The demand for hearing-care services in Australia is growing rapidly. With an ageing population, heightened awareness of early hearing loss, and advances in hearing-aid technology, audiology clinics now serve a wider demographic than ever before.
But more demand also means more competition — and that makes marketing critical. Every week, new hearing-aid providers, audiometrists, and mobile clinics launch campaigns to attract the same local audience.
At Square Meters Healthcare Marketing, we’ve helped audiology clinics — from independent practitioners to large hearing-care networks — use digital advertising to consistently attract new patients. The question we hear most is simple:
“Which works better for us — Facebook Ads or Google Ads?”
Both can deliver outstanding results, but they serve very different purposes.
Let’s explore how each performs in the Australian audiology sector, what costs to expect, and which combination delivers the strongest ROI.
Google Ads: Capturing Patients Ready to Book
When someone types “hearing test near me” or “best audiologist Sydney” into Google, they’re not browsing — they’re ready to take action.
That’s why Google Ads dominate in the lower part of the marketing funnel: the moment a potential patient has recognised a problem and is seeking help.
Across our Australian audiology clients, Square Meters Healthcare Marketing sees typical performance averages like:
- CTR (Click-through rate): 6–10%
- CPC (Cost per click): A$4 – A$8
- CPL (Cost per lead): A$40 – A$100
- Lead-to-appointment conversion: 35–55%
Example: General Audiology Clinic
A Brisbane clinic invests A$3,000/month on Google Ads targeting:
- “hearing test near me”
- “hearing aid clinic Brisbane”
- “tinnitus assessment specialist”
Results:
- CPC = A$5.50 → 545 clicks
- 10% convert to leads → 55 leads
- 45% book consultations → 25 new patients
- Cost per appointment: A$120
With an average first-visit revenue of A$200–A$400 and lifetime value of A$2,000–A$4,000 from hearing-aid purchases and follow-ups, that’s a 5–10× ROI within months.
Example: Premium Audiology Practice
A Melbourne specialist centre offering advanced fittings and tinnitus management runs A$5,000/month in ads.
- CPC = A$7 → 714 clicks
- 8% convert to leads → 57 leads
- 50% become consults → 29 bookings
- Cost per booking: A$172
If just half purchase hearing-aid packages averaging A$5,000–A$7,000, monthly ROI exceeds 15×.
Why Google Ads Work So Well for Audiologists
High Intent: Users are actively searching for a hearing solution.
Immediate Results: Ads appear instantly above organic search results.
Local Targeting: Focused by postcode, age, and distance radius.
Measurable ROI: Track every call, form, and appointment.
The Drawbacks
Rising CPCs: Competitive urban markets like Sydney and Melbourne see cost pressures.
Limited Visuals: Search ads rely on text only — no emotional storytelling.
Strict Compliance: Copy must stay factual; health claims require accuracy and balance.
Facebook & Instagram Ads: Building Awareness and Trust
While Google captures those already seeking help, Facebook and Instagram Ads nurture those who may not even realise they have a hearing issue yet.
Think of Facebook as the upper-funnel engine — the place to educate, reassure, and inspire.
Our data across Australian hearing-care campaigns shows:
- CTR: 1.5–3%
- CPC: A$1.50 – A$3.00
- CPL: A$25 – A$70
- Lead-to-appointment conversion: 20–35%
Example: General Hearing-Care Campaign
A Perth audiology clinic spends A$2,000/month on Facebook promoting “Free Hearing Checks for Adults Over 50”.
- CPC = A$2 → 1,000 clicks
- 5% convert to leads → 50 leads
- 25% book consults → 12 appointments
- Cost per appointment: A$166
Even with a slightly higher cost per booking, these campaigns also generate hundreds of brand impressions and introduce the clinic to a new local audience — critical for long-term growth.
Example: Premium Service Promotion
A Sydney clinic advertising “Advanced Hearing-Aid Fittings & Tinnitus Therapy Consultations” invests A$3,000/month.
- CPC = A$2.80 → 1,070 clicks
- 4% convert to leads → 43 leads
- 30% book consultations → 13 bookings
- Cost per consultation: ~A$230
Many of these enquiries convert to high-value device purchases after education and follow-up, producing strong downstream ROI.
Why Facebook Ads Work for Audiology Clinics
Massive Reach: Reach tens of thousands of local users within target age brackets.
Emotional Connection: Show your team, patient experience, and technology visually.
Educational Value: Ideal for video explainers or awareness posts about hearing loss.
Community Engagement: Perfect for family decision-making — often adult children researching for parents.
The Drawbacks
Lower Intent: Many leads need nurturing before booking.
Policy Restrictions: Meta prohibits direct “before/after” or medical claims.
Creative Maintenance: Ad creative must be refreshed regularly to maintain performance.
Compliance in Hearing-Care Advertising
Audiology services fall under AHPRA healthcare advertising standards (for registered audiologists) and Meta’s health-related ad policies.
At Square Meters Healthcare Marketing, we help clinics stay fully compliant while maximising results.
