---
title: "Facebook + Instagram Ads"
---
Services · Facebook & Instagram Ads
Facebook & Instagram Ads That Book Patients, Not Just Likes
Aesthetics is a visual business. The feed is where it's won.
Your future patients are already scrolling Instagram and Facebook, looking at results exactly like the ones you deliver. We run Meta ads that put your practice in that moment, aimed only at the patients near you, and built to turn a thumb-stop into a consult request from a patient who likes what they see.
Get a Free Meta Ads AuditSee How It Works
Aimed at the patients near you
Measured by the leads it drives
Facebook ads since 2007
Aesthetic marketing since 2003
Scroll
The honest question
Your patients decide with their eyes. There's no better place to reach them.
Here is something every aesthetic practice owner already knows in their gut: this is a visual business. Nobody books a treatment off a paragraph of text. They book because they saw a result, on a real face, that looked like the outcome they have been quietly wanting for themselves.
They are already in the feed.
Facebook and Instagram are where your future patients already spend their evenings, scrolling through before-and-afters, transformations, and real results, getting comfortable with the idea long before they ever call.
The research backs the instinct.
Between a quarter and half of people considering a cosmetic procedure turn to social media while they decide, and 70% of aesthetic patients say it matters that a provider shows before-and-after photos.[3]
Your work is the most persuasive thing you own.
The feed is where it does its convincing. Your results, on a real face, are the most convincing ad you will ever run.
The reach is simply unmatched.
In 2026, Meta is forecast to pass Google to become the single largest digital advertising platform in the world, and Meta's apps reach 3.6 billion people every day.[1][2]
There is no bigger room to be in.
For a practice whose best new patient is someone nearby who likes what they see, there is no bigger or better-aimed room to be in.
## "Likes" don't pay your lease. Booked consults do.
Let's name the real reason most practice owners are wary of paid social. You have probably tried it, or paid someone to, and gotten a pile of likes, a bump in followers, and not one new patient you could trace back to it. That is not a Meta problem. That is a strategy problem, and it is the single most common way aesthetic ad budgets get quietly wasted.
We don't run ads for applause. Every campaign is built to do one thing: turn a stranger scrolling at 9pm into a qualified lead in your inbox, a consult request from someone who likes what they saw and is worth your front desk's time. The goal is never reach for its own sake. It is qualified leads at a cost that makes sense for what a new patient is worth to your practice, handed off ready for your team to book.
The difference shows up in what we optimize toward. A vanity campaign chases impressions. A real campaign chases qualified leads, watches cost-per-lead like a hawk, and kills what isn't converting before it drains your budget. That is the only kind we run.
Two decades in medical + aesthetic
How we run Facebook & Instagram ads that actually book patients
Great paid social comes down to three things working together, and most practices, or the generalist running their account, get at most one of them right. We build all three into every campaign, and it is where two decades in aesthetic medicine does the quiet work. This is also where your content marketing and creative production reinforce each other: one voice across everything a patient sees.
Specialties
20+
years buildingfor practices
01
We put your ad in front of the right patient, near you
The whole advantage of Meta is precision, but aesthetics has a wrinkle most advertisers trip over: Meta limits how directly you can target health interests, so you cannot simply ask for "people interested in Botox." Knowing how to reach the right patient anyway, through geography, demographics, lookalike audiences modeled on your real patients, and creative that self-selects the right viewer, is exactly the expertise that separates a wasted budget from a full schedule. We aim your spend at the patients most likely to book near you, and almost no one else.
02
We make creative your patients actually stop on
In a visual field, the ad is the whole game, and a stock photo with a coupon will not move anyone. Our creative team designs scroll-stopping static, carousel, and Reels ads built around the one thing that sells aesthetic results: real, compliant before-and-afters and transformations, written and designed in your brand voice. When a campaign calls for video, you can use footage you already have, or we coordinate our professional videographer, whose work is genuinely cinematic, to create something that looks like a national brand, not a boosted post.
