How can I combine Google Ads and Meta Ads for better results across the funnel?

Imagine this

A potential patient in Dubai starts experiencing persistent back pain.

Their first instinct? A quick Google search: “best back pain specialist in Dubai.”

That’s Google Ads stepping in at the moment of need.

But what if, days before, they saw a compelling Facebook video from your clinic showcasing successful back pain treatments and patient testimonials?

That’s Meta Ads subtly planting the seed of awareness and trust.

In today’s dynamic healthcare environment, relying on just one advertising platform is like trying to navigate with a single eye open.

To truly connect with individuals throughout their health journey – from initial awareness to seeking treatment – smart healthcare marketers are discovering the undeniable power of combining Google Ads and Meta Ads.

This isn’t just about running two separate campaigns; it’s about orchestrating a symphony where each platform amplifies the other, creating a holistic and highly effective strategy.

Ready to unlock the advantages of Google Ads and Meta Ads and see how this strategic alliance can transform your healthcare marketing results? Let’s explore the exciting possibilities!

Understanding the strengths: Google Ads vs Meta Ads

Before we delve into combining them, it’s essential to understand the unique strengths of each platform. The difference between Google Ads and Meta Ads lies primarily in user intent and targeting capabilities.

Google Ads: Captures intent. When someone searches on Google for “best knee replacement surgeon in Dubai” or “symptoms of heart disease,” they are actively seeking information or solutions.

Google Ads marketing allows you to place your relevant healthcare services directly in front of these high-intent users at the precise moment they need them. Think of it as answering a direct call for help.

Google processes over 3.5 billion searches per day, which is a massive pool of potential patients actively looking for healthcare information.

Meta Ads (Facebook and Instagram): Discovers interest. Meta’s strength lies in its rich user profiles and sophisticated targeting options based on demographics, interests, behaviors, and more.

You can reach potential patients who might not be actively searching for your services yet but are likely to be interested based on their online activity and connections.

💡Over 3 billion people use Facebook and Instagram every month. This vast audience offers unparalleled opportunities for reaching specific patient demographics.

The full-funnel advantage: Why combine Google Ads and Meta Ads?

The magic truly happens when you strategically integrate Meta and Google Ads. By understanding how users move through the marketing funnel – from awareness to consideration to conversion – you can use each platform to nurture them at the right stage.

Awareness of Google ads vs Meta ads: Introduce your healthcare brand and services to a broad audience.

Meta Ads: Ideal for visually engaging campaigns that build brand recognition and introduce solutions to potential problems users might not even be actively searching for yet. You can target users interested in health and wellness topics, specific conditions, or related demographics.

Google Ads: While primarily for intent-based searches, you can utilize display ads on the Google Display Network to increase brand visibility across relevant websites and apps.

How many weeks for the awareness campaign ads Meta and Google? Awareness campaigns on both platforms can run for several weeks or even months, depending on your budget and reach goals. Consistency is key to building brand recognition. A typical initial phase might be 4-8 weeks to establish a baseline.

Consideration of google ads vs meta ads: Educate potential patients about your services and build trust.
- Meta Ads: Leverage compelling content like videos, testimonials, and informative articles to engage users who have shown initial interest. Retargeting users who interacted with your awareness campaigns is highly effective here.
- Google Ads: Target broader keywords related to symptoms, conditions, and treatment options. Utilize informative landing pages that provide in-depth information and answer common questions.
- How many weeks for consideration campaign ads Meta and Google? Consideration campaigns often run for a similar duration as awareness campaigns, around 4-8 weeks, focusing on nurturing leads and providing valuable information. The goal is to move users closer to a decision.
Conversion: Drive inquiries, appointments, and ultimately, new patients.
- Google Ads: Focus on high-intent keywords related to specific services and locations (e.g., “book dermatologist appointment online Dubai”). Utilize call extensions and location extensions to make it easy for potential patients to connect.
- Meta Ads: Retarget warm leads – those who have visited your website or interacted with your consideration campaigns – with specific offers or calls to action. Lead generation forms directly within Meta can also be highly effective.

Strategic ways to integrate Meta Ads and Google ads

Here are some actionable strategies to combine the power of Google Ads and Meta Ads for superior results:

Remarketing/retargeting powerhouse:
- Google Ads to Meta Ads: Remarket website visitors or those who interacted with your Google Ads on Meta platforms. This keeps your brand top-of-mind and reinforces your message across different touchpoints.
- Meta Ads to Google Ads: Create custom audiences in Meta based on engagement and then target similar audiences on Google Search to expand your reach to users with comparable profiles and potential intent.
Mirroring audiences: Leverage the detailed targeting capabilities of Meta to identify high-potential audience segments and then create similar audiences in Google Ads to reach users with comparable characteristics.
Content synergy: Promote valuable content (blog posts, webinars, ebooks) across both platforms. Use Meta Ads to drive initial awareness and traffic to your content, and then use Google Ads marketing to capture users searching for related information.
Track and optimize holistically: Use UTM parameters and analytics tools to track the performance of campaigns across both platforms and understand the customer journey. This allows you to identify which combinations are most effective at each stage of the funnel.
Consistent branding and messaging: Ensure a consistent brand voice and visual identity across your Meta and Google Ads campaigns. This builds trust and reinforces your healthcare brand.

Advantages of Google ads and Meta ads working together

The advantages of Google Ads and Meta Ads working in harmony are numerous:

Wider reach: Tap into both intent-driven searchers and interest-based audiences.
More brand awareness: Increase brand visibility and recognition across multiple platforms.
Optimal lead quality: Nurture leads through the funnel, resulting in more qualified inquiries.
Increased conversion rates: Guide potential patients effectively towards booking appointments or seeking your services.
Customer understanding: Gain valuable insights into user behavior and preferences across different platforms.
Optimized marketing spend: Allocate your budget more effectively based on performance data across the full funnel.

Trust HMA and reap the benefits of Meta and Google ads

Navigating the nuances of Google Ads and Meta Ads can be challenging, especially within the nuanced healthcare industry.

At HMA, we possess the expertise and deep understanding to craft tailored strategies that seamlessly integrate these powerful platforms, driving meaningful results for your healthcare practice or organization.

Get in touch!