Google Ads vs Facebook Ads for Dentists: Which One Actually Works Better?
The Debate That Won’t Go Away
Ask ten dentists which platform brings in better patients, Google Ads or Facebook Ads and you’ll get ten different answers.
Some swear by Google. Others say Facebook fills their diaries faster.
But the truth?
They’re both right… and both wrong.
It’s not about which one is “better.” It’s about which one is better for your goals, location, and stage of growth.
Put your reading kettle on and let’s break this down properly
What Are Google Ads and Facebook Ads (Really)?
Google Ads
Think of Google like a digital high street.
Someone types “emergency dentist near me” or “Invisalign cost Lincoln” , they’re already in buying mode.
Your ad appears right when intent is highest.
- Great for: High-intent searches (implants, braces, emergencies).
- When results start: Instantly (once campaigns are live).
- Cost: £3–£20 per click depending on competition.
- Ideal for: Practices that want quick, measurable, ready-to-book patients.
Facebook Ads
Now imagine you’re walking through a shopping centre.
You’re not looking for a dentist, but a friendly ad pops up, “Get a Free Invisalign Assessment Today.”
You pause. You click. Curiosity turns into interest.
- Great for: Awareness, cosmetic leads, local buzz, and brand trust.
- When results start: 2 – 6 weeks after testing and refinement.
- Cost: £0.50 – £3 per click (but conversion rate depends on follow-up).
- Ideal for: Practices building visibility or promoting high-value treatments.
The Big Difference:
Intent vs. Interest
The key difference is timing.
| Platform | Audience Mindset | Example Search/Action |
|---|---|---|
| Google Ads | “I need a dentist now.” | “Emergency dentist near me”, “Dental implants cost” |
| Facebook Ads | “That looks interesting.” | “Free whitening offer”, “Invisalign before & after” |
So, if you’re looking for quick, ready-to-book patients, Google Ads wins.
If you want to build a pipeline of cosmetic enquiries and brand awareness, Facebook Ads is your playground.
But the best-run dental practices?
👉 Use both, strategically.
The Cost & ROI Equation
Google Ads often cost more per click, but the leads are “hot.”
You’re paying for people who are already looking for you.
Facebook Ads are cheaper per click, but the leads are “cool.”
They require nurturing, follow-ups, reminders, and a well-trained front desk.
In most cases, a healthy balance might look like this:
💡 Pro Tip:
- 60% Google Ads for high-intent treatments (implants, emergencies, Invisalign).
- 40% Facebook Ads for awareness, education, and nurturing new interest.
If your reception team or CRM system isn’t ready to handle follow-ups quickly, Facebook Ads will struggle to convert.
But with automation and patient-friendly follow-up sequences (texts, WhatsApp, emails), they become gold.
Location, SEO & Brand Recognition Matter
Let’s be honest, running the same ad in Lincoln and London will not get you the same results.
Competition drives cost. So does local awareness.
- In smaller towns, Facebook Ads might dominate because you’re one of few clinics reaching locals consistently.
- In cities, Google Ads shine because search volume is huge, and people compare before clicking.
And here’s something most clinics forget:
👉 Your brand power and SEO authority affect both platforms.
If your website loads slowly,
your Google reviews are low,
or your Facebook page looks abandoned,
you’ll burn money, no matter how good the ads are.
Paid ads are like fuel. But your website and reputation? That’s the engine.
The Smartest Strategy: Activate Both, With Clear Objectives
Think of it this way:
- Use Google Ads to capture intent (ready-to-book patients).
- Use Facebook Ads to create intent (educate, inspire, nurture).
- Use SEO & Reviews to amplify trust (make every click worth more).
When they all talk to each other, through a CRM, nurturing system, and clear messaging, you get what we call a Patient Acquisition System that works on autopilot.
I’ll wrap this up by saying;
There’s no “winner” here.
Only strategy and understanding where your practice stands today.
If you’ve been spending without seeing results, it’s not your fault.
Most agencies focus on ads, not systems.
Book Your Free Audit
If you’re considering either Google Ads or Facebook Ads for your dental practice,
👉 Book a free audit with us at FDGP.
We’ll help you decide which platform (or both) makes the most sense for your clinic, based on your location, competition, and goals.
Let’s make your marketing finally make sense.
