They do different jobs. Google ads catch people already searching for a gym near them, so intent is high but volume is limited to what people search. Facebook and Instagram ads reach people who are not searching yet, with an offer that gets them to start. For most gyms and studios we work with, Meta is the starting point and Google adds the ready-to-join searchers.
What Google ads are good at
Someone typing "gym near me" or "personal trainer near me" is already looking. Google ads put you at the top of those searches, targeted to a radius around your gym. The tradeoff is that you can only reach as many people as are searching.
What Facebook and Instagram ads are good at
Meta ads reach people who are not searching yet but would join with the right offer. They work especially well for specific programs aimed at a specific person, like a training program for women 50+, because the ad can show someone like her and speak to how she feels.
When to run both
Run both once your offer converts and your follow-up is fast. Meta builds demand, Google captures the people already looking, and together they cover both sides.
What both need to work
- A landing page that matches the ad and asks for one clear action.
- Tracking that ties every call and form fill back to the campaign that produced it.
- Fast follow-up on every lead, by text and email within minutes.