Well it’s no secret, but Facebook ads are truly powerful. They provide businesses of any size, industry or budget with excellent marketing capabilities. Reaching new prospects, existing customers and everyone in between really is easier than ever before. I made this post because I want to show you exactly how to use Facebook ads for massage therapists to grow your business in new and exciting ways.

Also be sure to bookmark this page so you can easily come back for quick reference – as it’s packed full of information and useful links!

First things first, if you’re new to Facebook ads, I suggest starting off by signing up for a free Facebook Business Manager account.

This way, you can familiarize yourself with the main features and tabs!

Otherwise, I’m totally pumped to have you here today! So thanks for stopping by – and now let’s do this!


*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here

Intro: 2 Things Necessary For Facebook Ad Success

Facebook advertising is incredibly powerful – if you understand the platform and how to take full advantage of its marketing capabilities. 

We have access to some incredibly powerful targeting and retargeting tools.

Reaching cold prospects through detailed targeting and warming them up with customized retargeting is more affordable and easier than ever before. 

However, before we can do all that, first understanding 2 key concepts will give you a serious leg up.

The first thing is using a sales funnel methodology

Essentially, this means your marketing represents the buyer’s journey and strategically guides prospects through this process. 

For example, an ad targeting someone who visited your website and knows your brand would be completely different from an ad targeting a new prospect who has never visited your site or heard of your brand.

Using a sales funnel ensures you’re aligning your campaigns with the stage your customers are on in the buying journey.

Really, this means using a combination of top-of-the-funnel content to introduce yourself and brand to new prospects and then guiding them closer towards a conversion by using bottom-of-the-funnel content via retargeting. 

So the next thing to understand is the user’s state-of-mind

This concept represents a person’s mindset while on a particular platform, which will have a big influence on your content strategy, your messaging and your offer. 

Basically, we should always try to match the user’s state-of-mind and expectations based on the particular platform they’re using (which would be Facebook here).

These two concepts will be explored in more detail throughout this post, so don’t worry if they still seem confusing.

OK, now that we have some important marketing foundations established, let’s move on to the next section of Facebook ads for massage therapists!

Recommended Read: How To Make A Sales Funnel In 4 Simple Steps

1. Your Objective & Target Market

Each campaign you create will target a specific audience with an objective that matches the stage they’re on within your sales funnel.

For example, let’s say you want to target long distance runners who are interested in pain relief – but they’ve never heard of you or your business before (i.e., cold traffic). 

Here, you’d first send them top-of-the-funnel, value-adding content or offers that focus on generating awareness, building trust and establishing a relationship. 

Then, you would retarget people who engaged with this initial campaign the most with a followup ad, pushing them further down your sales funnel and closer to a conversion.

Facebook ads offer a variety of objectives and all of them are presented within a sales funnel format, as you can see here:

  • Awareness (top-of-the-funnel)
    • Brand Awareness
    • Reach
  • Consideration (middle-of-the-funnel)
    • Traffic
    • Engagement
    • App Installs
    • Video Views
    • Lead Generation
    • Messages
  • Conversion (bottom-of-the-funnel)
    • Conversions
    • Catalog Sales
    • Store Traffic

As a massage therapist, you likely won’t need to worry about many of the objectives, such as app installs or catalog sales.

In fact, I generally only use a handful of objectives myself – namely awareness, video views, lead generation and conversions.

Conversion objectives are my favorite and even work great with cold traffic because these people are simply more likely to take a desired action.

Still, exploring the different Facebook ad objectives is good practice and will help you more fully understand the tool and its marketing options. 

So why is choosing an objective so important anyways?

Well essentially, you’re giving the Facebook algorithm instructions on who to target.

For example, people most likely to engage, like or comment on a post would use an engagement objective while users most likely to convert and perform some desired action would better match a conversion objective.

Let’s take a look at the long distance runner example again to see all of this information in action:

  1. First, You Make An Ad Targeting Long Distance Runners Interested In Holistic Care & General Wellness

    1. This ad could send them to some free content explaining a “trick” or “hack” that quickly relieves a type of pain from running
  2. Next, Build A Followup Ad Campaign Retargeting Everyone Who Clicked On The First Ad, Viewed The Content And/Or Engaged With The Post

    1. In this retargeting ad, you could have a larger offer, requiring more commitment, such as an email opt-in for a free consultation, a free lead magnet offer, a coupon or some other enticing, irresistible offer
  3. Then, You May Retarget Everyone Who Engaged With The Most Recent Campaign With A Conversion Objective Campaign

    1. Here, you could push for a sale more easily or get people to make a bigger commitment or purchase

As you can see, keeping a sales funnel mindset will gently guide your audience and campaign objectives in an organized and strategic way.

So the first step is to start researching and building out some audiences inside your Facebook Business Manager – let’s get it!

