03/10/2026
Google vs facebook for paid ads: here’s what I know for a fact, esthetician edition:
Google ads are known to be high converting advertising style, Facebook is said to be awareness focused advertising. It’s been widely accepted that For Google ads, the focus is not awareness, it’s straight sales. What does that mean? That means that when the customer is ready to make a purchase, they go to Google. If said customer sees an ad, it will more likely convert into a sale because the customer is already actively looking for the service.
So, pretend your company is a new business. A new business may not have Much awareness, so if you’re running a Google ad, meeting the 3% of people who are ready to buy, this means your offer needs to be sweet enough to pivot the customer into your value latter with very little prior awareness. What does this mean for your landing page? This means that the landing page must hit the exact key points that your customer will find the most interesting during decision making. That landing page is your one and only chance to build trust, and convert the buyer into your value latter, when they have literally never heard of you before.
How does this affect you?
This is because the person you are booking from the Google ad, has never seen you, does not know you, and is actively looking for a service they’ve more than likely already researched prior to entering buying mode(3%) mode.
This means you never had a chance to introduce yourself, if this was a first date, think of it as going from a swipe right, and landing straight into 3rd base. The chance of that relationship being a solid one are slim to none.
Now let’s talk about nurture based ads. This is your social media ads.
You“ll meet 94% of customers here, out of this 94%, 40% are aware they need your service, and are hunting. This is your best space for gathering the customer. Because you’re cultivating your own 3%, and they aren’t just one night stands, they are people who know you, know your value, trust you, and when the time is right, they choose you, not because you ran a killer sale, but because they know with you, they are in the best hands. Here’s where we go from a commodity, to a trusted provider. Here’s where brands are built, and where the customer commits.
The science behind this is to set up an ad strategy that brings a consistent amount of leads for your business. This in turn will give you predictable sales growth.
This is why KemSkin is an all in one for solo estheticians. We perfect this strategy with you, and for you, and deliver predictable results, and branding that speaks to your audience.
Schedule a call with a KemSkin expert to learn more about the total package we have for your esthetics practice.
