If you’re in the business of healing, nurturing, or optimizing human well-being, then you’ve likely faced one of the trickiest and most common marketing decisions of the digital age:
Should I invest in Google Ads or Facebook Ads?
It’s a valid question—and one we hear all the time from wellness entrepreneurs at every stage of growth.
In an industry built on connection, intention, and transformation, choosing where and how to promote your services or products can feel overwhelming. These platforms are powerful, yes—but they’re also fundamentally different. And for businesses rooted in authenticity and care, the wrong ad strategy can feel like shouting into the void instead of inviting the right people into your ecosystem.
Whether you’re running a serene, luxury wellness retreat in the Hudson Valley, managing a buzzing fitness studio in Manhattan, or launching your first line of adaptogenic supplements or holistic skincare, one thing is clear: paid advertising can be a powerful catalyst for growth—when it’s aligned with your goals, your audience, and your values.
Both Google Ads and Facebook Ads offer enormous potential. But using them effectively isn’t about jumping on trends or copying what your competitors are doing. It’s about deeply understanding how your ideal clients search for wellness solutions, where they spend their time, and what kind of messaging helps them take the next step—whether that’s booking a consultation, subscribing to your list, or making a purchase.
At Maca Strategist, we specialize in being more than just a marketing team—we’re partners in purpose-driven growth for health and wellness brands throughout New York and beyond. As a trusted digital agency for wellness brands NY, we’ve helped mental health practitioners, nutritionists, supplement brands, yoga studios, wellness tech startups, and holistic healers launch and scale with intention.
We’ve seen firsthand how the right advertising platform—combined with compelling messaging, nurturing content, and a clear funnel—can change the trajectory of a wellness business in a matter of weeks. We’ve also seen what happens when great brands waste money on ads that don’t speak to their audience or that show up at the wrong point in the customer journey.
That’s why this guide exists: to bring you clarity, confidence, and ROI in your marketing decisions.
In the following sections, we’ll explore the strengths and limitations of both Google Ads and Facebook Ads, breaking down how each platform works, who they’re best for, and how you can use them to reach the right people at the right time. We’ll also share insider tips, common pitfalls to avoid, and real-world case studies from our clients across the wellness space.
So if you’re ready to stop guessing, start optimizing, and feel fully aligned in your marketing strategy, you’re in the right place.
Let’s dive in—and help you make a strategic, soul-aligned decision for your wellness brand.
The Wellness Industry’s Unique Marketing Needs
Wellness is not your average product category. It’s deeply personal, often emotional, and closely tied to trust, transformation, and long-term commitment. You’re not just offering services or selling products—you’re creating pathways to feeling better, living healthier, and becoming more whole. That changes everything about how your brand should communicate.
From anxiety treatments and trauma therapy to gut health supplements, personalized fitness programs, and holistic retreats, wellness offerings are almost always rooted in one thing: hope. Your clients aren’t just shopping—they’re seeking answers, relief, guidance, or a breakthrough. And that makes every piece of your marketing—from ad copy to visuals to landing page flow—part of a bigger story: their journey to healing.
This is why choosing the right advertising platform isn’t a simple business decision—it’s a strategic and emotional one. It’s about understanding how people think, feel, and act when they’re exploring wellness options. Some are in a place of urgency, Googling “how to calm anxiety naturally” or “best nutritionist in Brooklyn” at 10 p.m. after a long, overwhelming day. Others are scrolling Instagram on a Sunday morning, pausing on a calming video from a retreat they didn’t know they needed—but now can’t stop thinking about.
Both of those moments are valuable. Both require different tones, platforms, and approaches.
In wellness marketing, authenticity is everything. Your audience has likely tried other products or services before. They’re skeptical of overpromises and tired of being “sold to.” What they want is connection, credibility, and a sense that your brand understands them. That’s where a wellness-specific marketing approach makes all the difference.
This is also why so many brands in this space—especially those offering emotional or health-centered services—are leaning on experienced marketing partners like our NY wellness PR agency. Tone matters. Language matters. Visuals matter. The wrong ad can break trust before it even begins, while the right one can spark curiosity, comfort, or even courage.
At Maca Strategist, we’ve worked with wellness businesses at every stage—from startup founders launching their first digital product to established therapy practices looking to expand across New York. And time and time again, we see that the most successful brands are those who understand this one truth:
You’re not just placing ads. You’re guiding someone through a deeply human journey—often starting at a vulnerable or curious moment in their life.
