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Bowen Technique Instagram Ads: 17 Ways To Grow Your Practice

Bowen Technique Instagram Ads: 17 Ways To Grow Your Practice


For any Bowen Practitioner who’s been looking to grow their practice through Instagram and Instagram Advertising, this is your ultimate and comprehensive guide to understanding the platform. 


I have painstakingly compiled every detail and nuance here that I could, to create a thorough and exhaustive guide to take you by the hand and show you step-by-step exactly how to run your own Bowen Technique Instagram Ads.


We will cover over 17 different steps and methods to get you set up and running, making you the expert at running your own marketing. I want you to be the master of your domain, and fully comfortable with the tools and techniques needed to grow your business. 


Let’s be real for a second: many ‘gurus’ out there try to sell you on how ‘easy’ digital marketing is to build your holistic therapy practice – but for anyone who’s attempted before, you’ve probably already been burned, and know it’s not nearly as easy as they claim it to be.  


I’m here to do something different. 


My goal is to cut the BS, and tell it to you like it is – being as real and authentic as I can. 


I’m going to lay out a simple, easy to follow road map, that takes you by the hand, and guides you step by step on exactly how to grow your Bowen Practice using Instagram Ads. 


Yes it will take some hard work and elbow grease on your part, I won’t lie to you about that – but you will finally have the necessary tools you need to be successful in building your holistic therapy clinic. 


And, it is fully updated for 2021!   


And for the complete Bowen Therapy Marketing guide – jump to my recommended related posts here!

Bowen Therapy Google Ads

Bowen Therapy Facebook Ads

Bowen Therapy Social Media Marketing

Bowen Therapy SEO


In This Post We’re Going To Cover How To:


  1. First – What Even Is Bowen Technique Instagram Ads?
  2. Why Use Instagram Ads To Grow Your Bowen Practice?
  3. Insane Instagram Stats You Need To Know
  4. Setting Expectations Around Instagram Ads
  5. The Best Marketing Advice That No One Will Tell You
    1. Just Write
  6. The 7 Sins Most Bowen Clinics Do Wrong With Their Instagram Ads:
    1. Not Responding To Comments Immediately
    2. Not Using Enough Video
    3. Non-Specific Targeting
    4. Sending Users To Your Homepage
    5. Having A Slow Website
    6. Not Leveraging Remarketing
    7. Not Collecting User Emails
  7. Expressing Your Unique Bowen Voice
  8. Connecting With Your Audience (That Already Love You!!)
  9. Your Bowen Therapy Instagram Marketing Strategy
  10. Setting Up Your Instagram Ads Account
  11. Setting Up Your Remarketing Pixel
  12. Choosing Your Campaign Type
    1. Lead
    2. Conversion
    3. Awareness
    4. Video View
  13. Instagram Ad Campaign Targeting
  14. Setting Budgets
  15. Using Your Photos & Video
  16. Your Bowen Technique Instagram Ad Copy Cheat Sheet
  17. Using Testimonials
  18. BONUS: Building Your Customer Email List
  19. BONUS: Instagram Management Tools
    1. Free
    2. Paid
  20. BONUS Advanced Techniques: Remarketing
  21. BONUS Advanced Techniques: Multichannel Marketing
  22. BONUS: Advanced Techniques: Getting Users To Convert
  23. Bowen Technique Instagram Ads Guide: Conclusion


Alright – let’s get into it!


  • First – What Even Is Bowen Technique Instagram Ads?


Instagram is a massive platform, with over 1 Billion active monthly users around the world. Most business owners already have an instagram account (or if you don’t, sign up for a free account here), but few have any real idea how to leverage the platform to grow their business. 


Bowen Technique Instagram Ads are about leveraging your unique voice as a Bowen Practitioner and reaching a massive community of people that already love you, through the Instagram Ad platform. 


To kick things off, here is the legendary entrepreneur Gary Vee, laying out the exact strategy he used to grow his massive following on Instagram, and how you can use instagram marketing to build your business (warning: not for the faint of heart):



  • Why Use Instagram Ads To Grow Your Bowen Practice?


Why the big question is why even use Instagram Ads? With so many platforms and marketing channels out there, why choose Instagram over any other?


This is a great question, and we’re going to be diving into stats you need to know in the next section. But let’s start this off with some real videos to give you a feel for how powerful the Instagram platform really is. 


The main rival to Instagram Ads are Google Ads, which work on a very different model. In Google, users search for the specific items or services they’re looking for, and advertisers can bid on those searches.


Instagram by contrast is very different and relies on interest based targeting, meaning you can target your ads specifically to those people most likely to buy. The result? Instagram offers you significantly cheaper ads, which an ability to reach more people. 


If you’re looking for a more cost effective way to build your business, Instagram would be superior to Google, however, my belief is that both are essential as part of your long term strategy. 


Firstly, this video by Adam Erhart gives a head to head review of Instagram Ads vs. Facebook Ads, in determining which is best for growing your business:



But to take things to the next level, this video by Safiya Nygaard which has gained over 10 Million views, explores how she bought an entire outfit off Instagram. How is this relevant to your Bowen Practice? Because it highlights how people do actually buy things off their Instagram Ads:



Similarly, this video by Colleen Ballinger which has over 4 Million views tells her story of buying clothes off Instagram Ads:



Lastly, in a bit of a joke, this video by Drew Gooden explores how he bought an item off Instagram Ads every day for a week, to see how they’d turn out (caution: hilarity ensues):



  • Insane Instagram Stats You Need To Know


People talk about how big and important Instagram is, but really, how big and important is Instagram really? These insane Instagram stats are eye opening. Let’s start with an infographic:


Source: Hootsuite


According to Hootsuite, Instagram has 1.2 Billion active monthly users (that’s Billion, with a B). To give context, that is 19% of adults aged 18 and over, for the entire planet. Instagram is the 6th most visited website on the planet, and 81% of users use Instagram to research products or services.