03
We measure what we honestly can, and we're straight about the rest
A like is not a result, so we don't pad reports with them. We set up conversion tracking through Meta's own tools, the Pixel and Conversions API, and on the sites we build it fires only for visitors who consent, gated by the cookie-consent layer, so it is privacy-first by default. That lets us measure what actually matters: clicks, leads, consult requests, and cost-per-lead. We are also honest about the limit. Tracing one lead all the way to a patient who booked, showed up, and paid usually needs data inside your practice or EMR that no ad platform or agency can see, so we optimize to qualified leads at a sensible cost and work with your team on what is really converting. Built with HIPAA in mind, with a privacy-first approach to how patient data is handled.
## Straight talk: social creates demand, it doesn't capture it
Here is the part a lot of agencies leave out, and it matters for judging your results fairly. Facebook and Instagram are demand-generation channels. You are reaching people who were not looking for you, catching them mid-scroll and creating interest that was not there a second ago. That is the magic of it: you get in front of future patients before they even know they want you.
It is also the honest tradeoff. A social lead is usually earlier in the journey than someone who just typed "Botox near me" into Google and is ready to act today. So social leads need a little more nurturing to turn into bookings, which is exactly why retargeting and real follow-up matter so much. The strongest setup pairs the two: Facebook and Instagram to create demand and fill the top of your funnel, [Google Ads](/services/google-ads/) to capture the high-intent searches, and [email](/services/email-marketing/) follow-up to convert both.
Anyone who tells you social leads close exactly like search leads is selling you something. We would rather set the expectation honestly, then beat it.
What's includedWhat we actually run for your practicePrinciples are easy to claim. Here is the concrete work that turns Facebook and Instagram from a place you post into a channel that books patients.
Strategy and audience building
Geography, demographics, and lookalike audiences modeled on your best real patients, so your spend concentrates on the people most likely to book near you, not a broad and wasteful crowd.
Scroll-stopping creative, designed in-house
Static, carousel, and Reels ads built around real, compliant before-and-afters and transformations, in your brand voice. For video: your footage, or we coordinate our cinematic videographer.
Copy that earns the tap and the consult
Ad copy written by people who know what moves an aesthetic patient, paired with lead forms and landing pages built to convert interest into a booked appointment.
Retargeting that re-reaches the people who showed interest
Most people don't act the first time they see you. We re-reach the ones who watched your video, visited your page, or started a form and drifted off, the warmest and most efficient audience you have.
Consent-based conversion tracking and clear reporting
Meta Pixel and Conversions API set up the privacy-first way, gated by cookie consent on the sites we build, with reporting on clicks, leads, and cost-per-lead, and an honest read on what we can and cannot see.
Continuous testing and budget management
We test audiences, creative, and offers, then move budget toward what books patients and away from what doesn't, so your spend gets more efficient over time, not just bigger.
Coordinated with the rest of your marketing
Meta works best alongside your other channels. We sequence it with your organic social, email nurture, and where it fits, connected TV, so each one makes the others work harder.
Turn the scroll into booked patients.Turn the scroll into booked patients.Turn the scroll into booked patients.Turn the scroll into booked patients.Turn the scroll into booked patients.Turn the scroll into booked patients.
Why Urge
Built to book patients, not collect likes.
We optimize for qualified leads, not likes.
Every campaign is built to turn a stranger scrolling at 9pm into a consult request your team can book, watched against cost-per-lead, never vanity metrics that pay none of your bills.
We already know what your patients stop on.
Marketing almost exclusively for aesthetic and medical practices since 2003, we know what makes a patient trust a result and finally book, so reach turns into bookings.
We know the rules of this field cold.
The advertising standards and platform limits specific to medical and aesthetic services that get a generalist's account flagged or suspended, handled from day one.
Consent-based tracking, honest about the rest.
Meta Pixel and Conversions API set up the privacy-first way, gated by cookie consent, with an honest read on what we can and cannot see. Built with HIPAA in mind.
~ 3.6
billion
people use Meta's apps every day
Your patients are already there. [2]
25
–50%
consult social media on a cosmetic procedure
While they decide, you can be the answer. [3]
70
%
of aesthetic patients want before-and-after photos
Your results are the ad. [3]
2007
the year Facebook's ad platform launched
And we've run aesthetic campaigns on it ever since; Urge since 2003.
How it worksHow we run Facebook & Instagram ads that actually book patients
01
Audience
Geography, demographics, and lookalike audiences modeled on your real patients, so your spend concentrates on the people most likely to book near you.