That means marketing strategies must be built with more than KPIs in mind—they need to reflect empathy, expertise, and alignment.
Here’s what that looks like in practice:
- Educational Value Over Hype: Wellness consumers want to learn—not be pushed. Educational ads and content that inform, empower, and guide always perform better than overly promotional messaging.
- Nurturing Over Pressure: Especially in services like mental health, therapy, or integrative medicine, your audience needs reassurance and care, not urgency and sales language.
- Community Over Competition: People crave connection. Brands that foster community through their ads, email campaigns, or social storytelling tend to see stronger retention and engagement.
- Clarity Over Complexity: Wellness can already feel overwhelming. Your marketing should offer simplicity, solutions, and grounded messaging—not jargon or noise.
Ultimately, your ad strategy should honor the unique emotional, spiritual, and physical needs of the people you serve. Because in wellness, your marketing isn’t just about generating leads—it’s about building relationships that heal.
And the best part? When you do it right, your advertising becomes an extension of your mission—not a distraction from it.
Google Ads: Intent-Driven, High-Conversion Potential
What Is Google Ads?
Google Ads is a powerful pay-per-click (PPC) platform where you bid on keywords that your potential clients are typing into Google Search, YouTube, and millions of websites within Google’s Display Network. It’s not about interruption—it’s about being exactly where your audience is looking, when they’re looking for you.
This is especially valuable in the wellness industry, where many people turn to Google when they’re in a moment of need or curiosity. Whether it’s someone searching for a “chiropractor open on Saturday NYC” or “natural anxiety treatment Brooklyn,” their intent is already there—you just have to meet them.
Why It Works for Wellness
Let’s say someone searches “best massage for back pain Manhattan.” That person isn’t casually browsing wellness content—they’re actively seeking help. Google Ads places your offer in front of them right when they’re most likely to take action.
The same applies for a user Googling “reiki energy healing near me.” They’ve already made the decision to try something holistic—they just need to choose where to go. That’s the beauty of intent-driven advertising: you’re not convincing someone to care about wellness—you’re showing up for the people who already do.
Strengths of Google Ads for Wellness Brands
- Precise Targeting: You can tailor your campaigns down to specific services, neighborhoods, and keyword combinations like “Prenatal Yoga Class Tribeca” or “Ayurvedic Nutritionist NYC.”
- Speed: If your goal is to fill appointments, get new leads, or launch a time-sensitive offer, Google Ads delivers almost immediate visibility.
- Scalability: Whether you’re a solo practitioner or an expanding wellness franchise, you can scale your campaigns up or down based on performance and budget.
- SEO Synergy: The data you gather from Google Ads—like which keywords convert—can directly inform your long-term SEO and content marketing strategy, creating a powerful feedback loop.
For brands running ongoing wellness campaigns NY, Google Ads serves as the perfect bottom-of-funnel partner to your organic marketing, catching traffic that’s ready to convert today.
Facebook Ads (Meta Ads): Visual, Emotional, and Community-Driven
What Are Facebook and Instagram Ads?
Meta’s ad platform (which powers both Facebook and Instagram) allows you to place highly targeted visual ads right inside people’s feeds, Stories, Reels, and the Explore tab. Rather than waiting for someone to search for you, Facebook Ads let you proactively find and engage people based on their interests, behaviors, location, and demographics.
For wellness brands, this is a dream come true. You can reach yoga enthusiasts, health-conscious moms, busy professionals interested in mindfulness, or anyone engaging with similar wellness content. Best of all, you can do it in a format that’s visually rich, emotionally engaging, and true to your brand vibe.
Why It Works for Wellness
Let’s face it—wellness is emotional. It’s also highly visual. People want to feel something when they see your content. That’s why Facebook and Instagram are perfect playgrounds for wellness marketing.
Your audience is already scrolling through their feeds to unwind, learn, and get inspired. When you show up with a calming breathwork video, a behind-the-scenes moment from your retreat, or a quick nutrition tip in a beautifully designed carousel, they don’t feel sold to—they feel seen.
Strengths of Facebook Ads for Wellness Brands
- Stunning Visual Formats: From relaxing spa footage to transformational before-and-after stories, you can use video, photo, and carousel formats to bring your wellness story to life.