Additionally Instagram found that 50% of users become more interested in brands when they see an ad for it on Instagram, and that 2 in 3 users surveyed agreed that Instagram enables interaction with brands and that over 90% of users on Instagram follow and engage with businesses. 


Okay I know that was a mouthful, but what this all means is that there is already  massive (MASSIVE) community out there that you can reach through Instagram, and more importantly than that, that they actively engage with businesses and use the platform to make better purchases. 


Game. Set. And Match. 


Instagram is your perfect platform to get started with promoting and growing your Bowen Therapy Practice. 


Ps – still not convinced? Try it out for yourself first. It is free to set up an account, and you can start advertising for as little as $1/day (although personally I’d recommend starting with a min $5/day) – meaning you can get started for an exceptionally small amount of money to test whether the platform is effective for you or not before you start investing any serious money. 


  • Setting Expectations Around Instagram Ads


Where most gurus and marketers let people down and fall flat on their face, is by not properly setting expectations. They give all these big promises about how ‘quick and easy’ things are, and you’re left scratching your head when things don’t turn out nearly as you expected them to. 


In fact, when things turn out to be more complicated, more expensive, and ultimately ineffective, you’re left feeling rightfully mad and lied to. 


As I outlined in my intro, my goal here is to be different. I want to set real expectations so that you know what you’re actually getting yourself into. 


Firstly, while it is possible to just switch on an ad and start generating clients and sales, do not expect this out of the box. In fact, expect your first few ads to fall completely flat. This shouldn’t be discouraging, but rather an indication that you are experimenting and learning. 


Second, anticipate that this is going to take some time. Mentally prepare that it may take you 3 or 6 months, before you’ve properly dialed in your ads. 


Third, if you can, set aside at least $1,000 to test your ads. I know that seems like a lot of monye right now, but think of it like a business investment. You are investing in your research and marketing, to learn how to best communicate with your community, and attract your audience that already loves you. 


Fourth, be patient with yourself – this does take time and it does take effort, but once you master this process, not only will you be able to grow your practice, but you’ll also be learning the skills that will allow you to transfer across multiple platforms. 


Yes Instagram is hot today, but platforms come and go, and by having mastered the skills on how to market on one of them, you’ll be better equipped and ready to market on the rest of them.  


To give you a real example from a client of mine, so that you know that I know what I’m talking about – we spent over a year optimizing and tweaking their ad setup, but we are now at a point where we can flip a switch, turn the ads on, and within 24 hours and only $30 spent they will have 10 new leads in their inbox – meaning each lead was about $3 each. 


My client is then typically able to close 2 of those leads, resulting in sales worth about $450 each, or $900 in total. Meaning my client is generating about $900 in revenue, for $30 spent on ads. That’s a 2900% ROAS (return on ad spend). Not bad right? 


That’s how I know that Instagram ads can be effective in growing your bowen therapy practice.  


  • The Best Instagram Marketing Advice That No One Will Tell You


There are so many gurus out there who try to sell you all sorts of expensive and poorly built courses and training programs. Most of them are just out to make a quick buck, and are at best wasting your time, and at worst actively scamming you. 


But I’d like to give you some free advice that will help you to get in the right head space:


Just. Keep. Posting. 


If you were writing a blog I’d tell you to just keep writing, and if you were growing a YouTube channel I’d tell you to just keep filming. 


At the end of the day what really separates the winners from the losers are that the winners are the ones who hit the publish button every single day, and the losers are the ones who make excuses for not publishing every single day. 


That’s it. That’s the big secret. 


Just keep publishing and just keep posting. 


If you couldn’t already tell, I am not a perfectionist. I do things quick and dirty, I like to move fast, and sort out the details later. Why? Because I prioritize publishing over perfection


I’d like you develop the same mindset. 


Your first 30 Instagram posts or ads, likely won’t be that good – and that’s fine, nobody will judge you or think less of you. But keep going, keep practicing, keep experimenting. 


Try different photos, different lighting, different graphics, different captions, different headlines, different offers. 


Never be afraid to experiment or do something wrong. Each failure will ultimately bring you closer to success. 


Also something to keep in mind: your organic instagram posts could later be used as your paid advertising – so you are in no way wasting time by developing your organic content – think of this as the lab where you run your experiments to gauge user responses. 


  • The 7 Sins Most Bowen Clinics Do Wrong With Their Instagram Ads:


Last thing before we get into the details of what you SHOULD be doing to run your Instagram Ads, I wanted to touch on a few points I regularly see business owners mess up. My intention is to offer these as a clear warning, so you can avoid making the same mistakes. 


  • Not Responding To Comments Immediately


The first blunder that plagues most business owners is not responding to comments on their posts immediately. 


Look I get it – you’re busy, there’s a lot going on, who wants to waste their time responding to comments right? 


But this is a mistake for a few reasons. Firstly, just the mere act of responding to comments increases engagement on your posts, and platforms like Instagram love to reward engagement, giving you even more organic reach and authority. 


Second, if you don’t answer, you leave a void in the comments, where others are left to fill in the blanks – they assume that you’re not active or present in your business. 


Third, and most importantly, by responding to comments (especially negative comments), you’re able control the tone of the conversation. If someone has left you a particularly nasty review, it’s your opportunity to step up and show that you’re the bigger person. 


