For the team at Scanletics, from Deon Bryan
A Facebook ads guide for Scanletics

Five Ways To Give More Women A Reason To Book A Scan

Ad ideas for women in their 40s And 50s going through perimenopause or menopause.
Examples of ads that already speak to her
Each square is one ad, November to October. The lit ones are ads where one of the four women below talks about her own scan.
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
11
of 389 ads already have one of these four women talking about her own scan. They're the ones this guide builds on.
The four women in those 11 ads
She talks about:
Why every woman needs a scan
7 ads
Your ad
The woman in the beanie hat
On-screen title: "Why every woman needs a DEXA scan." Seven ads in March and May.
She talks about:
Bone density at 55
2 ads
Your ad
Manisha, 55
"At 55, bone health and muscle mass matter more than ever, especially with perimenopause and aging." Two video ads, August and October.
She talks about:
Losing 20 kilos
1 ad
Your ad
Alice Rickard, 42
"I'm 42 and I've lost 20 kilos, but let me prove to you why the weight of your body, babe, is so irrelevant." Still running on 25 October.
She talks about:
Bone density
1 ad
Your ad
The woman who posts as silenttapes (it's her username)
"A single scan has exposed a weakness I couldn't see or feel." Still running on 25 October.
When Ads Look Alike
Your ads
The same man, in 21 ads, 1 November to 28 April.
What Meta may see
One Repeated Idea
Similar ads over 178 days.
Your ads
The same woman, in 17 ads, 10 March to 24 October.
What Meta may see
One Repeated Idea
Similar ads over 228 days.
The Ad Library Groups Ads That Share Creative And Text.
Here it has grouped four.

That note sits above 235 of your 389 ads. Many entries reuse the same image and words. That gives you less creative variety than the ad count suggests.
235 share an image and words with another ad
154 are one-offs
0
389
In Meta's words
"When creative is too similar, our system may not recognise it as different and could deliver it to the same sets of audiences."
Meta for Business, Creative differentiation
"People may be less likely to engage with your ad which can lead to a higher cost per result."
Meta Business Help Centre, About creative fatigue
What that means in practice
1
Meta may show similar ads to the same people.
↓
2
Seeing it again, people may take less notice
↓
3
The same spend can buy fewer bookings.
Illustrative example: how the cost per booking could rise
Week 1: £500 on a new ad
10 bookings
£50 each
Week 8: the same £500 on the same ad, now seen again and again
5 bookings
£100 each
So here's what I'd test next.
Five Ad Ideas To Test
I'd write all five ads for her. The first three start with her weight or what she'd see in a scan. The fourth starts with the smart scale she already uses, and the fifth with how fit she feels.
Of every 100 people who could book a scan
An illustration using Chet Holmes's buyer model
3 ready to buy now
7 open to it
90 not thinking about it, or sure they don't want it
Source: Chet Holmes, The Ultimate Sales Machine (2007)
What decides whether an ad pays
56%: the ad itself
44%: everything else: who saw the ad and when, and the brand itself, such as its price and how many people already buy it
In a Nielsen study of digital campaigns, quoted by Meta, the ad itself drove 56% of the sales lift. So the image and the opening line are where I've put the work in each of the five.
Source: Nielsen, quoted by Meta for Business
These five ideas start with concerns women may already have, before they've thought about booking a scan.
01 A Customer, To Camera
In the 90: not thinking about it
02 One customer's scan, page by page
In the 7: open to it
03 Your Body Scientist, to camera
In the 90: not thinking about it
DEXA: Excellent
Scale: Estimate
04 The myth-buster
In the 90: sure they don't want it
05 Skinny-fat
In the 90: not thinking about it
01
A Customer, To Camera
Image Concept
A woman of about 45, speaking straight to camera.
Who this speaks to
Women who are doing everything they can to lose weight and haven't thought about a scan.
02
One customer's scan, page by page
Image Concept
A customer's scan shown as a three-page carousel.
Who this speaks to
Women who are already open to a scan and want to know what they'd get for their money.
Three pages to swipe through, a note from your Body Scientist under each.
PAGE 1
Her bones
Her (example)
Women her age
Note: her bone density at her age
PAGE 2
Her muscle
Her (example)
Women her age
Note: her muscle against women her age
PAGE 3
Her fat
Her (example)
Women her age
Note: how much of her is fat, and where it sits
03
Your Body Scientist, to camera
Image Concept
One of your Body Scientists in the scan room.
Who this speaks to
The same women as ad 01, for the ones who'd rather hear it from the person who reads the scans.
04
The myth-buster
Who this speaks to
The same woman, when she already checks her body fat on a smart scale.
Your smart scale estimates your body fat. A DEXA scan measures it.
Book a scan
The same person, the same morning
31% body fat
Before
drinks
28% body fat
After two glasses of water
Example readings. Your team already shows people this test in one of your ads.
Recent drinking can change a smart scale's body fat reading, up or down.
What the scale makers say
Hume, a smart scale brand, says its scale has a "98% high correlation" with DEXA.
A high correlation across lots of people doesn't tell one person whether her reading matches a DEXA scan.
The comparison on your website
Metric
DEXA
Smart scale
Body fat
Excellent
Estimate
Muscle
Excellent
Estimate
Visceral fat data
Excellent
Estimate
Bone density
Excellent
Estimate
Precision & reproducibility
Excellent
Low
Expert goal-based interpretation
Yes
Somewhat
05
Skinny-fat
Image Concept
A woman who keeps fit, beside an illustration of fat around her organs.
Who this speaks to
Women who already keep fit and haven't thought about a scan.
Outside: looks fine
Inside: visceral fat
How I'd set them up
1 campaign to get scan bookings
1 local ad set for all 5 ads
Set the area you serve once. All five ads go in one ad set and speak to women in their 40s and 50s going through perimenopause or menopause.
01 A Customer, To Camera
02 One customer's scan, page by page
03 Your Body Scientist, to camera
DEXA: Excellent
Scale: Estimate
04 The myth-buster
05 Skinny‑fat
With Advantage+ audience, you can suggest an age range, gender and interests. Meta can also show the ads to people in your area who don't fit those suggestions.
Before you start, check that you can count completed bookings and what Ads Manager can use to find more people likely to book.
How I'd test one new ad
1 ad you already run
vs
1 new ad from above
If budget and booking volume allow, use Meta's A/B test. Keep the offer and booking page the same, and compare cost per completed booking. If there aren't enough bookings to tell which did better, hold off calling a winner.
Manisha's ad:
One of Manisha's images says her bone density is "63 percent higher than women my age."

The chart under it says "you have higher bone density than 63 percent of your peers."
 
1
2
1. Her caption: 63% higher than women her age
2. The chart: higher than 63% of your peers
What her caption says
Her caption says 63% higher than women her age.
Women her age
Her
What 63% higher would look like
What her chart says
"higher bone density than 63% of your peers"
63 women below her
Her
36 above her
The one I'd use
Let me know if you found this helpful.
Deon Bryan
deon@lucidx.co.uk
By Deon Bryan, Scanletics affiliate.