NDIS Social Media Ads
Reach families and coordinators before they start searching.
Google Ads catches people who are already looking
Social media ads reach people before they get there. A parent scrolling Facebook who sees a genuine story from your team. A coordinator on Instagram who sees how your support workers actually spend their day. A family member who was not actively searching but recognises something in your ad that matches what they need.
I run Meta campaigns, Facebook and Instagram, for NDIS providers. The job is different to Google. You are not answering a search, you are earning attention, so the creative, the message and the targeting all have to work harder.
What I actually build
Real photos and real stories outperform everything else
Stock photos of smiling strangers do not work for NDIS advertising. Families scroll past them because they look like every other provider. What stops the scroll is something real: a support worker and a participant at the beach, a team member explaining what they actually do, a short video of a real day.
I help you capture and produce creative that feels genuine. Phone-camera footage, real locations, real people. I coach your team on how to get these moments without a production crew. The best performing NDIS ads I have run were filmed on an iPhone in someone’s backyard.
Your copy and creative do the targeting
Meta's ad platform has changed how it finds people. The algorithm behind ad delivery, which Meta calls Andromeda, no longer relies heavily on the interest categories you select during campaign setup. Those options still exist, but what actually drives who sees your ad is the content of the ad itself. The algorithm reads your copy, your imagery, your landing page, and finds the people most likely to respond.
That means the real targeting work happens before the campaign goes live. I write ads that speak directly to the people you want to reach, whether that is families looking for support in your area or allied health professionals and support coordinators who refer. The specificity of the message is what pulls the right audience.
I set location to your service area and run intentional retargeting to reach people who have already visited your site or engaged with your content. But the days of stacking interest categories and relying on that alone to find the right people are over. Your copy and creative are your targeting.
Social ads build over time, but early wins are what I chase
Social ads work differently to search. Someone searching "NDIS provider near me" on Google has intent right now. Social puts you in front of people before that moment, so the path to an enquiry usually has a few steps. Someone sees your ad, visits your page, reads a post or two, comes back to your site a week later, and calls.
I structure campaigns in layers. Engagement campaigns build familiarity in your service area. Conversion campaigns target people who have already engaged. Retargeting reaches people who visited your website without getting in touch.
Early leads do come through. Some people are already looking and your ad lands at the right time. That is what I set out to achieve and obsess over with every campaign. The honest expectation is that social ads compound over weeks and months, and I will always set that expectation clearly. But I build for the long game and chase early wins at the same time.
A different approach for lead volume, with a different sales process
Meta offers lead form campaigns where people submit their details without leaving Facebook. They have a reputation for lower quality because people fill them in quickly, sometimes without strong intent, and your team can end up chasing contacts who do not remember submitting anything.
But lead forms generate volume, and with the right follow-up process they convert. The sales process is different. You need speed to lead, a scripted follow-up, and someone calling within minutes. When that process is in place, lead forms work.
Website conversion campaigns take a different approach. The extra step of clicking through to a landing page filters out lower-intent enquiries and delivers people who have read about your service and chosen to get in touch. Fewer enquiries, but they arrive warmer.
It is not an either/or. I will always explore both and recommend the approach that fits your team's capacity and how your sales process runs. Sometimes we run both at the same time.
Social ads build momentum over time
Social advertising is not as immediately responsive as Google search ads. The first month builds the audience, tests creative and gathers data. Results improve as the campaigns learn who engages and who converts.
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Week 1 to 2
Campaign build, creative production, audience setup and tracking.
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Month 1
Engagement campaigns live, building the audience and warming the pixel.
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Month 2
Conversion campaigns layer in, and the first enquiries arrive from the warmed audience.
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Month 3 and beyond
Retargeting performing, creative refreshed, cost per enquiry improving.
Social ads work best as one layer of a broader plan. The families who see your ad and later search for you on Google should find a website that delivers on what the ad promised, which is what SEO and Google Ads are for.
What providers ask about social media ads
What is the difference between Google Ads and social media ads for NDIS?
Google Ads reach people who are actively searching for a provider right now. Social ads reach people before they search, building familiarity and trust. Google is intent-based: someone types a query and your ad appears. Social is interruption-based: someone is scrolling and your ad earns their attention. Both work, and they do different jobs.
How much should I spend on Facebook ads?
For a local NDIS provider, $1,000 to $2,500 per month in ad spend is a reasonable starting point. Social campaigns need enough budget to build data across the engagement and conversion layers. Below $1,000 per month results are slow to materialise, because the campaigns never get the volume they need to optimise.
Do I need professional photos and video?
No. The best performing creative I have seen from NDIS providers was filmed on a phone. Real footage of real people in real settings outperforms polished production. I coach your team on what to capture and how, then handle the editing and the ad build.
Can I boost posts instead of running proper campaigns?
You can, but boosted posts offer limited targeting and optimisation compared with campaigns run through Ads Manager. Boosting is fine for reach. If the goal is enquiries, a properly structured campaign will deliver more for the same spend.
Paid social is one layer. If you would rather have it planned alongside search, content and the referral side, that is Managed Growth.
Find out if social ads make sense for your provider
The audit is free.