Google Ads vs. Social Media Ads: Which One Works Best for Salons?
Not sure whether to invest in Google Ads or social media advertising for your salon? Here's a breakdown of the pros, cons, and some advice as to which platform will deliver the best results for your business.
If you're a salon owner looking to grow your client base, you've probably asked the big question: ‘Should I be running Google Ads or social media ads?’
Both platforms can drive real results, but they work in very different ways. Knowing which one suits your goals, services, budget and target client base can help you avoid wasted ad spend and get the highest yield on your investment.
So let’s break it down.
The Basics: What’s the Difference?
Google Ads (Search & Display):
Appear when someone searches for a keyword, like “laser hair removal near me” or “best facial in [specific city]”
Great for high-intent leads (people ready to book) and gaining new clients
You pay per click (PPC) and bid on keywords. For more information on the budgetary and campaign elements of Google Ads, check out our previous blog Salon Marketing Agency Ireland and Australia.
Social Media Ads (Meta, Instagram, TikTok, etc.):
Appear in users’ feeds based on interests, behaviours, and demographics
Great for building brand awareness, retargeting, and showcasing visuals
You pay per impression or action (e.g., clicks, views, leads)
When Google Ads Work Best for Salons
Clients Ready to Book: Someone searching “lip filler near me” is already in buying mode. With the right targeting and landing page, Google Ads can capture these high-converting leads.
Location-Based Searches: If your salon depends on local traffic, Google Ads are ideal for targeting people in your area with specific services.
Time-Sensitive Offers: Think about marketing such as “Book your summer skin package now.” With Google Ads, you can appear at the exact moment someone is searching for a solution.
Downside? You’re paying for every click, and some keywords can be competitive and pricey.
When Social Media Ads Work Best for Salons
Building Trust and Awareness: People may not know they want a skin treatment until they see your gorgeous before-and-afters on Instagram. Social ads help you build a connection and brand presence.
Visual Services: If you offer highly visual treatments such as brows, lashes, injectables, or skin peels, social media ads let you show off results, behind-the-scenes content, and testimonials.
Promotions & Lead Gen: Need to fill your books fast or launch a new treatment? Social media ads are perfect for time-sensitive campaigns with strong creative elements.
Downside? Leads can be colder and may need nurturing before booking.
Which Ads Platform Is Best for Your Goal?
Your Goal: Get more bookings fast
→ Best Option: Google Ads
Your Goal: Build brand awareness
→ Best Option: Social Media Ads
Your Goal: Showcase visuals and results
→ Best Option: Social Media Ads
Your Goal: Capture high-intent traffic
→ Best Option: Google Ads
Your Goal: Launch or promote a new service
→ Best Option: Both (Google for traffic, Social for buzz)
Pro Tip: Combine Both for Maximum Impact
Here’s a winning strategy we often use for our Glow Up Marketing clients:
Run Google Ads to capture people actively searching for your treatments.
Use Social Ads to retarget those who visit your website or follow your Instagram.
Nurture with Email to convert warm leads into paying clients.
This “multi-channel” approach builds awareness and drives bookings.
Final Thoughts: Choose the Platform That Matches Your Goals
There’s no one-size-fits-all when it comes to advertising. The key is knowing what you want from your ads and matching your strategy to your audience’s journey. Understanding your key client base and demographic will be crucial here.
If you’re still not sure where to start, or want expert help managing your online ad campaigns, check out my available packages here Glow Up Marketing - Salon Websites, Salon Marketing and Digital Marketing For Salons.
The return of this package is client verified and will help transform your business profitability! We create strategies that work together to get you booked out, without wasting your ad budget.