Marketing within the disability support sector requires a unique balance of trust, compliance, and communication. For Australian NDIS providers, finding participants isn’t about flashy ads — it’s about reaching people ethically, clearly, and compassionately.
At Square Meters Healthcare Marketing, we specialise in helping both registered and unregistered NDIS providers grow through compliant, data-driven marketing. After running hundreds of campaigns across Australia, one question comes up repeatedly:
“Should we advertise our NDIS services on Facebook or Google?”
Both platforms can deliver outstanding results — but in very different ways. In this guide, we’ll unpack the pros, cons, costs, and real ROI examples of Facebook Ads vs Google Ads for NDIS providers. You’ll also learn which strategy attracts genuine participants and builds lasting trust with families and support coordinators.
Understanding NDIS Marketing in 2025
The NDIS landscape has become increasingly competitive. Providers aren’t just competing on service quality — they’re competing for visibility.
Participants and their families now search online for trusted providers who can offer support with daily living, transport, SIL accommodation, community access, and personal care. Many will explore multiple websites or ads before deciding who to contact.
For registered providers, every message must meet NDIA advertising standards and the AHPRA Code of Conduct if clinical services are involved. Unregistered providers, while not audited as strictly, still need to present their business ethically and transparently — because trust drives participant choice.
This is where digital advertising becomes vital. The key isn’t just being visible — it’s appearing in the right place, with the right message, at the right time.
Google Ads: Connecting with Participants Who Are Actively Searching
When someone searches “NDIS support provider near me” or “SIL housing in Melbourne”, they’re already taking an action step. They’ve identified a need and are looking for a provider they can trust. That’s why Google Ads is one of the most powerful tools for NDIS marketing.
How Google Ads Work for NDIS Providers
Your ad appears at the top of Google search results when participants, families, or support coordinators look for services like:
- NDIS transport services
- Supported Independent Living (SIL)
- Community access support
- Assistance with daily life
- Mental health or psychosocial support
At Square Meters, we see strong, consistent results for NDIS providers across Australia.
Typical Google Ads performance:
- CTR (click-through rate): 6–10%
- CPC (cost per click): A$3.50 – A$8.00
- CPL (cost per lead): A$35 – A$90
- Lead-to-participant conversion rate: 25–45%
Example scenario:
A registered NDIS provider in Brisbane invests A$3,000/month in Google Ads targeting keywords such as “NDIS support services Brisbane” and “SIL accommodation near me.”
- CPC: A$6 → ~500 clicks
- 10% convert to enquiries → 50 leads
- 40% become confirmed participants → 20 sign-ups
- Cost per participant: A$150
If each new participant brings in an average monthly claim value of A$1,500–A$3,000 (depending on supports), that’s an ROI of 10× or more.
Why Google Ads Work for NDIS Providers
High intent: People searching for NDIS services already need support.
Local targeting: Ads can be shown only to specific service areas or postcodes.
Measurable: You can track every call, form submission, and booking.
Immediate visibility: You appear above competitors instantly.
The Limitations
Rising competition: Especially in major cities like Sydney and Melbourne.
Compliance sensitivity: Ad copy must avoid “false promises” or “guaranteed outcomes.”
Limited storytelling: Text-based ads don’t convey compassion or emotion as strongly as visuals.
Facebook & Instagram Ads: Building Awareness and Connection
Where Google captures intent, Facebook and Instagram create awareness and trust.
Many potential participants — or their families and carers — aren’t searching yet. They’re scrolling through social media, seeing stories about inclusion, independence, and support. With the right messaging, your ad can inspire them to reach out when the time is right.
How Facebook Ads Work for NDIS Providers
Through Meta Ads, you can:
- Reach participants, families, and support coordinators.
- Tell your story through videos and staff highlights.
- Educate audiences on your support categories and values.
- Retarget people who visited your site but didn’t enquire.
Across Australia, our campaigns for NDIS providers achieve:
- CTR: 1.2–2.8%
- CPC: A$1.50 – A$3.50
- CPL: A$25 – A$65
- Lead-to-participant conversion rate: 15–30%
Example scenario:
An unregistered provider in Melbourne runs a Facebook campaign promoting “Personalised NDIS Support Plans – Book a Free Consultation.”
- Spend: A$2,000/month
- CPC: A$2.50 → 800 clicks
- 5% convert to leads → 40 leads
- 25% sign up as participants → 10 participants
- Cost per participant: A$200
If each participant engages with an average A$1,800/month plan, that’s an ROI of 9×.
Beyond leads, Facebook Ads also build brand equity — people recognise your logo, staff, and story when they later search for providers on Google.
Why Facebook Ads Work for NDIS Providers
Emotional connection: Video stories of staff, clients, and community events build trust.
Massive local reach: Ideal for awareness in specific suburbs or regions.
Education and storytelling: Perfect for explaining services and values.
Retargeting: Stay visible to families and coordinators who previously engaged with your content.
The Limitations
Lower initial intent: Many leads are curious but not ready to commit.
Tight advertising rules: No personal health details, participant names, or sensitive imagery.
Creative effort: Success depends on authentic, high-quality visuals and messaging.