Do not respond in petty and defensive ways, that will only make you look nasty, and not like someone that people want to do business with. People will think that if you’re nasty to that person, then what is stopping you from being nasty to them as well. 


Instead, focus on positivity. Focus on giving them the best possible experience, and be willing to accept any blame for imperfections (even if was never really your fault), by showing that you care, really what you’re doing is demonstrating to the entire world what a 1st class business owner you are, that you don’t have a sensitive ego, that you know how to take a joke, and most importantly that you know how to handle criticism with a huge smile on your face. 


Respond to comments quickly, it will show the world how much you really care. 


  • Not Using Enough Video


Let’s just be real for a second. Many bowen practiitoners feel intimidated getting behind the camera. Stop over thinking it, just get your smartphone out, record a quick video and just post it. Easy. Done. 


Everyone thinks they need to be some supermodel or have the perfect lighting. Let all of that ego based thinking go, and just focus on recording. Besides, people love seeing real people. People would much rather watch their neighbour bumble and stumble through a video than watch a big brand put out a picture-perfect ad, because with their neighbour they can think ‘hey, I know that person!’. 


Why is video so powerful? 


Firstly, it allows you to properly, showcase your personality. You can show exactly who you are and what you believe in. 


Secondly, platforms love pushing their latest features. And while video on Instagram is not exactly new, the platform loves it and will emphasize it more, allowing you to reach your larger community. 


Thirdly, and this is probably the most important: users love watching video. If a photo is worth a thousand words, then a video is worth a thousand photos. It allows you to communicate complicated ideas in a way that users love to watch. They get to cheer you on, and feel like they know a local hero!


  • Non-Specific Targeting


This is a classic mistake that I see small business owners make. They get all excited to use a new platform, they get in there, they set it up and they start running some ads (all of which is good by the way, better to take imperfection action than no action at all), but then they scratch their heads as to why their campaigns aren’t being effective. 


One likely culprit is that they had non-specific targeting. 


What does that mean? 


Think about it – let’s say you targeted your local city in your ads, but you included everyone who was 18-65 years old, men and women, and every interest under the sun. Why did things go wrong? You used non-specific targeting. 


So what is specific targeting then? 


The first thing to keep in mind is your ultimate aim is to find an audience between 50k to 200k. That is the sweet spot of being specific without going too far the other way and over-optimizing. 


So if you were marketing your Bowen Therapy Practice, you might choose the following criteria:


  • 10km radius
  • Women
  • Aged 35-65
  • Demographics:
    • Married
    • Have children
  • Interested in:
    • Alternative medicine
    • Healthy living
    • Yoga
    • Mediation
    • spirituality


Why does this specific targeting work best? Because older audiences will have more joint and ache pains, and by focusing on married women with children, you’re generally focusuing on women with greater disposable income who can afford your servives, and because they love alternative medicine, yoga and spirtituality, they will be your perfect fit as clients. 


Think about it – it will likely take a lot more work to convince and investment banker or someone who works in insurance to sign up for a bowen session – but if you tap into your community of people who already love you, they will be thrilled to sign up for a session with you, as already a member of your close community. 


  • Sending Users To Your Homepage


This is one of the biggest sins that I see and it needs to end immediately. 


Business owners will typically set up their ad campaigns and then get lazy on the last step and send users straight to their homepage. 


Why is this terrible?


Because nobody cares about your homepage. Nobody is going to take the time to try to figure out what you’re about or what you can offer them. The moment they get confused, they’ve bounced and they’re gone. 


So what to do instead? 


Firstly, Instagram allows you to run Lead Ads, allowing you to capture a users name, email and phone number right from the Instagram platform, without needing a landing page at all. 


Second, for those a little more advanced, to build dedicated landing pages, specifically designed to convert. What does that mean? 


It means make your special offer abundantly clear (ie: first session is free), and making it super easy for the user to book a session with you. 


A dedicated landing page should be extremely simple and accomplish one simple goal: get the user to sign up with you. 


Anything else is just fluff, and will likely conufuse your users. Anything that confuses your users will make them immediately leave (sorry to be harsh – but sometimes the truth hurts!). 


For those who want to go deeper on this, I recommend this book by Steve Krug titled Don’t Make Me Think – as it outlines how to optimize your landing pages for conversions. 


If you remember nothing else, just remember this: keep it simple. The more simple your landing page and the more simple it is for users to just sign up with you, the more likely that they actually will. 


  • Having A Slow Website




Here’s the bad news: having a slow website absolutely destroys your site performance. People won’t fully load your page, they’ll leave they’ll click away. They’ll avoid your site like the plague. 


Here’s the good news: it is super easy to fix. I’ll link to some video resources below on some specific techniques you can use to improve your site speed. Probably in less than an hour you can increase your site speed by 30% or more (depending on how bad your current site is). 


Use this free tool by Page Speed Insights to understand how your site is currently performing.


This video by ahrefs shows you 3 simple ways to start speeding up your website:



And this video by Darrell Wilson takes you through 6 more easy ways to make your website faster:



Now here’s why I find a slow site speed so cringeworthy – because it is so detrimental to your entire business, yet it is so easy to fix. 


Keep in mind, that we are rapidly moving into a mobile first internet experience, with mobile phones taking the lead since 2017. This means that over half of all users around the world are accessing the web through a mobile device. 


Why should you care as a Bowen Practitioner? Because the reality is that mobile phones load slowly. That is just the truth. 


Even as mobile connections get faster, keep in mind that the website has to load on that tiny little device, across a mobile connection, instead of through wifi. This means that even the best of phones and best of connections are going to struggle with a slow site. 


