In today’s competitive dental market, simply relying on referrals or organic search is no longer enough. Dental clinics across Australia are realising that strategic online advertising is the fastest way to attract new patients, fill chairs, and build long-term practice growth.
The question every clinic owner eventually faces is:
“Should we focus our marketing budget on Facebook Ads or Google Ads?”
At Square Meters Healthcare Marketing, we’ve worked with hundreds of healthcare professionals — including dental practices from Melbourne to Perth — and we’ve tested both platforms extensively. The truth is, each can be incredibly effective when used strategically, but they serve very different purposes.
In this article, we’ll break down how both advertising channels perform in the dental industry, what each costs, and which delivers the stronger return on investment for Australian clinics looking to grow their patient base.
The Digital Landscape for Australian Dentists
Dental marketing has become more data-driven than ever. With the rise of mobile search and patient reviews, your clinic’s online visibility directly impacts your bookings.
Potential patients don’t just rely on recommendations anymore — they search, scroll, and compare before choosing where to book.
Here’s what we know from our experience running healthcare campaigns in Australia:
- Google Ads dominate the bottom of the funnel — patients who are actively searching for a service (like “dentist near me” or “teeth cleaning Melbourne”).
- Facebook and Instagram Ads win at the top and middle of the funnel — creating awareness, trust, and desire through engaging visuals and offers.
The best-performing clinics don’t choose one or the other; they combine both. But before we get into strategy, let’s look at how each platform performs.
Google Ads: Converting Searchers into Booked Patients
When someone types “emergency dentist near me” into Google, they’re not browsing — they’re ready to book. That’s why Google Ads are such a powerful channel for dental clinics.
From our campaigns across Australia, typical results look like this:
- Click-through rate (CTR): 5–8%
- Cost per click (CPC): A$5 – A$10
- Cost per lead (CPL): A$40 – A$100
- Lead-to-booking conversion rate: 35–55%
Example scenario:
A dental practice in Melbourne runs a Google Ads campaign with a monthly budget of A$3,500 targeting keywords such as “dentist near me,” “dental check-up,” and “tooth extraction Melbourne.”
- CPC: A$6.50 → ~538 clicks
- Conversion to leads (10%): ~54 enquiries
- Bookings from leads (45%): ~24 new appointments
- Cost per booking: around A$145
If your average new-patient visit is worth A$250–A$400, that’s roughly A$6,000–A$9,600 in immediate revenue, plus the potential for ongoing care and family referrals.
Why Google Ads Work for Dental Clinics
High Intent Traffic: People searching for a dentist are already motivated to act.
Fast Results: You can appear instantly above competitors in search results.
Local Targeting: Target by suburb, city, or even within 5km of your clinic.
Easy ROI Tracking: You can measure exactly what each keyword delivers.
The Drawbacks
High Competition: Metro areas like Sydney and Melbourne are expensive per click.
Ad Fatigue: If you’re using only generic keywords, performance can plateau.
Limited Branding: Google search ads aren’t visual; they convert but don’t inspire.
Facebook & Instagram Ads: Building Awareness and Trust
If Google Ads capture intent, Facebook and Instagram capture attention.
These platforms are where people discover your clinic’s personality, story, and services before they ever think to search. For dental clinics, it’s a chance to connect emotionally — especially for nervous or image-conscious patients.
From our campaigns across Australian dental clinics, we typically see:
- CTR: 1.5–3% (for well-designed ads)
- CPC: A$1.50 – A$3.00
- CPL: A$25 – A$70 (depending on the offer)
- Lead-to-booking conversion rate: 20–35%
Example scenario:
A Perth-based clinic runs a Facebook and Instagram campaign promoting a “New Patient Dental Check-Up – Only A$99” offer with video testimonials and staff introductions.
- Spend: A$2,000
- CPC: A$2.00 → 1,000 clicks
- Leads via Meta form: 4.5% → 45 leads
- Bookings: 30% → 13–14 new patients
- Cost per booking: roughly A$143–A$150
At first glance, this looks similar to Google Ads in cost-per-booking — but Facebook has one major advantage: it builds a local brand while it converts. Every impression, every view, and every engagement increases recognition and recall, which pays off in long-term patient loyalty.
Why Facebook Ads Work for Dentists
Excellent Reach: Build recognition among thousands of locals.
Strong Visual Impact: Show your team, clinic, and patient experience.
Perfect for Offers: New-patient specials or teeth-whitening promotions perform extremely well.
Retargeting: Bring back website visitors who didn’t book the first time.
The Drawbacks
Lower Intent: Many leads are curious, not ready to book immediately.
Policy Restrictions: You can’t use “before/after” or “appearance enhancement” claims.
Creative Demand: Ad creatives must be refreshed often to avoid fatigue.
Head-to-Head Comparison
| Factor | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — active searchers ready to book | Medium — awareness & curiosity stage |
| CTR (AU) | 5–8% | 1.5–3% |
| Average CPC (AU$) | 5 – 10 | 1.50 – 3.00 |
| Lead Cost (AU$) | 40 – 100 | 25 – 70 |
| Booking Conversion Rate | 35–55% | 20–35% |
| ROI Speed | Fast — direct bookings | Slower — builds long-term trust |
| Compliance Risk | Moderate | Higher (no cosmetic claims allowed) |
| Creative Requirement | Low | High (photos & videos needed) |
| Best For | Capturing patients searching now | Nurturing and brand growth |
Example ROI Scenarios (A$3,000 Monthly Budget)
1. Google Ads Only
- CPC: A$6.50 → 460 clicks
- 10% convert to leads → 46 leads
- 45% book → 21 new patients
- Cost per booking: A$142
- Estimated new-patient revenue: 21 × A$300 = A$6,300
- ROI: 2.1× immediate return, plus retention and referrals.