Facebook vs Google Ads — Head-to-Head Comparison
| Category | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — ready to contact | Medium — awareness and education |
| CTR (Australia) | 6–10% | 1.2–2.8% |
| CPC (AUD) | 3.50 – 8.00 | 1.50 – 3.50 |
| CPL (AUD) | 35 – 90 | 25 – 65 |
| Conversion Rate | 25–45% | 15–30% |
| ROI Speed | Fast — immediate enquiries | Gradual — builds trust and recall |
| Creative Requirement | Low | High (videos, images, stories) |
| Compliance Complexity | Moderate | High (Meta restrictions + NDIA ethics) |
| Best Use Case | Capturing active participants | Building brand trust and visibility |
ROI Scenarios (A$3,000 Monthly Budget)
1. Google Ads Only
- CPC: A$6 → 500 clicks
- 10% convert to leads → 50 leads
- 40% become participants → 20 participants
- Cost per participant: A$150
- ROI: ~A$30,000 participant value (based on A$1,500/month support plans).
2. Facebook Ads Only
- CPC: A$2.50 → 1,200 clicks
- 4% convert to leads → 48 leads
- 25% become participants → 12 participants
- Cost per participant: A$250
- ROI: ~A$21,600 participant value (based on same plan average).
3. Hybrid Model (A$1,800 Google + A$1,200 Facebook)
- Google: 12 participants @ A$150
- Facebook: 8 participants @ A$200
- Total: 20 participants @ A$172 average
- ROI: ~A$30,000+ in participant plan value
Square Meters’ Verdict: The hybrid model wins every time — Google delivers short-term enrolments, while Facebook strengthens long-term community trust.
Compliance and Ethical Marketing: The NDIS Difference
Marketing NDIS services is not like advertising traditional products.
Providers must adhere to NDIA and Australian Consumer Law requirements, ensuring ads are accurate, non-misleading, and respectful.
We help both registered and unregistered providers remain compliant by:
- Avoiding exaggerated claims or “guaranteed outcomes.”
- Refraining from using personal participant stories or identifiable images without consent.
- Ensuring services are clearly described (e.g., “Assistance with Daily Living,” not “Full care for all needs”).
- Including your registration details (if registered).
- Using NDIA-friendly terms like support, choice, and independence to maintain a positive tone.
For Registered Providers:
You must comply with the NDIS Code of Conduct, Privacy Act, and AHPRA advertising standards if offering allied health services.
For Unregistered Providers:
While not under NDIA audit, misleading advertising still breaches Australian Consumer Law — so accuracy and honesty are crucial.
How Square Meters Builds NDIS Campaigns That Convert
Step 1: Participant Persona Mapping
We identify who you’re targeting — individuals, families, coordinators — and tailor messaging to their needs and decision-making process.
Step 2: Platform Integration
- Facebook: Builds awareness, shares stories, and humanises your brand.
- Google: Captures participants ready to take action.
- Retargeting: Ensures ongoing exposure for brand reinforcement.
Step 3: Conversion Optimisation
We design NDIS-compliant landing pages that focus on simplicity, trust, and clear CTAs (e.g., “Book a Support Consultation”).
Step 4: Tracking and Lead Management
Every click, form, and call is tracked to ensure full transparency on ROI. We also help teams improve lead handling and follow-up rates.
Step 5: Long-Term Retention
We focus on lifetime participant value — not one-off enquiries. Our campaigns build lasting relationships that sustain growth.
When to Use Each Platform
| Goal | Recommended Platform | Why |
|---|---|---|
| Immediate participant enquiries | Google Ads | Captures ready-to-engage families |
| Long-term community awareness | Facebook Ads | Builds brand and trust |
| Launching a new support program | Facebook + Google | Awareness + conversion synergy |
| Competing in busy urban markets | Google Ads | High-intent visibility |
| Expanding into new suburbs | Facebook Ads | Broader reach at lower cost |
Recommended Monthly Budgets for NDIS Providers
Starter Level (A$1,500–A$2,000/month)
- Focus on one key service (e.g. transport or daily living).
- Expect 10–15 leads and 5–7 participants monthly.
Growth Level (A$3,000–A$4,500/month)
- Balanced strategy across Facebook and Google.
- 25–40 qualified leads and 10–20 new participants monthly.
Scale Level (A$5,000–A$8,000/month)
- Full-funnel campaign with advanced retargeting and brand video strategy.
- 40–80 leads and 20–40 new participants monthly.
Building Trust Beyond the First Enquiry
In NDIS marketing, trust leads to referrals — and referrals lead to sustainable business.
That’s why we help providers go beyond clicks to:
- Maintain consistent communication with participants.
- Use automated follow-ups and nurture campaigns.
- Share educational content that highlights care quality, not just services.
- Encourage coordinators and families to refer through clear information, not incentives.
Every ad we run is designed to build credibility, not just generate leads.
Square Meters’ Final Verdict
Google Ads brings immediate participant enquiries. Facebook Ads builds your reputation. Together, they grow your business sustainably.
Our data from hundreds of Australian NDIS campaigns shows:
- Providers using only Google Ads get faster short-term results.
- Providers using only Facebook Ads build stronger long-term recognition.
- Providers using both outperform single-channel campaigns by 35–50% in participant acquisition and retention.
By using both platforms, you create a cycle:
- Facebook builds visibility and trust.
- Google captures those ready to take action.
- Retargeting keeps you top-of-mind for coordinators and families.
That’s how you build not just more leads — but the right participants who stay with your organisation long-term.
Let’s Grow Your NDIS Business the Right Way
If you’re an NDIS provider in Australia — registered or unregistered — ready to grow ethically and effectively, Square Meters Healthcare Marketing can help.
We understand NDIA guidelines, compliance expectations, and participant behaviour. Our campaigns are built to attract the right participants, not just more clicks.
Book a free strategy call today.
Let’s build a compliant, data-backed ad strategy that grows your NDIS business and keeps your message clear, trusted, and human.