This makes page speed doubly important – as most of the world will be accessing your site through their smartphone, it is imperative to have a fast website, or you are literally shooting yourself in the foot (something I don’t recommend). 


Also, one more point here, just in case I hadn’t driven the point home yet: page speed affects your rankings on Google. 


Yes you read that right – Google is crawling your site to see how fast it is. In essence, Google doesn’t want to rank slow sites, because it understands how terrible this is for the user experience. 


Users want fast sites, so Google wants to serve fast sites. 


Now before you cry and think ‘how dare Google do that!’, see this as the massive positive as it is. 


You likely have a very small and simple site, meaning it is insanely easy for you to speed it up and make it faster. And once your site is fast, that’s it, you’re done! Fast is fast, and once you’re fast you’re ranking up there with the best. 


Contrast that against some corporation that has a massive website with thousands or tens of thousands of pages – and all their content and images and plugins and the whole mess – they will likely find it MUCH harder than you to speed up their sites, so this is actually a HUGE win for all the small independent business owners out there, who are easily able to take advantage of the new ranking algorithms. Have fun 🙂 


In this video SEMRush explains the upcoming Google Core Web Vitals Update (June 2021), and how it will put a greater emphasis on page speed and user experience as part of its new ranking algorithm. 



  1. Not Leveraging Remarketing


Firstly, what is remarketing?


Remarketing is simply the act of bringing users back to your site that have already visited you before. Once they land on your site, your tags and pixels will cookie their browser, and you’ll be able to send them remarketing ads. These allow you to show alternative offers to entice users to return to your site. 


And why is remarketing so important?


Think about it, have you ever seen an ad one time and then immediately gone and purchase it? Of course not, it never happens. 


You need to see an ad multiple times, before you’re finally feeling ready and convinced that buying it is the right decision for you. It takes time to build trust. And it takes time to build relationships. And business is ultimately built off of trust and relationships. 


By running a comprehensive remarketing compaign, you enable the opportunity for you to build and nurture that relationship with your Future Clients over the long term. 


Now while remarketing does take some extra time and effort to get set up properly and running, it is absolutely worth it. This single thing will likely turn your campaigns from losing money, to becoming quite profitable for you – and bringing you the right people to your Bowen Practice. 


This video by the Surfside PPC takes you through step by step exactly how to get your first remarketing ads up and running:



  1. Not Collecting User Emails


The final sin on this list: not collecting user emails. 


I’m not sure what else to say other than: just do it. 


Why is email list building so important for your Bowen Therapy Clinic? Because as amazing as Instagram is, you could wake up tomorrow and discover that you’ve been kicked off. 


Harsh truth I know. 


You see, as wonderful like platforms like Facebook, and YouTube, and TikTok are, they have the ability at the click of a button to just kick you off. Snap their fingers and kaput! You’re toast. 


Even if you felt like you were following all of their terms of service exactly and perfectly. Doesn’t matter, they can still just spontaneously kick you off. Don’t believe me? I’ve lost count of the number of clients I’ve worked with who had their Facebook ad accounts disabled just because of one bad ad they wrote. 


Now luckily, in most cases we were able to get their accounts back up and running again, but it wasn’t always the case. 


Starting to see why collecting customer emails is so insanely important? 


Platforms can kick you off, but nobody can take away your email list. Your bowen email list is yours, you own it 100%. 


Therefore it is possibly your single most important business asset. Build it, nurture it, guard it, and defend it with your life. 


Your email list could be your lifeline to keeping your business going if a platform ever kicks you off (fingers crossed they never do!). 


This video by Vanessa Lau takes you step by step on exactly how to build and nurture your email list:



For additional insights on this, Adam Erhart breaks down his top 5 mistakes that newbies make when launching their Instagram Ads:



  • Expressing Your Unique Bowen Voice


I want to share with you an exciting idea: you have something unique inside of you that needs to come out and be expressed to the world. Don’t believe me? 


Think about it, there’s a reason that you got into Bowen. Not many people start the route of getting into Bowen, but you did. Why? Because you believed in something different. You believed in delivering to the world something truly unique. 


Where modern and western medicine failed to view the human being as a holistic whole, but rather got distracted, with individual parts. 


You were captivated by healing then entire body, through alternative holistic therapies. 


And you don’t think you’re unique? 


Dig deep inside yourself. Let me guess – you believe in making the world a better place, you believe in making a difference, you believe in results over profit, you believe in seeing humans as humans and not numbers, you believe in being thanked for your hard work, and you believe in going the extra mile, where others get lazy. 


Does that sound about right? 


Then you do have something unique to say, because there are not many people out there who are willing to talk about the kinds of things you believe in. But there are communities out there, there are plenty of people out there who are waiting to hear your message, but they don’t. Why not? 


Because they’re bombarded by ads from Coke and from Wal-Mart and from McDonalds. 


But you have a chance to break through the noise. You have a chance to be different. 


I implore you to look inside yourself, and ask yourself what truly makes you different. Here are some questions to get you started:


  • Why did you get into Bowen?
  • What do you believe in?
  • Why do you want to help people?
  • How do you want to make the world a better place? 
  • What are your goals and aspirations? 
  • What are you views on the human body, and how it operates as a holistic whole?
  • What does that standard medical establishment miss when it comes to health and healing?
  • What makes someone an ideal client of yours? 
  • What are your typical treatments that people need to know about?
  • What other treatments do you offer and practice?


Dig deep – take some time and answer these questions. 


Once you’re clear on your answers, then make sure that these words and ideas get sprinkled into every little piece of content you write or video you produce. 


This doesn’t mean you need to answer them all at once, but it means that everytime you’re communicating with the world, one or some of these ideas should be expressed. This lets the world know exactly who you are, and why you’re different. 


