Paid Social Creative Brief | August 2026
On Point Dental - Complimentary Implant Consultation Creative Brief
Designer-ready brief for a new paid creative batch promoting the approved complimentary dental implant consultation message. Dr Kumar has confirmed the ad can mention that the consultation would normally cost $450, similar to the website presentation. Keep the offer simple, include all three locations, and avoid adding unconfirmed inclusions.
Campaign RoleLead Gen primary, Traffic support
Production Mix8 static angle options
Format4:5 portrait, 1080 x 1350, 64 px safe margin
Client Instruction Snapshot
- Approved offer wording: Complimentary Dental Implant Consultation, normally $450.
- Keep messaging simple: no inclusions, exclusions, scan details, treatment planning steps, or financing specifics unless separately approved.
- Locations to include: Floreat, Fremantle and Wagin.
- Booking page: https://onpointdental.com.au/book-appointment/
- Creative requirement: test different patient-led angles around the same approved offer rather than one generic implant ad repeated several ways.
Research And Strategy Notes
| Source | Relevant Finding | Brief Decision |
|---|
| July performance report | Implant affordability and payment clarity produced 744 landing page views at AUD 0.42 cost per landing page view. The report recommends 2-3 fresh variations close to this winning message pattern. | Use value clarity, consultation-first, and question-led implant angles. Avoid claiming lead quality or booked appointments because the report says those outcomes were not available. |
| July performance report | New-patient value framing was the strongest theme by landing page views, with 893 LPVs. | Frame the consultation as an easy first step for people researching implants, not as a hard-sell treatment decision. |
| July performance report | Fremantle and Floreat led July traffic delivery, while the new brief must include Wagin too. | Use a three-location footer line so the creative supports all requested clinics without making the layout crowded. |
| Booking page | The booking page lists Fremantle, Floreat and Wagin and presents online booking as a simple scheduling path. | Use "Book online" or "Book a consultation" as the primary CTA, with the booking page as the destination. |
Important evidence limit: The July report did not verify leads, appointments, revenue, or implant case outcomes. Do not write "proven to bring implant patients", "highest converting", or similar business-outcome claims in the creative.
Creative Direction
- Visual style: clean clinic imagery, consultation moments, neutral dental-room details, simple offer card, warm local feel.
- Copy style: one clear headline, one short support line, and one informational location/footer line only. Keep headlines to 6-8 words where possible, body copy to one short line, and the location footer smaller than the offer line.
- Offer hierarchy: make "Complimentary Implant Consultation" the first readable message; make "Normally $450" secondary but still visible.
- Location hierarchy: place "Floreat, Fremantle and Wagin" as a compact footer or lower-third line.
- Visual CTA rule: do not use fake clickable buttons, pill CTAs, tap prompts, app-style buttons, or standalone action phrases such as "Learn more", "Get to know us", "Meet the team", "Book now", or "Book online" inside the graphic. The graphic itself is not clickable, so booking actions should sit in the caption, ad copy, or platform CTA field only.
- AHPRA rule: do not imply implants are suitable for everyone, do not promise a result, and do not use before-and-after style images.
Production Specs And Assets
| Area | Required Direction |
|---|
| Format and safe spacing | Design all static ads in 4:5 portrait at 1080 x 1350 px. Keep all headline, body copy, logo, offer badge, and location footer text inside a 64 px safe margin. Avoid placing key text near crop edges. |
| Text hierarchy | Headline must be the largest text and readable in 1-3 seconds on mobile. "Complimentary Implant Consultation" should be the primary message. "Normally $450" should be visible as a secondary offer badge or support line. Location footer should be smaller and quieter than the offer line. |
| Logo placement | Place the On Point Dental logo top-left or bottom-left, small but readable, with strong contrast against the background. Do not place the logo over busy faces, hands, dental tools, or bright highlights. |
| Colours | Use On Point navy/blue for headline text, warm cream or white for the offer panel, soft sage/green for supporting accents, and restrained orange/gold only for the offer badge or value marker. Avoid heavy red, emergency styling, or loud sale colours. |