Key rules include:
- Avoid implying guaranteed hearing improvement.
- Use factual, non-emotive language (“improve hearing clarity,” not “restore perfect hearing”).
- Include practitioner credentials and business transparency.
- Use patient imagery only with consent; avoid testimonials implying cure.
- Maintain sensitivity when discussing age-related hearing loss.
For unregistered hearing-aid providers, Australian Consumer Law still applies — all claims must be truthful and verifiable.
Facebook vs Google Ads — Performance Comparison
| Factor | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — ready to book | Medium — awareness and curiosity |
| CTR (Australia) | 6–10% | 1.5–3% |
| CPC (AUD) | 4 – 8 | 1.50 – 3.00 |
| CPL (AUD) | 40 – 100 | 25 – 70 |
| Appointment Conversion | 35–55% | 20–35% |
| Creative Requirement | Low | High |
| ROI Timeline | Short-term | Long-term |
| Compliance Complexity | Moderate | High |
| Best Use Case | Capturing ready patients | Educating and building trust |
ROI Scenarios (A$3,000 Monthly Budget)
1. Google Ads Only
- CPC = A$6 → 500 clicks
- 10% convert → 50 leads
- 45% book → 23 appointments
- Cost per appointment: A$130
- ROI: 23 × A$300 (first-visit) = A$6,900 immediate revenue
→ 5–10× ROI with lifetime value.
2. Facebook Ads Only
- CPC = A$2.50 → 1,200 clicks
- 4% convert → 48 leads
- 30% book → 14 appointments
- Cost per appointment: A$214
- ROI: 14 × A$300 = A$4,200 immediate return
→ Long-term gains through brand recognition.
3. Hybrid Model (A$1,800 Google + A$1,200 Facebook)
- Google: 13 appointments @ A$140
- Facebook: 8 appointments @ A$150
- Total: 21 appointments
- Combined ROI: A$6,300+ revenue short term; stronger long-term brand awareness.
Square Meters’ Observation:
Clinics that use both platforms consistently achieve 30–40% lower overall acquisition costs within six months compared to using either platform alone.
Platform Strengths for Different Audiology Services
| Service Type | Best Platform | Reason |
|---|---|---|
| Hearing Tests (General Awareness) | Broad audience education | |
| Hearing Aid Sales / Upgrades | High-intent searchers ready to buy | |
| Tinnitus Management | Both | Education + targeted intent keywords |
| Hearing Rehabilitation Programs | Storytelling and awareness building | |
| Mobile Audiology / At-Home Services | Local and emergency searches |
Why a Balanced Strategy Wins
While Google drives immediate consultations, Facebook builds the emotional and educational foundation that fuels long-term growth.
Patients rarely make a high-value healthcare decision on a single click. They need multiple touchpoints — awareness, credibility, and clear service information — before they feel comfortable booking.
That’s why our clients at Square Meters Healthcare Marketing see the strongest performance when campaigns run in tandem.
- Facebook Ads build familiarity and trust through community-friendly content.
- Google Ads capture those same people when they’re ready to act.
Together, they create a continuous pipeline of qualified, confident patients who convert faster and stay longer.
What a Realistic Budget Looks Like
Starter Clinics (A$1,500–A$2,500/month)
- Choose one core service (e.g., hearing tests).
- Expect 8–15 appointments monthly.
Growth Clinics (A$3,000–A$5,000/month)
- Run both Google and Facebook Ads.
- Expect 20–35 appointments monthly.
Premium Practices (A$6,000–A$10,000+/month)
- Promote multiple service types with segmented campaigns.
- Expect 40–70 monthly appointments and consistent brand lift.
Measuring True ROI in Audiology Marketing
Success isn’t just about initial consultations. The true ROI comes from long-term patient value:
- Hearing-aid upgrades every 3–5 years.
- Ongoing hearing-care plans.
- Maintenance and testing services.
- Family referrals and multi-device sales.
That’s why we calculate not just the cost per lead — but the lifetime value per patient, giving clinics a clearer financial picture of growth.
Square Meters’ Expert Verdict
Google Ads generate the appointments. Facebook Ads build the relationships. Together, they amplify your clinic’s reputation and ROI.
For Australian audiologist clinics:
- Google Ads are ideal for attracting patients actively searching for services.
- Facebook Ads strengthen brand credibility and encourage awareness among those not yet ready to act.
- The combination — awareness plus intent — consistently delivers the best results.
Whether you’re running a single-location family clinic or a premium hearing-aid centre, a balanced, data-driven strategy is the key to consistent growth.
Let’s Get More Patients Hearing Your Message — Clearly
If you’re ready to grow your audiology clinic with compliant, measurable, and effective marketing, Square Meters Healthcare Marketing can help.
We understand healthcare compliance, patient psychology, and the technology behind effective digital campaigns.
Book a free strategy session today.
Let’s design a campaign that brings qualified patients to your clinic and helps more Australians hear the world clearly again.
Square Meters Healthcare Marketing
Helping Australian audiology clinics grow through compliant, ethical, and data-driven advertising.