02
Creative
Scroll-stopping static, carousel, and Reels ads designed in-house around real, compliant before-and-afters, in your brand voice. For video, your footage or our cinematic videographer.
03
Convert
Lead forms and landing pages built to turn that flash of interest into a consult request while the patient is still leaning in.
04
Measure
Consent-based Pixel and Conversions API tracking on clicks, leads, and cost-per-lead, set up the privacy-first way, with an honest read on what we can and cannot see.
05
Optimize
We test audiences, creative, and offers, then move budget toward what books patients and away from what doesn't, so your spend gets more efficient over time.
Get a Free Meta Ads AuditSee our work
## The hard part isn't the click. It's where the click lands.
Here is where most aesthetic ad budgets quietly leak. A practice runs a decent ad, a patient taps it, and then lands on a slow, generic homepage that asks them to go hunting for the one thing they came for. The interest is gone in seconds, and the practice blames the ad.
The ad is only half the job. The other half is the landing experience: a fast, focused page or lead form built to turn that flash of interest into a consult request while the patient is still leaning in. We build that bridge on purpose, so the patients you pay to reach actually convert instead of bouncing.
If you want the full advantage, that landing experience can live on the same [SEO and GEO website foundation](/services/ai-search-optimization/) we build for practices, so the traffic you drive from Meta arrives on a site already engineered to get you found and chosen long after the campaign is running. That part is optional. A landing experience built to convert is not.
## Why being first is how you compound
Paid social rewards the practice that commits early, and it compounds in a way a one-off boost never will. Every campaign teaches the algorithm more about who your real patients are. Every lookalike audience gets sharper. Every patient you retarget costs less than the last stranger you reached. The practice that has been running well-managed Meta ads for a year is buying patients far more efficiently than the one just starting, and that gap is hard to close.
There is a market reason too. In most local aesthetic markets, the practices running paid social are mostly boosting posts and hoping, not running real, measured campaigns. That leaves the door wide open. Across more than two decades of watching how patients find and choose care, we have seen the same pattern hold through every shift: the practice that shows up first, consistently, and well becomes the familiar, trusted name, and familiarity is slow and expensive for a competitor to take back. Our goal has never been a busier feed. It is your practice owning its market.
## More than an agency. A partner who already knows what your patients stop on.
Plenty of agencies will happily run your Facebook ads. Here is what is different about running Meta with a team that has marketed almost exclusively for aesthetic and medical practices since 2003: we already know what makes an aesthetic patient stop scrolling, what makes them trust a result, and what makes them finally book. We have helped open and grow enough [MedSpas](/specialties/medspa-marketing/), [dermatology](/specialties/dermatology-marketing/), and [plastic surgery](/specialties/plastic-surgery-marketing/) practices to know that reach was never the hard part. The hard part is turning the right impression into a booked, paying patient, and most practices get at least one piece of that wrong.
We also know the rules of this field cold, the advertising standards and platform limits specific to medical and aesthetic services that get a generalist's ad account flagged or suspended. The doctors and physicians we work with do not need Facebook ads explained to them in generic terms. They need a partner who already knows their patient, their results, and their rules, and can put all three to work in the feed.
Our core is aesthetic and cosmetic medicine, and every specialty has its own results, patient questions, and reasons to book. We run Facebook and Instagram ads for MedSpas, dermatology, and plastic surgery, for dental, OB/GYN, ophthalmology, and general practice, and for hospital systems and larger medical groups, the specialties we know best.
Selected work
What the right Meta campaigns actually look like
A few examples of the work, and the thinking behind it.
MedSpa
Lookalikes built from real patients
Audiences modeled on the practice's best real patients, so spend concentrated on the people most likely to book near them instead of a broad and wasteful crowd.
Meta AdsAudience
Plastic Surgery
Creative the feed actually stops on
Scroll-stopping static, carousel, and Reels ads designed in-house around real, compliant before-and-afters, so the work itself did the convincing.
Meta AdsCreative
Dermatology
Retargeting that re-reached the warm crowd
A retargeting set that re-reached the people who watched a video, visited the page, or started a form and drifted off, the warmest and most efficient audience there is.
Meta AdsRetargeting
Results vary by practice and market. The work above is shown for the kind of problem we solve, not as a performance guarantee.
