Google Ads vs. Facebook Ads: Which is
Better for Chiropractors?
The age old question Google ads vs. Facebook ads for chiropractors, which one is the better deal? In order to answer this question, let’s look into plus and minus of each platform. We will look at the benefits that each platform brings to the table so to speak. Google Ads vs. Facebook Ads is not about throwing money at a platform and see what works. That clearly doesn’t work is not the best way to do advertising.
U.S. department store magnate John Wanamaker once said,
“I am convinced that about one-half the money I spend for advertising is wasted, but I have never been able to decide which half.”
Google Ads vs. Facebook Ads for Chiropractors: Differences
It is important understand how each social media platform works before we jump into which one is the best.
Google Ads (Also Known as Pay Per Click): These type of ads occur when someone searches for a topic like “chiropractors in (any city)” where any city is the city in which you conduct your business.
The people that see these ads are the ones that are looking for a chiropractor right now.
Facebook Ads: These ads appear in users’ Facebook and Instagram feeds. The people that see these ads are the ones that Facebook has determined to have an interest in, the demographic and behaviour that you are looking for. Facebook ads help create knowledge of and involve potential patients who may be casually looking for a chiropractor, however they could be helped by using your services.
The winner in this round of Google Ads vs. Facebook Ads: Google because it is good for instant prospective patient attraction. Facebook is better for awareness and participation with your brand.
Benchmarking Google & Facebook Ads
1. Aiming for the Ideal Patients
Google Ads: Aims at users with the goal of searching for and potentially using chiropractic services. These users are the ones most likely to need chiropractic services.
Facebook Ads: Aims at people who share similar interests, age, location, and behaviours. These type of users are not currently looking for chiropractic services. However, they are a good fit for your services and worth aiming your advertising at.
Winner: Google Ads (for immediate patient obtainment), Facebook Ads (for creating knowledge of chiropractic services).6
2. Patient Acquisition Cost & Return on Invested Capital (ROIC)
Google Ads: Ranges between $5–$15 per click, come from highly interested prospects who are likely to make a purchase in the very near future.
Facebook Ads: Ranges between $1–$5 per click, a more budget friendly way to contact a larger pool of prospective patients.
Winner: Facebook Ads (lower advertising expense per click), but Google Ads (better ROIC for prospective patient acquisition)
3. Conversion Speed & Quality of Prospective Patients
Google Ads: Prospects are more inclined to convert at a higher probability because they are fervently looking for chiropractic services.
Facebook Ads: Prospects are less inclined to convert because they are not fervently looking for chiropractic services. These prospects may require more educating since they are not in the market for chiropractic services.
Winner: Google Ads (for quicker conversions).
4. Ad Participation
Google Ads: Strictly text only and limited to 120 characters.
Facebook Ads: Offers multi-media formats.
Winner: Facebook Ads (for brand visibility and prospective patient participation)
5. Remarketing
Google Ads: Makes use of pictures and text to pitch website visitors your chiropractic services along with YouTube remarketing. These ads are generic and are not as personable as Facebook.
Facebook Ads: Makes use of effective remarketing, it allows advertisers to display ads to past website visitors or interacted with your Facebook posts.
Winner: Facebook Ads (more effective remarketing).
Which Of the Two Is Better for Chiropractors?
Google Ads vs. Facebook Ads is really about how quickly you want prospective patients to contact or otherwise interact with your brand. A championship strategy uses the best of both Google Ads for instant prospective patients and Facebook Ads for brand recognition and prospective patient participation.
Superior Ad Plan of Action for Chiropractors
Take advantage of Google Ads to lure highly motivated leads looking for chiropractic services in your area.
Take advantage of Facebook Ads to refocus on visitors who did not set up an appointment.
Take advantage of Facebook Ads for promotions (discounts, free consultations) to attract new patients.
Conclusion:
Use Google Ads to lure highly motivated prospective patients.
Use Facebook Ads for brand recognition.
A championship strategy uses the best of both Google Ads for instant prospective patients and Facebook Ads
Need help setting up your chiropractic ads? Our expert team specializes in creating high-converting ad campaigns to help you attract more patients and grow your practice.
Contact Mathew today for a free consultation and leave all your worries to us!
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