What Happens in the First 30, 60 and 90 Days With a Telehealth Ad Agency?

What this means for you

• Week 1 is access, an audit, tracking and an agreed launch offer. Week 3 is the earliest sensible launch, on whichever platform your certification opens.
• Before week 1, the business should own its Meta business portfolio, ad account, Page and Google Ads account, and start Meta business verification, which Meta says may take up to 14 business days.
• Days 31 to 60 are for learning. Meta says ad sets usually leave the learning phase after about 50 results in the week after the last significant edit.
• Day 90 is the first fair verdict: cost per patient against the target agreed at kickoff, and whether to add the second platform.
• No agency can promise a cost per patient before ads run. Judge the process in the first 30 days and the numbers by day 90.

MedScale Health, a paid acquisition agency for telehealth brands and clinics, launches new and relaunching telehealth accounts on the calendar below. It covers the engagement, step by step; the budget arithmetic for the same period is in the 90-day budget guide. Every platform rule is taken from the platform's own page. This page is marketing guidance, not medical or legal advice. Platform policies change, so check the sources listed at the end before acting on a specific rule.

Before week 1: what the business brings

• Access. On Meta, someone with full control of your business portfolio adds the agency as a partner; Meta says only people with full control can share business assets with partners. On Google, the agency sends a manager account link request and someone with administrative access to your account accepts it.
• Business verification. Meta says business portfolio owners with full control can verify the business, that verification is required to access certain advertising features, and that a decision may take up to 14 business days.
• Certification status. Whether LegitScript is approved, pending or not yet filed decides which ads can run in week 3.
• Offer facts: prices, the states you serve, and one named person who approves ads on your side.

Weeks 1 to 4

• Week 1: Access, an audit of your accounts and site, tracking installed, the launch offer and landing page agreed.
• Week 2: Landing page built, launch ads written and designed, every ad and page pre-checked against the rules.
• Week 3: Campaigns live, with daily checks through the first week.
• Week 4: First full Monday report, and the next round of ads planned from what is working.

Two checks happen before any spend. Tracking is walked end to end with a real test order or booking, so the first result a platform sees is a real one. And each of the 8 launch ads is checked against Meta's personal attributes and health rules and Google's healthcare rules, with the rule it clears written down.

What can run in week 3

Meta's Drugs and Pharmaceuticals policy says advertisers don't need written authorization to run ads that promote telehealth services generally, so program and consultation ads can go live in week 3 while filings run. Ads that promote prescription drugs need active LegitScript certification and Meta's authorization. Meta's help page says telehealth providers must be actively certified with LegitScript before applying, and that after submitting you are notified of your application status right away.

Google is stricter for telehealth. Google says advertisers must be certified by Google to serve ads for prescription drug services, and in the US it accepts telemedicine providers accredited through LegitScript's Healthcare Merchant Certification Program, with Google's own certification on top. The application is made at the child account level, not the manager account, with the customer ID and the certified domain. Until it is approved, Google ads for a telemedicine provider wait.

Days 31 to 60: learning and the first new round

Meta describes the learning phase as the period when the delivery system is exploring how an ad set should deliver, after you create a new ad or ad set or make a significant edit. Ad sets exit it once they can deliver stably, which Meta says usually happens after about 50 results in the week after the last significant edit. Meta also advises avoiding frequent budget changes, which can send an ad set back into learning.

That shapes the second month. Changes go in batches: the weakest ads are switched off weekly, and the first monthly round of new ads (6 on the Growth package) goes in as one round rather than one ad every few days. Budgets step up about 20% a week, and only in weeks when cost per result holds against the target. That 20% is MedScale's practice, not a platform rule. If an ad set can't approach the learning threshold on orders, it optimises on an earlier step such as an intake started, and moves to orders when volume allows.

Day 90: the review

The day-90 review compares cost per patient or order with the target agreed at kickoff, using your own booking or order system rather than platform numbers alone. Meta may restrict the sharing of mid and lower funnel events for some data source categories, health among them, so platform reports can undercount. The review decides what to scale, what to stop, and whether the second platform, usually Google for a prescribing brand, is ready.

What a fair 30-day read looks like

• Was everything on the week 1 to 4 list delivered on time, and can you see it in your own accounts?
• Did tracking pass an end-to-end test before spend?
• Was any rejected ad rewritten against the rule it hit, rather than resubmitted with light edits?
• Does the Monday report show spend, results and cost per result by campaign against the target, with what changed and why?

Cost per patient in the first 30 days says little, because ad sets are still learning. Judge the process at day 30 and the numbers at day 90.

What MedScale does

MedScale Health runs this calendar for every launch: access and tracking in week 1, a pre-checked page and ads in week 2, live in week 3, the first Monday report in week 4, a new round each month and a day-90 review against the agreed target. LegitScript and the Meta and Google filings run alongside from week 1. MedScale tracks server-side under a BAA with neutral event names, and no names, emails, phone numbers, IP addresses or browser IDs go to any ad platform. No cost per patient is promised. Book the free growth audit at medscale.health/audit to get the plan for your first 90 days in writing.