Digital advertising has become the heartbeat of beauty-clinic growth in Australia. Whether you’re running a cosmetic-injectables studio, skin-care clinic, or full-service salon, the question always comes up:
“Should we spend more on Facebook Ads or Google Ads?”
At Square Meters Healthcare Marketing, we manage ad accounts for clinics across Australia every day — from Melbourne to the Gold Coast — and we’ve seen first-hand what works, what doesn’t, and where every dollar really delivers.
This article breaks down both platforms side-by-side, compares costs and conversion rates, and reveals our professional opinion on which channel drives more bookings — and why.
The Modern Beauty Clinic Challenge
Australian beauty clinics operate in one of the most competitive digital markets in healthcare. Search terms like “lip fillers near me”, “cosmetic clinic Melbourne”, and “skin rejuvenation Sydney” attract massive monthly volume — but they also cost anywhere from A$3 to A$12 per click.
Meanwhile, Meta’s platforms (Facebook and Instagram) still dominate attention. Your future clients scroll through hundreds of beauty posts every day, meaning the opportunity to educate, attract, and retarget them is endless — if you get the message right.
But which channel gives the better return per booking?
Let’s compare.
Google Ads: Capturing the Ready-to-Book Client
Google Ads is the most powerful tool for beauty-clinic owners who want to capture existing demand. When someone types “anti-wrinkle injections Brisbane” or “laser facial near me”, they’re already in the mindset to book.
At Square Meters, we typically see:
- Click-through rates (CTR): 4–7% for branded and location-based beauty searches
- Average cost per click (CPC): A$4.50 – A$8.00
- Cost per lead (CPL): A$40 – A$90 (depending on clinic offer and location)
- Conversion rate (to booking): 30–50% of verified leads
Example scenario:
A Sydney-based cosmetic-injectables clinic spends A$3,000/month on Google Search ads targeting “lip filler Sydney”, “wrinkle relaxer near me”, and similar keywords.
- ~550 clicks (average CPC A$5.50)
- 10% enquiry rate → 55 leads
- 40% conversion → 22 bookings
- Cost per booking: A$136
If the average treatment is A$350–A$600, and 40% of first-time clients return for follow-up packages, that single month’s ad spend can easily deliver A$8,000 – A$12,000 in immediate revenue and build long-term clients for future upsells.
Why Google Ads Works for Beauty Clinics
High intent: Users are already searching for the service.
Instant results: Ads appear above organic listings, bringing immediate traffic.
Flexible targeting: You can filter by suburbs, age, or even specific procedure names.
Clear tracking: Easy to calculate return on ad spend (ROAS).
The Drawbacks
Rising competition: Cost per click keeps increasing as more clinics bid on the same keywords.
Ad-copy limitations: Health-related words like “anti-ageing”, “fat-loss”, and “cosmetic results” require cautious phrasing.
No emotional storytelling: Google search is functional — it’s not where people are inspired, just where they act.
Facebook & Instagram Ads: Building Desire and Demand
Facebook and Instagram are the emotional side of marketing — where beauty becomes aspiration.
These platforms let you reach people before they even start searching. Through short videos, reels, and testimonials, you can show real transformations and lifestyle outcomes.
At Square Meters, across Australian beauty-sector campaigns, we typically see:
- Click-through rate (CTR): 1–2.5% (depending on creative quality)
- Cost per click (CPC): A$1.20 – A$2.80
- Cost per lead (CPL): A$25 – A$60 using on-platform lead forms
- Conversion rate (to booking): 20–35% of qualified leads
Example scenario:
A Gold Coast skin-care clinic invests A$2,000/month on Meta ads promoting a “New Client Skin Rejuvenation Offer – A$99”.
- Average CPC = A$1.80 → ~1,100 clicks
- Lead form conversion = 4% → 44 leads
- Booking conversion = 30% → 13 bookings
- Cost per booking: A$154
Even though cost per booking is slightly higher than Google, each booking includes contact details, remarketing opportunities, and a pipeline of future clients who can be nurtured via email and retargeting ads.
