If you’re a massage therapist or wellness business owner trying to decide between Google Ads vs Facebook Ads, you’re not alone. Both platforms can be powerful tools to fill your calendar, but they work in very different ways.
Choosing the right one depends on your goals, your budget, and (most importantly) where your ideal clients are in their journey when they see your ad.
Let’s break it down so you can choose the one that works best for your massage business or learn how to make them work together.
The Key Difference: Intent vs. Interest
Google Ads are “intent-based.” People are actively searching for something “deep tissue massage near me,” “prenatal massage Cambridge,” or “massage for neck pain.” These are potential clients ready to book.
Facebook Ads, on the other hand, are “interest-based.” You’re showing your ad to people who might be interested based on their demographics, behaviors, and browsing history, not because they’re actively searching.
Think of Google Ads as the Yellow Pages of today.
Think of Facebook Ads as the digital version of a flyer handed out at a yoga class.
When to Use Google Ads for Massage
- You want immediate bookings.
- You’re targeting people who already know they need a massage.
- You want to show up when people search “massage near me.”
Google Ads work especially well for:
- Local, last-minute bookings.
- Targeting high-intent keywords like “sports massage for runners” or “massage therapist open now.”
- Solo massage therapists or small teams who want results fast without needing to create a lot of content.
Pro tip: Use local keywords like your city + massage type. Add a click-to-call extension for mobile. And never forget to use your Google Business Profile alongside your ads for maximum visibility.
When to Use Facebook Ads for Massage
- You want to build brand awareness in your community.
- You’re promoting special offers, packages, or new services.
- You want to stay top-of-mind with people who might need a massage soon.
Facebook Ads are ideal for:
- Nurturing people over time who don’t yet know they need a massage.
- Sharing client testimonials, behind-the-scenes videos, or wellness tips.
- Promoting seasonal specials (e.g., “Mother’s Day Gift Card Sale” or “Back-to-School Stress Relief”).
Pro tip: Retarget people who’ve visited your website but didn’t book. You can also run referral campaigns to friends of past clients using lookalike audiences.
So… Which Should You Use?
Use Google Ads if:
- You need bookings now.
- Your website is optimized and ready to convert traffic.
- You want to appear when someone types “massage near me.”
Use Facebook Ads if:
- You’re growing brand awareness.
- You want to promote an offer, gift card, or seasonal special.
- You’re willing to create visual content and nurture leads.
Best Case: Use both together. Start with Google Ads to catch high-intent traffic. Then use Facebook Ads to retarget them or run campaigns that build trust and loyalty.
Final Thoughts: There’s No One-Size-Fits-All
The truth is, the “right” platform depends on your business stage, audience, and goals. But the good news? You don’t have to pick one forever. Start small, test what works, and build from there.
Want help figuring out what platform is best for your massage business?
We help wellness businesses build ad strategies that work without wasting money on clicks that don’t convert.
Visit scalingwellness.com to learn how we help massage therapists get more clients, more consistently — using systems that scale.
