Meta (Facebook & Instagram) ads setup

How the pieces fit together

• Facebook Page — your practice's identity; ads run “from” this Page.
• Business Manager — organizes Pages and ad accounts for your business (or dental group).
• Ad account — where campaigns live and spend is tracked.
• Instagram (optional) — link your professional Instagram to the Page to run Instagram placements.

1. 1

   Create or claim your Facebook Page

   Patients should be messaging and engaging with a Facebook Page, not a personal profile.

   1. Go to facebook.com/pages/create.
   2. Choose Business or Brand.
   3. Enter your practice name, category (Dentist / Dental Clinic), and contact info.
   4. Add your logo, cover photo, address, hours, and website.

   If a Page already exists, ask an existing admin to add you under Page settings → Page access with Full control.

   ScreenshotFacebook — Create Page flow with practice name and category.

2. 2

   Set up Meta Business Manager

   Visit business.facebook.com and create a Business Manager for your practice or dental group (legal business name).

   1. Business Settings → Accounts → Pages → Add your practice Page (or request access if owned elsewhere).
   2. Confirm you see the Page listed with Admin access.

   ScreenshotMeta Business Settings — Pages section showing your practice Page linked.

3. 3

   Create a Meta ad account

   In Business Manager:

   1. Go to Business Settings → Accounts → Ad accounts.
   2. Click Add → Create a new ad account.
   3. Name it clearly (e.g. “Riverside Family Dental — Ads”).
   4. Set time zone and currency for your market.
   5. Add yourself and any agency partners as Admins.

   If you already have an ad account from a past agency, use Add ad account → claim or request access instead of creating a duplicate.

   ScreenshotBusiness Settings — Ad accounts list with “Create ad account” option.

4. 4

   Add a payment method

   In Billing & payments (from Business Settings or Ads Manager), add a credit card or other accepted payment method to the ad account.

   Meta bills ad spend directly — separate from any Toothy subscription.

   ScreenshotMeta Billing — payment method added to the ad account.

5. 5

   Link Instagram (optional but recommended)

   To run ads on Instagram as well as Facebook:

   1. Open your Facebook Page → Settings.
   2. Link your practice Instagram account under Linked accounts → Instagram.
   3. Use a professional Instagram account (Business or Creator), not a personal one.

   ScreenshotFacebook Page settings — Instagram account connected.

6. 6

   Confirm Page roles for whoever will connect Toothy

   The person who clicks “Connect Meta” in Toothy must be able to:

   • Manage the ad account in Business Manager
   • Have Full control on the Facebook Page

   In Page settings → Page access, assign the dentist, office manager, or marketing lead accordingly. Agency emails can be added as Partners in Business Manager instead of sharing passwords.

   ScreenshotPage access — list of people with Admin / Editor roles on the Page.

7. 7

   Connect Meta in Toothy

   1. Sign in to Toothy → Settings → Practice.
   2. Under Connected Accounts, click Connect next to Meta Ads.
   3. Log in with Facebook and approve access to ad accounts and Pages.
   4. On the mapping screen, select the correct ad account and Facebook Page for this practice. Meta requires both — ads always run under a Page.

   ScreenshotToothy — Meta connect mapping screen with ad account and Page dropdowns.

Dental-specific notes

• General dentistry is not a Meta “Special Ad Category” (unlike housing, credit, or employment). You still must follow health advertising policies — no misleading claims or before/after violations.
• Start new campaigns paused and review in Ads Manager before turning on spend.
• Location targeting should match where patients actually travel from — your Toothy team uses the practice address / zip from settings.

Troubleshooting