Paid Social Creative Brief | August 2026
On Point Dental - Complimentary Implant Consultation Creative Brief
Designer-ready brief for a paid creative batch promoting complimentary dental implant consultations at Floreat, Fremantle and Wagin. Keep the offer simple, patient-led and low-pressure, with captions updated to focus on questions, suitability, individual needs and possible next steps.
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.
- 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 cost-focused messaging 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 consultation-first, question-led and cost-question implant angles. Avoid claiming lead quality or booked appointments because the report says those outcomes were not available. |
| July performance report | New-patient offer 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; use the support line to explain location or consultation purpose.
- 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. Support copy should focus on locations, questions, individual needs, suitability or possible next steps. Location footer should be smaller and quieter than the main 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 a small offer accent. 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 question-led research pattern without adding unapproved inclusions. |
| 3 | Ask Before Deciding | "Can I ask questions before making a decision?" | Lead Gen | Gives cautious patients a low-pressure reason to start a conversation before choosing treatment. |
| 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 | Cost Questions | "I want to understand the cost conversation before deciding." | Lead Gen | Allows general cost questions while avoiding fixed pricing, 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 complimentary consultation 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 | Ask Before Deciding | Low-pressure questions before treatment decisions | Lead Gen | Keep the message focused on asking questions and discussing what may be suitable. |
| 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 | Cost Questions | Cost conversation without finance claims | Lead Gen | Use without fixed pricing, 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, Floreat, Fremantle, Wagin |
|---|
| Body Copy | Available at Floreat, Fremantle and Wagin. |
|---|
| 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 but still sorting through the questions?
On Point Dental is offering complimentary dental implant consultations at Floreat, Fremantle and Wagin. It's an opportunity to discuss your situation, ask questions and understand what options may be appropriate to explore. | Choose your preferred clinic and book online:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Thinking about implants? You don't need to have everything figured out first.
Complimentary dental implant consultations are available at Floreat, Fremantle and Wagin to discuss your questions, needs and possible options. | Head to the link in our bio to choose your clinic. |
| Google Business Profile | Considering dental implants? On Point Dental offers complimentary implant consultations at Floreat, Fremantle and Wagin.
Use the consultation to discuss your questions, individual needs and possible options. | Choose your preferred location and 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 to discuss your questions. |
|---|
| 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 | You can read plenty about dental implants online and still be unsure what applies to you.
A complimentary dental implant consultation gives you a chance to ask about suitability, timing and possible next steps based on your individual needs. | Bring your questions to the team at Floreat, Fremantle or Wagin:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Still have questions after researching dental implants online?
A consultation gives you space to ask about suitability, timing and possible next steps without assuming implants are the right option for you. | Visit our website through the link in bio to arrange a complimentary consultation. |
| Google Business Profile | Have questions after researching dental implants?
A complimentary consultation gives you an opportunity to discuss suitability, timing and possible next steps based on your individual needs. | Arrange a consultation using the booking option below. |
AHPRA Note: Use "may be suitable" and "your situation". Do not promise that an implant will be recommended.
3. Ask Before Deciding
Lead GenStaticLow Pressure
| Posting Date And Time | Fri, 21 Aug 2026 at 9:00 AM AWST |
|---|
| Content Theme | Ask-before-deciding consultation prompt |
|---|
| Persona | Cautious adult who wants to ask implant questions before making any treatment decisions. |
|---|
| Main Copy | Ask Questions Before Deciding |
|---|
| Words To Highlight | Ask Questions, Complimentary Consultation, Individual Needs |
|---|
| Body Copy | Discuss what may be suitable for your situation. |
|---|
| On-Graphic Footer Line | Floreat, Fremantle and Wagin. |
|---|
| Visual Style | Low-pressure consultation graphic |
|---|
| Creative Direction | Use a warm consultation image and make it clear that patients can ask questions before deciding. Keep the layout calm, practical and non-pressuring. Avoid value badges, cost language, implant hardware close-ups, fake button styling, or any CTA treatment that looks clickable. |
|---|
Platform Captions
| Platform | Caption | CTA |
|---|
| Facebook | Want to ask your implant questions before making any treatment decisions?
A complimentary consultation gives you space to discuss your concerns and learn what may be suitable for your situation. | Start the conversation at your preferred On Point Dental location:
https://onpointdental.com.au/book-appointment/ |
| Instagram | You can ask questions before making any decisions about implant treatment.