Recommended Read: How This Facebook Ad Automation Tool Boosts Conversions & ROI

How To Build An Audience For Facebook Ads

what is Facebook retargeting

For this post, we’ll be creating saved audiences based on interests. 

This is one of the most common ways to target cold traffic prospects who have never heard of you or your brand. 

It’s top-of-the-funnel marketing and pretty easily done with Facebook ads!

Before we do this though, it’s worth noting that Facebook allows you to build 3 different types of audiences:

  • Saved Audiences
    • These are top-of-the-funnel, interest based audiences
    • You can target based on interests, income, demographics, location, behaviors and more
  • Custom Audiences
    • These are built using existing data, such as email lists, website visitors or people who have recently engaged with your previous posts/ads
  • Lookalike Audiences
    • These are new audiences that Facebook builds using existing data from custom audiences
    • This is a powerful tool that virtually guarantees you’ll be reaching new prospects who are most similar to your existing prospects and best customers

Each audience above are valuable assets to any online marketing protocol, but let’s look at how to build a saved audience for now:

1. Go To The Audiences Section Inside Your Facebook Business Manager.

2. From The Create Audience Drop-Down Menu Select Saved Audience.

3. Fill In Your Audience NameLocationAgeGender Language.

4. Start Adding In Detailed Targeting.

This is where you add in your target market’s interests, behaviors and other relevant targeting data. 

Here are some detailed targeting for massage therapy ideas:

  • People interested in holistic care/medicine
  • Athletes, runners, etc.
  • People interested in stress management

5. Focus Your Targeting With The Narrow Audience & Exclude People Options.

Recommended Read: Branding, Content & Targeting For Massage Therapists

$$ Tip Jar 

Create a Customer Avatar Sheet to get a clearer, more organized profile of your ideal customer(s).

You can download a free customer avatar sheet here from the digital marketer.

This sheet also comes in handy when writing your ad copy and creating different interest-based saved audiences for testing.

2. Your Offer, Landing Page & Creatives

Once you have your target market dialed in and a specific objective you’d like to achieve with your campaign, you’ll need to craft an enticing offer that you can present.

Presenting your offer on its own sales landing page that has one specific call to action (compared to a traditional website, which has multiple buttons and uses) is very useful.

This will help to fully customize the post-click user experience and increase conversions. You can also easily track and retarget page visitors with followup ads this way.

Ultimately, presenting yourself in this format will showcase your massage therapy business as a well-packaged brand with intent and experience.

Since this post is focusing on reaching new, cold traffic prospects, let’s explore some offers suitable for this type of audience and objective.

Recommended Read: How To Create A Landing Page In 7 Steps

Offers, Lead Magnets & Landing Pages

One of my favorite types of campaigns – especially for quickly converting cold traffic into warm leads – are lead magnet ads.

Essentially, you’ll be offering something of high perceived value for free (or heavily discounted) in exchange for someone’s email/contact information.

Here are some common lead magnet offers:

  • Downloadable PDFs
  • EBooks
  • Checklists & Free Guides
  • Free Courses
    • Especially if it’s only the first portion of a larger series which you can then offer to purchase
  • Coupons & Exclusive Discounts
  • BOGO Offers
  • Free Consultations
  • Free Trials

The value of your lead magnet is often presented using a good, high-converting landing page. 

This is why using a specific landing page software can come in handy.

These tools are specifically designed for increasing conversions and meeting marketing objectives.

And the best part is you can use many of the tools completely for free

One of my favorites (for affordability, simplicity and power) is Builderall. 

This tool offers a full suite of marketing and business automation features, so I definitely recommend checking it out if you don’t have a website or you’re interested in using landing pages for your business.

You can also read my full list of top landing page software here if you’d like to explore some of the other choices available!

OK, so once you have an enticing offer, a high-converting landing page and a specific target audience dialed in, what else can we do to optimize our Facebook ad campaign? 

In one word? Creatives.

Creatives & How To Get Professional Video Ads For Free

If a picture tells a thousand words, then video must be novel’s worth of information!

In fact, 87% of marketers use video content and – compared to static images – video consistently outperforms other creatives, resulting in higher engagement, more conversions, a better ROI and a more memorable user experience (Lister, WordStream, 2020).

So of all the creatives to use for your massage therapy marketing, video is definitely something you’ll want to invest in at some point.

Luckily, there are some great software tools available to give you high-quality, professional looking videos – all for free!

