2026 guide

クリニック・歯科

予約導線—機微な健康データをサーバーイベントに載せない。

Short answer

Clinics: booking or lead with weight per procedure; only contacts and booking IDs to the ad layer—no diagnoses. Broad targeting plus trust on site (license, staff). $22–58 per lead.

Payback calculator オリンピックリング

Health Do not send diagnoses or full medical records via CAPI.

Plain-language glossary

Meta ads: Advertising on Instagram and Facebook from one dashboard. The system shows your ad more often to people likely to take the action you care about.
Conversions API (CAPI): Server-side delivery of on-site or CRM events (purchase, lead, booking) to Meta. Complements the browser pixel and reduces missed conversions.
Advanced matching: Hashed email, phone, and similar signals so Meta can match clicks to downstream leads or sales more reliably.
Value rules: Weights for funnel steps—a call may count more than a click—so optimization chases what you actually value.
Andromeda (Meta): Shorthand for the modern Meta playbook: broad targeting, fewer micro-audiences, honest server signals, meaningfully different creatives.
“Glued” creatives: Similar videos or images may be treated as one ad, which often raises CPM. Different hooks and stories reduce that risk.
Broad targeting: Minimal manual interests: set geo and budget and let the model find demand from behavior.
CPM: Cost per thousand impressions—rises with fatigue or weak response.
MQL / SQL (B2B): Marketing-qualified vs sales-qualified stages so the ad account learns which leads truly matter.

Benchmarks to plan against

Unit economics & funnel signals

Planning ranges—not guarantees. Plug your numbers into the calculator below.

CAC

$22–$58

LTV

$380–$2,100

Payback

14–35 days

ROAS

N/A

Lead

Booking

Visit

Treatment

Bar height is a rough signal strength: higher means the action is easier for the model to treat as important.

1. Pre-launch checklist

Events, matching, creatives

Walk through with your team—you’ll save budget during learning.

✓Acquisition benchmark (CAC): $22–$58 — compare with your margin and average ticket; this is planning, not a guarantee.
✓Server events (Conversions API): scheduled an appointment, lead (left contacts), contacted (call or chat). Send them from your site or CRM alongside the browser pixel so fewer conversions are lost.
✓Enhanced matching: send email, phone, CRM customer id, browser id (fbp), ad link id (fbc). More accurate hints mean Meta can more often tie a click to a real lead or purchase.
✓Different step weights (Value Rules): mark what matters—click, lead, or closed deal—so the model learns the right goal.
✓Creatives: at least five distinct “Olympic ring” ideas. Similar reels may be treated as one ad—CPM rises.

2. How campaigns work now (Meta Andromeda)

Practice without buzzwords

Broad reach, license visible, server side only email/phone hashes.

For practitioners, one line: Advantage+ на лиды; широко; отдельные кампании для стоматологии и общего профиля; лендинг с разметкой для чувствительных тем (YMYL).

3. Olympic rings—five creatives

Method + table for your niche

Similar ads are often treated as duplicates—CPM rises. Keep five distinct intents: three for cold audiences, two for people who already engaged. On mobile use the tabs below.

Meta Olympic rings

Five distinct intents so the platform doesn’t treat your ads as duplicates and inflate CPM. The first three target new people; the last two, people who already showed interest.

UGC — cold audienceAuthentic footage: real people, phone camera, no studio—reads native, not like a glossy ad.
Product demo — cold audienceShow the product doing its job—app UI, try-on, workflow—so the offer is obvious in the first seconds.
Testimonial — cold audienceTrust via someone else’s story: customer on camera, quote, mini case—no “100% for everyone”.
Offer focus — retarget engaged usersFor people who clicked or watched: discount, deadline, bonus—concrete reason to act now.
Features & benefits — after demo + testimonialWarm push: what’s included, guarantees, delivery, savings—answers objections in plain language.

Your offer (optional)

№	Angle	Format	Hook	Audience
1	Оборудование и технологии	Видео-тур по клинике	3D-сканер в первом кадре	Ищут качество и технологии Storyboard Показ аппарата, врач объясняет. Лицензия в описании.
2	Безболезненность	Reels-отзыв (compliant)	Плашка «седация» + спокойный пациент	Тревожные пациенты Storyboard Акцент на комфорте, без обещания «без боли навсегда». Дисклеймер.
3	Прозрачный прайс	Статика-таблица	Фикс-прайс на имплант/гигиену	Сравнивают цены Storyboard Таблица услуг без мелкого шрифта. Что входит в цену.
4	Семейный приём	Карусель	Детский кабинет на 1 слайде	Родители Storyboard Врач с ребёнком, отдельно взрослый приём. Запись онлайн.
5	Что входит в приём / пакет	Карусель	Этапы лечения без диагноза в крео	После отзыва и прайса Storyboard Комплаенс: без обещаний излечения.

4. Enot Web tools

Calculator & Olympic rings

Model payback and draft five “Olympic ring” angles before you spend.

Open payback calculator Open ring builder

5. Frequently asked

Snippet-ready, optimization-honest answers

Can diagnoses go to the ad platform?

No—only contacts and booking id, no chart data.

Booking vs lead?

Booking when online slots exist; lead when you only have form fill.

Medical moderation?

License on site, no cure guarantees; “process” video often passes easier than four B&A clones.

Broad for a clinic?

Yes with a strong site and geo fence around the practice.

6. Practitioner note

Enot Web team

«Broad targeting, license on site, server events: email/phone hash only.»
— Enot Webチーム, enotweb.com