And here’s the best part: people will hire you specifically because you’re different from the rest. It is precisely because of your uniqueness that you can stand out from the crowd. 


  • Connecting With Your Audience (That Already Love You!!)


I alluded to this before, but it’s essential we dive a bit deeper. 


One of the most intimidating things about starting to do marketing and advertising online, is feeling like there is a massive crowd of judgemental people out, who neutrally dislike you at best, and actively dislike you at worst. 


In fact, this single fear is often what stops most small business owners and Bowen Practitioners from even starting their online advertising campaigns. It just feels to cold. 


Or so they think. 


The truth is that online communities are swarming with alternative thinkers. People who actively oppose modern western medicine, and are eager to find alternative holistic therapies for better health and happiness. 


Online you’ll find yogi’s and meditators, and hippies, and alternatives, and whole range of people who believe the same kinds of things you believe in. These communities are strong on platforms like Instagram, Facebook, Pinterest and YouTube. 


It may not seem like it at first, but they’re there, and they’re just waiting eagerly to hear from you. 


And that’s the point: when you start marketing online, you’re not really advertising to cold audiences, you finding those communities that already know and love you. You’re a welcome member, and they would so much rather hear from you, than from other advertisers. 


There are already communities out there that love you – are you ready to connect with them? 


Let’s go. 


  • Your Bowen Therapy Instagram Marketing Strategy


Let’s start getting into some of the nitty gritty details of how we actually set up and run a Bowen Therapy Instagram Ad campaign. 


First let’s lay out the strategy here. There is no point in just going and spending a whole bunch of money without a clear strategy, as you just may waste it. 


So here are the basic essentials of your marketing strategy:


  1. Budgets. Recommend starting with $10/day, and gradually increasing to $20/day and eventually to $50/day, once you’ve confirmed your ads are working and profitable for you. 
  2. Setting a clear goal: the goal here is to get users to book their first session with you. This could either be achieved through an Instagram Lead Ad, or a dedicated landing page. If using a dedicated landing page, then recommend connecting to a calendar software like Calendly to handle bookings directly. 
  3. Method: will use 5-10 unique ads, mixing photos, video, copy and headlines. Test all different ads and see which work best for you. 
  4. Remarketing: setup an additional 3-5 ads to run as remarketing ads to bring users back to your site.
  5. Aim your ads at your community of people that already love you. 
  6. Run your ads, be patient. Allow yourself to course correct. 


The clear objective here is to connect with your community that already loves you, give them an offer they can’t refuse, and have them book appointments with you directly. 


Larger businesses with larger budgets will run ‘awareness’ campaigns – but we’re going to stay away from those right now. Our only goal is to get users signing up with you, and walking into your clinic. Beyond that, nothing else matters. 


  • Setting Up Your Instagram Ads Account


The first step is to set up your Facebook Business Manager. If you’re feeling confused why Facebook, Facebook owns Instagram, and all Instagram advertising is run through the Facebook Business Manager Platform. 


This video by Ben Heath takes you through step-by-step exactly how to get your Facebook Business Manager Account set up:



Once you have your account set up, then we’ll be able to dive into setting up your actual ad campaigns.


  • Setting Up Your Remarketing Pixel


And just what exactly is a remarketing pixel? 


Quite simply, this is a tiny piece of code (also known as a tag), that gets installed in your websites HTML. Of, if you’re using a tool like Google Tag Manager, installed directly through GTM.


This video by Ben Heath takes you through exactly how to set up your Facebook Remarketing Pixel to allow you to start collecting user data and running remarketing campaigns:



Also, this video by MeasureSchool shows you how to set up the Facebook Pixel using Google Tag Manager:



Alright, so now that you’ve got your pixel installed, it is going to be collecting data in the background. 


So you may be wondering – okay, so how do I use this thing?


The next thing you’ll have to do is create custom audiences. A custom audience is essentially and audience that you’ve created based on remarketing data. So for example, I recommend you create website visitor remarketing audiences, video view remarketing audiences, and conversion remarketing audiences to get started. 


This video by Ben Heath shows you exactly how to set up your Facebook Custom Audiences to allow you to run remarketing campaigns:



Once your audiences are set up, they will continue to populate and build in the back ground. Remember that your audiences will require at least 1,000 users before you’re able to use them in a remarketing campaign (due to privacy concerns), so I recommend setting up your audiences as soon as possible, so they can continue to populate away in the background and be ready for use once you launch your campaign. 


The sooner you start, the sooner they’ll be ready 🙂 


  • Choosing Your Campaign Type


Choosing your campaign type is an essential step in launching your Bowen Therapy Instagram Ads. 


What are campaign types? 


Think of it like the campaign objective. 


Instagram (and by corollary Facebook) is pre-set with about 10 different campaign types you can run. Each one is set with a specific objective.


For example, there is a video view campaign where instagram will prioritize sending your ads to users more likely to watch your videos, while a conversion ad sends your ads to users most likely to convert. See how this works?


Facebook has a massive amount of Machine Learning happening behind the scenes, and it is pretty good at predicting when someone is about to buy something, click a link, watch a video or like a post. 


You can call it creepy – but all of this happens in an anonymized way, that allows us as marketers to reach the people most eager to buy our services. 


So let’s get into the specifics:


  1. Lead Ads


The Lead Ads are straight up one of my favourites, and something that I would highly recommend that you start using asap. 


Why are the lead ads so good? The first and biggest reason is that you don’t need a website or a landing page. Sometimes tech can be a big reason why small businesses don’t get off the ground, and by eliminating the need for a website, this can make it so much easier to get started. 