Check out these powerful, free creative options for marketing and social media videos:

  • Wave.Video (free plan)
    • Fantastic platform for making high quality marketing videos, completely for free
  • Renderforest (free plan)
    • Comprehensive platform where you can build marketing and social media videos, animations, presentations, logos, landings and websites
  • Promo (free to try)
    • Powerful platform for unique, exclusive and professional marketing videos
  • Lumen5 (free plan)
    • Uses AI to convert any written post or document into a video – also great for creating customized videos

Recommended Read: 7 Great Tools For Creating Videos For A Website, Marketing Or Social Media

$ Tip Jar 

To make offers more irresistible, use specificity, exclusivity and social proof.

For example, using an offer like “At-home care secrets to relieve back pain in less than 10 minutes” sounds particularly enticing because it uses a specific time frame and the word “secrets” to sound more exclusive.

You can boost your ad’s performance by using social proof, such as reviews, post engagement or using a social proof plugin on your landing page (which would show visitors real-time notifications of other  people purchasing or claiming your offer).

3. Campaign Creation

Creating your campaign inside Facebook is where everything comes together. 

This is the core benefit of planning and establishing the above details. You’ll have a clear direction for building your campaign by first ironing out all the details.

Also take note that when building a campaign, you can opt for a Guided Creation, which will walk you through the whole process in a step-by-step format. 

Now one final thing to mentio is that all campaigns will have three levels which you can edit specific parts of your campaign within. These are:

  • The Campaign Level
    • This is where you set your objective and other campaign details
  • The Ad Set Level
    • This is where you set your budget, audience targeting, ad placements and objective details
  • The Ad Level
    • This is where you build your actual ad and add your creative(s), copy, call to action and links
And now let’s head into your Facebook Business Manager to create a campaign!

Creating Your Campaign

*Note: Facebook frequently updates the Business Manager interface so some of the buttons, design and/or options may change or look different on your screen. However, the core features and overall functionality remains consistent and upgrades are generally not too drastic.

1. Navigate To The Ads Manager Of Your Facebook Business Manager.

2. Select The + Create Button To Make A New Campaign.

3. Fill In Your Campaign NameAd Set Name & Ad Name.

I usually name my ad set after the audience I’ll be testing first (such as runners with knee pain) and the ad by the creative type I’ll be testing first (such as video ad 1). It’s no worries though, you can change these names at any time.

*Optional: Turn On Campaign Budget Optimization. Leave The Buying Type As Auction.

This feature is supposed to become required as of 2020 sometime, but essentially it will tell Facebook to automatically distribute your ad spend to the only best performing ads and ad sets, ultimately saving you time and money.

4. Click Save To Draft At The Bottom.

All changes from here on out will be automatically be saved, so there’s no need to worry about saving your work each time you make an edit.

5. Scroll Down And Choose Your Campaign Objective.

I’m using the Traffic objective for the purposes of this post, but be sure to choose the objective that best matches your audience, offer, sales funnel and campaign goals.

6. Navigate To The Ad Set Level From Either The Top Bar Or The Left Side Bar.

This is where we’ll add in your target audience, ad placement and other relevant campaign data.

7. Scroll Through And Add Traffic Source (or whatever information is required, depending on the objective you choose) And Choose Your Budget & Schedule.

8. Keep Scrolling Down To Audience. Either Create New Audience Or Select From Use Saved Audience (if you already made one from the section above).

9. Scroll To The Bottom And Leave Automatic Placements Selected For Placements (unless you want to test specific ad placements).

You can ignore Optimization & Delivery for the purposes of this post.

10. Navigate To The Ad Level From Either The Top Bar Or The Left Side Bar.

11. Choose The Facebook Page And Instagram Account You’ll Be Advertising From.

You probably don’t want to advertise from any personal accounts, so if you don’t have a Facebook page or Instagram account specifically for your massage therapy business, you should set these up quickly first.

12. Choose Your Creative Style Under Format. Scroll Down To Media And Add Media.

You can also select Create Video and turn any single image into a video ad.

13. Add Your Primary Text, Headline And Description.

14. Add Your Destination Link In The Website URL Box And Choose Your Call to Action.

You’ll also notice that you can preview all changes on the right hand side of your screen as you make any changes.

Additionally, any potential errors that need to be fixed will also show up as red warnings with clickable buttons and details for fixing.

15. Once You’re Ready, Hit Publish.

Your ads will first go into review after publishing. This can take up to 24 hours (or longer), especially for new ad accounts.

    Recommended Read: A Step-By-Step, Visual Guide For Setting Up Facebook Ads

    4. Retargeting, Scaling & The Facebook Pixel

    Retargeting campaigns have some of the highest conversions and ROI potential.

    This is because you’re reaching prospects and customers who know who you are, have recently engaged with your brand or posts and are closer to the bottom of the sales funnel.

    And scaling allows us to expand exponentially by taking advantage of advanced analytics and data based insights – all while maintaining profitability. 

    Ultimately, the goal is to create an automated system that spits out $2 for every $1 you put in.