Prefer a human over a contact form?
Talk with a senior strategist who's helped practices grow since 2003, no bots, no junior rep.
Talk with an expert human
FAQFacebook & Instagram Ads questions, answered
**Q: What are Facebook and Instagram (Meta) ads?**
Meta ads are paid advertisements that run across Facebook, Instagram, and Meta's connected apps, managed in one place. Unlike posting to your own followers, ads let you reach new patients you are not connected to yet, targeted by location, age, and interest, and measured by what they drive. For an aesthetic practice, it is the most direct way to put your results in front of the people near you who are most likely to book.
**Q: What's the difference between this and just boosting a post?**
A world of difference. Boosting pushes one post to a broad audience and optimizes for likes and reach. A real campaign is built around a goal, qualified leads, with proper audiences, purpose-made creative, lead forms or landing pages, retargeting, and conversion tracking. Boosting buys you applause. A managed campaign buys you patients. The money in Meta is in the structure underneath, not the boost button.
**Q: Do Facebook and Instagram ads actually work for medical and aesthetic practices?**
Yes, and aesthetics is especially well suited to them because it is so visual. Between a quarter and half of people considering a cosmetic procedure consult social media while they decide, and 70% of aesthetic patients say it's important to see a provider's before-and-after work.[3] Meta is where that research happens. Run as a measured patient-acquisition channel rather than a popularity contest, it is one of the most reliable ways to fill a schedule.
**Q: Why does Meta advertising matter for my practice right now?**
Because your patients are already there and most of your local competitors are not using the channel well. In 2026, Meta is forecast to become the largest digital ad platform in the world, and Meta's apps reach 3.6 billion people every day.[1][2] Yet in most local markets, practices are still boosting the occasional post instead of running real campaigns. That gap is the opening, and the practice that claims it becomes the familiar name patients see again and again.
**Q: Isn't this just for big practices with big budgets?**
No. Meta has no minimum spend and lets a single-location practice run a real, professionally managed campaign aimed only at the patients near it. The advantage is precision, not budget size: a small, well-targeted, well-measured spend aimed at the right local patients almost always beats a bigger budget sprayed at everyone. It was practically built for the independent aesthetic practice.
**Q: How do I know if it's actually working?**
We measure what is genuinely measurable, and we are honest about what is not. You will see impressions, clicks, leads, consult requests, and cost-per-lead, tracked through Meta's tools the privacy-first, consent-based way and reported in plain language. What no ad platform or agency can see on its own is the final step, whether a given lead booked, showed, and paid, because that lives in your practice or EMR. So we optimize to qualified leads at a sensible cost and work with your team to connect the dots on what is converting. If the leads are not coming in at a price that makes sense, we change the campaign.
**Q: Are Facebook and Instagram leads as good as Google leads?**
They are different, and it helps to know that going in. Someone clicking a Google ad is usually searching with intent and ready to act now. Someone on Facebook or Instagram was not looking for you, they were scrolling, so a social lead is typically earlier in the journey and needs a little more nurturing to convert. That is not a weakness, it is what social is for: it reaches new patients who would never have found you through search and creates demand that was not there yet. The smartest setup pairs the two, social to create demand and Google Ads to capture the high-intent searches, with follow-up that converts both. We will tell you honestly which mix fits your goals.
**Q: Who creates the ad images and videos?**
We do. Our creative team designs your static, carousel, and Reels ads in your brand voice, built around the real, compliant before-and-afters that sell aesthetic results. For video, you can use footage you already have, or we coordinate our professional videographer, whose work is genuinely cinematic, to produce something that looks like a national brand. You are never left to make the creative yourself.
**Q: Is Facebook and Instagram advertising safe and compliant for a medical practice?**
Yes. Everything we do is built with HIPAA in mind and a privacy-first approach, including how conversion tracking is set up so patient data is handled carefully. Just as important, we know the advertising standards and platform rules specific to medical and aesthetic services, the kind of judgment that keeps an account in good standing where a generalist gets flagged or suspended. Doing aesthetic ads responsibly is its own expertise.