The other reason I love Lead Ads, is because they’re native to the platform – meaning these lead pop-ups, load directly within the Instagram platform, they load instantly, AND they load pre-populated with the user’s information (remember, Instagram already knows who the user is). 


As such the whole process makes it EXTREMELY frictionless for the user to sign up and share their information with you. And anything that makes a user interaction frictionless, is worth it’s weight in gold to you. 


Seriously, it is hard to overstate how much small annoyances will stop people from checking out your website or completing a sale. 


  • Conversion Campaign


A conversion campaign is exactly how it sounds: it’s designed to convert. 


What is a conversion? Typically a conversion is whenever a sale is made, but more simply it can be whenever someone makes a booking with you, signs up to your email, or downloads one of your free pdf e-books. 


A conversion can be whatever you want it to be, but it is typically reserved for special events that directly move the needle forward on your business. 


These are events that are important to measure, as they directly relate to your business, making sales, and growing your revenue. In general, the more conversions you’re getting, the better. 


A conversion campaign will directly help you to connect with that segment of your audience that is ready to buy from you. I recommend running conversion campaigns once you’ve got your dedicated landing page set up and running, and it is confirmed to convert well. 


  • Awareness


I don’t generally recommend running awareness campaigns unless you’re a big business with a big budget, however they can be fun to run. 


The main advantage of the awareness campaigns is that they are extremely cheap. There is a premium to run say a conversion campaign, as all other marketers are also trying to get those same users to get them to convert. 


But awareness users typically get forgotten about, meaning that reaching them can be extremely cost effective. 


What is an awareness campaign? 


This is when you’re simply interested in users being more aware of your business and brand, without necessarily taking any specific action like buying from you or booking an appoint. 


Awareness campaigns are best when you’re trying to just reach massive numbers of people. 


  • Video View


Video View campaigns are great and I highly recommend running them as soon as you have video available that you can use. 


What is a video view campaign? 


Essentially as the name implies, it is all about getting users to watch your videos. Specifically they’re designed to get users to watch 15 seconds of your video, also known as a ‘ThruPlay’. 


What is the purpose of Video Views?


The initial reason is that it is also a strong play to generate more awareness for your business. As people watch your videos, they will become familiar with you and your brand, and if your video is good (which I know it is if you’ve taken my advice so far), then people will start liking you and want to sign up with you. 


But the additional reason to run a video view campaign is for the remarketing campaign. 


One method of remarketing is to remarket to users who’ve already watched your videos. This allows you to follow up with a conversion campaign to get them to convert. 


Why is a video view remarketing campaign so powerful?


Think about it – if you put out a 3 minute video, and someone has stuck around, taken time out of their busy day and watched 2 minutes of your video, that is a pretty strong vote of confidence, that they are putting their hands wildly up in the air and saying ‘yes! I’m interested in this!’. 


That way you can follow up with a conversion ad and they will be excited to hear from you, as you’re effectively now reaching out to a warm audience that loves you. 


  • Instagram Ad Campaign Targeting


Let’s face it, ad targeting can feel confusing at the best of times. With so many options and groups and interests and ways to slice and dice available – how exactly are you supposed to choose the best?


I want to break this down and keep it real simple for you. I’ve shared some resources below that take you through more of the specific set up steps, but for now I’d like to leave you with some general guidelines. 


Firstly, let’s keep it simple. While unfortunately Facebook does not have a targeting option for “users who need a bowen session today”, there are some simpe workarounds that we can use. 


Let’s start with demographics:


Are your clients predominantly male or female? I’m sure you see both clients, but I’d wager a bet that your clientele are primarily women, so let’s focus on them to start. 


Next, how old are your clients? Again, I’d wager a bet that your clients are predominantly 35-65 – an older demographic that is starting to suffer from the aches and pains of life. 


Next are the married, single, have kids or no kids? I’d suspect predominantly married with kids. 


Also, where do they live? This depends on your down and how dense it is, but I’d say predominantly within 5-10km of your clinic. 


See how we’re getting things narrowed down here?


So now we start getting into interests. Here are some interests to get the ball rolling:


  • Organic food
  • Healthy food
  • Healthy lifestyle
  • Meditation
  • Yoga
  • Alternative medicine
  • Spirituality
  • Accupuncture


Keep narrowling your audience until you’ve got between 50k-250k. That is typically the sweet spot for a good audience – nicely refined, without over optimizing. 


Keep in mind, if you make your audience too small (less than 50k), Instagram won’t have enough data to properly optimize your campaign, however if you go too big (more than 250k), it won’t be specific enough and Instagram will have trouble finding the commonality between all your best users. 


Getting the right audience size is a bit of a dance. You may need to play arround with adding different interests and removing others until you find that sweet spot of audience size. 


If you’re still struggling to have enough people in your audience, consider expanding your geographic territory to 15km or even 20km, assuming you live somewhere that users would drive that far. 


Side story: I once had a client who lived in a rural town, but she was so good at what she did that her clients would drive 2 hours from the next major town to come see her. So don’t be afraid to go for a larger geographic area if your situation calls for it. 


On the flip side, if you live in a densely populated city, and people just cannot be bothered to drive across town, then sticking to a 5km radius will help you to connect with just those clients most local to you. 


This video by Wes McDowell outlines 7 key winning strategies for running your Instagram Ads:



This video by The SCO Show, takes you through step by step all the Instagram targeting options, and how specifically to start set up retargeting audiences as well:



Additionally, this vidy by the SCO Show, outlines one key growth hack for your Instagram/Facebook ad targeting:



Lastly this video by Pirate Skills takes you through all the different ways that you can set up user based targeting on your Instagram Ad Campaigns:



  • Setting Budgets


Budgets are obviously a bit of a touchy subject, and adapt these thoughts to your situation. 