| Fonts | Use a clean sans-serif brand-style font. Headline should be bold or semi-bold; body copy and footer should be regular or medium weight. Do not use script, decorative, distressed, or novelty fonts. |
| Image priority | Use clinic-owned consultation, reception, team, or calm dental-room imagery first. Best options: dentist and patient seated in conversation, friendly reception interaction, or clean clinic detail with enough negative space for copy. |
| Stock fallback | If stock is required, choose natural adult consultation imagery with people aged roughly 35-65. Avoid procedure close-ups, dental implant hardware close-ups, exaggerated smiles, visible missing teeth, pain expressions, before-and-after framing, and generic overly polished stock scenes. |
| Required assets | Approved On Point Dental logo, approved clinic/team/consultation images, client screenshot offer-badge reference, booking URL, and confirmed offer end date if any. If no end date is supplied, do not use limited-time wording. |
| Visual reference | Use the client screenshot as a loose badge reference only: small orange/gold offer icon, warm cream pill-style offer panel, simple readable text. Do not make the badge look like a clickable button. |
Angle Matrix
| # | Angle | Patient Thought | Campaign Role | Why This Angle |
|---|
| 1 | Simple Offer | "I want the offer details quickly." | Lead Gen | Directly answers the client request and keeps the strongest message simple. |
| 2 | Researcher Questions | "I am thinking about implants but have questions." | Traffic | Matches the winning implant-payment clarity pattern without adding unapproved inclusions. |
| 3 | Normally $450 Value | "Is this worth looking into now?" | Lead Gen | Uses the approved value comparison as the main hook. |
| 4 | Three Locations | "Is there a clinic near me?" | Lead Gen | Turns the required locations into a clear access angle. |
| 5 | Missing Tooth Starting Point | "What can I do about a missing tooth?" | Traffic | Patient-led situation before treatment name, while avoiding outcome promises. |
| 6 | Not Ready To Decide | "I am not ready for treatment, just information." | Traffic | Reduces hesitation and supports the consultation-first message. |
| 7 | Payment Clarity Lite | "I want to understand cost before deciding." | Lead Gen | References cost clarity without finance claims, eligibility promises, or payment-plan detail. |
| 8 | Local Appointment Prompt | "I should book a practical next step." | Lead Gen | Simple, appointment-focused closer for higher-intent users. |
Posting Schedule
Scheduling note: Dates are set across the remaining August 2026 business days in AWST for the WA audience. Times are planning labels for the scheduler/media buyer and can be adjusted if campaign delivery data suggests a stronger slot.
| Date | Time | # | Creative | Angle | Campaign Role | Scheduler Notes |
|---|
| Tue, 18 Aug 2026 | 9:00 AM AWST | 1 | Simple Offer | Direct complimentary implant consultation offer | Lead Gen | Use first to introduce the approved normally $450 offer clearly. |
| Thu, 20 Aug 2026 | 11:00 AM AWST | 2 | Researcher Questions | Question-led implant research reassurance | Traffic | Use as a softer traffic creative for people still researching. |
| Fri, 21 Aug 2026 | 9:00 AM AWST | 3 | Normally $450 Value | Approved value comparison | Lead Gen | Keep "Normally $450" visible but secondary to the consultation offer. |
| Mon, 24 Aug 2026 | 10:30 AM AWST | 4 | Three Locations | Floreat, Fremantle and Wagin access | Lead Gen | Use where location coverage matters; keep all locations equal visually. |
| Wed, 26 Aug 2026 | 9:00 AM AWST | 5 | Missing Tooth Starting Point | Patient situation before treatment name | Traffic | Use as a relatable consideration-stage angle without outcome promises. |
| Thu, 27 Aug 2026 | 11:00 AM AWST | 6 | Not Ready To Decide | Low-pressure consultation reassurance | Traffic | Use for hesitant patients; keep tone calm and non-urgent. |
| Fri, 28 Aug 2026 | 9:30 AM AWST | 7 | Payment Clarity Lite | Cost conversation without finance claims | Lead Gen | Use without payment-plan logos, approval claims, or finance detail. |
| Mon, 31 Aug 2026 | 10:00 AM AWST | 8 | Local Appointment Prompt | Simple appointment-focused close | Lead Gen | Use as the final August push; action CTA stays in caption/platform CTA only. |
Detailed Creative Briefs
Production note: Each angle can be produced as a standalone 4:5 static ad. If only one creative is needed, prioritise Angle 1, Angle 3, or Angle 4 because they most directly match the client instruction.
