Google Ads catches the aesthetic clinic patient at a different moment than Meta — someone actively searching "HIFU Klang Valley" or "filler consultation KL" already has treatment intent, and the ad is competing on trust signals and offer clarity rather than interrupting a scroll. The harder problem is Google's own healthcare advertiser policy layer, which sits on top of KKM/MOH rules and has its own separate way of getting campaigns suspended — restricted terms, certification requirements, and automated review triggers that surprise clinics running their first account.
Most of the accounts we run pair Google Search for bottom-of-funnel, treatment-specific intent with Meta for the awareness and consideration stages — see the comparison below for how we typically split budget between the two.