But a common problem that I see with small business owners is they don’t spend enough when it comes to digital marketing and Instagram ads. They dip their toe in the water, but they never fully dive into the pool. 


Why is that?


Limited budgets, fear of failure, being burned in the past – there are all sorts of reasons why a Bowen Practitioner wouldn’t fully commit to their Instagram Ad Campaign. 


But as always I want to keep this simple and manageable. So my first recommendation is to start with a minimum of $10 per day for a minimum of 30 days (1 month). 


This is a total budget of $300, and is essentially the smallest budget you can run and still get some meaningful data and insights. 


Remember, this first phase is just about experimenting – we’re testing the waters and learning what works and what doesn’t work. And it takes committing this minimum amount of budget, to actually have some meaningful results. 


Once your campaign is up and running and showing signs of success, then I’d generally recommend maintaining $20/day as your standard rate, and if it makes business sense for you, to even grow as high as $50/day. 


Obviously rates this high should only be undertaken once your core concept and marketing campaign has proven to be effective, and you’re reliably able to generate new leads at a profitable rate for your business. 


Now in some cases, it may even make sense to lose some money up front on attracting new clients, because you know that they’ll be happy and keep coming back over the long term, and as well they’ll have friends that they can refer you to as well. 


Good service will always attract new business. 


Last point here: remember that our goal in running this ad campaign is to get your more bookings, that’s it. So at the end of the month, take a quick tally of how much money you spent running ads, and how many new bookings you got, and see whether the numbers make sense for you or not. 


If the numbers look good and your business is profitable, great, keep it up. If however you’re feeling like you’re not really getting your money’s worth, take a look at all your different ads, you’ll like find that some perform exceptionally, while others not so. In that case, turn off your low performers. That was the whole purpose of the experiment. 


  • Using Your Photos & Video


So here’s the good news: If you’re a little camera shy, you can use sites like Pexels and Unsplash to download free stock photos (copyright-free so you can use in ads), as well as Canva for graphic design in case you feel like.


There’s no need to take your own photos and no need to record your own video. 


However, the flip side to the story is that original content will almost always out perform stock material. 


Why? Stock photos lack substance, users have likely seen them before, and there’s no direct relation with your brand. I know from experience that stock photos absolutely do work for building businesses, however, in the long run, you’ll want to have your own unique and original content (remember what I said at the beginning about expressing your own unique voice? Exactly). 


If you’re feeling camera shy, my best advice is: don’t be. 


You won’t be judged nearly as much as you’re probably worried right now that you will be. Remember, people like real, and the more real you can be, the better. 


In fact, the more authentic and quirky you can be, the better – just be your true authentic self. 


And no, you don’t need to be a professional photographer or model – get any of those thoughts out of your head right now. 


Assuming you have a smartphone that was built in the last 5 years, you have more than enough tech to get started. 


Find good lighting, get in your element, and snap a few photos. Use Canva as I mentioned above to add some graphics spruce things up a bit. 


Similar when it comes to video, your smartphone is more than good enough. 


Can take it selfie style, or set up a tripod, whichever you prefer, but not other equipment is necessary. 


Find some good natural lighting if you can. 


For video, aim to have your videos be 30 seconds to 3 minutes long. In fact, I’d recommend having a 30 second version, a 1 min version, a 2 min version and a 3 min version. Just to offer some different variety and perspective. 


Some business owners get caught up on the length of the video. They assume (incorrectly) that no one will stick around to watch longer videos, so the better only do short videos (15-30 seconds). 


It’s not true, people will magically develop long attention spans if you give them something worth paying attention to. 


Don’t stress about the length of the video, just focus on speaking your truth and being authentic.  


  • Your Bowen Technique Instagram Ad Copy Cheat Sheet


Writing your first ads isn’t very fun. It feels like there is a lot of pressure to come up with something ‘creative’. Honestly, creativity is in the eye of the beholder, and the sooner you start pushing out your content, the sooner you’ll find out if it is actually any good or not, instead of endless agonizing over it. 


So to get you started, I’ve got a little bonus for you: I’ve created an ad copy cheat sheet.


These are some prime examples of ads that you can literally copy word for word when you run your own ad campaigns to market your bowen therapy practice. Enjoy 🙂


Ad Copy Example #1:


Bowen is one of the best ways to de-stress, relax and get centered. Right now we’re offering a first session for free for new clients! 


Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!


Headline: Bowen therapy: 1st session free!


Ad Copy Example #2:


Bowen is designed to help you to rediscover your own inner power and confidence. Through health and wellness, we want you to be the best you can.  


For a short time, we’re offering a 1st class for free for new students. 


Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!


Headline: Bowen To Rediscover Your Confidence!


Ad Copy Example #3:


Did you know that Bowen is a quickly growing alternative health therapy in North America? 


Bowen helps to build confidence and strength through health and wellbeing. 


For a short time, we’re offering a 1st class for free to new clients.


Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!


Headline: Bowen Therapy: Join The Movement!


  • Using Reviews and Testimonials


Now that you’ve got your business up and running, you’ve got clients coming in and they’re happy (ecstatic) with your sessions, it’s time to start collecting some reviews and testimonials. 


Now some business owners get nervous about asking for reviews. They’re worried that they’re going to be bother people, or that their clients won’t want to leave them reviews. 


That is all nonsense and you know it. 


You deliver top notch treatments, and your clients love you. Trust me, they will be more than happy to leave you a quick review. 