1. Simple Offer
Lead GenStaticOffer Clarity
| Posting Date And Time | Tue, 18 Aug 2026 at 9:00 AM AWST |
|---|
| Content Theme | Complimentary implant consultation offer |
|---|
| Persona | Higher-intent local adult who is actively comparing dental implant options and wants the offer details quickly. |
|---|
| Main Copy | Complimentary Implant Consultation |
|---|
| Words To Highlight | Complimentary, Implant Consultation, Normally $450 |
|---|
| Body Copy | Normally $450. Available at On Point Dental. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Clean offer-card layout with clinic imagery |
|---|
| Creative Direction | Use a bright clinic or consultation image as the background with a simple cream or white offer panel. The offer should be readable in 1-3 seconds. Add a small location line at the bottom. Avoid dense icons, implant hardware close-ups, fake button styling, or any CTA treatment that looks clickable. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | Thinking about dental implants can bring up a lot of questions, especially if you are still working out what may suit your needs.
On Point Dental is offering a complimentary implant consultation, normally $450, at Floreat, Fremantle and Wagin. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Considering dental implants? Start with a conversation, not a rushed decision.
A complimentary consultation can help you ask questions and discuss possible options. 🦷 | Visit the link in our bio. |
| Google Business Profile | On Point Dental offers complimentary dental implant consultations, normally $450, at Floreat, Fremantle and Wagin. Suitability depends on individual needs and can be discussed during a consultation. | Book online below. |
AHPRA Note: Do not imply dental implants are suitable for everyone. Keep the next step as a consultation to discuss suitability and options.
2. Researcher Questions
TrafficStaticQuestion Led
| Posting Date And Time | Thu, 20 Aug 2026 at 11:00 AM AWST |
|---|
| Content Theme | Implant questions and consultation reassurance |
|---|
| Persona | Warm researcher who has looked into implants but is unsure what applies to their own mouth, timing, or needs. |
|---|
| Main Copy | Have Questions About Dental Implants? |
|---|
| Words To Highlight | Questions, Dental Implants, Complimentary Consultation |
|---|
| Body Copy | Start with a complimentary consultation, normally $450. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Consultation-led Q&A graphic |
|---|
| Creative Direction | Use a seated dentist-patient consultation image, not a treatment chair procedure shot. Include 2-3 small prompt words such as Suitability, Timing and Questions. Keep the offer line visually clear but secondary to the headline. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | If you have been reading about dental implants, it is normal to still have questions about timing, suitability and what happens first.
A consultation can help you talk through what may apply to your situation. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Googled dental implants and still unsure what applies to you?
A consultation can help you ask the questions that matter before deciding on any next steps. | Visit the link in our bio. |
| Google Business Profile | Have questions about dental implants? On Point Dental provides implant consultations across Floreat, Fremantle and Wagin so patients can discuss suitability and possible options. | Book online below. |
AHPRA Note: Use "may be suitable" and "your situation". Do not promise that an implant will be recommended.
3. Normally $450 Value
Lead GenStaticValue Framing
| Posting Date And Time | Fri, 21 Aug 2026 at 9:00 AM AWST |
|---|
| Content Theme | Approved value comparison |
|---|
| Persona | Cost-aware adult who is interested in implants but needs a low-pressure reason to take the first step. |
|---|
| Main Copy | Normally $450. Complimentary Consultation Available. |
|---|
| Words To Highlight | Normally $450, Complimentary, Implant Consultation |
|---|
| Body Copy | Implant consultations are available at On Point Dental. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Value badge plus premium clinic image |
|---|
| Creative Direction | Use the offer badge style shown in the client screenshot as inspiration: a small percentage or offer marker, warm cream panel, and orange/gold accent. Do not overfill the graphic with cost copy. Keep the clinic or consultation image calm and professional. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | A first conversation can make implant research feel less overwhelming.
On Point Dental is offering a complimentary implant consultation, normally $450, where options may be discussed based on individual needs. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Implant questions on your mind?
The consultation is currently complimentary and normally $450, giving you a starting point to discuss what may be suitable. | Visit the link in our bio. |
| Google Business Profile | Complimentary dental implant consultations, normally $450, are available at On Point Dental. Patients can discuss implant questions with the team at Floreat, Fremantle or Wagin. | Book online below. |
AHPRA Note: Do not use limited-time wording unless the media buyer confirms the offer period and end date.
4. Three Locations
Lead GenStaticLocal Access
| Posting Date And Time | Mon, 24 Aug 2026 at 10:30 AM AWST |
|---|
| Content Theme | Local clinic access for implant consultations |
|---|
| Persona | Local patient who may respond better when they see a clinic location close to them. |
|---|
| Main Copy | Implant Consultations Across 3 Locations |
|---|
| Words To Highlight | 3 Locations, Floreat, Fremantle, Wagin |
|---|
| Body Copy | Complimentary consultation, normally $450. |
|---|
| On-Graphic Footer Line | Floreat. Fremantle. Wagin. |
|---|
| Visual Style | Three-location card layout |
|---|
| Creative Direction | Create three equal location tiles beneath the offer headline. Use a small location pin icon for each clinic and one calm team or clinic image above. Avoid making one location look more important than the others. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | It can be easier to take the first step when there is a clinic location that works for your routine.
