Stop Guessing Your Budget: The Definitive Facebook vs Google Ads ROI Guide for UK Dentists (2025 Data)
The Facebook vs Google Ads Dilemma (And Why It Matters More Than Ever)
Table of Contents
Understanding Facebook vs Google Ads in a Dental Context
Here’s a simple truth: Facebook and Google Ads work in completely different ways. Understanding that is half the battle.Think of Google Ads as your answer engine, showing up the moment someone’s looking for a dentist like you. Someone searches “Invisalign near me” or “emergency dentist open now”, and your practice shows up right when they need help. It’s high intent, low funnel, and these patients are usually ready to take action. Now compare that with Facebook Ads, which act more like an “awareness engine”. You’re appearing in someone’s feed while they’re scrolling, not searching. You’re sparking interest, not fulfilling demand. It’s lower intent, top of funnel, and relies on strong visuals, messaging and timing. The key difference? Both platforms work brilliantly, just for different goals, and at different costs, so let’s explore that further.
What Does the UK Data Say? (Wise Dental Marketing Insights, 2025)
These figures are based on aggregated performance data from over 200 UK dental campaigns managed by the Wise Dental Marketing team. The data has been pulled from our Ahrefs, SEMRUSH & Google Keyword Planner tools combined with industry-wide benchmarks from Google Ads, Meta Ads, and third-party research tools.
Google Ads
Average CPC (cost per click) for dental searches, such as “teeth implants London” or “Invisalign near me”, typically ranges between £4.50–£6.80, depending on treatment type and competition.
Conversion Rate: Roughly 7–10% click-to-lead across the UK dental industry in 2025.
Facebook Ads
Average CPL (cost per lead) for general or cosmetic dentistry campaigns sits between £3–£7, though lead quality varies.
Conversion Rate: Usually 3–6%, depending heavily on creative quality and audience targeting.
Data aggregated and analysed by the Wise Dental Marketing team using live campaign performance across UK dental practices (2023–2025), combined with benchmark insights from Google Ads, Meta Ads, Ahrefs, and industry-wide advertising reports.
So yes, Google clicks cost more, but they’re often worth more. When patients are actively searching for treatments like implants or Invisalign, they’re far more likely to convert.
Which Platform Works Better for High-Ticket Dental Treatments?
For high-value treatments such as: implants, veneers and smile makeovers, Google Ads is usually the stronger performer.
Why? Because those patients are already deep in their decision-making process. They’re researching, comparing, and ready to book when they find the right practice.
When we ran ads in Manchester for ‘All-on-4 dental implants’, the average CPC was around £6.40, which sounds high, but the campaign consistently delivered patients for under £300 each, with an average treatment value over £4,000. Which is an outstanding return (if we do say so ourselves).
However, Facebook can still play a role, especially for storytelling, testimonial videos or open-day offers, but it tends to require more nurturing, faster follow-up, and tighter admin systems to stop leads from slipping away.
What About Facebook Ads for Everyday Dentistry?
Not every patient is searching for implants or Invisalign. Most are simply looking for a friendly, local practice they can trust with their check-ups, hygiene visits, or whitening. That’s where Facebook Ads really earn their place.
Unlike Google, where patients are already looking for something specific, Facebook lets you create demand, by staying top of mind and building familiarity before people even start searching. It’s less about instant conversions and more about planting the seed.
Facebook works when:
You’re telling stories, team intros, transformations, behind-the-scenes clips
You’re offering something light, free consultations, whitening discounts, or giveaways
You’re building trust within your local community
Just remember: Facebook leads need fast follow-up. Wait 24 hours to call, and half (or more from our experience) of them will have gone cold.
So, What Should a Dental Practice Spend, and Where?
Here’s a straightforward way to think about your ad budget:
Private clinics targeting high-value treatments
Focus primarily on Google Ads, and use Facebook for retargeting or promoting open days.
NHS or general practices
Lead with Facebook Ads, particularly in less competitive postcodes where brand recognition makes a difference.
The truth is, your best results come when you use both platforms together.
For example:
Google drives people searching “emergency dentist near me”
Facebook retargets them later with a testimonial video or offer
Your CRM captures their details and books them in.
That’s how you create a complete patient journey that actually converts.