Why Facebook Ads Shine for Beauty Clinics
Visual storytelling: Show results, atmosphere, and staff personality.
Massive reach: Build awareness quickly within local communities.
Perfect for offers: Promote introductory treatments, memberships, or packages.
Retargeting powerhouse: Bring back people who visited your site or watched your videos.
The Drawbacks
Lower immediate intent: Many people click out of curiosity, not readiness.
Strict policy rules: Meta restricts “before/after” imagery and appearance-related wording.
Constant creative refresh: Ad fatigue sets in fast; you need frequent updates.
Square Meters’ Honest Comparison Table
| Factor | Google Ads | Facebook / Instagram Ads |
|---|---|---|
|
Audience Intent |
High – users already searching |
Medium – creates interest
|
|
CTR Range (AU) |
4–7 % |
1–2.5 % |
|
Average CPC (AU$) |
4.50 – 8.00 |
1.20 – 2.80
|
|
Lead Cost (AU$) |
40 – 90 |
25 – 60
|
|
Booking Conversion |
30 – 50 % |
20 – 35 %
|
|
Compliance Difficulty |
Moderate (AHPRA wording) |
High (restricted visuals & claims)
|
|
Best For |
Capturing ready-to-book clients |
Awareness & remarketing
|
|
ROI Potential |
Immediate return on sales |
Long-term relationship building
|
|
Creative Demand |
Low (static search copy) |
High (video & imagery rotation)
|
Cost-Per-Booking Breakdown: Realistic Monthly Outcomes
Let’s compare side-by-side, using an A$3,000 monthly ad budget.
1. Google Ads Only
- CPC A$5.50 → 545 clicks
- 10% lead rate → 55 leads
- 40% booking rate → 22 bookings
- Cost per booking ≈ A$136
- Revenue: If average service = A$450, revenue ≈ A$9,900
- ROAS: 3.3×
2. Facebook Ads Only
- CPC A$1.80 → 1,666 clicks
- 3.5% lead rate → 58 leads
- 30% booking rate → 17 bookings
- Cost per booking ≈ A$176
- Revenue ≈ A$7,650
- ROAS: 2.5×
3. Hybrid Mix (A$1,800 Google + A$1,200 Meta)
- Google: 13 bookings @ A$138
- Meta: 9 bookings @ A$160
- Total 22 bookings @ A$147 average cost
- Revenue ≈ A$9,900 + future upsells ≈ A$14k
Our verdict: the hybrid model wins — better balance between short-term revenue and brand awareness.
How Square Meters Builds Winning Campaigns
At Square Meters Healthcare Marketing, we don’t treat ads as “run it and hope.” Every campaign is structured around data, compliance, and behavioural insight.
Step 1: Deep Industry Understanding
We map the full beauty-clinic buyer journey — from social inspiration to the search click that converts. This ensures ad spend follows intent.
Step 2: Creative Development
Our in-house creative team designs compliant, emotion-driven videos and imagery that align with AHPRA guidelines and Meta’s content policies.
Step 3: Audience Segmentation
We run multiple audience layers:
- Local radius targeting (5–10 km)
- Look-alikes based on existing clients
- Retargeting lists from website visitors or form interactions
Step 4: Conversion Optimisation
Dedicated landing pages are built for speed, compliance, and conversion — with a single CTA like “Book Your Consultation”.
We also integrate call tracking and conversion pixels to measure every dollar’s return.
Step 5: Upsell & Retention Tracking
We monitor the true cost per appointment, but also the lifetime value (LTV) — because the first visit is rarely the last.
A new client acquired at A$150 often spends A$800–A$1,200 over their next 3–4 visits. That’s where our long-term ROI strategy pays off.
Compliance & Messaging Considerations
Beauty advertising falls under AHPRA’s advertising guidelines for regulated health services. Even if your clinic isn’t medical, you must avoid misleading, comparative, or unrealistic results language.