    Customizing these campaigns with personalized messaging and offers while gently nudging people closer towards your end objective is modern digital marketing at work.

    We can retarget and scale audiences based on a variety of behaviors and/or actions. 

    Let’s explore retargeting some more below!

    Retargeting & The Facebook Pixel

    Retargeting is sending out customized ads based on a previous action to a specific subset of your target audience. 

    We can retarget people in the following ways:

    • People Who Engaged With A Previous Post, Ad Or Facebook Page
    • People Who Watched A Certain Percentage Of A Video Ad/Post (via Video View Retargeting)
    • Visitors To Your Website
      • This requires installing the Facebook pixel – read below for more on this!
    • Existing Email Lists

    Retargeting your website visitors is a powerful strategy with numerous customization options and ways to reach highly targeted groups.

    Recommended Read: A Foolproof Guide To Facebook Ad Retargeting

    Website & Blog Retargeting Example

    Consider how the various pages on a website are all unique and how they will individually attract different types of customers.

    For example, creating an ad targeting everyone who visited a non-sales, general top-of-the-funnel blog post (such as Can Massage Therapy Work For Lower Back Pain?) would be very different from creating an ad that targets everyone who visited your “Work With Me” page (but never followed through).

    Here, the second ad example would be more sales focused since these people were searching for your services and therefore more likely to convert on some enticing, special offer (This Weekend Only, 20% For All New Clients!).

    The first example however could further these prospects down the sales funnel with a followup ad that offers a free checklist or downloadable guide that teaches them more exclusive at-home care “secrets” that can remove back pain “in less than 10 minutes“.

    In exchange for this free guide, they would have to input their email/contact information.

    Now you would be building a highly targeted subscriber list that you can reach directly via email marketing and eventually convert into paying customers. 

    This would be an example of a lead magnet strategy.

    To retarget your website visitors with Facebook ads, you’ll need to first install the Facebook pixel onto your site and collect visitor data.

    Although process varies slightly depending on your website hosting, it’s actually a rather straightforward process!

    Recommended Read: How To Build A Website For Free

    Installing The Facebook Pixel

    1. From the main menu, click on Pixels under Measure & Report
    2. Click Set Up Pixel (if it’s your first time) or choose the pixel displayed if you already have a pixel created, then you’ll see a Set Up option on that following page
    3. A pop-up will appear. If you have one of the websites listed under the first integration option, follow the steps there; otherwise, click on Manually add pixel code to website
    4. On the next page, you’ll see the code: click on it to copy it to your clipboard
    5. Finish the setup & head over to your website hosting account (WordPress, Wix, Squarespace, etc.)
      1. Each website platform will require a slightly different approach
      2. Basically you’ll be installing the code into the head tracking section
      3. You can do a quick Google search “how to install Facebook pixel on (insert your website hosting)”
    6. Double check that each page’s settings have the pixel code installed in the head tracking code area
      1. You can check by downloading the free Chrome Pixel Helper extension. After downloaded, the pixel will show which websites have a pixel installed and which websites do not

      Recommended Read: Understanding, Installing & Using The Facebook Pixel


      For this post, I see scaling as the process of expanding your business at a profit. And digital marketing allows us to do this affordably and strategically.

      The simplest process of scaling your campaigns is to first test and find the best performing ad(s) and ad set(s). 

      Then take those best performing campaigns and increase their budgets every few days until the ad stops performing.

      Here is a simple guide you can follow for scaling your Facebook ads:

      • Start Testing Your Ads With A Modest $5 or $10 Daily Ad Spend Budget
      • After Testing, Double The Budgets Of The Best Performing Ads/Ad Sets Every ~3 Days
        • This allows the Facebook algorithm to adequately optimize and test your targeting and ads
        • 1 or 2 days of testing is generally not enough data to make an informed decision
      • After Reaching Around $50/Day Ad Spend, Continue Scaling By Increasing The Budget By ~20% Every Few Days
        • It’s important to scale strategically, you don’t want to go quickly jump from a $5/day ad spend up to $100/day


      This post has provided a step-by-step, actionable solution for using Facebook ads as a massage therapist. Of course, if you’re new to the world of digital marketing, this can all seem a bit overwhelming.

      Still, Facebook ads provide an affordable way to test new markets and offers while taking control of your business’ growth and potential.

      And this is the exciting point: there is no gatekeeper to growing a business in the massage therapy market. 

      Gone are the days of more traditional print marketing, radio ads and expensive out-of-reach television commercials. 

      Business owners of any size and budget can now reach highly targeted customers with relevant, customized ads in creative and innovative ways. 

      So bookmark this page and refer back to it as you set up your campaigns. And please leave a comment with any questions! 

      Also feel free to reach out directly (via my Contact page) with any more detailed questions or inquiries.

      Thanks for reading and happy advertising!


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