Paid Advertising for Medical Clinics: Google Ads vs. Meta Ads—Which Delivers Better Results?

Regarding online advertising for medical clinics, two platforms dominate the landscape: Google Ads and Meta Ads (Facebook & Instagram). But how do you know where to invest your marketing budget?

At Salterra, we help medical clinics design and manage campaigns on both platforms, each with its strengths depending on your goals.

Here’s how they compare, and when to use one over the other.

1. Google Ads: High Intent, High ROI

Google Ads is one of the most effective tools in internet marketing for medical clinics, as it targets users actively searching for care.

Common search phrases:

• “urgent care near me”
• “family doctor in [city]”
• “Pediatrician accepting new patients”

Pros:

• High purchase intent
• Immediate visibility in local search
• Ideal for service-based, time-sensitive care (e.g., flu shots, same-day visits)

Ad Types to Use:

• Search ads with call and location extensions
• Local Services Ads (for eligible providers)
• Smart campaigns with call tracking

2. Meta Ads: Brand Awareness and Education

Meta Ads (Facebook & Instagram) are perfect for reaching passive audiences and building long-term trust.

Best for:

• Promoting new services or specialists
• Sharing health tips and seasonal campaigns
• Retargeting website visitors and patient lists

Ad Types to Use:

• Carousel ads with testimonials or provider bios
• Video ads explaining procedures
• Lead gen forms with consultation offers

3. Which Platform Is More Cost-Effective?

Google Ads usually cost more per click but deliver higher conversion rates when targeting intent-based keywords.

Meta Ads offer cheaper clicks and more visibility but may require longer nurturing time before a patient books.

Rule of thumb:

• Use Google for quick patient acquisition
• Use Meta for branding and education

4. Combine Both for Maximum ROI

For best results, run both in tandem:

• Google Ads to capture high-intent traffic
• Meta Ads to retarget visitors, promote blogs, and introduce services

Sample Campaign Stack:

Google Ad: “Same-Day Appointments Available – Book Now”
Meta Retargeting Ad: “Meet Dr. Patel – Internal Medicine Specialist”
Email Automation: Follow-up with new leads

5. Ad Compliance for Medical Clinics

Both platforms have strict healthcare policies:

• Avoid before-and-after images in Meta Ads
• Don’t promise specific outcomes (e.g., “cure” or “guaranteed”)
• Use proper disclaimers and patient consent if referencing testimonials
• Always check against HIPAA guidelines and local advertising laws.

Salterra Pro Tip 💡

We audit existing ad campaigns and build full-funnel strategies that combine intent, education, and trust. From ad copywriting to HIPAA-compliant tracking, our team helps clinics scale without wasting budget.

Looking for low-cost growth strategies? A well-structured patient referral program that grows medical practice organically can complement paid ads by turning satisfied patients into your most powerful advocates—no ad spend required.

Final Thoughts

Whether you want to fill your appointment calendar or promote long-term services, both Google Ads and Meta Ads play a role in a well-rounded strategy. Let Salterra help you choose the right mix and maximize every marketing dollar.

🔗 Book a PPC Strategy Call with Salterra