In today’s competitive healthcare landscape, even trusted general practitioners (GPs) and family medical centres need more than location and reputation to stay busy. The rise of private medical practices, corporate-owned clinics, and online appointment systems has intensified local competition.
The truth is simple: being an excellent doctor isn’t enough — patients need to find you first.
At Square Meters Healthcare Marketing, we’ve helped GP clinics and family medical centres across Australia grow their patient base through ethical, data-driven advertising. One question always comes up:
“Should we focus on Facebook Ads or Google Ads to bring in more patients?”
Both can be powerful — but each platform works differently.
In this article, we’ll break down how each performs for medical centres, including Australian benchmarks for clicks, leads, and bookings, and share Square Meters’ professional verdict on where your marketing dollars are best spent.
Understanding the Modern Patient Journey
Before comparing platforms, it’s important to understand how patients now find and choose a doctor.
A decade ago, most relied on word-of-mouth or walk-ins. Today, nearly every patient journey starts online. Whether it’s a parent searching “bulk billing GP near me”, or an office worker looking for a “skin check in Melbourne”, online research guides nearly every booking decision.
Here’s what that journey looks like:
- Search and discovery – A patient searches Google or sees an ad on Facebook.
- Trust and validation – They check reviews, your website, or your Facebook page.
- Conversion – They book via your website, call, or walk in.
That’s why both Google and Facebook Ads matter: one captures active intent (ready-to-book patients), while the other builds trust and awareness before the decision point.
Google Ads: Reaching Patients Who Are Ready to Book
When someone searches for “GP clinic near me”, “after-hours doctor Brisbane”, or “family medical centre Sydney”, they’ve already made up their mind — they need care now.
This is where Google Ads dominate. They connect you with high-intent patients at the exact moment they’re looking for a service like yours.
Across our healthcare clients, Square Meters Healthcare Marketing consistently sees:
- CTR (Click-through rate): 6–11%
- CPC (Cost per click): A$3.50 – A$8.00
- CPL (Cost per lead): A$35 – A$90
- Lead-to-appointment rate: 40–60%
Example Scenario — Suburban Bulk-Billing Clinic
A Melbourne-based bulk-billing GP invests A$3,000/month in Google Ads targeting:
- “bulk billing GP near me”
- “family doctor Melbourne”
- “walk-in medical centre”
Results:
- CPC: A$5 → 600 clicks
- 9% enquiry rate → 54 leads
- 50% book appointments → 27 new patients
- Cost per booking: A$111
With an average rebate value per consult of A$39–A$75, those bookings not only cover the ad spend but also bring in new families who often become long-term patients.
Example Scenario — Private Medical Practice
A private family clinic in Brisbane invests A$4,000/month, promoting longer consults and women’s health services.
- CPC: A$6 → 666 clicks
- 8% enquiry rate → 53 leads
- 55% book consultations → 29 patients
- Cost per booking: A$138
If each patient averages A$80–A$100 per consult and returns 2–3 times per year, the lifetime ROI is 6–10×.
Why Google Ads Work for Medical Centres
High-intent audience: Reaches patients searching for your exact services.
Immediate results: Ads appear instantly when patients need care.
Location targeting: Focus ads on your local area or suburb.
Transparent ROI: Every click, call, or booking is measurable.
The Drawbacks
Competitive keywords: Larger medical groups bid on the same terms.
Compliance restrictions: AHPRA regulations limit promotional wording.
Limited emotional connection: Text ads can’t communicate bedside manner or trust.
Facebook & Instagram Ads: Building Awareness and Community Trust
Facebook and Instagram ads excel where Google can’t — creating awareness and building community relationships.
Many Australians scroll through social media daily but don’t realise how much it influences their healthcare decisions. When they see your clinic’s friendly team photo, vaccination reminder, or “Meet Our GPs” video, your practice becomes familiar — long before they need a doctor.
Across our medical centre campaigns, we see:
- CTR: 1.5–3%
- CPC: A$1.20 – A$3.50
- CPL: A$25 – A$70
- Lead-to-appointment rate: 20–35%
Example Scenario — Family GP Awareness Campaign
A family practice in Adelaide spends A$2,000/month promoting a “New Patients Welcome – Same Day Appointments” video ad.
- CPC: A$2 → 1,000 clicks
- 4% convert to leads → 40 enquiries
- 30% book appointments → 12 new patients
- Cost per booking: A$166
While the short-term ROI is moderate, these campaigns build strong brand recognition. Many patients recall the clinic later and book directly without clicking future ads — reducing long-term acquisition costs.
Example Scenario — Private Medical Centre Campaign
A premium GP clinic in Sydney invests A$3,000/month on Facebook to promote services like women’s health, skin checks, and chronic disease management.
- CPC: A$2.80 → 1,070 clicks
- 5% convert → 53 leads
- 30% book → 16 appointments
- Cost per booking: A$187
Even though cost per booking is slightly higher than Google’s, these leads are often higher-value, choosing the practice for long-term care.
Why Facebook Ads Work for Medical Centres
Community Engagement: Great for suburban and regional practices.