**Q: How is this connected to the rest of my marketing?**
Closely, and that is the point. Your Meta ads run on the same creative and brand voice as your content and organic social, point to a landing experience built to convert, and hand warm leads to your email nurture so no almost-booking slips away. One team, one voice, across the whole patient journey, which is exactly what makes each channel work harder.
**Q: How much do Facebook and Instagram ads cost for a practice like mine?**
It depends on your market, your goals, and how much of your area you want to own, so we do not list a one-size price, and ad spend (what you pay Meta) is separate from management. What we will do is run a free Meta ads audit, show you what your competitors are and are not doing, and recommend the right scope and budget. Because Meta is measured by the leads it drives at a clear cost-per-lead, it is usually straightforward to weigh against what a new patient is worth to you.
Still have a question we didn't answer?
Send it over and a strategist will reply with a straight answer (and a tailored plan) within one business day.
Ask us directly
## Sources
> Meta is forecast to surpass Google as the largest digital advertising platform worldwide in 2026 (~$243B net ad revenue, ~26.8% of global ad spend).
— [EMARKETER, "Meta to Surpass Google in Digital Ad Revenues for First Time Ever" (2026)](https://www.emarketer.com/press-releases/meta-to-surpass-google-in-digital-ad-revenues-for-first-time-ever/)
> Meta's apps reach 3.6 billion people every day (June 2026).
— [Meta, Second Quarter 2026 Results](https://investor.atmeta.com/investor-news/press-release-details/2026/Meta-Reports-Second-Quarter-2026-Results/)
> 25%–50% of potential patients consult social media when considering a cosmetic procedure; 70% of US aesthetic patients found it important that a provider show before-and-after photographs.
— [Aesthetic Surgery Journal (Oxford Academic), Wells & Furnas, 2023](https://academic.oup.com/asj/article/43/6/704/7048907)
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"reviewBody": "\"Our experience with Urge was a complete transformation. From day one they were fully engaged, from revamping our website to social content, they delivered at every turn.\"",
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"@id": "https://urgeinteractive.com/#organization",
"name": "Urge Interactive"
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"author": {
"@type": "Person",
"name": "Molly Boudreault"
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{
"@type": "Question",
"name": "What are Facebook and Instagram (Meta) ads?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Meta ads are paid advertisements that run across Facebook, Instagram, and Meta's connected apps, managed in one place. Unlike posting to your own followers, ads let you reach new patients you are not connected to yet, targeted by location, age, and interest, and measured by what they drive. For an aesthetic practice, it is the most direct way to put your results in front of the people near you who are most likely to book.
"
}
},
{
"@type": "Question",
"name": "What's the difference between this and just boosting a post?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A world of difference. Boosting pushes one post to a broad audience and optimizes for likes and reach. A real campaign is built around a goal, qualified leads, with proper audiences, purpose-made creative, lead forms or landing pages, retargeting, and conversion tracking. Boosting buys you applause. A managed campaign buys you patients. The money in Meta is in the structure underneath, not the boost button.
"
}
},
{
"@type": "Question",
"name": "Do Facebook and Instagram ads actually work for medical and aesthetic practices?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, and aesthetics is especially well suited to them because it is so visual. Between a quarter and half of people considering a cosmetic procedure consult social media while they decide, and 70% of aesthetic patients say it's important to see a provider's before-and-after work.[3] Meta is where that research happens. Run as a measured patient-acquisition channel rather than a popularity contest, it is one of the most reliable ways to fill a schedule.
"
}
},
{
"@type": "Question",
"name": "Why does Meta advertising matter for my practice right now?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Because your patients are already there and most of your local competitors are not using the channel well. In 2026, Meta is forecast to become the largest digital ad platform in the world, and Meta's apps reach 3.6 billion people every day.[1][2] Yet in most local markets, practices are still boosting the occasional post instead of running real campaigns. That gap is the opening, and the practice that claims it becomes the familiar name patients see again and again.
"
}
},
{
"@type": "Question",
"name": "Isn't this just for big practices with big budgets?",
"acceptedAnswer": {
"@type": "Answer",
"text": "No. Meta has no minimum spend and lets a single-location practice run a real, professionally managed campaign aimed only at the patients near it. The advantage is precision, not budget size: a small, well-targeted, well-measured spend aimed at the right local patients almost always beats a bigger budget sprayed at everyone. It was practically built for the independent aesthetic practice.
