Australia’s healthcare system is facing ongoing staffing challenges — from aged care to hospital networks. With the rising demand for skilled nurses and support workers, nursing agencies play a crucial role in bridging these workforce gaps.
But as more agencies enter the market, standing out to hospitals, aged care facilities, and NDIS providers has become a serious marketing challenge.
At Square Meters Healthcare Marketing, we work with nursing agencies across Australia to help them position themselves as trusted staffing partners — not just another agency chasing contracts.
And one of the most common questions we’re asked is:
“Should our agency invest in Facebook Ads or Google Ads to win more contracts?”
Both platforms can work — but each delivers different outcomes depending on how and when you use them. This article breaks down the pros, cons, data, and real-world ROI comparisons for both ad platforms so you can make informed decisions that grow your agency sustainably.
Understanding the Modern Healthcare Staffing Market
Before diving into the platforms, it’s important to understand the buying behaviour of hospitals, aged care providers, and NDIS organisations.
Most decision-makers are:
- Under pressure to fill shifts quickly.
- Concerned about reliability, compliance, and cost.
- Short on time to research new agencies.
They don’t respond to cold calls or generic emails — but they do use Google to find agencies and Facebook/LinkedIn to assess reputation and credibility.
That means your ads must do two things:
- Get discovered when providers search for nursing staff.
- Build trust that your agency is reliable, qualified, and professional.
Google Ads: Winning Contracts at the Moment of Need
When a facility manager or clinical coordinator types “nursing agency Melbourne” or “casual RN staffing Brisbane”, they have an urgent need. They’re ready to pick up the phone or submit a request.
That’s why Google Ads is the most direct and conversion-focused channel for B2B nursing agency marketing.
Across our healthcare staffing campaigns in Australia, we typically see:
- CTR (Click-through rate): 5–9%
- CPC (Cost per click): A$4 – A$10
- CPL (Cost per lead): A$40 – A$120
- Lead-to-contract conversion: 25–45%
Example Scenario — Aged Care Contract Leads
A Sydney-based nursing agency invests A$4,000/month in Google Ads targeting:
- “aged care nursing agency Sydney”
- “NDIS staffing provider”
- “registered nurse shift cover Melbourne”
Results:
- CPC: A$7 → 570 clicks
- 8% enquiry rate → 46 leads
- 35% convert into contracts or trial agreements → 16 new contracts
- Cost per acquisition (CPA): A$250
If each facility partner averages A$5,000/month in placements, that’s A$80,000 monthly revenue from A$4,000 spend — a 20× ROI.
Example Scenario — Hospital and Clinical Staffing
A Brisbane-based agency specialising in acute and ICU staff runs a Google Ads campaign at A$5,000/month.
- CPC: A$8 → 625 clicks
- 10% enquiry → 62 leads
- 40% conversion → 25 facility partnerships
- Cost per partnership: A$200
Given hospitals’ ongoing staffing contracts can exceed A$10,000–A$50,000 per month, even one successful conversion can return the full ad spend many times over.
Why Google Ads Work for Nursing Agencies
High intent: Reaches decision-makers searching for nursing staff urgently.
Strong ROI: One converted contract can cover multiple months of ad spend.
Precise targeting: Focus by city, role type, or service keywords.
Measurable conversions: Track every enquiry form or call.
The Drawbacks
High CPC for competitive terms: Especially “nursing agency Sydney” and “RN staffing.”
Limited storytelling: Text ads can’t fully express reliability or culture.
Compliance awareness: Ad copy must remain factual and non-misleading.
Facebook & Instagram Ads: Building Brand Trust and Awareness
While Google brings immediate enquiries, Facebook and Instagram help build the relationships that make those enquiries convert.
In B2B healthcare marketing, trust drives contracts — not price. When aged care directors or hospital administrators recognise your agency’s name and see consistent, professional content, they’re far more likely to shortlist or contact you later.
Across Square Meters Healthcare Marketing campaigns, we typically see:
- CTR: 1.5–3%
- CPC: A$1.50 – A$3.50
- CPL: A$25 – A$80
- Lead-to-contract conversion: 10–25%
Example Scenario — Brand Awareness Campaign
A Perth-based nursing agency invests A$3,000/month on Facebook Ads showcasing:
- Videos of their staff supporting healthcare facilities.
- Educational posts on workforce reliability and compliance.
- Testimonials from partner facilities (non-identifiable, AHPRA-compliant).
Results:
- CPC: A$2.80 → 1,070 clicks
- 4% convert to leads → 43 leads
- 25% convert to active partnerships → 11 contracts
- CPA: A$272
Though slower than Google, these campaigns strengthen brand credibility. When those same managers later search Google, they’re more likely to click your ad — boosting Google ROI as well.
Why Facebook Ads Work for Nursing Agencies
Brand visibility: Keeps your agency top-of-mind with healthcare professionals.
Trust building: Visuals of real nurses, compliance certificates, and culture.
Content flexibility: Promote recruitment partnerships, compliance updates, or event participation.
