Some practice owners theorize that turning their new patient ads off on a weekend or holiday will save their budgets. After 10 years of experience running ads for thousands of clients, I can offer a clear answer and reasoning to this question.
Most marking platforms operate on gathering data in a constant feedback loop.
Anytime the data feed is interrupted the campaign takes between two and four days to achieve the previous level of data optimization.
So while an advertiser might save money not running ads over a holiday or weekend, they waste it again while the system resets and the ads get back up to speed in the algorithm.
The best analogy would be turning off your refrigerator when you leave the house and then turning it back on when you get back home again on the theory that you have saved electricity costs in doing so. Of course, in such a case the refrigerator has to run longer and harder to get back down to its operating temperature.
Although you may not be available to respond immediately, people still respond during the weekend and understand that you might not follow up until later. When properly followed up, leads from the weekends and holidays schedule and show at the same rates as leads from the weekdays.
An often overlooked fact is that because ad platforms are auction-based when you suddenly pull out of the auctions over the weekends your competitors are likely to see a sudden improvement their own ad costs.
(It is essential to note that this advice is not self-serving. There is no commission made on ad spend for agency owners).
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
To save time, many practitioners choose to partner with my agency, The Customer Factory.