- Perfect for Top-of-Funnel Awareness: If people don’t know your brand yet, Facebook is where they’ll discover you. It’s ideal for launching new products, building your email list, or telling your story.
- Retargeting Capabilities: With Meta Pixel installed on your site, you can retarget visitors who didn’t convert the first time, dramatically increasing your chances of turning interest into action.
- Community Growth: Wellness brands thrive on relationships, and Facebook gives you space to interact with your audience through comments, DMs, and group communities.
When your content is paired with authentic visuals from NY wellness content creators, your Facebook and Instagram ads become less about selling—and more about inspiring, connecting, and inviting people into your wellness ecosystem.
In short, Google Ads helps you capture demand, while Facebook Ads helps you create it. The magic happens when you learn to use both in harmony.
Budget Planning: What to Expect
Let’s talk about something every wellness business owner wonders when exploring paid ads: How much should I actually spend? The truth is, your budget should always align with your business goals, audience size, and campaign timeline—but we know that vague answers don’t help when you’re trying to plan intentionally. So here’s what we’ve seen work across various wellness sectors.
Wellness brands come in all shapes and sizes, from solo practitioners to fast-growing product-based companies. For smaller, local practices—like yoga studios, massage therapists, or nutritionists—budgets typically start between $500–$1,500/month, depending on how aggressive your goals are. A mid-size wellness brand that’s looking to scale might invest $2,000–$5,000/month to run both Facebook and Google campaigns. If you’re running a nationwide ecommerce supplement brand or trying to sell out a luxury retreat, you’ll likely need to invest $10,000/month or more to fully support performance at scale.
Here’s a quick look at average cost-per-click (CPC) benchmarks in the wellness space:
- Google Ads (Wellness Keywords): $1.50–$5.00
- Facebook Ads (Wellness Interest Targeting): $0.50–$2.00
Keep in mind: CPC is just one piece of the puzzle. Real ROI depends on your funnel, your creative, and your audience’s readiness to take action. Even a small campaign can outperform a large one if it’s well-strategized. That’s why we always emphasize testing, optimizing, and refining your ads based on data—not just dumping money into clicks and hoping for the best.
If you’re unsure how to break down or allocate your ad spend, we’ve got you. Our Digital Wellness Services in New York include custom budget planning, ROI forecasting, and campaign architecture tailored to your specific business stage and goals. Whether you’re spending $1,000 or $100,000, we’ll help you make every dollar work smarter for your wellness mission.
Mistakes Wellness Brands Should Avoid
❌ Using Generic Ad Copy
“Wellness that works” or “Feel better today” isn’t going to cut through. Use specific outcomes and language that resonates emotionally.
❌ Skipping Mobile Optimization
Over 80% of Facebook traffic is mobile. If your site loads slowly or your booking form is clunky, you’re losing leads.
❌ Failing to Retarget
Most users need 5–8 touchpoints before converting. Retargeting (especially with Facebook) is crucial for ROI.
❌ Not Tracking Conversions Properly
Too many brands spend thousands without clear conversion tracking. Use UTM parameters, pixels, and goals set in Google Analytics to monitor success.
Trends in Wellness Advertising (2025 and Beyond)
Stay ahead of the curve by embracing these advertising trends:
1. Video Dominance
Short-form videos are outperforming static images in nearly every ad category. Consider investing in simple wellness tips, behind-the-scenes moments, or transformation journeys.
2. Privacy-First Marketing
iOS updates and privacy laws mean less user data for retargeting. Use email capture early in your funnel to maintain contact.
3. Community-Based Campaigns
Ads that link to wellness groups, live streams, or challenge-based programs are seeing strong engagement.
4. Local Search Integration
For brick-and-mortar wellness businesses, Google’s Local Service Ads are growing. Learn more from Google’s official guide.
AQs: What Wellness Brands Ask Most About Ads
Is one platform cheaper than the other?
Generally, Facebook Ads have a lower cost-per-click (CPC), which can make them appear more affordable upfront. However, Google Ads often lead to higher conversion rates due to their intent-based nature. The right choice depends on your goals, funnel setup, and the buying behavior of your audience. For best results, we often recommend using both platforms strategically.
How long does it take to see results?
