Verdict
Run both. Meta is cheaper for top-of-funnel family awareness; Google captures bottom-of-funnel commercial intent. Provider Scale's Growth service runs both.
Meta Ads (Facebook + Instagram) vs Google Ads
Run both. Meta is cheaper for top-of-funnel family awareness; Google captures bottom-of-funnel commercial intent. Provider Scale's Growth service runs both.
Meta Ads (Facebook + Instagram)
Best for: Targeting families and carers searching socially
Pros
- Cheaper CPL ($12-$22)
- Strong creative formats (video, carousel)
- Family-targeted demographic precision
Cons
- Lower commercial intent than Google search
- Algorithm-dependent reach
- Creative refresh fatigue
Google Ads
Best for: Targeting providers and participants with high-intent search queries
Pros
- High commercial intent — bottom-funnel
- Predictable demand based on keyword volume
- Quality-based ranking rewards good landing pages
Cons
- Higher CPL ($30-$80 in NDIS niche)
- Limited inventory in some niches
- Bidding wars with established providers