Now, just to properly set expectations, it is true that many of your clients won’t leave you reviews. Don’t take this personally, they’re likely just busy. 


But a high percentage of your clients will leave you reviews, and that’s what matters. 


The easiest way to request reviews is through an automated email that get’s sent out after their session. If you’re using a booking software like Timely, it includes a built in feature to send out automated emails. 


My recommendation would be to send out emails 3-5 days after your final session, to allow your client some time to process the treatment. I’ve linked further resources below. 


This video by Wes McDowell takes you through exactly how to start requesting more Google Reviews for your business:



Additionally, this video by RankingAcademy shows you additional methods and techniques to request more Google Reviews to build trust, authority and grow your business:



  • BONUS: Building Your Customer Email List


I’ve said it before, and I’ll say it again: you need to be building your customer email list. 


Right now. Please get started. 


Why is it so important? Well if you’re running ads on Instagram, everything may be fine and dandy today, but tomorrow your ad account account may be terminated (I know that sounds harsh, but better safe than sorry!). 


So what’s the answer?


Build an email list. 


If you’re running a Lead Gen campaign, then you are already effectively collecting emails that you can use. Additionally, I recommend setting up a newsletter sign up directly on your website. 


This video by Kate Emily, shows you exactly how to start building your email list today using Instagram:



  • BONUS Advanced Techniques: Remarketing


I alluded to this earlier, but remarketing is one of my favourite advanced marketing techniques. 


Why? Because they help to drive real business results. 


WordStream released this study, which found that users were 2x more likely to convert after seeing ads from a business 6 times. 


That’s huge – it means that users will rarely convert after the first time they see an ad (a few keeners will, but it won’t be enough to build a sustainable business). 


This is why I recommend running remarketing campaigns, as users that are more familiar with you, will be much more likely to actually convert and sign up with you. 


Remarkeitng ads will be quick and easy for you to set up as you already created your remarketing audiences in earlier steps. 


If you’re feeling strapped for creative ideas, you can even re-use your original ads, but target them specifically to your remarketing audiences. 


This video by the Surfside PPC takes you through step by step on exactly how to set up remarketing ads for your Instagram Ad Campaign:



  • BONUS Super Advanced Techniques: Multichannel Marketing


Now, personally I love this technique, but a word of warning, it is ‘super advanced’. 


Why do I say that? Because this goes beyond just running an instagram ad, and also incorporates your other channels such as Google, YouTube, Facebook, LinkedIn, Pinterest and possibly others like TikTok and Twitter. 


Sometimes referred to as ‘omnipresence’, this is when you start showing up on every channel your user uses. 


Whichever platform they’re on, you are there. 


Now just as we set up the Facebook Pixel, all those other platforms need their remarketing tags installed as well – so if you’re already on those platforms, go ahead and install your pixels using your Google Tag Manager setup. 


Now once all your pixels are installed and your audiences populated, you can start running remarketing ads for all your website users, across each and every platform that they’re on. 


This can get intense, and will require a budget of a least $50 per day to pull it off successfully. If you’re not at the point yet where you feel comfortable investing that kind of money, that’s cool, I’d say keep this method aside for now. 


Think about the powr of this for a second: someone searches Google for “bowen therapy near me”, they see your ad on google and click through to review your page. But maybe they’re just a little short on cash right now, and they’re not ready to sign up with you right this second. So the close their browser and continue on with their day. 


The next day, they’re scrolling instagram and they see another ad of yours, this time a video ad that explains a little bit more about you. They like you, but still not ready to sign up. 


A few days go by, they see a photo ad of yours on Facebook. A few more days go by and they see your video on YouTube. 


And finally later that month they’re catching up on business in their LinkedIn account when they see your ad again. This time, they just got paid and they’re feeling like they can afford you now. They click the link, go through to your website and sing up and make a booking. 


Starting to see how powerful this is? 


Most users won’t be ready to sign up the first time they see your ad, for a multitude of reasons. 


They might be busy, they might be in the middle of something, their kids might be screaming, they might be low on cash, they maybe just go burned by someone else, or maybe just they’re not in pain yet, but 6 months down the line they have a minor injury and now you’re the one they need to come see. 


Here’s the point I’m trying to make: most business owners assume incorrectly that marketing means: run an ad, get a client. 


But its more complicated and nuanced than that – a more accurate definition would be: run several ads today, get several new clients 6 months from now. 


Marketing is more of a journey than a single event. Look at marketing from a long-term perspective, and you’ll be gold. 


This video by Ignite Visibility highlights the core concepts of multichannel marketing:



To go even deeper, this video by Ignitite Visitiblity, shows you how to create an offer through your multichannel marketing efforts:



  • Bowen Technique Instagram Ads Guide: Conclusion


And there we have it folks – successfully made it to the end of this article, you seriously deserve a good round of applause and pat on the back for making it this far, this was no small feat. 


We’ve covered a lot of ground. I know there was a lot to cover, and if anything was unclear, please let me know in the comments below or reach out to me directly. 


I’ve made this article as comprehensive as I can, however as I’m sure you can tell by now, digital marketing is a huge and complicated field, with a lot of nuance, and is constantly in flux and changing. If anything important was missing, please let me know. 


Also, this article is up to date as of this publishing in June 2021, however, the internet and digital marketing change so insanely quickly, that I’m sure it is already out of date by the time I hit that publish button.


This is just the reality of working in an internet based business. On the flip side, there are always new and exciting things to learn. 


My goal is to keep this article up to date, and review it at least yearly, to update the videos and update the resources to ensure everything is still fresh and relevant. 


Otherwise, before I keep rambling on, that is all for today and we’ll see you in the next one!


To your success and your journey,


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