Running ads online can feel like gambling. Sometimes it works, sometimes it doesn’t. One week brings in a few new patients. The next week? Nothing. The reason for this up-and-down cycle often comes down to one simple decision: choosing the right platform.
Google and Facebook are two of the most powerful advertising platforms available today. Both offer incredible opportunities for healthcare practices to attract new patients, grow their brand, and boost revenue. But while they can both work, they operate in very different ways—and jumping into both at the same time can backfire.
This is a common mistake. Many practices try to advertise on multiple platforms right out of the gate, thinking more exposure will bring faster results. What usually happens instead? Scattered efforts, confusing data, inconsistent results, and wasted ad spend.
A smarter strategy is to start with just one platform. Choose the one that best matches your patients’ behavior and the type of service you offer. Master it. Learn what works, dial in your message, and get consistent results.
Then—and only then—consider expanding to another platform. With experience and data on your side, it becomes much easier to manage multiple campaigns without losing focus or blowing your budget.
Focus first. Scale second. That’s how sustainable patient growth is built.
Two Platforms, Two Different Mindsets
Think about what someone is doing when they use Google versus Facebook.
Google is a search engine. People go there when they’re actively looking for answers.
Facebook (and Instagram) are social platforms. People use them to scroll, connect, and discover new things. That difference matters a lot.
If someone searches “chiropractor near me” on Google, there’s a good chance they’re ready to book an appointment. They’re already aware they need help. They just need to find the right provider.
But if someone sees a chiropractic ad on Facebook, they may not be thinking about their back pain. The ad interrupts their scrolling and brings attention to a problem they might have been ignoring or didn’t know had a solution.
So here’s the key:
- Google Ads = Best for search-based, symptom-driven services
- Facebook Ads = Best for awareness, wellness, or elective services
When Google Ads Work Best
Google Ads are great for practices that treat conditions people are already aware of and are actively searching for.
Examples:
- “Urgent care near me”
- “How to treat sinus pain”
- “Physical therapy for knee injury”
- “Dentist that accepts insurance”
These types of searches show high intent. The person is not just browsing—they’re looking for help. And they’re likely to take action soon.
Google Ads places your practice at the top of the search results. That means when someone types in those key phrases, they see your ad before anything else. If the message is clear and the offer is strong, the click often turns into a call or booking.
But Google Ads usually work best when:
- The service is insurance-based or medical
- The condition is painful, urgent, or disruptive
- The person is actively seeking treatment
When Facebook Ads Work Best
Facebook (and Instagram) are built for discovery. People scroll through their feeds for entertainment, updates, and distraction. That’s why ads here need to spark curiosity or emotion.
Facebook Ads are an excellent fit for:
- Chiropractic and wellness care
- Aesthetics like Botox, skin treatments, or body sculpting
- Preventive or lifestyle services, like weight loss or hormone therapy
- Cash-based offers that require a strong “why now” message
Someone might not be looking for “laser skin tightening,” but if they see an ad that shows before-and-after photos with a message like “Look 5 Years Younger Without Surgery,” they might stop scrolling.
These ads are powerful, but they work differently. Facebook leads often need more nurturing. They might watch a video, click for more info, or visit a landing page—but they may not be ready to book right away. That’s why follow-up matters, and retargeting can be a game-changer.
One Platform at a Time = Less Stress, Better Results
Trying to run ads on Google, Facebook, Instagram, and YouTube at the same time is a recipe for overwhelm. Every platform has its own rules, setup, and tracking. Each one pulls attention and budget in a different direction.
Instead, the more innovative approach is to pick one platform, master it, and build a repeatable system. Once that’s working, then it’s safe to add the next platform.
Here’s a simple way to decide:
- If patients are already searching for you, start with Google.
- If your services are more optional or wellness-based, start with Facebook.
Whichever one is chosen, stick with it for at least 4–6 weeks. That gives time to test, adjust, and start seeing results.
Why Choosing the Right Platform Matters
Starting with the right platform means:
- Lower cost per lead
- Better fit between the message and the audience
- Faster results with less guesswork
More importantly, it builds confidence. Running ads doesn’t feel so scary when things start working. That’s when real growth begins—steady, predictable, and scalable.
How Powr Practice Helps You Get Started Right
Picking the right platform is just the beginning. What happens next—setting up your ad, writing a compelling message, building a landing page, and tracking results—can quickly feel overwhelming.
That’s where Powr Practice makes everything easier.
No coding. No tech headaches. Just a clear path from ad click to booked visit.
Whether starting with Google to target active searchers or using Facebook to build awareness, Powr Practice helps get results faster—and with less guesswork.
Takeaway: Choose with Purpose
Digital ads aren’t magic. They’re tools—and tools work best when used the right way.
Google and Facebook can both deliver outstanding results. But they’re not the same. Trying to treat them like one-size-fits-all leads to frustration.
Instead, take the time to ask:
- Are patients already searching for this service?
- Or do they need to be made aware that it even exists?
The answer tells you where to start.
And starting with the right platform is the first step toward ads that bring patients through your door.
