Use LinkedIn Ads to Generate Doctor and Dentist Leads for Your Brokerage
As a benefits broker, generating new leads is crucial to the success of your business. While there are many industries that can benefit from your services, doctors and dentists are two of the most profitable.
However, these professionals are often busy and therefore difficult to reach. In this article, we will lay out a detailed plan to use LinkedIn ads to generate doctor and dentist leads for your brokerage.
To advertise on LinkedIn, you’ll need to create an ad account in Campaign Manager. An ad account allows you to create and manage advertising campaigns, view performance reports, and manage account assets such as “Matched Audiences” or conversion tracking.
First, a business LinkedIn page must be created for your brokerage.
Creating a page for your business is simple if you have not already done so.
Once your LinkedIn company page has been created, you will need to create an ad account.
These are the steps you need to follow to set up a LinkedIn Ads account:
- Go to your LinkedIn homepage and click on “Advertise” at the top.
- On the welcome screen, LinkedIn will suggest an account name, Company Page, and currency for your account.
- If you want to change the company Page, click on “Change” next to the Page.
- If you are not an admin of any Page, click on a link to create a new Page.
- Once you have reviewed and updated your information, click on “Agree & Create Account.”
- You will be automatically redirected to the campaign creation page in Campaign Manager to proceed with setting up your campaigns.
By following these steps, you will successfully create an account as a new advertiser on LinkedIn and be ready to start creating your campaign.
Once your account is set up, you can follow this process for creating your first lead-generation campaign:
1. Define your target audience
Before interacting with your ads account, you need to identify the specific types of doctor and dentist groups you want to target.
- Job Title: Include relevant titles like “Physician,” “Doctor,” or specific specialties.
- Company Size: Focus on group sizes that appeal to your business.
- Location: Narrow down your targeting to specific cities or regions where your desired groups are located.
- Industry: Specify “Medical Practice” or related industries to refine your targeting further.
Avoid making your audience overly broad as this will increase your costs and decrease your conversion rate!
2. Create a LinkedIn Lead Gen Form
Now that you know the audience you’d like to advertise to, you can now begin to create your ad.
a. Under the “Assets” tab in your campaign manager, click on “Lead Gen Forms.
b. Click on the “create form” button that appears on your screen.
c. Fill out the form details section.
d. Fill out the lead details & custom questions section. Only ask for necessary information to make the process as easy as possible. Asking for too much information can overwhelm the viewer and decrease the amount of leads coming in.
e. Decide what happens when a lead submits a form. You can display a thank you page or send the lead to a landing page.
f. If you want to get technical, you can even add hidden fields for tracking purposes. These are NOT required.
Feel free to test different setups to find the optimal lead gen form for your brokerage.
3. Begin to create the campaign
a. Click on “Advertise.”
b. Click on “Create” and then “Campaign” from the drop-down:
c. To create your campaign most effectively, make sure you are using “advanced mode.”
d. Name your campaign and then select “Lead generation” as the campaign type.
e. For simplicity’s sake, don’t worry about the “Group Budget & Schedule” section. Leave it as is.
f. Implement the target audience that you created in step 1. There are many dials you can turn, so to speak, to make your ad appear only to the most qualified leads. Below, you can see that I have targeted several types of healthcare doctors in several Western states.
4. Create the graphic for your ad
You can either do this yourself with a tool like Canva or outsource the design elsewhere.
To create a good ad asset, you should:
- Create eye-catching visuals that align with your brand and message.
- Incorporate images or graphics related to medical or healthcare real estate to establish relevance.
- Include concise text that communicates your value proposition and encourages click-throughs.
- Use a clear call to action (CTA) to direct users to take the desired action, such as “Learn More,” “Get a Free Consultation,” or “Contact Us Today.”
- Make sure the CTA button is prominently displayed and stands out from the rest of the ad
5. Set your placements and budget
Choose the ad placement options. In this case, it’s recommended to select “LinkedIn Feeds,” and not “LinkedIn Audience Network” The latter will release your ad to third-party sites and conversion rates tend to be lower. It is better to keep your ad on LinkedIn and use your budget effectively.
Determine your daily or lifetime budget for the campaign. A good place to start is a weekly campaign with $200 of ad spend.
Leave the bidding options as they are.
6. Launch the ad
Once your ad is ready to be delivered, click “launch campaign” and your ad will start running after a short review. As long as your ad does not contain anything inappropriate, it should launch in a couple of hours.
7. Monitor and optimize your campaign
Regularly keep an eye on the performance of your LinkedIn ads.
Analyze key metrics like click-through rates (CTR), conversion rates, and cost per lead. Make sure you are comfortable with your cost per lead and analyze conversion rates to ensure your campaign is profitable.
Adjust your targeting, ad creative, or bidding strategy as needed to optimize your campaign’s effectiveness.
Also, for future ads you can set up A/B testing in the “Test” section in the campaign manager. This will allow you to test different creatives and strategies to optimize the number of leads coming in.
This LinkedIn ad strategy will help you grow your brand awareness and your client list.