Google Ads vs Meta Ads for allied health: what works best for enquiries in Australia?

Both Google Ads and Meta Ads can work. But they solve different problems. Most clinics waste budget by picking the wrong channel for the goal.

If you only fix one thing, match the channel to the intent.

The difference in intent

Google Ads = demand capture. People are already searching for help. You show up at the moment they are ready to act.

Meta Ads = demand creation and lead generation. You are interrupting a feed, but you can still drive enquiries fast with the right offer and follow-up.

Example: "Physio near me" is Google. "How to stop shoulder pain from getting worse" is Meta.

How intent affects lead quality and timing

Google leads tend to be warmer and closer to booking. Meta leads can be curious but earlier in the decision cycle. Neither is better by default. It depends on your service and follow-up.

• Google: fewer clicks, higher intent, faster decisions.
• Meta: more reach, more education, and lead capture when the offer is clear.

Do say: "Book a 15-minute call" or "Check availability".

Which one should you pick first?

Use this decision tree. It keeps you from guessing.

1) Clinician capacity

• Need enquiries this month and have openings? Start with Google.
• Booked 4 to 6 weeks out? Start with Meta and build demand.

Quick win: If you have capacity now, run Google Search first.

2) Service type

High-intent services are best on Google:

• Acute pain physiotherapy
• Urgent psychology availability
• Assessments with fixed intent (ADHD, autism, return to work)

Consideration services are often better on Meta:

• Group programs
• Niche services people are unaware of
• New clinics that need awareness

Common mistake: Running Meta for high-intent search terms.

3) Geography

Metro areas are expensive and crowded. Regional areas can be cheaper, but demand is smaller.

• Metro: Google can be costly, but still wins for urgent needs.
• Regional: Meta can expand reach and reactivation.

4) Budget range

If budget is tight, pick one channel and do it well.

• Under $1,500 per month: choose one channel.
• $1,500 to $3,000 per month: Google Search or Meta + retargeting.
• $3,000+ per month: split based on service mix and capacity.

Try this: Start with Google at 70%, Meta at 30% once basics are working.

5) Admin and systems

If your booking and follow-up are slow, both channels will suffer. Google will still bring leads, but you will lose them.

• Fast response and online booking in place? You can scale faster.
• Manual back-and-forth? Start small and tighten the process first.

When Google Ads wins

Google wins when the searcher is ready to act. That is common in allied health.

Best use cases

• "Near me" and suburb searches
• Pain and urgency driven services
• Clear assessments with defined intent
• Busy clinics that need consistent enquiry flow

Best campaign types to start with

Start simple.

• Search campaigns
• Call assets (for phone-heavy clinics)
• Location assets (if you have multiple sites)

Avoid complex structures until you have steady results.

Keyword guardrails

Keep keywords tightly tied to services. Avoid research-only terms that attract browsers, not bookings.

• Good: "physio back pain Hobart"
• Risky: "best stretches for back pain"

Landing page requirements

Google Ads only works if the landing page closes the loop.

Make sure it includes:

• One service per page
• Clear fees and availability
• Booking and phone above the fold
• Clinician credentials and trust markers
• FAQs that remove doubt

Quick win: Replace "Contact us" with "Book now" on the landing page.

When Meta Ads wins

Meta wins when you need to create demand or capture leads at scale. It is also great at reactivation.

Best use cases

• New clinics or new services
• Group programs or workshops
• Niche services that need explanation
• High-capacity services that can handle lead volume
• Reactivating past website visitors

Creative angles that work for clinics

Lead with education, not sales. Keep it human and clear.

Try:

• "Here is how we help"
• "What to expect in your first session"
• "3 signs it is time to get help"
• "Meet the team and our approach"

Example: A 30-second video: "What happens in a paediatric OT session."

Lead forms vs landing pages

Meta lead forms are fast and can generate a lot of enquiries, but quality can vary. Landing pages take more effort, but intent is usually stronger.

• Lead form: great for fast lead capture and simpler offers.
• Landing page: better when you need trust, detail, or pre-qualification.

Retargeting is the easiest win

Retargeting catches the 90% who did not book on the first visit. Use it to:

• Remind them to book
• Answer common questions
• Show reviews and proof

Try this: Run a simple retargeting campaign with two ads for 14 days.

Common pitfalls (and fixes)

1) Sending paid traffic to the homepage

Homepage traffic is messy and unfocused. Send ads to service-specific pages.

Fix: Build one landing page per core service.

2) Tracking clicks, not bookings

Clicks are not outcomes. You need calls, bookings, and forms.

Fix: Track call clicks, form submissions, and online bookings.

3) Slow follow-up

Leads go cold fast. A 24-hour delay can crush conversion.

Fix: Respond within 2 hours during business times.

4) Too broad targeting

Broad targeting wastes spend. You end up paying for people who are not a fit.

Fix: Tighten location radius and match ads to one service.

5) Too many services in one campaign

Mixed services confuse the algorithm and the audience.

Fix: Separate campaigns by service and intent.

Common mistake: One ad group for "everything we do."

Example budgets and expectations (AU context)

These are realistic ranges, not promises. Costs vary by city, competition, season, and tracking quality.

Starter budgets (what they are for)

• $1,500 to $2,500 per month on Google Search
  • Best for one clinic and one or two core services
  • Focus is consistent enquiries, not scale
• $800 to $1,800 per month on Meta
  • Best for awareness and reactivation
  • Needs strong creative and a clear offer
• $3,000+ split across both
  • Best for clinics with multiple services and capacity to grow

Testing vs scaling

Month one is usually testing and learning. Month two is where you start to see steady patterns. Do not judge a channel on two weeks of data.

What good looks like (ballpark ranges)

Do not chase exact numbers. Use ranges and watch trends.

• High-intent services (physio pain, urgent psych)
  • $60 to $180 per enquiry on Google Search
• Consideration services (paediatric OT, speech)
  • $80 to $220 per enquiry on Google Search
• Meta education and reactivation
  • $40 to $140 per enquiry when retargeting is strong

If you are above these ranges, check landing pages and follow-up speed first.

Quick win: Cut any keyword or ad set with zero enquiries in 30 days.

The best setup (often)

Most clinics do best with a hybrid setup:

• Google for consistent enquiry flow
• Meta for lead generation, retargeting, filling gaps, and brand building

It is not about being everywhere. It is about matching channel intent to clinic capacity.

Try this: Start with Google. Add Meta retargeting once traffic builds.

Conclusion and next step

Google captures existing demand. Meta creates and grows demand. Pick the channel that matches your goals, then commit to it.

If you want a simple decision tool, grab the channel fit worksheet. If you want help tuning campaigns, request an account audit.

Recap

• Google works best when intent is high and time is urgent.
• Meta works best for education, awareness, and reactivation.
• Do one channel well before splitting budget.
• Track bookings, not clicks, and follow up fast.
• Match ads to service-specific landing pages.

Book an account audit or request the channel fit worksheet.