When families begin the search for aged care, they often have two priorities: urgency and trust. As more people turn to search engines and social media platforms to explore aged care options, digital advertising becomes essential for connecting with high-intent users. But with multiple platforms available, many aged care businesses ask: Should I use Meta Ads or Google Ads?
This guide breaks down the key differences between Google Ads and Meta Ads, helping you choose the right advertising platform for your business objectives.
Why Digital Advertising Matters for Aged Care
In a highly competitive aged care market, digital advertising offers providers a powerful and effective way to connect with families and decision-makers. It is an essential tool for actions like:
- Reaching high-intent users who are actively searching
- Appearing in search results with Google Ads or across social media with Meta Ads
- Building brand awareness and telling your story visually
- Driving website visitors to take action
- Generating qualified leads cost-effectively
Unlike traditional advertising, these platforms offer advanced targeting, measurable results, and real-time campaign optimisation.
How Google Ads Help You Reach People Through Search Intent
Google Ads (formerly Google AdWords) uses a pay-per-click model, showing your ads in Google Search results, the Google Display Network, or through YouTube Ads. Your ad appears when someone types a specific keyword like “dementia care Sydney” or “retirement home near me.”
Here are some of the key benefits of Google Ads:
- Targets users through search intent and high purchase intent
- Ideal for small businesses needing quick visibility
- Offers diverse ad formats: search ads, Google Display Ads, shopping ads, and YouTube ads
- Allows direct control over ad spend and bidding
If your goal is to capture existing demand and reach people when they are ready to decide, choose Google Ads.
How Meta Ads Can Build Trust and Raise Awareness
How Meta Ads Work: Meta Ads run across Facebook and Instagram, reaching users based on demographics, interests, and online activity. Rather than relying on keywords, Meta focuses on targeting users based on their profiles and behaviour.
Key Benefits of Meta Ads:
- Supports visual ads like video ads, static image ads, story ads, and carousel ads
- Excellent for boosting brand awareness and engaging your audiences
- Great for long-term engagement campaigns and nurturing a loyal customer base
- Flexible cost structure for any budget
If you want to create demand, tell your brand story, and build awareness gradually, Meta is a strong ad platform.
Comparing Google Ads and Meta Ads for Aged Care
| Feature | Google Ads | Meta Ads |
| Targeting Method | Based on search queries and specific keywords | Based on interests, demographics, and behaviour |
| Ad Formats | Search ads, Google Display Ads, YouTube Ads, Shopping Ads | Feed Ads, Stories Ads, Carousel Ads, Video Ads |
| Ideal For | High intent traffic, local or urgent needs | Building brand awareness, visual storytelling |
| Audience Type | People actively searching | People passively browsing social media platforms |
| Strengths | Fast results, measurable ROI | Emotional connection, broad reach |
| Budgeting | Pay per click, cost per keyword | Cost per impression or engagement, flexible budgeting |
When to Choose Google Ads, Meta Ads, or Both
- Choose Google Ads if your focus is on generating leads, increasing search visibility, or reaching high-intent users.
- Choose Meta Ads if your aim is to build brand awareness, engage users visually, and nurture long-term interest.
- Use both Google and Meta if you want full-funnel coverage to capture existing demand and create new demand at the same time.
Understanding Ad Formats and Targeting
| Platform | Format Examples | Targeting Type |
| Google Ads    | Search Ads, Google Display Network, Shopping Ads, YouTube Ads | Search intent, keywords, website visitors |
| Meta Ads | Feed Ads, Carousel Ads, Stories Ads, Video Ads | Interests, age, location, behaviour |
Each advertising platform offers diverse ad formats and tools to reach your target audience. The key is matching your format to your goal, whether it’s clicks, impressions, or conversions.
Budgeting and Measuring Results
No matter which ad platform you use, it is essential to:
- Set clear business goals
- Monitor key metrics such as CTR, CPC, conversion rate, and ROAS
- Use tools like Google Analytics and Meta Pixel to optimise campaigns
- Test creative and targeting often for better ad relevance
Both platforms offer valuable insight, but Google Ads offers more immediate feedback based on search results and conversions.
Choosing Between Google Ads and Meta Ads for Aged Care
So, Google Ads vs Meta Ads for aged care, which is better? The answer depends on your audience and your goals:
- Google Ads is ideal for reaching people who are ready to act
- Meta Ads is great for engagement campaigns and staying visible over time
- Both platforms used together provide a full view of the customer journey
For aged care providers, combining these tools means reaching people who are actively searching while also creating lasting connections through storytelling.
If your aged care business wants to generate qualified leads, build awareness, and grow your presence in a competitive market, using both platforms strategically will deliver the strongest results.
THINK AHEAD. MOVE AHEAD.
We love to talk about digital marketing! Contact us today and we can help you generate real ROI gains for your business. Call us at +61 (0) 2 9161 8033 or email info@moveaheadmedia.com.au