2. Facebook Ads Only
- CPC: A$2.00 → 1,500 clicks
- 3.5% convert to leads → 52 leads
- 30% book → 15–16 new patients
- Cost per booking: A$187
- Revenue: 16 × A$300 = A$4,800
- ROI: 1.6× immediate, higher long-term (brand exposure benefit).
3. Hybrid Mix (A$1,800 Google + A$1,200 Facebook)
- Google: 12 bookings @ A$135
- Meta: 8 bookings @ A$150
- Total 20 bookings @ A$142 average
- Revenue: A$6,000+ with added visibility across two platforms.
Square Meters’ Opinion:
The hybrid model consistently wins. It balances immediate patient acquisition with future pipeline growth.
Compliance & Messaging: Getting It Right
Dental clinics fall under AHPRA advertising guidelines, and compliance is critical. Breaching advertising rules (e.g. misleading health claims or “before/after” imagery) can risk your registration.
Here’s how we stay compliant while still making ads perform:
- Focus on education over appearance claims (e.g. “improve oral health” instead of “get a perfect smile”).
- Use authentic staff imagery, not stock photos.
- Promote special offers ethically, clearly showing prices and inclusions.
- Avoid words like “guaranteed,” “painless,” or “instant results.”
The right compliance strategy doesn’t hurt performance — it actually boosts credibility. Transparent, ethical advertising attracts the kind of patients you want to retain.
How Square Meters Builds Dental Campaigns That Convert
At Square Meters Healthcare Marketing, we don’t believe in generic templates. Every clinic’s goals, location, and audience are different — so our campaigns are customised, tested, and constantly optimised.
Step 1: Audience Mapping
We identify your ideal patient types — families, professionals, or cosmetic clients — and design ad messaging for each.
Step 2: Multi-Channel Funnel
We build awareness on Facebook, drive intent on Google, and use remarketing to close the loop.
Step 3: Conversion-Driven Landing Pages
Our landing pages are designed for one goal — book the appointment. They include trust signals like reviews, clinic photos, and instant call buttons.
Step 4: Lead Management Integration
Every lead connects to your CRM or booking software. We also help train reception teams to convert more leads into confirmed appointments.
Step 5: Retention & Upsell Tracking
We don’t stop at the first visit. We measure lifetime value, ensuring patients return for cleanings, check-ups, and advanced procedures.
When to Use Each Platform
| Goal | Recommended Platform | Why It Works |
|---|---|---|
| Launching a new clinic | Facebook / Instagram | Fast awareness in your local area |
| Filling last-minute cancellations | Google Ads | Captures urgent intent |
| Promoting new-patient offers | Facebook + Google Combo | Build interest and capture search traffic |
| Competing in high-demand suburbs | Google Ads | Stronger ROI for immediate leads |
| Building a recognisable brand | Facebook Ads | Visual storytelling for trust |
The Square Meters Verdict
After analysing performance data across dozens of Australian dental clinics, here’s our conclusion:
Google Ads fills chairs faster. Facebook Ads keeps them filled longer.
- Google Ads is essential for instant new-patient acquisition — especially for emergency, general, or family dental services.
- Facebook Ads is unmatched for awareness, education, and creating a steady pipeline of interested patients.
- Together, they create the perfect marketing ecosystem — one that captures both active intent and passive curiosity.
The best clinics don’t choose one — they build a full-funnel approach that educates, engages, and converts
What a Realistic Ad Budget Looks Like
Starter Plan (A$1,500–A$2,500/month)
- Perfect for suburban clinics.
- Single focus service (general or cosmetic dentistry).
- Expect 15–25 leads and 7–10 bookings per month.
Growth Plan (A$3,000–A$4,000/month)
- Balanced Meta + Google split.
- 35–60 leads and 20–30 new patients monthly.
- Retargeting sequences added for consistency.
Scale Plan (A$5,000–A$8,000/month)
- Multi-service campaigns with advanced automation and rebooking funnels.
- Expect 80–120 leads and steady patient flow.
Building Long-Term ROI: Beyond the First Appointment
Every new dental patient has ongoing potential. With proper retention systems in place:
- One A$150 new-patient booking can turn into A$1,200+ over 12 months through check-ups, whitening, or restorative treatments.
- When paired with loyalty and referral campaigns, that number doubles.
That’s why at Square Meters, we measure success not just by the cost per lead, but by the value per patient over time.
Final Thoughts — Let’s Get More Patients in Your Chairs
For Australian dental clinics, the smartest approach isn’t choosing between Facebook and Google — it’s learning how to make both work together.
At Square Meters Healthcare Marketing, we help dental practices build predictable new-patient pipelines through data-driven advertising, compliant messaging, and tailored creative.
We know how to get your chairs filled — not just with clicks, but with real, paying patients who stay loyal.
Book a free strategy session today.
Let’s review your current ads, uncover wasted spend, and create a plan that consistently brings new patients through your doors.
Square Meters Healthcare Marketing
Helping Australian dental clinics grow smarter, faster, and more sustainably.