Complimentary implant consultations, normally $450, are available at On Point Dental in Floreat, Fremantle and Wagin. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Floreat, Fremantle or Wagin?
On Point Dental is offering complimentary implant consultations across all three locations for patients wanting to discuss possible options. | Visit the link in our bio. |
| Google Business Profile | Looking for a dental implant consultation in Floreat, Fremantle or Wagin? On Point Dental is offering complimentary implant consultations, normally $450. | Book online below. |
AHPRA Note: Keep all locations listed exactly. Do not add suburb service-area claims unless separately confirmed.
5. Missing Tooth Starting Point
TrafficStaticPatient Situation
| Posting Date And Time | Wed, 26 Aug 2026 at 9:00 AM AWST |
|---|
| Content Theme | Missing tooth and implant consultation starting point |
|---|
| Persona | Adult with a missing tooth or gap who is unsure whether implants are an option worth discussing. |
|---|
| Main Copy | Missing A Tooth? Start With A Conversation. |
|---|
| Words To Highlight | Missing A Tooth, Conversation, Complimentary |
|---|
| Body Copy | Complimentary implant consultation, normally $450. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Warm consultation pathway graphic |
|---|
| Creative Direction | Use a non-clinical consultation or smile-neutral lifestyle image. Avoid close-up gaps, dramatic mouth imagery, before-and-after framing, or "restore your smile" style promise language. Add a subtle 2-step cue: Ask questions, discuss options. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | If a missing tooth has left you wondering what your options may be, you do not need to have all the answers before speaking with a dentist.
A consultation can help assess what may be suitable for your individual needs. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Not sure where to start after losing a tooth?
A consultation can help you ask questions and discuss possible options in a calm, practical way. | Visit the link in our bio. |
| Google Business Profile | For patients with questions about a missing tooth, On Point Dental offers complimentary implant consultations at Floreat, Fremantle and Wagin. Suitability depends on individual assessment. | Book online below. |
AHPRA Note: Do not imply implants are the only or best option for a missing tooth. Keep wording around "options" and "suitability".
6. Not Ready To Decide
TrafficStaticLow Pressure
| Posting Date And Time | Thu, 27 Aug 2026 at 11:00 AM AWST |
|---|
| Content Theme | Low-pressure implant consultation reassurance |
|---|
| Persona | Nervous or cautious patient who does not want to feel pushed into treatment. |
|---|
| Main Copy | Not Ready To Decide Yet? |
|---|
| Words To Highlight | Not Ready, Ask Questions, Complimentary Consultation |
|---|
| Body Copy | Ask questions in a complimentary implant consultation, normally $450. |
|---|
| On-Graphic Footer Line | Available at Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Soft reassurance card |
|---|
| Creative Direction | Use calm team imagery or a relaxed reception/consultation photo. The headline should feel gentle, not urgent. Use a softer colour palette with navy text and warm cream background. Avoid countdowns, red urgency, or pressure phrasing. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | You do not need to be ready for treatment to ask questions.
If dental implants are something you are considering, a complimentary consultation can give you space to discuss what may be involved before deciding on any next steps. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Still weighing things up?
That is okay. A consultation can be a simple place to ask questions and understand what may apply to you. | Visit the link in our bio. |
| Google Business Profile | Patients considering dental implants can speak with On Point Dental about questions, possible options and suitability based on individual needs through a complimentary consultation. | Book online below. |
AHPRA Note: Do not promise that the visit will remove anxiety or provide a final decision. Keep it as a conversation and possible next step.
7. Payment Clarity Lite
Lead GenStaticCost Clarity
| Posting Date And Time | Fri, 28 Aug 2026 at 9:30 AM AWST |
|---|
| Content Theme | Cost conversation without finance claims |
|---|
| Persona | Patient who has delayed asking about implants because they are unsure about cost and planning. |
|---|
| Main Copy | Wondering Where To Start With Implant Costs? |
|---|
| Words To Highlight | Implant Costs, Start, Complimentary Consultation |
|---|
| Body Copy | Start with a complimentary consultation, normally $450. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | FAQ-style cost clarity card |
|---|
| Creative Direction | Use a simple FAQ card with one question and one offer line. Do not include payment provider logos, approval language, "affordable", "easy payments", repayment examples, or treatment price ranges. Use a neutral clipboard or consultation image. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | Cost questions are a normal part of researching dental implants, and it is reasonable to want clearer information before making decisions.