Retargeting potential: Re-engage facilities who’ve visited your website before.
The Drawbacks
Lower immediate intent: Most users browse rather than search for contracts.
Requires consistent posting: Engagement drops without regular updates.
Regulated ad tone: Must avoid “guarantees,” “fast staffing,” or exaggerated claims.
Advertising Compliance for Nursing Agencies
Healthcare staffing falls under AHPRA advertising principles, Fair Work regulations, and Australian Consumer Law.
At Square Meters Healthcare Marketing, we ensure campaigns are both ethical and compliant, helping you maintain professional integrity.
Key compliance points:
- Avoid using hospital or patient imagery without permission.
- Use factual, transparent language — e.g., “Providing 24/7 qualified nursing staff” instead of “Australia’s #1 nursing agency.”
- Include your registration and ABN where possible.
- Avoid direct references to specific facilities or staff names.
- Maintain tone of professionalism — no emotional manipulation or urgency-based claims.
Compliance builds trust — which directly improves contract conversions.
Facebook vs Google Ads — Head-to-Head Comparison
| Category | Google Ads | Facebook / Instagram Ads |
|---|---|---|
| Audience Intent | High — decision-makers seeking staffing now | Medium — awareness and reputation building |
| CTR (Australia) | 5–9% | 1.5–3% |
| CPC (AUD) | 4 – 10 | 1.50 – 3.50 |
| CPL (AUD) | 40 – 120 | 25 – 80 |
| Lead-to-Contract Conversion | 25–45% | 10–25% |
| ROI Timeline | Short-term | Long-term |
| Creative Requirement | Low | High (videos, visuals, case studies) |
| Compliance Complexity | Moderate | High (Meta ad policies) |
| Best Use Case | Capturing active contract leads | Strengthening reputation and trust |
ROI Scenarios — A$5,000 Monthly Budget
1. Google Ads Only
- CPC: A$7 → 714 clicks
- 8% enquiry rate → 57 leads
- 35% convert → 20 contracts or trials
- CPA: A$250
- ROI: One partnership valued at A$10,000 covers the spend.
2. Facebook Ads Only
- CPC: A$2.80 → 1,785 clicks
- 3% enquiry → 54 leads
- 20% convert → 11 contracts
- CPA: A$273
- ROI: Strong long-term impact via brand recall and trust.
3. Hybrid Model (A$3,000 Google + A$2,000 Facebook)
- Google: 12 contracts @ A$250
- Facebook: 8 contracts @ A$230
- Total: 20 partnerships, ~A$240 CPA average
- ROI: 25–40% higher retention through combined exposure.
Square Meters’ Insight:
Agencies running both platforms consistently report 30–50% more inbound leads within six months compared to those using one channel.
Platform Strengths by Contract Type
| Contract Type | Best Platform | Why |
|---|---|---|
| Hospital or ICU Staffing | Google Ads | Urgent search-based demand |
| Aged Care Facility Contracts | Both | Awareness + high-intent capture |
| NDIS Provider Partnerships | Relationship and trust-driven | |
| Temporary Shift Cover | Google Ads | Immediate booking intent |
| Long-Term Supply Agreements | Requires credibility and long-term engagement |
Recommended Monthly Budgets
Starter Agencies (A$2,000–A$3,000/month)
- Focus on Google Ads for short-term leads.
- Expect 8–12 contract enquiries monthly.
Growth Agencies (A$4,000–A$6,000/month)
- Combine Google + Facebook campaigns.
- Expect 20–35 leads and 10–20 conversions monthly.
Established Agencies (A$7,000–A$10,000+/month)
- Full-funnel advertising (awareness, search, remarketing).
- Expect 50+ qualified leads monthly, ongoing brand visibility.
The True ROI for Nursing Agencies
One successful partnership can easily justify months of advertising.
Let’s say:
- Average monthly facility billing = A$6,000–A$10,000
- Average client retention = 12 months
- Lifetime value = A$72,000–A$120,000 per partner
Even at a CPA of A$250–A$300, the ROI exceeds 25×.
That’s why we focus not just on clicks or leads, but on qualified, contract-level conversions that deliver consistent monthly revenue.
Square Meters’ Expert Verdict
Google Ads deliver immediate contract opportunities. Facebook Ads build long-term trust and visibility.
Our data from hundreds of Australian healthcare campaigns confirms that the most successful nursing agencies use both platforms strategically:
- Google Ads for lead capture and facility enquiries.
- Facebook Ads for credibility, culture, and brand positioning.
This approach ensures your agency is visible when decision-makers are searching — and memorable when they’re choosing who to trust.
Let’s Help You Secure More Contracts
If you’re ready to grow your nursing agency in Australia and build long-term partnerships with hospitals, aged care providers, and NDIS organisations, we can help.
At Square Meters Healthcare Marketing, we specialise in creating compliant, conversion-driven ad campaigns that position your agency as a trusted partner — not just another supplier.
Book a free strategy session today.
Let’s help your nursing agency secure more facility contracts and long-term partnerships — with the right message, at the right time, on the right platform.
