Facebook and Instagram ads for a therapy practice
Meta creates demand rather than catching it, so it works when there is a specific thing to sign up for: an eight-week group, a parenting workshop, an intensive, a new evening slot for teens. Expect $2 to $8 per click and $25 to $90 per lead. Those leads are colder than search leads, and a fifth to two fifths of them book a consultation, so judge the channel on booked calls, not form fills.
The mistake is writing the ad at the reader. Copy opening with "Struggling with anxiety?" hits Meta's rule against implying you know something personal about the viewer, and gets rejected or throttled. Write from the practice's side: "We are starting an eight-week group for new mothers in Boise, Tuesdays at 6." Same audience, no assertion about anyone.
By day fourteen you want one video that holds attention past the first seconds, a cost per lead you can live with, and a checked pixel.