If you have a limited marketing budget, the question isn’t “should I run ads?” It’s “where should my first dollar go?” For most esthetics businesses, the answer comes down to Google Ads or Meta (Facebook and Instagram) Ads. They work in completely different ways, and choosing the right one first can be the difference between a full book and a wasted budget.
The core difference: intent vs. attention
Google Ads captures existing demand. Someone types “brazilian wax near me” or “hydrafacial [city]” into Google. They already want the service and are deciding where to book. Your ad shows up at that exact moment.
Meta Ads creates demand. Someone is scrolling Instagram. They weren’t looking for lash extensions, but your before-and-after Reel stops them, and suddenly they are. Meta reaches people based on who they are, where they live and what they engage with.
When to start with Google Ads
- Your services are things people actively search for: facials, waxing, laser hair removal, injectables
- You want bookings quickly from people ready to buy
- You are in a market where competitors are already showing up on Google
- You have a website or booking page that clearly lists your services and prices
Google tends to bring higher-intent clients, but clicks can cost more in competitive markets, especially for med spa treatments. Tight geographic targeting and a strong negative keyword list are essential.
When to start with Meta Ads
- Your work is highly visual: lashes, brows, skin transformations
- You are launching a new service people don’t yet know to search for
- You have strong photo or video content (phone content works)
- You want to retarget people who visited your site or engaged with your profile
Meta is often the more affordable way for solo estheticians and lash artists to start, and its retargeting can recover clients who looked but didn’t book.
The mistake to avoid: boosting posts
Boosting a post is not running a Meta ad campaign. Boosts have limited targeting and no booking-focused objective. Real campaigns use custom audiences, conversion tracking and tested creative. If you have boosted posts and decided “ads don’t work,” you haven’t really tried ads yet.
The best answer for most businesses: both, in order
Once your first platform is profitable, adding the second usually makes both work better. Google captures the people already searching. Meta builds awareness and retargets the people who visited your site from Google and didn’t book. Together, you cover the full client journey.
Before you spend a dollar
- Install tracking (Google conversion tracking, the Meta Pixel and Conversions API) so you can measure bookings, not clicks
- Make sure your booking page loads fast on a phone
- Have a clear offer, not just “book now”
- Know your numbers: what a new client is worth to you over a year
Not sure which platform fits your business? Our free business and marketing audit reviews your market, website and any current ads, then recommends where to start.