NDIS Meta Ads vs Google Ads: Which Should You Run?
Most NDIS providers ask the wrong question: which channel is better? The right question is which one matches your current stage. We run both for the NDIS company we operated. Each plays a different role in the funnel. Here's how to decide based on your business stage and budget.
Meta Ads - Cheaper Top-of-Funnel for Families
Meta (Facebook plus Instagram) is family-targeting territory. Carer demographics show heavy Facebook usage in the 35-65 bracket - exactly the people researching providers for a participant. Average CPL on properly-built campaigns: $12-$25 in 2026. Lead-to-participant conversion typically 30-45%. The strength: visual creative that builds trust before someone fills your form. The weakness: lower commercial intent than Google search - you're interrupting, not being searched for. Best for: providers under $1M revenue who need volume and family-driven enquiries.
Google Ads - Higher Intent
Higher Cost
Google captures people actively searching "NDIS provider near me" or "SIL provider Sydney". Commercial intent is high. CPLs in NDIS niche run $30-$80 - 2-3x Meta. Lead conversion is also higher (40-55%) because intent is stronger. Strength: predictable demand based on keyword volume, lower funnel position. Weakness: limited inventory in some niches and bidding wars with established providers. Best for: established providers with proven landing pages and budget over $2K/month who want to capture demand the moment it appears.
Run Both - Here's the Stack
From our work at the NDIS company we operated and with Provider Scale clients: don't pick. Stack them. Meta builds awareness and captures family-driven leads at lower cost. Google captures bottom-funnel intent and converts known prospects. The stack: $30-50/day Meta for top-of-funnel volume, $20-40/day Google on high-intent keywords (your service plus your city). Total $50-90/day produces 10-20 leads weekly with proper landing pages. We've seen this combination outperform single-channel spends 3-4x.
The Provider Stage Decision Framework
Use this to decide where to start: Stage 1 (under $300K revenue, no marketing systems): start with coordinator outreach (free) before any paid spend. Stage 2 ($300K-$1M): start Meta only with $20-40/day, prove the funnel, then layer Google. Stage 3 ($1M+, established): run both at full force with $80-150/day combined. Provider Scale's Growth service builds and runs both stacks - we've found Meta-first is right for 80% of growing providers because the cost per learning is lower.
Action Steps to Get Started This Month