The wellness industry in Australia is thriving — from holistic health clinics and yoga studios to integrative therapy centres and mindfulness programs. But with that growth comes competition. Today’s wellness seekers are bombarded with options, reviews, and online promises. To stand out, your centre needs more than just great services — it needs strategic digital visibility.
At Square Meters Healthcare Marketing, we’ve helped wellness and allied health businesses grow their client base through ethical, evidence-based advertising.
One question we hear constantly from owners and directors is:
“Should we focus our marketing on Facebook Ads or Google Ads?”
Both platforms can drive real bookings — but in very different ways. In this article, we’ll unpack the pros, cons, costs, and conversion data for each, and reveal Square Meters’ expert recommendation for Australian wellness brands.
Understanding the Modern Wellness Client Journey
The wellness journey often starts long before a person commits to a booking.
Unlike emergency healthcare, wellness decisions are emotional, personal, and aspirational. Clients want to feel confident that a centre aligns with their values and offers trustworthy, qualified care.
A typical journey might look like this:
- Inspiration – They see content about stress management, holistic therapy, or body alignment on Facebook or Instagram.
- Research – They Google “wellness centre near me” or “massage therapy Melbourne.”
- Comparison – They review websites, testimonials, and pricing.
- Action – They book a class, therapy session, or consultation.
That’s why a successful strategy often includes both Facebook (awareness and trust) and Google (intent and action).
Google Ads: Connecting with Clients Who Are Ready to Act
When someone searches “wellness centre Sydney”, “massage therapy Brisbane”, or “nutritionist near me”, they’re actively looking for your service. Google Ads allows you to appear at the top of those searches, where buying intent is highest.
For wellness and allied health clinics, we typically see:
- CTR (Click-through rate): 6–10%
- CPC (Cost per click): A$2.80 – A$6.50
- CPL (Cost per lead): A$30 – A$85
- Lead-to-booking conversion: 35–55%
Example Scenario — Holistic Health Clinic
A Gold Coast wellness centre offering massage, nutrition advice, and remedial therapy invests A$3,000/month in Google Ads targeting:
- “wellness clinic near me”
- “massage and nutrition Gold Coast”
- “remedial therapy appointment”
Results:
- CPC: A$5 → 600 clicks
- 8% convert to leads → 48 leads
- 45% book consultations → 22 new clients
- Cost per booking: ~A$136
If each session averages A$120 and clients return three times, that’s an ROI of 6× or higher.
Example Scenario — Mind-Body Therapy Centre
A Melbourne centre offering acupuncture, yoga therapy, and mindfulness invests A$4,000/month.
- CPC: A$6 → 666 clicks
- 10% enquiry → 66 leads
- 40% book → 26 clients
- Cost per booking: A$153
Many clients join ongoing programs, driving repeat revenue.
Why Google Ads Work for Wellness Centres
High Intent: Reaches people already searching for wellness or therapy services.
Trackable ROI: You can see every conversion source.
Local Targeting: Focus ads by suburb or city radius.
Instant Results: Perfect for driving new clients quickly.
The Drawbacks
Competitive keywords: “Massage,” “wellness,” and “therapy” are crowded and pricey.
Limited storytelling: Text-only ads lack emotional engagement.
Compliance sensitivity: No exaggerated or health-cure language.
Facebook & Instagram Ads: Building Awareness and Emotional Connection
While Google captures intent, Facebook Ads build relationships. They let you show your brand personality — your team, your environment, your story.
For most Australians, Facebook and Instagram are where they discover wellness services for the first time.
At Square Meters Healthcare Marketing, we find Facebook performs best for awareness, education, and loyalty campaigns.
Typical results for Australian wellness clients:
- CTR: 1.5–3.5%
- CPC: A$1.20 – A$3.00
- CPL: A$25 – A$65
- Lead-to-booking conversion: 20–35%
Example Scenario — Massage and Wellness Studio
A Perth wellness studio invests A$2,000/month on Facebook and Instagram Ads promoting “Relaxation Packages & Stress Recovery Programs.”
- CPC: A$2.50 → 800 clicks
- 5% convert to leads → 40 leads
- 30% book → 12 clients
- Cost per booking: A$166
Each client averages A$100/session × 3 = A$300 total value — producing a 3× return within weeks.
Example Scenario — Integrated Health Centre
A Sydney holistic centre runs A$3,000/month in video ads introducing practitioners and explaining their 6-week wellness plan.
- CPC: A$2.20 → 1,360 clicks
- 4% convert → 54 leads
- 25% book → 13 clients
- Cost per booking: A$230
While slower to convert, these campaigns consistently increase website visits, brand recognition, and repeat visits.
Why Facebook Ads Work for Wellness Brands
Emotional storytelling: Video and carousel ads show warmth and connection.
Educational outreach: Share blog posts, mindfulness tips, or seasonal offers.
Targeted demographics: Ideal for wellness-minded audiences aged 25–65.
Community building: Strengthens your local brand presence.