The Patient Funnel in 2025: From Scroll to Booking
Today’s patient journey isn’t a straight line, it’s a loop. Here’s how it often looks:
They see a Facebook ad whilst scrolling, seeing what Sarah had for her Sunday roast at the weekend and see a “Free Invisalign consultation”
They click through, visit your website, but don’t book yet
A week later, they Google “Invisalign price near me”
Your Google Ad appears, and this time, they book
You needed both touchpoints. And both needed to be connected.
Mini-action:
If you’re only running one platform, check your analytics. Are visitors converting? If not, add retargeting from the other platform to close the gap.
What ROI Should You Expect from Facebook and Google in 2025? (Realistic, Profit-Based)
General Dentistry ROI (The Real Numbers Practices Should Know)
Many marketing articles quote “2–3× returns” for general dentistry, but that’s based on revenue, not profit.
A typical new patient is worth around £300 on their first visit, but after the 50/50 associate split, materials, nurse time and surgery costs, the practice keeps closer to £90–£120 profit. With a typical CPA of £100–£150, general dentistry rarely produces a big return immediately.
The real ROI comes from retention and lifetime value, patients returning for check-ups, hygiene, and eventually cosmetic or restorative work. Over 12–24 months, that’s where practices see 3–7× returns, not on day one.
Implants & Invisalign ROI (The Realistic, Profit-Based View)
Implant and Invisalign campaigns do generate strong returns, but only when you calculate them based on profit, not just headline treatment value.
Typical Patient Value: £2,000–£4,000+
After factoring in:
40–50% associate split
Lab fees and implant supplier (varies on location and supplier or if you have an in-house lab) (£150–£600 for Invisalign, £250–£1,000 for implants)
Materials & surgery time
CBCT scans, reviews, nurse support
Real profit to the practice:
Invisalign: ~£700–£1,200 per case
Implants: ~£1,000–£1,800 per case (per implant) (assuming the implant doesn’t fail)
Typical CPA (Cost per acquisition): £250–£400
True ROI (Profit-based):
3–6× for Invisalign
4–8×+ for implants
(Higher in competitive areas where case values rise)
These are realistic, sustainable ROI figures, not inflated revenue-based numbers agencies often quote. A practice owner’s pet hate is when their marketing agency sees 5 leads for £4000 invisalign and say ‘well that’s £20,000 right there!’.
Common Mistakes Dental Practices Make (and How to Avoid Them)
Let’s call out a few repeat offenders:
Running Facebook Ads without a follow-up system. Leads are cheap (if you’re running the right strategies), but they vanish fast if your team doesn’t respond within the hour.
Sending Google traffic to your homepage. That’s like serving a Michelin meal in a paper bag (which is never a good look – and I’m proud of this analogy). Always use tailored landing pages, which (luckily for you) we’re experts on.
Trying to run premium treatments on tiny budgets. For example, £300 a month won’t get far in central London. Match your spend to your goals and your area!
Not connecting your platforms. Facebook, Google, your CRM, and your website must all work together, otherwise, you’ll lose leads.
Mini-action:
Pick one of the above, fix it this week, and monitor the impact.
Final Thoughts: What’s the Smartest Move?
Here’s the reality: it’s never about Facebook vs Google, it’s about strategy, timing, and intent.
When used together, these platforms don’t compete, they compound. Google captures the moment someone’s ready to act, and Facebook keeps your brand top of mind until they are. If your campaigns haven’t delivered before, it’s rarely the platform’s fault, it’s how the journey’s been connected. Once you get that right, your ads stop feeling like “marketing” and start feeling like momentum.
If you’d like help mapping your ad spend across both platforms, we can show you exactly how to get more enquiries without wasting budget.
Frequently Asked Questions
How much should a dental practice spend on paid ads if they have't before?
What’s the best platform to start with?
What’s a realistic cost per lead (CPL) for dentists in 2025?
Do Facebook leads actually convert?
Should we send Google Ads traffic to our homepage?
How do we know if our ads are working?
Does a dental practice need a CRM?
Author
Leah Standen
I’m Leah-Mae Standen, Socials Manager at Wise Agency, where I specialise in taking dental socials from 0–100 and building advertising campaigns that actually convert. I help dental practices across the UK grow their online presence, attract new patients, and turn engagement into booked appointments through data-driven, creative marketing.