Healthcare Marketing | Josh Blicker
Key Points:
In the U.S., digital ad spending in healthcare is expected to hit $20 billion by 2025—a 44% jump from just five years ago. That growth signals one thing: standing out in a saturated space is no longer optional. For healthcare marketers, especially those running clinics or specialized practices, the ad dollars you spend have to work hard and convert fast.
But here’s the real question: Google Ads vs. Facebook Ads for healthcare—where should you put your money?
It depends on your goals.
If you want to capture high-intent patients actively searching for care, Google Ads wins. But if you want to build brand awareness and engage a broader audience, Facebook Ads delivers. Each platform serves a different stage of the patient journey—and both can be powerful when used strategically.
Google Ads (formerly AdWords) is built to answer one thing: What is someone actively searching for right now? That makes it a high-stakes, high-intent platform, especially valuable in healthcare where timing and trust are critical.
Healthcare providers—whether urgent care centers, ABA clinics, dental offices, or dermatologists—thrive on capturing patients who are already looking for solutions. And that’s where Google Ads shines.
Here’s why it works:
But there’s a catch—cost. Healthcare keywords are among the most expensive across all industries. You need to:
If your targeting or bidding is sloppy, you’ll burn through your ad budget with nothing to show for it.
Unlike Google Ads, Facebook Ads (now under Meta Ads) doesn’t rely on search intent. Instead, it builds interest by targeting users based on demographics, behavior, and interests. That’s gold for healthcare brands that need to build trust and visibility before a user is even aware they need you.
Think about it: A parent might not search for “ABA therapy” until their child receives a diagnosis. But Facebook lets you reach them long before that—during the research, concern, and awareness phase.
You can drill down by:
Creative is king on Facebook. A well-designed ad with a clear call-to-action (CTA) performs better than any keyword match. And the cost-per-click? Usually far lower than Google.
But here’s the downside: Lower intent. Users aren’t actively looking for healthcare help, so nurturing is key.
When comparing Google Ads and Facebook Ads for healthcare marketing, each platform offers unique strengths depending on your campaign goals. Google Ads is best suited for capturing high user intent, as people are actively searching for services like "ABA therapy near me" or "pediatric speech therapy."
This makes it ideal for driving immediate conversions, such as appointment bookings or calls. In contrast, Facebook Ads targets users who are passively scrolling, making it more effective for brand awareness, educational content, and retargeting past visitors.
In terms of audience targeting, Google Ads relies on keywords and location-based targeting, while Facebook allows for demographic and behavioral targeting—letting you hone in on specific age groups, parental status, interests, and more.
Google Ads offers a variety of ad formats including Search, Display, Shopping, and Video, whereas Facebook excels with engaging formats like Image, Video, Carousel, and Instant Forms for lead capture.
When it comes to cost, Google Ads generally has a higher cost per click (CPC)—often $10 to $40 in competitive healthcare markets—while Facebook Ads typically cost less, averaging around $1 to $5 per click.
For conversion tracking, Google Ads focuses on actions like calls, form submissions, and bookings, whereas Facebook tracks leads, engagement, and downloads more effectively.
If you need patients now, start with Google Ads. If you need to grow your brand and nurture future patients, invest in Facebook Ads.
Absolutely—and here’s why: They complement each other.
Here’s how a full-funnel strategy works:
This multi-touch strategy means you’re:
In fact, campaigns using both Google and Facebook Ads report up to a 35% increase in conversions compared to using one channel alone (Source: Wordstream internal data).
Just running ads won’t cut it. To get results, you need strategy.
You also need ongoing A/B testing, data analysis, and campaign refinement. One wrong audience filter or bad creative can tank performance, regardless of platform.
Whether you run a behavioral health clinic, senior care facility, or pediatric therapy center, the smartest play in 2025 is platform synergy.
Here’s a sample approach:
Healthcare decisions are rarely made in a single click. They require trust, education, and multiple touchpoints. Using both platforms strategically means you don’t just show up—you stay top of mind until the moment that care is needed.
Work with a healthcare marketing agency that gets it.
At CMG, we deliver predictable, profitable growth through data-backed strategies tailored to the healthcare space. From Google Ads and Facebook Ads to SEO and CRO, we help you build campaigns that convert—not just click.
Stop guessing. Start growing. Partner with CMG—your go-to healthcare marketing agency.
Let’s make every dollar count. Reach out today.
