Google Ads vs Facebook Ads in Healthcare: Which One Should You Choose in 2024?

Today, I’m diving into a question I get asked all the time: Should you be using Google Ads or Facebook Ads to grow your clinic? Or maybe both? Which one’s better right now in 2024?

Facebook Ads (aka Meta Ads): What Works in Healthcare Marketing?

When I say Facebook Ads, I’m really talking about Meta Ads, since Meta owns both Facebook and Instagram. Where you advertise depends a lot on your ideal patient’s age and habits:

• Facebook tends to attract an older demographic, usually 50+ years.

• Instagram skews a bit younger, generally under 45.

One quick heads-up: on Facebook, you might get more junk messages or negative comments compared to Instagram. If that kind of feedback stresses you out, Instagram could be the better option.

Why Facebook/Instagram Ads Work

People spend a huge amount of time scrolling on social media every day, so these platforms are great to “meet them where they are.” The ads work by interrupting their scroll, popping up in their feeds, stories, or reels.

• The key: You’re not targeting people actively searching for your services. You’re interrupting their day and getting their attention.

• Because of this, Meta ads tend to be much cheaper than Google ads.

What Kind of Facebook Ads Work Best Right Now?

Surprisingly, the most effective ads are often the simplest — almost bland visuals with a strong callout or headline that really speaks to a specific group. For example:

“Weekend Warriors waking up feeling like they’re 85 on a Monday?”
“Men in their 30s with low back pain?”

Follow that with a few emotional questions like:

• “Do you feel frustrated by your back pain?”

• “Does it feel like someone’s hit you with a hammer every morning?”

These kinds of questions connect emotionally, even if the wording isn’t super clinical. They help you meet people where they are, using their language to get their attention.

The rest of the ad then offers the solution your clinic provides.

Google Ads: Finding Patients Who Are Actively Searching

Now, Google Ads works a little differently. Here, you’re targeting people who have high intent — they’re actively searching for help.

Google is best for search intent ads, which show up when people search for specific services, like:

• “Physio near me”

• “Same day physio appointment”

• “Emergency physiotherapist”

These keywords tell you the searcher is ready to take action.

Keep it Simple with Google Ads

For most clinics, the best approach is a basic search campaign, focusing on these high intent keywords.

• Avoid bidding on your own clinic name — those clicks are often existing patients or people who already know you.

• Group keywords into ad groups based on their intent — some might be for immediate bookings, others for people researching treatment options.

Test and Optimise

Always run at least two ads per ad group to split test. Change one element at a time (headline, call to action, etc.), run for a week, see which performs better, then iterate. This ongoing process is key to improving results over time.

So, Which One Should You Use?

Both Google Ads and Facebook/Instagram Ads can work very well — it just depends on what you want to achieve and who you want to reach.

• Use Meta ads to reach people who may not even know they need your help yet. It’s about raising awareness and creating interest at a lower cost per click.

• Use Google Ads to capture people actively looking for your services — these leads tend to be more qualified and closer to booking.

Final Thoughts

• Remember, understanding your ideal patient is everything. Know their pain points, frustrations, and goals. Speak their language.

• If your ads aren’t working, it’s probably not the platform — it’s the strategy. Go back to basics and nail down your message and targeting.

• Keep testing and refining both types of ads to find the sweet spot for your clinic.