The Drawbacks
Lower immediate intent: Many users are only exploring ideas.
Creative fatigue: Ads need updating every few weeks.
Meta’s health policies: Restrict certain “before/after” or body-related content.
Advertising Compliance and Ethical Messaging
The wellness sector may not be as tightly regulated as medical advertising, but ethical messaging is essential to maintain trust and avoid breaching the Australian Consumer Law.
At Square Meters Healthcare Marketing, we build compliant, authentic campaigns that reflect professionalism and compassion.
Key Advertising Guidelines
- Avoid exaggerated promises like “guaranteed healing” or “instant stress relief.”
- Use evidence-based claims and accurate service descriptions.
- Be sensitive when referencing body image, mental health, or personal wellbeing.
- Highlight qualifications, experience, and client safety measures.
- Include disclaimers where needed (e.g., “Results may vary”).
This kind of transparency builds both trust and long-term credibility — which always outperforms hype.
Facebook vs Google Ads — Head-to-Head Comparison
| Category | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High (ready to book) | Medium (awareness & interest) |
| CTR (Australia) | 6–10% | 1.5–3.5% |
| CPC (AUD) | 2.80 – 6.50 | 1.20 – 3.00 |
| CPL (AUD) | 30 – 85 | 25 – 65 |
| Booking Conversion Rate | 35–55% | 20–35% |
| ROI Timeline | Short-term | Medium to long-term |
| Creative Requirement | Low (text ads) | High (video, imagery) |
| Best For | Immediate bookings | Trust and retention |
| Compliance Sensitivity | Moderate | High (Meta’s ad rules) |
ROI Scenarios — A$3,000 Monthly Budget
1. Google Ads Only
- CPC: A$5 → 600 clicks
- 8% convert → 48 leads
- 45% book → 22 appointments
- Cost per booking: A$136
- ROI: A$6,000+ potential revenue.
2. Facebook Ads Only
- CPC: A$2.50 → 1,200 clicks
- 4% convert → 48 leads
- 30% book → 14 appointments
- Cost per booking: A$214
- ROI: A$4,200+, with longer-term brand growth.
3. Hybrid Campaign (A$1,800 Google + A$1,200 Meta)
- Google: 14 bookings @ A$130
- Facebook: 8 bookings @ A$150
- Total: 22 appointments
- Average CPA: A$138
- ROI: ~A$6,000+ revenue, better long-term cost efficiency.
Square Meters’ Finding:
Clients who combine both platforms reduce their overall cost per booking by 25–40% after 3 months due to brand familiarity and cross-platform engagement.
Platform Strengths by Wellness Service
| Service Type | Best Platform | Why |
|---|---|---|
| Massage & Bodywork | Google Ads | High-intent, location-based searches |
| Nutrition & Dietetics | Both | Search + education blend works best |
| Yoga & Meditation Classes | Facebook Ads | Visual storytelling and community feel |
| Acupuncture or Traditional Therapies | Google Ads | Captures ready-to-book intent |
| Holistic & Integrative Clinics | Both | Long decision cycles benefit from cross-platform presence |
Recommended Monthly Budgets
Starter Wellness Centres (A$1,500–A$2,500/month)
- Focus on one main service (e.g., massage or yoga).
- Expect 10–15 new bookings per month.
Growth Stage Centres (A$3,000–A$5,000/month)
- Combine Facebook + Google Ads.
- Expect 25–35 bookings per month and improved brand recall.
Premium or Multi-Service Clinics (A$6,000–A$9,000+/month)
- Full-funnel strategy with video and awareness campaigns.
- Expect 40–60+ monthly bookings and sustained ROI.
Long-Term ROI: From One Session to Ongoing Care
Wellness is built on relationships, not one-time transactions.
Clients who experience real results often return — and bring friends and family.
Average client lifetime value (LTV):
- Massage or body therapy: A$800–A$1,500/year.
- Nutrition or holistic therapy: A$1,500–A$3,000/year.
- Integrated wellness programs: A$3,000–A$5,000/year.
By tracking retention and rebook rates, we help centres measure not just leads — but long-term business impact.
Square Meters’ Expert Verdict
Google Ads deliver quick bookings. Facebook Ads build lasting loyalty.
Both platforms are essential for a successful wellness brand.
- Google Ads bring high-intent clients ready to book today.
- Facebook Ads educate and inspire future clients to choose your centre when the time is right.
Together, they form a complete growth ecosystem — driving steady appointments while reinforcing your credibility and care values.
At Square Meters Healthcare Marketing, our team uses data, psychology, and compliance expertise to deliver campaigns that align with your mission — helping more Australians live healthier, happier lives.
Let’s Fill Your Schedule with the Right Clients
If you run a wellness or holistic health centre in Australia, it’s time to grow strategically.
At Square Meters Healthcare Marketing, we understand your industry — from compliance to content tone — and specialise in crafting ethical, data-backed ad strategies that actually convert.
Book a free strategy session today.
Let’s fill your schedule with the right clients — people who value your work, trust your team, and return again and again.
