Use what already worked
Before producing anything new, look at your organic posts from the last three months and find the two that produced messages, not views. Those already passed the only test that matters — a real person saw them and got in touch. Put budget behind them exactly as they are.
Making a separate "ad" is where most clinic budgets go wrong. The moment something is designed to look like advertising, performance drops, review gets stricter and production takes three weeks.
Selling products or courses alongside the clinic?
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What to film, specifically
Five formats carry almost all clinic performance: the one question patients always ask, the myth correction, who is and is not a candidate for a procedure, what the first appointment actually involves, and the cost explanation. Each is thirty to sixty seconds, filmed against the same wall, with the answer starting in the first three seconds.
Skip: stock footage, sweeping shots of the clinic, staff waving at the camera, background music over your voice, and any visual before-and-after unless you have consent and have checked the platform's policy.
Write it so it passes review
Address the condition, never the person: "this is what causes X" rather than "do you suffer from X". Platforms treat the second as a personal-attribute claim and reject it. Avoid guarantees, avoid superlatives, avoid urgency countdowns on clinical work, and keep imagery clinical rather than body-focused.
Have a compliant fallback version ready before you launch. Rejections happen, appeals take days, and a campaign that misses its season because of a wording problem is an expensive way to learn this.