Which Is Better for ABA Therapy – Google Ads or Facebook Ads?

Choosing between Google Ads and Facebook Ads depends on your goals. Google Ads is ideal for capturing leads from people actively searching for ABA therapy, while Facebook Ads helps build awareness and long-term relationships with families.

In this blog, we'll explore the strengths of both platforms, helping you decide where to focus your marketing efforts for the best results.

Keep reading to learn how each can support your clinic’s growth.

Google Ads vs. Facebook Ads: A Breakdown

Google Ads show up at the top of search results when someone types something like "ABA therapy near me." These ads reach people who are actively searching for services, putting your clinic in front of those already looking for help.

Facebook Ads, on the other hand, appear as people scroll through their newsfeeds or Instagram. These ads are tailored based on interests, behaviors, and demographics, reaching individuals who may not yet be aware they need ABA therapy.

Targeting: Reaching the Right People

Google Ads let you target high-intent users—people actively searching for ABA therapy. This means they're likely closer to making a decision.

Facebook Ads offer more demographic targeting, like age, location, or interests. While these users may not be actively looking for therapy, your ad can raise awareness and spark interest.

In short, Google Ads are great for reaching people who are ready to take action, while Facebook Ads help you build awareness earlier in the process.

Cost: Balancing Your Budget

Google Ads typically cost more per click due to competition for popular search terms. However, these clicks often result in higher conversion rates because they’re driven by intent.

Facebook Ads are generally more affordable, allowing for broader reach. While not every click may lead to immediate conversions, Facebook can be effective for long-term exposure and relationship-building.

If you're aiming for quality leads now, Google Ads may be the way to go. For a broader reach and building a relationship over time, Facebook Ads can be a great choice.

Conversion Rates: What to Expect

Google Ads typically have higher conversion rates, meaning that more people who click your ad end up contacting you. Since users are already searching for ABA therapy, they’re more likely to take action.

Facebook Ads are better for building awareness and creating a lasting impression. While they may not convert as quickly, they help keep your clinic top of mind when users are ready to reach out.

If you want immediate results, Google Ads are your best bet. For long-term engagement and trust-building, Facebook Ads are invaluable.

Ad Formats: Which Works Best?

Google Ads are generally text-based, with clear and concise messaging like “Top-rated ABA Therapy in [City]. Book Today.”

Facebook Ads allow for more creativity with images, videos, and carousel ads. Visual content like photos of your clinic, therapists working with kids, or short explainer videos can capture attention and convey your clinic's story.

If your clinic has a strong visual appeal, Facebook Ads might be a better fit. For targeted, search-driven ads, Google Ads do the job effectively.

Ad Guidelines and Compliance

Both platforms have specific rules for healthcare-related ads. Google requires transparency and adherence to healthcare guidelines. Facebook’s ad approval process can be stricter, especially when using terms like "autism" or "therapy."

It’s important to work with someone familiar with these guidelines to ensure your ads comply and connect with your audience.

Best Practices for Both Platforms

Regardless of the platform you choose, here are a few tips for success:

• Use clear, compassionate language that avoids jargon.

• Choose real, high-quality images or videos—people want to see genuine faces.

• Target families near your clinic to maximize your local reach.

• Highlight what sets your clinic apart—your team, approach, or results.

• Include a strong call to action, like “Book a free consultation” or “Message us to learn more.”

For Google Ads, focus on keywords like “ABA therapy near me” or “autism services in [your city].” On Facebook, experiment with various ad formats to see what resonates best with your audience.

Google Ads or Facebook Ads? Here’s the Quick Guide

• Choose Google Ads if you want to target people who are actively searching for ABA therapy and ready to take action.

• Choose Facebook Ads if you're looking to build awareness and reputation over time.

• Best of all? Use both. A combined approach ensures you reach families at every stage—from those actively searching to those just beginning to explore their options.

Wrapping It Up

Marketing your ABA therapy clinic is about understanding your goals, your audience, and your budget. Both Google Ads and Facebook Ads offer unique advantages, and when used together, they can help you grow a steady flow of families seeking your support.

Not sure where to start? CareGenius is here to help. We specialize in creating tailored ad strategies for ABA therapy clinics, so you can focus on what matters most: helping families. Ready to take your digital marketing to the next level?

Reach out to CareGenius today!