Meredith Kallaher Shares 3 Secrets to an Effective Facebook Ads Strategy | MP 71

How can you get past the new iOS update and still convert clients through Facebook? Which aspects of marketing should you outsource to your designer? What are some top tips on utilizing Facebook ads?

In this podcast episode, Sam Carvalho speaks with Meredith Kallaher about 3 secrets to an effective Facebook ads strategy.

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Meet Meredith Kallaher

Most businesses are born from the skill, creativity, and experience of a passionate person who develops a high-value offer for many and often dies because they only whisper the availability of the offer to a few. Meredith Kallaher helps business owners develop and implement marketing strategies that optimize for-profit and meet their ideal customers where they are. She helps new and seasoned entrepreneurs effectively communicate the value of their offers and move prospects along their customer journey quickly.

Visit her website. Connect on InstagramLinkedIn, and Facebook.

Freebie: 100 freebie ideas for therapists book a free 30-minute call for business strategy

In This Podcast


  • Starting to incorporate paid traffic strategy
  • Working with Facebook and the iOS update
  • Meredith’s advice to private practitioners

Starting to incorporate paid traffic strategy

The people that aren’t ready for digital advertising … if you are brand new and you haven’t proven your offer yet, using Facebook and Instagram ads is a very expensive way to prove out an offer and I wouldn’t recommend that. (Meredithn Kallaher)

However, if you are a practice owner that has 10, 15, or more clients that have said ‘yes’ to your products and services, then you are ready to try out Facebook and Instagram ads.

You can come up with something great for your clients but if you do not know anyone to serve your product to then you may be wasting your marketing finances by marketing to anyone who will listen.

The truth is, if we don’t have a proven offer to model our ad strategy after, we don’t know who to offer that ad strategy to and we have got to spend a lot of money testing audiences … and it’s just expensive. (Meredith Kallaher)

It would be better to offer your products and services organically on Facebook or Instagram first before paying lots of money to get ads that you have not yet tested the products for. Notice who is responding to your offer when you market organically before you start paying for ads.

Working with Facebook and the iOS update

1 – Use video view strategy: finding your ideal clients who will watch at least 15 seconds of your videos

  • It can be any type of video, even videos filmed on your iPhone with you talking about your practice. It can be you filming a TikTok video, or a looped Boomerang.
  • When your ideal client does watch one of your videos for 15 seconds or more, you as the owner gets tagged and notified that this person has watched your video.
  • Once 1000 people have watched your video, you can serve them a new ad with your offer of a free product or service to get started.

2 – Optimize for conversions

  • You have now offered your free product or information to your growing ideal client base.
  • You now ask Facebook for leads.
  • You send your new ideal clients to a simple landing page on your website. If you don’t have a website, you can set up a free landing page for them to retrieve your free offer with them having to opt-in with their email address.
  • Now you have their email address and you can now work with them directly.

3 – Purchase campaign

  • Using Pixels to track your audience and seeing how they interact with your online presence.
  • Currently, this is not working well with the iOS update however Facebook is working on alleviating this issue.

Useful Links:

Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

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