Google Ads vs Meta Ads for dental clinics — when to use which

One of the most common questions a clinic owner asks us in a first call is some version of: "We've been told we need Google Ads, but our previous agency only ran Facebook — which one's right?" The honest answer is almost always: both, but with very different jobs and very different budgets.

What each platform is actually for

Google Ads captures patients who are actively searching. Someone typing "emergency dentist Hamilton" or "Invisalign Burlington cost" is high-intent — they have a problem, and they want a solution today. Google's job is to win that click before your competitor does.

Meta Ads (Facebook and Instagram) creates demand that didn't exist five seconds ago. Nobody is scrolling Reels looking for a dentist. But the right thirty-second clip of a friendly hygienist explaining why teeth grinding has gotten worse since 2020 — that creates the thought "I should probably get that checked" in someone who wasn't planning to.

These are different jobs. You need both. The mix depends on your clinic.

The budget split, by clinic type

Established general dentistry, full books

You don't need new patients — you need better new patients (higher-value treatment plans, fewer cancellations). Spend roughly 70% on Meta Ads to build brand authority and recall, 30% on Google Ads to defend against competitors bidding on your brand name and to capture emergency search.

Newly opened or recently relocated clinic

You need volume, fast, and you have no local awareness yet. Flip the split: 70% Google Ads (Search + Local Services Ads where available), 30% Meta Ads. Spend the Meta portion almost entirely on geo-targeted feed and Stories with very explicit "now welcoming new patients" creative.

Specialty practice (orthodontics, cosmetic, implants)

You are selling a considered purchase, often over $3,000. The decision cycle is weeks, not minutes. Lean Meta — 60–65% on Reels and Stories with before/after content (where regulations allow), patient testimonial reels, and explainer content. 35–40% Google for the high-intent "Invisalign near me" search.

Medical clinic, dermatology, physiotherapy

Google Search dominates here because the search behaviour is symptom-driven. People search for the condition, not the clinic. 75% Google Ads, 25% Meta — and use the Meta portion entirely for retargeting site visitors who didn't book.

Inside Google Ads, where the money actually goes

Within a Google Ads budget, the split that consistently works for dental clinics is:

• Search campaigns: 55% — keyword-targeted, exact-match and phrase-match, geographic radius of 12–15 km around your clinic.
• Performance Max: 25% — set up correctly, with an asset group per service (general dentistry, cosmetic, emergency, Invisalign). Pmax misbehaves if you give it one giant asset group covering everything.
• Local Services Ads: 15% — if you're eligible (varies by Canadian region), these pay-per-lead ads sit above the local pack and convert at unusually high rates.
• YouTube: 5% — geo-targeted bumpers for top-of-funnel awareness; do not expect direct bookings from this.

Inside Meta Ads, where the money actually goes

• Reels and short-form video: 50% — the highest-leverage placement in 2026. Production cost matters: you need real clinic footage, not stock.
• Feed and Stories static creative: 25% — single-image testimonial cards, "now booking" announcements, before/after where appropriate.
• Retargeting (site visitors): 20% — your highest-ROI Meta spend by a wide margin. Anyone who hit your website in the last 30 days but didn't book.
• Lookalike audiences: 5% — built off your patient list, with a 1–2% similarity, and only useful once you have at least a thousand seeded patients.

The single biggest mistake we see

Running Meta Ads with creative that was originally designed for the website. A square 1080×1080 image with a logo, an address, and the words "Welcome to Dr. X Dental" is invisible on a feed full of Reels. Meta wants vertical video, 9:16, the first three seconds doing all the work, captions burned in, and a clear single message. Reusing your website hero as a Meta ad is the equivalent of mailing a letter when everyone else is sending a text.

The other big mistake

Bidding on broad-match keywords in Google Ads without a tight negative-keyword list. "Dental implants" without negatives will burn through a $2,000 monthly budget on searches like "dental implant cost in India", "DIY dental implant", and "dental implant cleaning supplies" — none of which become patients in your chair. Negatives are not optional.

Measuring what matters

Conversions count when they're booked appointments, not form submissions. Pixel the booking confirmation page (not the contact form submit page) and only measure spend efficiency against actual booked, kept appointments. Most clinics are flying blind because their conversion is defined two steps too early.