The Australian aged care industry is undergoing rapid transformation. With increased government oversight, workforce shortages, and higher expectations from families, aged care providers are competing not just on care quality — but on visibility, credibility, and reputation.
At Square Meters Healthcare Marketing, we’ve partnered with aged care operators across Australia to help them navigate this new era of digital marketing. Whether you’re filling residential beds or building referral relationships with hospitals and NDIS coordinators, your choice of advertising platform can make a major difference in occupancy and lead quality.
One question aged care executives often ask us is:
“Should we focus our ad budget on Facebook or Google Ads to attract more residents and contracts?”
The answer depends on your audience, intent, and objectives. Let’s analyse both platforms — using Australian market data, realistic ROI models, and campaign insights from our team — to determine which delivers the stronger return for aged care facilities.
The Evolving Aged Care Marketing Landscape
The way Australians choose aged care has fundamentally changed.
Families and referrers no longer rely solely on location or word-of-mouth. Instead, they turn to Google searches, Facebook communities, and online reviews to assess providers.
Two Key Decision-Making Groups:
- Families & Residents (B2C) — Adult children and seniors researching trusted care homes, comparing pricing, and reading reviews.
- Healthcare Partners (B2B) — Hospitals, GPs, and NDIS coordinators seeking reliable aged care partners for referrals or discharge planning.
Each group responds differently to marketing — which is why understanding platform behaviour is critical.
Google Ads: Capturing High-Intent Families and Facility Referrers
When someone searches “aged care home near me” or “residential care facility Sydney”, they’re ready to take action. That’s why Google Ads is the most effective platform for connecting with families and healthcare professionals who have immediate placement needs.
Across aged care campaigns run by Square Meters Healthcare Marketing, we typically see:
- CTR (Click-through rate): 5–10%
- CPC (Cost per click): A$3.50 – A$8.00
- CPL (Cost per lead): A$40 – A$120
- Lead-to-tour/consultation conversion: 30–55%
Example 1 — Residential Aged Care Home
A Melbourne facility invests A$4,000/month targeting:
- “aged care home near me”
- “respite care Melbourne”
- “dementia support facility Victoria”
Results:
- CPC: A$5 → 800 clicks
- 8% convert to enquiries → 64 leads
- 45% convert to on-site tours → 29 family appointments
- Cost per tour: ~A$138
With average occupancy revenue exceeding A$6,000/month per resident, even two admissions can fully cover the monthly marketing spend — yielding an ROI of 8× to 10×.
Example 2 — B2B Referrals & Partnerships
A Perth-based operator targeting hospitals and NDIS coordinators spends A$5,000/month on Google Ads for:
- “aged care referral partners”
- “residential placement services Perth”
- “hospital discharge aged care coordination”
Results:
- CPC: A$6.50 → 770 clicks
- 9% enquiry → 69 leads
- 30% convert into referral agreements → 21 new partnerships
- CPA: ~A$238
Each partnership can represent multiple residents annually, often valued at A$50,000+ in lifetime revenue — making Google Ads a high-ROI channel for long-term growth.
Why Google Ads Work for Aged Care
High intent: Reaches decision-makers at the moment of search.
Local focus: Target by suburb or facility radius.
Flexible messaging: Custom ads for respite, dementia, or high-care options.
Clear attribution: Track every call, enquiry, or tour booking.
The Drawbacks
Competitive market: Major operators bid on the same high-value keywords.
Limited storytelling: Text ads lack emotional connection.
Compliance-driven language: Must stay factual and avoid exaggerated claims.
Facebook & Instagram Ads: Building Reputation, Relationships, and Community Trust
While Google Ads captures ready-to-act audiences, Facebook and Instagram Ads nurture long-term awareness and emotional trust — essential for both families and professional partners.
Most Australians aged 35+ spend hours each week on Facebook, often engaging with local community groups, health discussions, and family-care content. That’s where Facebook advertising shines: it builds recognition and credibility before the decision point.
Our data shows:
- CTR: 1.5–3%
- CPC: A$1.50 – A$3.00
- CPL: A$25 – A$80
- Lead-to-tour/consultation conversion: 20–35%
Example 3 — Family-Focused Awareness Campaign
A Queensland aged care provider runs A$2,500/month Facebook campaigns with the theme “Peace of Mind for Every Family”.
Ads feature:
- Facility tour videos.
- Testimonials from staff and family members (AHPRA-compliant).
- Posts on “How to choose the right care home.”
Results:
- CPC: A$2.20 → 1,130 clicks
- 5% convert to enquiries → 57 leads
- 30% book tours → 17 family appointments
- Cost per tour: ~A$147
Even if half convert, that’s 8–9 new residents per month — a substantial occupancy boost.
Example 4 — B2B Brand Awareness for Referrers
A Sydney operator invests A$3,000/month on Facebook with a “Trusted Care Partnerships” theme.
Campaign includes:
- Videos introducing facility managers and clinical leads.
- Posts about compliance, accreditations, and workforce stability.
- Thought-leadership content: “Collaborating with hospitals for better discharge outcomes.”
