Campaign templates

A campaign template is a ready-made campaign: its ads, its instant form, its targeting and a recommended budget, written for dental practices and checked against the advertising rules of your country. You build one from Ads → Campaigns → New campaign in four steps — see Create a campaign.

Campaign templates are part of the SEO & Ads add-on and are available to practices in the United Kingdom and the United States. They aren't available in Italy. You always pay the platform directly; Smileline takes no share of your ad spend.

The templates

The first platform listed is the one the template picks when you have it connected; you can switch under Runs on. On Meta, a template runs as an instant form by default, so people enquire without leaving Facebook or Instagram; in the UK you can switch it to send people to your website instead. On Google Search, a template builds text ads with a call button for your location's number, and it bids for calls from the ad, enquiries and bookings (in the US, calls from the ad only, so no patient data is sent to Google).

Budgets are in your ad account's currency. Starter is half the recommended amount and Strong is twice it, and neither ever goes below the platform's daily minimum. Each amount shows a range of expected enquiries a month, labelled industry estimate: it comes from industry cost-per-lead figures for dental practices, so treat it as a guide rather than a forecast.

What you provide

• A connected Meta ad account and Facebook Page, or a Google Ads account, with campaign management allowed.
• For Google Search: a phone number on the location (the call button uses it), and opening hours for Emergency appointments.
• Your privacy policy link, which every instant form shows.
• A map pin on each location you want to target: ads reach people within the radius of each one.
• Photos of your own team and practice (see below).

Anything missing appears as a card at the top of the first screen, with a link to the setting that fixes it.

What each ad shows

Each ad image is made from a Social → Images template, so it carries your practice's name, logo and brand colour, and it also appears in your Social images. Making the images needs the Create & publish posts and ideas permission.

You can change the words on each image before it's made: the name and role on a dentist card, and the line under the headline on the others.

Consent

Photos stay in your browser until you tick:

Everyone in these photos is on our team, is 18 or over, and has agreed in writing to appear in paid ads on Facebook, Instagram and Google, including AI-edited versions.

Choosing another photo clears the tick. Smileline records the wording, who ticked it and when, with each ad image. Never use photos of patients or children.

AI edits and their cost

The AI edits — a studio portrait of the dentist (Team headshot), a polished photo (Clinic photo polish) and seasonal art — are optional, and the screen shows what they cost before anything is made: AI images: up to … each, added to your bill. They're billed like other Social AI images and need a paying Smileline subscription. Without one, the ads use your photos as they are.

AI never changes a person's face, teeth or expression, and never shows a treatment result. Smileline doesn't add an AI label to the ad; Meta may add its own AI info label.

The ad text

Every template comes with text written for your country, filled in with your practice's name, town, dentist and rating. A line that can't be filled in, or that would run too long once filled, is left out rather than cut short. Each ad has one Headline, one Text and an optional Description, and you can edit them all. Meta shows about 40 characters of a headline, 125 of the text and 30 of the description before cutting them off, so the counter turns amber past those lengths.

The advertising rules

The policy check runs on every line as you type, for the platform and your practice's country, and a blocking finding stops the build. Template text is written to pass it, and a line that fails for your practice — for example because the practice's name contains "perfect" — is left out.

The images follow the same rules: no before & after photos, smile simulations or other treatment results, and no patients or children.

Instant forms

A template's instant form asks for the person's name, email and phone number, which Meta fills in for them, and only these questions:

• When would you like your appointment? — This week, This month or Just looking.
• Best time to call? — Morning, Afternoon or Evening.
• Which practice? — when your practice has more than one site.

It never asks about teeth, insurance or money. Implant consultations, Clear aligner consultations and Bonding & veneers consultations use Meta's higher-intent form, which asks people to check their details before sending.

In the US, the form also asks: "Can [your practice] contact you about your enquiry by automated calls and texts? Consent isn't a condition of purchase. Msg & data rates may apply. Reply STOP to opt out." with Yes and No:

• Yes records the person's consent to automated calls and texts: an explicit SMS and WhatsApp opt-in, and the consent the AI receptionist needs before it calls a US lead.
• No opts them out of marketing texts and WhatsApp messages and withdraws any earlier consent to automated calls. It never blocks phone calls: your team can still ring them back.

The newest answer wins, and every answer stays in the patient's consent history — see Marketing consent. Forms in the UK don't ask this question.

After sending, people see "Thanks, we've got your details" and "We'll be in touch during opening hours" ("office hours" in the US), with a Book online button when your online booking page is on.

When your catalogue has the treatment the template advertises (Custom always does), each lead arrives on that treatment, ready to work in Today, rather than on General enquiry — see Native lead ads.

When someone enquires

The last screen's When someone enquires card decides what happens to each new enquiry from your ads. Smileline sets it up when you select Build campaign (paused), together with the campaign: if the build fails, nothing changes.

• Text new enquiries within a minute — UK only, and on unless you switch it off. It switches on your Ad lead fast response follow-ups for every new enquiry that comes from an ad: a text and an email straight away, then one more text three hours later, during opening hours. See the fast reply for ad leads. It needs permission to edit automations. US practices don't get this switch: there, an automated text to a new enquiry needs the person's explicit consent.
• A call task appears in Today for every new enquiry, always.
• AI receptionist calls new enquiries — off unless you switch it on. It adds the AI call rule New leads from your ads, which hands new enquiries from paid social and paid search ads, such as Meta and Google, to the AI voice agent. Every call still waits for your calling window, and in the US the AI only calls people with consent to automated calls on record, such as a Yes to the form's consent question. It needs the AI voice agent add-on and permission to manage the AI voice agent. See the rule an ad campaign adds.

A later build reuses that general rule — new enquiries from paid social and paid search, calling whenever the window allows, at every location, with no other conditions — rather than adding a second one, and switches it back on if it was switched off. Its name doesn't matter, so renaming it is fine. If you narrow it — to some treatments, lead sources or locations, to enquiries created outside opening hours, to Only while the practice is closed or to another site's opening hours — or change its channels, it becomes your own rule: Smileline leaves it as it is, and the next build with the AI receptionist on adds a new general rule.

A practice can have up to 20 AI call rules. If yours already has 20 and none of them is that general rule, the AI receptionist calls new enquiries switch is greyed out: remove a rule under Settings → AI voice agent to switch it on, or build without it.

Selecting Build campaign (paused) again after a lost connection returns the campaign that was already built and changes nothing else, so follow-ups or a rule you've switched off since stay off.

Targeting

Templates reach adults within the radius of each targeted location, with no upper age limit, and leave Meta's Advantage+ audience and placements on. They never use custom audiences, lookalikes or remarketing. Under Advanced you can change the radius of each location, in miles, and raise the minimum age.