Why Facebook Still Works for Hearing Practices
Despite newer platforms competing for attention, Facebook remains the dominant social network for adults 55–75 — exactly the primary demographic for hearing healthcare. In 2024, over 73% of adults 60+ in the US reported using Facebook weekly. More importantly, Meta's targeting capabilities allow you to reach people in a defined radius of your practice who match age and behavioral patterns associated with hearing aid readiness. No other platform offers this combination of demographic precision and local targeting at scale.
Lead Ads vs. Website Campaigns
Most hearing practices should start with Lead Ads (also called Instant Forms) rather than campaigns that drive traffic to a website. Lead Ads allow patients to submit their name, phone, and email without ever leaving Facebook — and Meta pre-fills the form with their profile information, reducing friction dramatically. Typical completion rates for Lead Ad forms run 30–50% higher than landing page forms for the same audience. The tradeoff is that these leads must be imported into your CRM immediately or they go cold.
Targeting That Works
For hearing practices, start with: a 10–15 mile radius around your clinic; ages 55–80; Facebook interest targeting including "AARP," "Medicare," "Retirement," and "Hearing Health"; and exclude people who have already visited your website (they're already in your funnel). A secondary audience to test: Custom Audiences built from your existing patient list, used to build a Lookalike Audience of similar Facebook users in your area. This often outperforms interest targeting within 30 days.
Ad Creative That Converts
The highest-converting ads for hearing practices share a formula: a direct headline that addresses a pain point ("Still asking people to repeat themselves?"), a clear value proposition ("Free hearing screening — no obligation"), social proof in the copy (number of patients served, years in practice, review rating), and a photo of a real provider or real patient rather than stock photography. Video ads with a 15–30 second provider introduction consistently outperform static images for practices with a trusted, recognizable clinician.
Budgets and What to Expect
A typical baseline budget for a hearing practice in a mid-sized market is $600–$1,200/month on Facebook Lead Ads. At an average cost per lead of $18–$45 (varies by market competitiveness), this generates 20–50 leads per month. With a 25% conversion rate and a $3,500 average hearing aid sale, that's $17,500–$43,750 in monthly revenue from a $1,200 ad spend. The variable that matters most is your follow-up system — ads are only as valuable as the speed and consistency of your CRM response.