We help you stay compliant by:
- Avoiding “before/after” phrasing on Meta
- Using educational and lifestyle storytelling instead of claims
- Emphasising practitioner qualifications, clinic hygiene, and comfort
- Keeping copy transparent about treatment outcomes and costs
Compliance isn’t just legal safety — it’s trust marketing. Transparent ads perform better and convert at a higher rate because clients feel informed, not sold to.
When to Choose Each Platform
| Situation | Recommended Platform | Why |
|---|---|---|
| Launching a new clinic | Facebook & Instagram | Build awareness fast, gather leads |
| Established clinic needing bookings | Google Ads | Capture high-intent searchers |
| Running seasonal promos (e.g., summer skin packages) | Meta + Google Combo | Cross-retarget offers and reminders |
| Competing in crowded CBD areas | Google Ads with strong local SEO | Top-of-page visibility drives immediate calls |
| Niche treatments (e.g., PDO threads, injectables) | Meta remarketing + Search | Education then conversion |
Square Meters’ Opinion: What Works Best in 2025
After managing hundreds of healthcare campaigns, our view is clear:
Google Ads converts faster; Facebook Ads scales cheaper — but the magic happens when both work together.
Here’s why we stand by that:
- Clients who run Google only often see bookings plateau after 3 months because new audience discovery slows down.
- Clients who run Meta only get cheaper leads but lower appointment quality.
- Clinics using both channels with retargeting sync consistently outperform single-platform users by 25–40% in cost-per-acquired-client over six months.
Our typical beauty-clinic funnel looks like this:
- Facebook Video Ad: “5 Common Mistakes After a Skin Peel” → educates and engages.
- Lead Magnet: Download a short guide or claim an introductory offer.
- Retargeting: Show a Google Display ad reminding them to book.
- Search Ad: When they later Google “skin peel clinic near me”, our client is top of results.
- Booking: One click from awareness to appointment.
This cross-channel visibility builds trust faster than any single-ad approach.
What a Realistic Budget Looks Like
Entry Level (A$1,500–A$2,000/month)
- Ideal for smaller suburban clinics.
- Focus on one hero service.
- Expect 15–25 leads monthly and 6–10 bookings.
Growth Level (A$3,000–A$4,000/month)
- Mix of Google Search + Meta lead gen.
- Expect 40–70 leads, 20–30 bookings.
- Adds remarketing sequences and ad rotation.
Scale Level (A$6,000+/month)
- Multi-service funnel with retargeting, automation, and client LTV tracking.
- Expect 80–120 leads/month, consistent bookings and recurring revenue.
We build each campaign to your clinic’s size, service type, and suburb competitiveness — no templates, just data-backed targeting.
Maximising Upsell and Lifetime Value
Your first booking shouldn’t be the finish line — it’s the doorway to a long relationship. We help clinics design automated email and retargeting systems to:
- Offer treatment packages after the first appointment
- Promote complementary services (e.g., facial → injectables → maintenance)
- Encourage loyalty memberships and review requests
A single A$150 booking can snowball into thousands of dollars in repeat business when follow-up systems are set up correctly.
Final Verdict: The Smart Choice for Australian Beauty Clinics
Both platforms have strengths, but here’s how we summarise it:
- Google Ads = Fast bookings, higher intent, measurable ROI.
- Facebook Ads = Brand visibility, education, and long-term trust.
- Together = Scalable growth and predictable monthly revenue.
At Square Meters Healthcare Marketing, our role isn’t to pick sides — it’s to balance your spend, measure performance weekly, and refine every click until your cost-per-appointment is as low and sustainable as possible.
Ready to Grow Your Beauty Clinic?
If you’re running a beauty, skin, or cosmetic clinic in Australia and want real results, not vanity metrics, we can help.
Square Meters Healthcare Marketing has helped over 2,500 providers grow through smart, compliant, data-driven campaigns. We understand AHPRA restrictions, beauty-sector buyer psychology, and how to turn clicks into bookings that stay loyal.
Book a free strategy call today — let’s see where your current ads are leaking money and build a plan that gets your chairs, rooms, and calendars full.