A complimentary consultation is a chance to discuss your individual situation and understand what may be suitable. | Find Floreat, Fremantle or Wagin through the link in our bio. |
| Google Business Profile | You do not need to make a treatment decision before speaking with a dentist.
A complimentary dental implant consultation can help you ask questions and understand what may be suitable for your situation. | Select your preferred clinic and book 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 consultations are available across all three locations. |
|---|
| 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 | Floreat, Fremantle or Wagin - which location works best for you?
Complimentary dental implant consultations are available across all three On Point Dental locations for patients who want to talk through their individual situation. | Select your preferred clinic and arrange a consultation:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Which is closer - Floreat, Fremantle or Wagin?
Complimentary dental implant consultations are available across all three On Point Dental locations. | Head to the link in our bio and choose the clinic that works for you. |
| Google Business Profile | Looking for an implant consultation in Floreat, Fremantle or Wagin?
Complimentary consultations are available across all three On Point Dental locations. | Choose the clinic that works for you and 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 | Discuss what may be worth exploring for your individual needs. |
|---|
| 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 | Missing a tooth can leave you wondering what your options actually are.
Dental implants may be one option to discuss, depending on your oral health and individual needs. A complimentary consultation can help you understand what may be worth exploring. | Find a starting point at Floreat, Fremantle or Wagin:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Missing a tooth and wondering what options might be worth discussing?
Dental implants may be one option, but suitability depends on your individual needs. | Visit the link in our bio to arrange a complimentary implant consultation. |
| Google Business Profile | If you have a missing tooth and want to understand what options may be suitable, a consultation can be a useful starting point.
Dental implants may be one option to discuss depending on your individual needs. | Arrange a complimentary consultation 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 and understand possible options before deciding. |
|---|
| 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 | Still researching and not ready to make a treatment decision?
That's okay. A complimentary implant consultation can simply be a chance to ask questions, understand possible options and learn what may apply to you. | When you're ready to talk it through:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Not ready to make a treatment decision yet?
You can still ask questions. A complimentary implant consultation gives you a chance to understand possible options before deciding what comes next. | Visit our website through the link in bio when you're ready. |
| Google Business Profile | Still researching dental implants?
A complimentary consultation can simply be a chance to ask questions and understand possible options before making any treatment decisions. | Book online below when you're ready to talk it through. |
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. Cost Questions
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 where cost and treatment consideration conversations begin. |
|---|
| Main Copy | Wondering Where To Start With Implant Costs? |
|---|
| Words To Highlight | Implant Costs, Start, Complimentary Consultation |
|---|
| Body Copy | Discuss individual needs and general treatment considerations. |
|---|
| 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 is a reasonable question when you're researching dental implants.
A complimentary implant consultation gives you an opportunity to discuss your individual needs and raise general questions about treatment considerations before deciding what to do next. | Book a time to discuss your questions:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Wondering where the cost conversation fits when considering dental implants?
Start with your own situation first. Treatment needs, recommendations and costs can vary from person to person. | Use the link in our bio to arrange a complimentary implant consultation. |
| Google Business Profile | Have questions about the cost side of dental implants?
A complimentary implant consultation gives you an opportunity to discuss your individual situation and ask general questions about treatment considerations. | Choose your preferred location and book 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, Personalised Starting Point |
|---|
| Body Copy | Discuss suitability and possible next steps. |
|---|
| 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 | Reached the point where general implant research isn't answering your own questions?
A complimentary dental implant consultation can give you a more personalised starting point to discuss suitability and possible next steps. | Choose Floreat, Fremantle or Wagin:
https://onpointdental.com.au/book-appointment/ |
| Instagram | Ready to move from general implant research to questions about your own situation?
Complimentary dental implant consultations are available at Floreat, Fremantle and Wagin. | Visit the link in our bio to choose your preferred location. |
| Google Business Profile | Ready to speak with a dentist about your implant questions?
Complimentary dental implant consultations are available at On Point Dental in Floreat, Fremantle and Wagin. | Use the booking option below to select your preferred clinic. |
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 complimentary consultation wording only; do not add old value-framing references unless separately re-approved.
- 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".
- 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, ask-before-deciding, location access, missing tooth starting point, low-pressure reassurance, cost questions, 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.