Results:
- CPC: A$2.80 → 1,070 clicks
- 4% enquiry → 43 partner leads
- 25% conversion → 11 new professional partnerships
- CPA: A$273
The added benefit? Brand familiarity — healthcare professionals who later Google the facility are 3× more likely to click their search ad.
Why Facebook Ads Work for Aged Care
Emotional storytelling: Show compassion and credibility through visuals.
Community reach: Connect with both families and professionals.
Brand reinforcement: Keeps your facility top-of-mind long before the decision stage.
Flexible content formats: Video, carousel, and educational posts perform strongly.
The Drawbacks
Lower immediate intent: Families may take months to decide.
High creative demand: Requires ongoing video, imagery, and updates.
Strict ad review process: Meta flags sensitive health or age-related wording.
Ad Campaign Themes that Build Trust and Conversions
Square Meters Healthcare Marketing develops campaign concepts that balance emotion, trust, and professionalism — always compliant with aged care advertising rules.
| Campaign Theme | Target Audience | Purpose |
|---|---|---|
| “Family Peace of Mind” | Families & adult children | Builds emotional trust, highlights quality of care |
| “Trusted Care Partnerships” | Hospitals & referrers | Positions the facility as a reliable partner |
| “Independence with Dignity” | Seniors & families | Appeals to autonomy and respect in residential living |
| “Supporting Your Discharge Goals” | Hospital social workers | Targets clinical decision-makers with practical value |
| “Accredited Care You Can Trust” | B2B & B2C | Reinforces compliance and professional standards |
Facebook vs Google Ads — Performance Comparison
| Category | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — immediate need for care | Medium — awareness & trust building |
| CTR (Australia) | 5–10% | 1.5–3% |
| CPC (AUD) | 3.50 – 8.00 | 1.50 – 3.00 |
| CPL (AUD) | 40 – 120 | 25 – 80 |
| Lead Conversion Rate | 30–55% | 20–35% |
| ROI Timeline | Short-term | Medium to long-term |
| Creative Requirement | Low | High |
| Compliance Complexity | Moderate | High |
| Best Use Case | Filling immediate beds or partnerships | Brand trust & reputation building |
ROI Scenarios — A$5,000 Monthly Budget
1. Google Ads Only
- CPC: A$5 → 1,000 clicks
- 8% convert → 80 leads
- 45% book tours or meetings → 36 conversions
- Cost per conversion: A$139
- ROI: 3–5 new residents (~A$20,000+ monthly value).
2. Facebook Ads Only
- CPC: A$2.50 → 2,000 clicks
- 3% convert → 60 leads
- 30% book → 18 conversions
- Cost per conversion: A$208
- ROI: Strong long-term branding benefits.
3. Hybrid Model (A$3,000 Google + A$2,000 Facebook)
- Google: 22 tours @ A$135
- Facebook: 12 tours @ A$150
- Total: 34 conversions
- Average CPA: A$141
- ROI: Stronger balance between immediate occupancy and reputation growth.
Square Meters Insight: Facilities combining both channels see 25–40% higher lead quality and lower CPA after three months, thanks to reinforced multi-touch visibility.
Advertising Compliance and Ethical Standards
Aged care marketing is regulated by AHPRA, Australian Consumer Law, and the Aged Care Quality and Safety Commission.
To maintain compliance, Square Meters Healthcare Marketing ensures all ad copy is ethical, factual, and professional.
Best practices include:
- Avoiding emotional manipulation (“Your loved one deserves better care”).
- Using transparent pricing and factual service descriptions.
- Not using patient testimonials or identifiable imagery.
- Emphasising credentials, staff expertise, and quality standards.
- Including disclaimers where needed: “Images are representative only.”
Compliance isn’t just about rules — it’s about building trust and longevity in a sensitive sector.
Strategic Takeaways
- Use Google Ads to attract ready-to-act families and referral partners.
- Use Facebook Ads to strengthen community reputation and brand loyalty.
- Measure success beyond leads — track occupancy, retention, and referral volume.
- Maintain compliance — ethical marketing builds credibility that lasts.
Square Meters’ Expert Verdict
Google Ads drive occupancy today. Facebook Ads build your reputation for tomorrow.
For aged care facilities in Australia, the winning formula is balance:
- Google Ads capture high-intent families and healthcare partners looking now.
- Facebook Ads create the emotional and professional trust that keeps occupancy stable in the long term.
At Square Meters Healthcare Marketing, we specialise in connecting data-driven advertising with compassionate storytelling — helping facilities fill beds, strengthen partnerships, and grow ethically.
Let’s Help Your Facility Grow with Strategy and Compassion
If you manage an aged care facility or group of residential homes, the right digital strategy can keep your occupancy stable — even in a competitive, regulated market.
At Square Meters Healthcare Marketing, we combine healthcare expertise, AHPRA compliance, and digital precision to help you achieve consistent growth.
Book a free strategy session today.
Let’s help your facility connect with the right families and partners — ethically, effectively, and with confidence.