"
}
},
{
"@type": "Question",
"name": "How do I know if it's actually working?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We measure what is genuinely measurable, and we are honest about what is not. You will see impressions, clicks, leads, consult requests, and cost-per-lead, tracked through Meta's tools the privacy-first, consent-based way and reported in plain language. What no ad platform or agency can see on its own is the final step, whether a given lead booked, showed, and paid, because that lives in your practice or EMR. So we optimize to qualified leads at a sensible cost and work with your team to connect the dots on what is converting. If the leads are not coming in at a price that makes sense, we change the campaign.
"
}
},
{
"@type": "Question",
"name": "Are Facebook and Instagram leads as good as Google leads?",
"acceptedAnswer": {
"@type": "Answer",
"text": "They are different, and it helps to know that going in. Someone clicking a Google ad is usually searching with intent and ready to act now. Someone on Facebook or Instagram was not looking for you, they were scrolling, so a social lead is typically earlier in the journey and needs a little more nurturing to convert. That is not a weakness, it is what social is for: it reaches new patients who would never have found you through search and creates demand that was not there yet. The smartest setup pairs the two, social to create demand and Google Ads to capture the high-intent searches, with follow-up that converts both. We will tell you honestly which mix fits your goals.
"
}
},
{
"@type": "Question",
"name": "Who creates the ad images and videos?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We do. Our creative team designs your static, carousel, and Reels ads in your brand voice, built around the real, compliant before-and-afters that sell aesthetic results. For video, you can use footage you already have, or we coordinate our professional videographer, whose work is genuinely cinematic, to produce something that looks like a national brand. You are never left to make the creative yourself.
"
}
},
{
"@type": "Question",
"name": "Is Facebook and Instagram advertising safe and compliant for a medical practice?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. Everything we do is built with HIPAA in mind and a privacy-first approach, including how conversion tracking is set up so patient data is handled carefully. Just as important, we know the advertising standards and platform rules specific to medical and aesthetic services, the kind of judgment that keeps an account in good standing where a generalist gets flagged or suspended. Doing aesthetic ads responsibly is its own expertise.
"
}
},
{
"@type": "Question",
"name": "How is this connected to the rest of my marketing?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Closely, and that is the point. Your Meta ads run on the same creative and brand voice as your content and organic social, point to a landing experience built to convert, and hand warm leads to your email nurture so no almost-booking slips away. One team, one voice, across the whole patient journey, which is exactly what makes each channel work harder.
"
}
},
{
"@type": "Question",
"name": "How much do Facebook and Instagram ads cost for a practice like mine?",
"acceptedAnswer": {
"@type": "Answer",
"text": "It depends on your market, your goals, and how much of your area you want to own, so we do not list a one-size price, and ad spend (what you pay Meta) is separate from management. What we will do is run a free Meta ads audit, show you what your competitors are and are not doing, and recommend the right scope and budget. Because Meta is measured by the leads it drives at a clear cost-per-lead, it is usually straightforward to weigh against what a new patient is worth to you.
"
}
}
]
},
{
"@context": "https://schema.org",
"@type": "NewsArticle",
"@id": "https://urgeinteractive.com/services/facebook-instagram-ads/#citation-7222ac6a",
"name": "EMARKETER, \"Meta to Surpass Google in Digital Ad Revenues for First Time Ever\" (2026)",
"url": "https://www.emarketer.com/press-releases/meta-to-surpass-google-in-digital-ad-revenues-for-first-time-ever/"
},
{
"@context": "https://schema.org",
"@type": "NewsArticle",
"@id": "https://urgeinteractive.com/services/facebook-instagram-ads/#citation-0d87cf0b",
"name": "Meta, Second Quarter 2026 Results",
"url": "https://investor.atmeta.com/investor-news/press-release-details/2026/Meta-Reports-Second-Quarter-2026-Results/"
},
{
"@context": "https://schema.org",
"@type": "ScholarlyArticle",
"@id": "https://urgeinteractive.com/services/facebook-instagram-ads/#citation-23e79583",
"name": "Aesthetic Surgery Journal (Oxford Academic), Wells & Furnas, 2023",
"url": "https://academic.oup.com/asj/article/43/6/704/7048907"
}
]
}
```