A complimentary consultation can help you discuss what may be involved for your individual situation. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Wondering how implant cost conversations usually start?
Begin with a consultation and ask what may apply to your needs. | Visit the link in our bio. |
| Google Business Profile | On Point Dental offers complimentary implant consultations for patients wanting to discuss implant questions, including general cost considerations. Individual suitability and options can be assessed during consultation. | Book online below. |
AHPRA Note: Do not imply fixed pricing or approved payment access. Keep this angle about asking questions and discussing information.
8. Local Appointment Prompt
Lead GenStaticAppointment Focus
| Posting Date And Time | Mon, 31 Aug 2026 at 10:00 AM AWST |
|---|
| Content Theme | Simple appointment action for implant enquiries |
|---|
| Persona | Higher-intent patient ready to choose a time and speak with the clinic. |
|---|
| Main Copy | Your Complimentary Implant Consultation |
|---|
| Words To Highlight | Complimentary Implant Consultation, Normally $450 |
|---|
| Body Copy | Normally $450. Available at Floreat, Fremantle and Wagin. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Appointment-led clinic graphic |
|---|
| Creative Direction | Use a reception, diary, or consultation-room visual. Keep the design clean and appointment-focused. The location line should remain visible but secondary. Do not place "Book", "Book online", "Learn more", or any button-style CTA on the graphic. Keep action wording in the caption or platform CTA field only. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | When you are ready to ask about dental implants, a consultation can help turn general research into a clearer conversation about your own needs.
On Point Dental is offering complimentary implant consultations, normally $450. | Book online: https://onpointdental.com.au/book-appointment/ |
| Instagram | Ready to ask your implant questions somewhere local?
On Point Dental offers complimentary consultations across Floreat, Fremantle and Wagin. | Visit the link in our bio. |
| Google Business Profile | Complimentary dental implant consultations are available with On Point Dental at Floreat, Fremantle or Wagin. The consultation normally costs $450 and can help assess possible options. | Book online below. |
AHPRA Note: Keep CTA low-pressure. Avoid "secure your spot before it is gone" unless the offer end date is confirmed.
Caption QA Check
- Each creative includes three platform-specific captions: Facebook, Instagram and Google Business Profile.
- Facebook captions are warmer and more reassuring, with the direct booking link included in the CTA field.
- Instagram captions are shorter and more engaging, with no displayed URL and the CTA "Visit the link in our bio."
- Google Business Profile captions are practical, local and search-friendly, with the CTA written as "Book online below." to match the native GMB CTA button.
- All captions use one soft CTA only and avoid hashtags, testimonials, guarantees, fear, shame, pressure, universal suitability claims and invented inclusions.
Compliance And Approval Notes
Do not add: treatment inclusions, scan inclusions, payment-plan details, guaranteed suitability, guaranteed outcomes, pain-free claims, "best", "cheapest", before-and-after implications, testimonial-style copy, or pressure-based urgency.
- Use "consultation can help you discuss..." instead of "find out exactly what you need".
- Use "may be suitable" instead of "is suitable".
- Use "normally $450" only because this was approved by Dr Kumar through the client instruction.
- Do not use "limited time" unless the campaign end date is confirmed before production.
- All client-facing caption/ad copy should keep the booking page as the main destination unless the media buyer requests a lead form.
Final Approval Checklist
- Offer wording includes "Complimentary Implant Consultation" and "Normally $450".
- All three locations are included: Floreat, Fremantle and Wagin.
- Each creative has a posting date and time in AWST, and the full batch schedule is included in the Posting Schedule table.
- Creative remains simple and does not invent unconfirmed inclusions.
- All graphics use 1080 x 1350 px format with a 64 px safe margin for text, logo, offer badge, and footer line.
- Logo placement, colours, font style, image priority, stock fallback, and offer-badge reference are included for the designer.
- Angles are distinct: direct offer, questions, value, location access, missing tooth starting point, low-pressure reassurance, cost clarity, and appointment prompt.
- No fake clickable button CTAs or action-style visual footer CTAs are used on graphics. Booking action stays in caption/ad copy/platform CTA fields only.
- Copy is AHPRA-safe and avoids guarantees, fear pressure, superiority claims, and universal suitability claims.