Why targeting late-night pain scrollers might be your smartest ad strategy yet. Back in the 1980s and 90s, infomercials ruled late-night television. They weren’t flashy. They weren’t subtle. But they worked. Why? Because they were perfectly timed. They aired when people were awake, uncomfortable, frustrated, and ready to buy.
Fast forward to today, and that same opportunity exists — not on TV, but on Facebook.
Specifically, at 2:00 a.m.
Let’s break down how you can take a page from the infomercial playbook and run Facebook ads that reach the people who need your help most, right when they’re looking for it.
Embrace the “Infomercial Hour”
Most clinics run Facebook ads during business hours.
That makes sense if you’re trying to drive calls — but it misses the bigger picture.
Think about your ideal patient.
They’re often in pain, frustrated, and wide awake in the middle of the night.
They’re scrolling because they can’t sleep. Their back hurts. Their shoulder won’t stop throbbing.
That’s your moment.
Don’t compete for clicks in the crowded 9-to-5 window.
Own the 1:00 a.m. scroll session instead.
Run Ads Overnight
Schedule your Facebook ads to show primarily during late-night hours — 10 p.m. to 5 a.m.
These hours tend to have:
- Less competition, meaning lower cost per click
- More attention, because users aren’t being bombarded
- Higher intent, especially among people searching for relief
You’re not just running ads.
You’re meeting people in a moment of real need.
Match the Messaging to the Moment
Speak directly to their experience. Try messaging like:
- “Can’t sleep because your back hurts?”
- “Up again with shoulder pain?”
- “Frustrated and exhausted from chronic pain?”
Then offer them a clear next step:
- Book online now
- Request a callback in the morning
- Send us a message and we’ll follow up
Clarity is key. This is not the time for fluff or filler.
Make It Easy to Convert Without Calling
Here’s the clincher:
Don’t ask people to call you. It’s 2:00 a.m.
Instead, drive them to:
- A short, mobile-friendly landing page
- An online booking calendar
- A simple form with name, email, and condition
They should be able to take action right then and there.
Then wake up to a confirmation in their inbox — not a reminder to call you back.
Follow Up Promptly the Next Morning
If someone requests a callback or submits a form overnight, your team should be ready to respond by mid-morning at the latest.
Consider automating a friendly message:
“Thanks for reaching out. We received your request and will call you first thing this morning to schedule your evaluation.”
Speed builds trust.
And trust converts.
Think Like an Infomercial, Act Like a Clinician
Infomercials weren’t great because they were clever.
They were great because they understood timing, audience pain points, and direct response marketing.
PT clinics can borrow that strategy but elevate it with compassion, clarity, and care.
Run the right ads at the right time.
Speak to the person lying awake in pain.
And give them a path to relief before sunrise.
That’s how you turn late-night clicks into new patients.
Need help setting up a “2:00 a.m. ad funnel” for your PT clinic?
👉 Schedule a call with us, we’ll help you capture the scroll and convert it into care.