Google Ads can start driving leads within days—especially if your offer is strong and your targeting is accurate. Facebook Ads usually require more time to test creatives, build audiences, and optimize performance. We typically recommend giving any campaign at least 90 days to fully mature and deliver consistent ROI.
Can I run ads myself?
You can, but we don’t recommend it if you’re serious about results. Platforms like Google and Meta are powerful, but they’re also complex. Without proper setup, testing, creative strategy, and tracking, it’s easy to burn through your budget with little to show for it. Working with an experienced NY wellness PR agency ensures you make informed decisions and get the most from your investment.
Should I use the same creatives on both platforms?
Not exactly. Facebook and Instagram thrive on visuals—short videos, testimonials, carousels, and branded imagery. Google Ads are more text-driven, requiring clear, keyword-optimized headlines and descriptions. It’s important to tailor your content to the platform and how your audience interacts with it.
What’s the ideal campaign duration?
Three months is typically the sweet spot to see meaningful data and results. Month one is about learning and testing; month two is for optimization; month three is when momentum builds. For long-term wellness campaigns or recurring services, running ads year-round with seasonal adjustments often brings the best ROI.
What budget should I start with?
A good starting point for most wellness businesses is $1,500–$3,000 per month, split between platforms based on your goals. Higher budgets allow for faster learning and greater reach, but even modest investments can drive results if your targeting and creative are dialed in.
Do ads work for local wellness services?
Absolutely. Google Ads are especially effective for local search (e.g., “acupuncture near me”), and Facebook Ads offer geo-targeting and localized content that resonates. If you’re a spa, therapist, fitness studio, or health clinic serving a specific area, paid ads can help you show up exactly where your audience is searching or scrolling.
What types of offers convert best?
Wellness brands tend to see high conversion with offers like free consultations, downloadable guides, limited-time promos, quizzes (e.g., “What’s Your Wellness Type?”), or discounts on first purchases. The key is matching the offer to where your audience is in their decision-making journey.
Will ads help grow my email list?
Yes! Facebook lead forms and landing page-based campaigns are both excellent tools for list-building. Growing your list means growing your owned audience—so you’re not always dependent on paid reach to stay top of mind.
What if my business is very niche?
Even better. Niche wellness services often perform well because they serve highly specific needs. With proper targeting on Facebook or keyword research on Google, we can connect you with people already looking for exactly what you provide.
How do I know if my ads are working?
We track metrics like click-through rates (CTR), cost-per-click (CPC), cost-per-lead (CPL), and return on ad spend (ROAS). But beyond that, we also look at qualitative feedback, engagement, and how your ads support your broader business goals. Our team provides weekly reporting and strategic insight so you’re always informed and empowered
Summary: When to Use Google Ads vs. Facebook Ads
| Scenario | Best Platform |
| Urgent service searches (e.g., therapy, massage) | Google Ads |
| Building brand awareness | Facebook Ads |
| Promoting a new product line | Facebook/Instagram |
| Capturing high-intent local leads | Google Ads |
| Showcasing transformation stories | Facebook Ads |
| Retargeting non-converting site visitors | Both |
| Scaling ecommerce wellness sales | Both |
| Filling up a retreat or event | Facebook Ads with event targeting |
Ready to Launch Smarter Wellness Ads?
Paid advertising doesn’t have to feel like throwing money into the void. With the right strategy, it becomes a lever for growth—and a powerful way to share your message with those who truly need it.
At Maca Strategist, we specialize in helping brands like yours thrive in New York’s competitive wellness space. From fitness and mindfulness to nutrition and holistic therapy, we build ad strategies that feel good and perform well.
We’ll help you choose the right platform, build campaigns rooted in your mission, and make sense of the metrics along the way.
Whether you’re just getting started or scaling an established brand, let’s work together to bring your vision to life—ethically, effectively, and with heart.
👉 Want to talk through a campaign? Let’s schedule a call and align your wellness brand with a high-converting NY Wellness Advertising with Maca Strategist strategy.
Our team is ready to meet you wherever you are—whether you need help clarifying your brand voice, mapping out a full sales funnel, or simply figuring out where to start. We understand that every wellness business is unique, and our job is to craft a marketing approach that reflects your values, honors your clients, and drives real results.
Let’s transform your marketing into a growth engine that supports not only your business—but the lives you’re here to impact. Because when your message reaches the right people, everyone benefits.
