How to Get Patients from Facebook Even If They Don’t Answer

Frustrated by Facebook leads ghosting your office?

You’re not the only one. Many dental teams get discouraged when Facebook leads don’t respond. Some might even give up and say, “Facebook doesn’t work.” Leads might not call back, show up for appointments, or just seem to disappear into thin air. It can feel like wasting your time and money.

But here’s the thing: what may look like a “bad lead” at first could actually be your next big case. Facebook leads are different from leads from search engines or referrals. These leads aren’t actively looking for a dentist; they’re just scrolling through their newsfeed and might click on your ad. They’re not ready to book right away, but they’re curious. It’s up to your team to help them move from curiosity to commitment.

It takes persistence, a little more time, and a different approach. When done right, Facebook can end up being your best lead source, even when it starts off looking cold.

The Problem:

Let’s face it: most Facebook leads can feel like a dead end.

Your front desk team calls once, maybe twice, leaves a voicemail, and then moves on to the next. When someone doesn’t answer right away, it’s easy to think they weren’t serious. After all, serious patients call in themselves or book online, right?

This assumption can cause you to miss out on great opportunities.

Here’s what typically happens:

• A person sees an ad for a free consultation, maybe for something big like dental implants or a smile makeover.
  
  
• They click on the ad, fill out a short form, and then go back to scrolling.
  
  
• The office calls them within an hour, but it goes to voicemail.
  
  
• No response from the lead.
  
  
• The lead is marked as “bad” and forgotten.
  
  

But the problem isn’t necessarily the marketing; it’s how the leads are being handled. Facebook leads need more nurturing, and many practices give up too soon.

This lack of persistence causes practices to overlook leads that could convert into big cases. If you treat every lead the same and don’t follow up properly, you might be losing out on some valuable opportunities.

But Here’s the Twist:

Let’s look at a real example from June 2025, from a dental office in Columbia, MD.

At first, their team was ready to quit their Facebook campaign. The leads weren’t responding. No one was answering the phone. The marketing team was under pressure to stop or change the strategy.

Then something surprising happened.

One of the “dead” Facebook leads, a lead that had been marked as unqualified after missing two calls, ended up closing for a $23,000 case. This included a hybrid denture and LANAP periodontal treatment. All that was needed was more time, more information, and—most importantly—more follow-up.

After the first call attempts, the office used a 4-step follow-up process: two texts, a call, and a final email over five days. The patient responded to the second text, scheduled a consultation, and ended up going through treatment over the next six weeks.

If the team had given up after just one or two calls, they would have missed out on that $23,000 case. This is the power of persistence with Facebook leads.

Why It Works:

Understanding Facebook’s role in the lead process is key to working these leads effectively.

• Facebook builds awareness at the top of the funnel.
  Unlike platforms like Google, where people search for services they need, Facebook ads interrupt people while they’re scrolling through their feed. They might not be actively looking for a dentist, but your ad gets their attention. This means they’re not as “hot” as leads who are searching for dental services, but they’re still interested. These leads need more nurturing and time to warm up.
  
  
• People convert slower—but bigger.
  Facebook leads don’t always book appointments the same day. But when they do decide to move forward, they often commit to high-value treatments. This is because treatments like implants, cosmetic dentistry, or full-mouth restoration require time, education, and trust. Facebook is a great way to build that relationship early.
  
  
• Follow-up systems make all the difference.
  The key to success with Facebook leads is follow-up. You need a structured, multi-touch follow-up plan to increase the chances of re-engaging these leads. A simple 4-step follow-up system (call → text → text → email) helps keep your practice on their radar and allows the lead multiple ways to respond. This system also helps relieve the front desk team from doing everything manually and ensures consistency.
  
  

When you align your strategy to how Facebook leads behave, Facebook stops being an unreliable lead source and starts becoming one of your most profitable channels.

What to Do Instead:

If you’re running Facebook lead campaigns, it’s important not to judge the performance based on the first response. Instead, build your systems to work these leads properly over time. Here’s how you can do that:

• Tag all Facebook leads in your CRM.
  Whether you're using a platform like HighLevel, NexHealth, or a simple spreadsheet, make sure Facebook leads are clearly labeled so you can track them over time. This helps measure the actual return on investment (ROI) and prevents Facebook leads from getting mixed in with traditional sources. It also helps your team recognize that these leads are valuable even if they don’t respond right away.
  
  
• Implement a 4-point follow-up system.
  Make sure this system is your minimum standard for handling Facebook leads.
  
  
• Day 1: Call within 30 minutes of receiving the lead.
  
  
• Day 2: Send a text with a short introduction and a booking link for an appointment.
  
  
• Day 3: Send a second text, offering to answer any questions the lead might have.
  
  
• Day 4: Send a personalized email with a value-driven message such as a testimonial, before-and-after images, or a limited-time offer.
  
  

You can do this manually or automate the process with your CRM system. The most important thing is to stay consistent and give leads multiple chances to engage.

• Highlight big Facebook wins in team meetings.
  When a Facebook lead closes for a major case, share it with your team. Celebrate these wins and emphasize the value of Facebook leads. This will help shift the internal mindset from thinking of Facebook leads as “tire-kickers” to understanding that they can be valuable long-term patients. Encouraging persistence among your team will help them stay motivated and improve their confidence in working with Facebook leads.
  
  
• Monitor appointment rate, not just response rate.
  It’s easy to track how fast a lead responds, but that doesn’t always show the full picture. Track which leads eventually show up to their appointment and what services they go forward with. A slow responder who ends up closing a $10K treatment is worth far more than a fast responder who only wanted a cleaning. By focusing on the bigger picture, you’ll get a better sense of the true value of your Facebook campaigns.
  
  

By shifting how you handle Facebook leads, you can create a pipeline of high-value patients that’s stronger and more effective.

Takeaway:

Facebook leads often get a bad reputation. Yes, they ghost. Yes, they take longer to respond. But that doesn’t mean they are bad. It just means they’re different.

Treat Facebook leads as a long game. Build systems to follow up, train your team to recognize value beyond the first call, and track outcomes, not just first impressions.

Some of your best cases are sitting quietly in your Facebook pipeline, waiting for the right nudge. With the right strategy and persistence, Facebook leads can become your most valuable source of new patients.

FAQ: Common Questions About Facebook Lead Strategies

Q: Why do Facebook leads take longer to respond?
A: Facebook leads aren’t actively searching for a dentist when they come across your ad. They’re just scrolling through their feed. This means they need more time and nurturing to make a decision.

Q: How can I tell if a Facebook lead is valuable?
A: Track how the lead behaves after you contact them. A valuable Facebook lead might take longer to respond, but when they do, they often commit to higher-value treatments. Pay attention to how many leads turn into big cases, not just quick appointments.

Q: How do I handle leads who don’t respond right away?
A: Don’t give up! Implement a structured follow-up system to engage these leads over several days. Send texts, make follow-up calls, and send emails. This approach increases the chances of re-engaging them.

Q: How can I improve the quality of Facebook leads?
A: Focus your ad targeting on your ideal patient. Use compelling ads that appeal to people who might need high-value treatments, like cosmetic dentistry or implants. Make sure your messaging is clear and speaks to the benefits of your services.