You hit the boost button, a million people saw your post, and your phone rang exactly zero more times. If that feels familiar, it's because boosting is a dopamine hit with no strategy behind it. Just a great way to dump money into Facebook and reach people who live three towns away and are never coming to your chair.

Something most practices miss is that the organic content they’ve already posted is a free testing ground for ads. Real viewers have already told you what lands. Paid media just turns up the volume and points it at the right people.

In this episode, Eric and Sara pull apart how organic and paid social are two different tools that only work well together. They get into how Meta targeting actually works for a neighborhood practice, why the boost button keeps failing you, and the three places nearly every campaign quietly br ...