.

Can I advertise sensitive health topics on Facebook?

Yes, but carefully. Facebook restricts how you can reference personal health conditions. Avoid using “you” in a way that implies the viewer has an issue. Focus on outcomes and services, rather than diagnoses. And watch out for sensitive event names in your conversion tracking.

What kind of creatives perform best in the fitness industry?

Authentic, people-first visuals. Think user-generated content, short-form video ads, or testimonials that show real progress. Avoid overly polished stock images that feel generic. High-quality images matter, but so does trust.

How much should I budget for a campaign?

Start small, $10–$20 per day is enough to test audiences and creative. Use a lifetime budget if you’re running a short-term offer or event, or daily budgets for ongoing campaigns. Track your conversion events to understand what’s working.

How do I find the right audience for my ad?

Use Facebook’s Custom Audiences to retarget site visitors, email lists, or video viewers. Then build lookalike audiences to expand. You can also target by behavior, interests (like healthy lifestyle), or location to refine your target users.

What’s the difference between Facebook Ads and Google Ads for wellness marketing?

Facebook excels at discovery; it helps people find you based on interests. Google is intent-based; it captures people actively searching. Ideally, use both in your digital marketing strategy for broader coverage.

How do I track Facebook Ads performance?

Use Ads Manager, Google Analytics, and server-side tracking for full visibility. Set up clear conversion events, like purchases, bookings, or form submissions. Don’t just track clicks, track results.

Can AI really help my small wellness business with Facebook Ads?

Yes! Tools like Averi make it easy to build ads, create content, manage campaigns, and improve performance, without needing a full-time team. It’s one of the most powerful tools for small teams scaling fast.

Ready to Stop Planning and Start Growing?

Most wellness brands don’t struggle because of a lack of vision; they struggle because of scattered execution.

While others are still tweaking taglines and testing stock photos, you could be launching full-funnel campaigns, reaching the right audiences, and scaling smarter—all in days, not months.

Get Started in 3 Steps:

• Book a 15-Minute Demo — See how Averi’s AI-powered platform is built for wellness companies like yours

• Connect with Experts — Work with marketers who understand healthcare compliance, wellness trends, and audience targeting

• Launch Your First Campaign — Go from idea to live ad in under a week, with built-in tracking and performance tools

Don’t let your growth sit in a Google Doc. Let Averi turn your marketing plan into progress.

Launch Faster with Averi →

“We accomplished more in two weeks with Averi than we had in an entire quarter. Their platform helped us cut through the noise and actually grow our customer base.”
— Maya Patel, Founder of Health & Wellness Brand