Visual Storytelling: Showcase your clinic, team, and patient care philosophy.
Ideal for Education: Promote health checks, vaccinations, or awareness days.
Builds Long-Term Trust: Patients remember your name when they need care.
The Drawbacks
Lower immediate intent: Many users aren’t looking for a doctor yet.
Regulated messaging: No “before/after,” sensational health claims, or fear-based language.
Content fatigue: Requires regular creative updates for best results.
Compliance and Ethical Advertising for Medical Centres
Healthcare advertising in Australia is heavily regulated under the AHPRA Advertising Guidelines and Australian Consumer Law.
At Square Meters Healthcare Marketing, we ensure all campaigns comply fully — while still being engaging and effective.
AHPRA Essentials for Medical Centre Ads
- No testimonials or patient stories that imply guaranteed results.
- No misleading claims (e.g., “best GP in Melbourne” or “quickest appointments”).
- No time-limited offers or “special deals” on medical consultations.
- Balanced wording: Health outcomes must be realistic and factual.
- Privacy and consent: No identifying patient imagery or case examples.
By focusing on education, professionalism, and care quality, your ads stay compliant — and build credibility that drives real bookings.
Facebook vs Google Ads — Head-to-Head Comparison
| Category | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — ready to book | Medium — awareness stage |
| CTR (Australia) | 6–11% | 1.5–3% |
| CPC (AUD) | 3.50 – 8.00 | 1.20 – 3.50 |
| CPL (AUD) | 35 – 90 | 25 – 70 |
| Appointment Conversion | 40–60% | 20–35% |
| Creative Requirement | Low | High (visual storytelling) |
| ROI Timeline | Short-term | Medium to long-term |
| Compliance Complexity | Moderate | High (Meta’s health ad rules) |
| Best Use Case | Immediate bookings | Building local trust and visibility |
ROI Scenarios — A$3,000 Monthly Budget
1. Google Ads Only
- CPC = A$5 → 600 clicks
- 9% convert → 54 leads
- 50% book → 27 appointments
- Cost per appointment: A$111
- ROI: Immediate, with recurring patient value.
2. Facebook Ads Only
- CPC = A$2.50 → 1,200 clicks
- 4% convert → 48 leads
- 25% book → 12 appointments
- Cost per appointment: A$208
- ROI: Lower short-term, but strong long-term awareness.
3. Hybrid Mix (A$1,800 Google + A$1,200 Facebook)
- Google: 16 bookings @ A$113
- Facebook: 8 bookings @ A$150
- Total: 24 appointments
- Average cost per appointment: A$125
- ROI: Balanced performance with steady pipeline growth.
Square Meters’ Insight:
Clinics running both platforms experience 25–40% stronger appointment growth within 3–6 months compared to single-platform advertising.
Platform Strengths by Patient Type
| Patient Type | Best Platform | Why |
|---|---|---|
| New families or residents | Google Ads | They’re actively searching for local GPs |
| Long-term community members | Facebook Ads | Builds familiarity and brand recognition |
| Chronic care patients | Google Ads | Search-driven for continuity of care |
| Preventative health campaigns | Facebook Ads | Great for awareness and education |
| Seasonal services (flu shots, skin checks) | Both | Awareness + immediate booking synergy |
Budget Guidelines for Medical Centres
Starter Clinics (A$1,500–A$2,500/month)
- Choose one platform (usually Google).
- Expect 10–20 new bookings per month.
Growth Practices (A$3,000–A$5,000/month)
- Combine Google + Facebook Ads.
- Expect 25–40 new bookings per month.
Established Clinics (A$6,000–A$10,000+/month)
- Full-funnel campaigns with video, remarketing, and multi-service promotion.
- Expect 50+ monthly bookings and strong brand recognition.
The Long-Term ROI: Patient Retention and Lifetime Value
A new patient booking is just the start.
Each appointment often leads to recurring visits, family registrations, and ongoing health management.
Average patient lifetime value (LTV):
- Bulk-billing clinics: A$600–A$900 per patient annually.
- Private GP clinics: A$1,200–A$2,500+ per patient annually.
That’s why the true ROI of healthcare marketing comes not just from cost-per-lead, but from long-term patient retention.
Square Meters’ Expert Verdict
Google Ads bring patients today. Facebook Ads make them trust you tomorrow.
Here’s our balanced view after managing hundreds of medical centre campaigns across Australia:
- Google Ads are essential for immediate patient bookings and measurable ROI.
- Facebook Ads build the foundation of community trust that keeps your practice full year-round.
- The winning strategy combines both — one drives conversion, the other builds brand loyalty.
At Square Meters Healthcare Marketing, we use data, compliance expertise, and industry insight to create ad systems that bring patients through your doors — ethically, consistently, and profitably.
Let’s Keep Your Waiting Room Full with the Right Patients
If you’re ready to grow your medical centre and attract new patients consistently, we’re here to help.
At Square Meters Healthcare Marketing, we specialise in compliant, data-driven strategies that combine emotional connection with measurable ROI.
Book a free strategy session today.
Let’s build a marketing system that keeps your waiting room full — with the right patients who stay, trust, and return.
