Meta vs. Google Ads: Which is Better for Your Practice? (Hint: Both!)

Understanding the Digital Ad Landscape

In today’s competitive dental and orthodontic marketing world, online ads are no longer optional—they’re essential. But many practices wonder: Which ad platform is better—Meta (Facebook & Instagram) or Google?

The truth is, both platforms play very different but equally important roles in your marketing strategy. Understanding how each works—and why they work best together—can help your practice attract and convert more patients.

Meta Ads: Building Awareness and Engagement

Meta Ads run across Facebook and Instagram, making them ideal for practices looking to increase visibility and engagement. These ads are designed to target specific audiences based on demographics, interests, and behaviors, allowing you to put your practice in front of the right people at the right time.

Beyond just visibility, Meta Ads also excel at creating brand awareness and retargeting visitors who have already shown interest in your practice. For example, you can run campaigns highlighting before-and-after smile transformations, seasonal Invisalign® promotions, or community-focused content that connects with potential patients on a personal level. In many ways, Meta Ads function like digital billboards—eye-catching, shareable, and designed to keep your practice top-of-mind.

Google Ads: Capturing High-Intent Leads

While Meta Ads focus on awareness, Google Ads target people who are actively searching for orthodontic services. When someone types in “orthodontist near me” or “Invisalign cost” on Google, they’re usually ready to take the next step. This makes Google Ads a powerful tool for capturing high-intent leads—patients who already have a strong interest in scheduling a consultation or learning more about your services.

Google Ads work best for targeting people who are searching for orthodontists in your area or looking into specific treatments like Invisalign®, braces, or TMJ therapy. Because the ads appear at the very top of search results, they position your practice as the go-to option at the exact moment potential patients are ready to act. In this way, Google Ads function like digital magnets—pulling in qualified leads who are closer to booking than browsing.

Why Both Platforms Work Best Together

Relying on just one advertising channel limits your reach and the impact of your marketing efforts. Meta and Google each serve a unique role in the patient journey, and when used together, they create a comprehensive, full-funnel strategy that maximizes results.

Meta Ads excel at building awareness and sparking interest. They introduce your practice to people who may not be actively searching but are part of your target audience. Through engaging visuals, videos, and educational content, Meta creates a connection long before a potential patient decides to start treatment.

Google Ads, on the other hand, step in when intent is highest. When someone is searching for “Invisalign near me” or “cost of braces,” they’re ready to make a decision. Google Ads capture this demand, positioning your practice at the top of search results right when it matters most.

When combined, these platforms work seamlessly:

• Meta Ads create visibility and trust by consistently showing up in the feeds of your ideal audience.
  
  
• Google Ads drive action by appearing exactly when people are ready to book consultations or ask for pricing.
  
  

This integrated approach keeps your practice front-of-mind at every stage—from curiosity and research to decision-making and scheduling—ensuring you never miss an opportunity to convert interest into actual appointments.

Onboard Marketing Group Recommendation

At Onboard Marketing Group (OMG), we believe the most successful digital advertising strategies combine brand-building power with high-intent lead generation—and that’s why we never recommend choosing between Meta and Google Ads. Instead, we create a blended strategy that takes advantage of each platform’s unique strengths to deliver maximum ROI for your practice.

Our approach begins with Meta Ads, which focus on brand awareness, retargeting, and engagement. This keeps your practice visible to potential patients as they scroll through Facebook and Instagram, gradually building familiarity and trust with your brand through educational posts, videos, and compelling offers. Meta also gives us powerful retargeting tools to stay connected with people who have visited your website or interacted with your content but haven’t scheduled yet.

Meanwhile, Google Ads work to capture the highest-intent leads. When someone searches for “orthodontist near me” or “Invisalign cost,” they’re actively looking for care. We use targeted campaigns to ensure your practice shows up right when they’re ready to make a decision—driving more booked consultations and new patient starts.

But the real magic happens in the data-driven optimization we perform each month. Our team continuously reviews campaign performance across both platforms, refining audience targeting, ad creative, and keyword strategy to ensure every dollar works harder.

With the right balance of awareness on Meta and conversion-focused ads on Google, your practice can:

• Build lasting brand recognition in your community
  
  
• Stay top-of-mind throughout the patient journey
  
  
• Convert more leads into scheduled appointments than ever before
  
  

This integrated approach ensures your marketing dollars deliver measurable growth and a steady stream of new patients year-round.

Final Takeaway

The question isn’t Meta or Google?—it’s How can we use both to grow your practice?

When combined, Meta and Google Ads create a powerful full-funnel marketing strategy. Meta Ads build awareness, engage potential patients, and keep your practice top-of-mind through compelling content and retargeting campaigns. Meanwhile, Google Ads capture high-intent leads right when they’re ready to take action—searching for services, comparing options, and booking consultations.

Together, these platforms help you:

• Reach the right audience at the right time
  
  
• Deliver the right message to drive interest and trust
  
  
• Convert more leads into lifelong patients
  
  

This isn’t just about running ads—it’s about building a strategic growth engine that fuels your practice year-round.

At Onboard Marketing Group, we specialize in crafting data-driven, integrated ad campaigns that maximize ROI and make your marketing dollars work harder for you.

Ready to see how a dual-platform approach can transform your practice growth?
Book a Discovery Call today and let’s build a strategy that puts your practice in front of the right people—every step of the way.