The $2.3 Million Experiment
Over the past 18 months, we've managed $2.3 million in combined ad spend across Google Ads and Meta Ads (Facebook and Instagram) for 200+ healthcare practices. We tracked every dollar from first click to booked appointment.
The results weren't what most marketing agencies will tell you. The answer to "which platform is better" depends entirely on your practice type, services, and goals.
Here's the raw data.
The Overall Numbers
Google Ads Performance (Healthcare Average)
| Metric | Value |
|---|---|
| Average cost per click | $4.82 |
| Average conversion rate | 8.3% |
| Average cost per lead | $58 |
| Average cost per booked patient | $127 |
| Average patient show rate | 82% |
| Average ROI | 5.2x |
Meta Ads Performance (Healthcare Average)
| Metric | Value |
|---|---|
| Average cost per click | $1.47 |
| Average conversion rate | 3.1% |
| Average cost per lead | $47 |
| Average cost per booked patient | $156 |
| Average patient show rate | 64% |
| Average ROI | 3.8x |
The Key Insight: Intent vs. Discovery
The fundamental difference between these platforms is intent.
Google Ads captures patients who are actively searching for a solution. When someone types "dental implants near me," they've already decided they need implants and are looking for a provider. This is demand capture.
Meta Ads reaches patients who might need your services but aren't actively searching. You're interrupting their scroll to plant the idea. This is demand generation.
Both have value, but they serve different purposes in your marketing funnel.
Performance by Practice Type
Dental Practices
Winner: Google Ads (for most services)
Google Ads dominates for dental because most dental needs are urgent or planned. Patients search when they need care.
- Emergency dental: Google Ads CPA $68 vs Meta $210
- Dental implants: Google Ads CPA $142 vs Meta $178
- Cosmetic dentistry: Meta Ads CPA $95 vs Google $118
The exception: Cosmetic dentistry (veneers, whitening, smile makeovers) performs better on Meta because these are desire-driven, not need-driven. Beautiful before/after photos on Instagram generate demand.
Med Spas & Aesthetics
Winner: Meta Ads
Aesthetic treatments are visual, aspirational, and often impulse-driven. Instagram is the natural discovery platform.
- Botox/fillers: Meta CPA $45 vs Google $89
- Body contouring: Meta CPA $72 vs Google $134
- Laser treatments: Meta CPA $58 vs Google $95
Why Meta wins here: Before/after galleries, video testimonials, and seasonal promotions perform exceptionally well in social feeds. The visual nature of aesthetic results makes Meta the ideal platform.
Medical Clinics (Primary Care)
Winner: Google Ads
Primary care searches are almost entirely intent-driven. Nobody scrolls Instagram thinking "I should find a new primary care doctor."
- New patient appointments: Google CPA $95 vs Meta $187
- Specific services (physicals, labs): Google CPA $72 vs Meta $156
Mental Health Practices
Winner: Google Ads (with caveats)
Patients searching for therapists have high intent. However, Meta can work well for awareness content about mental health — just be mindful of sensitivity and platform policies.
- Therapy appointments: Google CPA $110 vs Meta $165
- Psychiatry: Google CPA $135 vs Meta $198
The Budget Allocation Framework
Based on our data, here's how we recommend splitting ad budgets:
Under $3,000/month total ad spend
- 100% Google Ads — At lower budgets, focus entirely on capturing existing demand. Google Ads delivers the most predictable return at small scale.
$3,000 - $7,000/month
- 70% Google Ads / 30% Meta — Once you've captured the low-hanging fruit on Google, use Meta to generate additional demand and build brand awareness.
$7,000+/month
- 50% Google / 35% Meta / 15% Retargeting — At this level, you can afford to build a full funnel. Use retargeting to re-engage website visitors across both platforms.
Common Mistakes We See
On Google Ads
- 1Bidding on broad match keywords without negative keyword lists — wastes 30-40% of budget
- 2Sending traffic to the homepage instead of service-specific landing pages
- 3Not using call extensions — 62% of healthcare conversions happen via phone call
- 4Ignoring ad scheduling — running ads 24/7 when your phone is only answered 8am-5pm
On Meta Ads
- 1Using stock imagery — practices using real photos see 2.4x higher engagement
- 2Targeting too broadly — start with a 10-mile radius around your practice
- 3No video content — video ads get 3x the engagement of static images for healthcare
- 4Not excluding existing patients — upload your patient list as an exclusion audience
Our Recommendation
Don't think of it as Google vs Meta. Think of it as a funnel:
- 1Top of funnel (awareness): Meta Ads with educational content and before/after results
- 2Middle of funnel (consideration): Retargeting on both platforms with testimonials and offers
- 3Bottom of funnel (conversion): Google Ads capturing high-intent searches
The practices that see the best results use both platforms strategically, not in isolation.
Getting Started
If you're running neither platform today, start with Google Ads. Set up campaigns for your highest-value services, use exact and phrase match keywords, and send traffic to dedicated landing pages with clear calls-to-action.
Once Google is delivering a consistent 3x+ return, layer in Meta for demand generation and retargeting. This is the path that minimises risk and maximises learning.