Most of the clinics and wellness business has same query: Google Ads vs Meta Ads for Clinics in Singapore. They serve different purposes.
Most Clinics Ask the Wrong Question
A lot of clinics want to know: “Which one should I run — Google Ads or Meta Ads?”
But it’s not about choosing one. You need both. They serve different purposes.
Google captures demand that already exists.
Meta helps you reach people who didn’t know they needed you yet.
If you only run Google Ads, you’ll hit a ceiling. If you only run Meta, you might get a lot of leads but not enough bookings. The real question is: how do you split the budget between the two to scale properly?
Google Ads vs Meta Ads for Clinics in Singapore
Google Ads: For People Already Searching
When someone types “pigmentation facial Singapore” or “best clinic near me,” they’ve already made up their mind to look for a solution. That’s where Google works best. For people who are already warm.
What Google Does Well:
- Reaches people who are actively looking for your service
- High booking intent
- Easier to measure results since keywords and intent are clear
- Strong for local intent, especially on mobile and Google Maps
Where It Slows Down:
- Search volume is limited. Once you’re covering the top keywords, there’s not much room to scale
- Competition drives cost up. You’re bidding against other clinics chasing the same pool
Meta Ads: For People You Need to Convert
Meta (Instagram and Facebook) helps you reach people who haven’t searched yet — but are the right profile. Maybe they’ve been dealing with acne or ageing but never considered booking a treatment.
This is where you create demand.
What Meta Does Well:
- Great for educating and positioning your clinic
- Can showcase before/after visuals, testimonials, or limited-time offers
- Targeting is flexible with interests, job titles, life stage
- Perfect for retargeting site visitors or video viewers
What to Watch Out For:
- Lower intent hence the leads need more follow-up
- If your landing page or offer isn’t solid, the leads won’t convert
Same People. Different Mindset.
The woman searching for “anti-ageing facial” on Google in the morning is the same one scrolling through Instagram at night.
But when she’s on Google, she’s closer to buying.
When she’s on Meta, she’s in browsing mode.
That’s why your message, creative, and even your offer need to change depending on the platform.
When Google Hits the Limit, Meta Takes Over
Let’s say your clinic is already getting 20–30 Google leads per week. At some point, no matter how much more you spend, the cost-per-lead gets worse. That’s the cap.
If you want to keep growing, you can’t just pump more into Google.
You need to build a new pool of people — and that’s what Meta does well.
Budget Allocation: Google Ads vs Meta Ads
If you’re running ads and want a basic framework:
| Platform | Purpose | Suggested Split |
| Bookings from existing demand | 40–60% | |
| Meta | Build new demand, retarget visitors | 40–60% |
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