Google Ads vs. Geofencing Display Ads: What Works Best to Reach Women Considering Abortion?

When it comes to digital marketing strategies for reaching women who are exploring their pregnancy options and considering abortion, it's critical to choose the most effective tools for both visibility and conversion. While general geofencing and display ads could help build brand awareness, the most up-to-date pro-life research proves that Google Ads consistently outperform them when the goal is to drive true conversions and generate contacts.

Let’s break down the key differences and why Google Ads should be your top choice when trying to reach this specific audience at a critical decision-making moment. If you are still on the fence about what strategy is best for your center at this time, we’re happy to talk with you and make a strategic plan that fits your needs and your budget.

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1. Intent Matters: Google Ads Capture Active Searchers

Google Ads appear when someone is actively searching for something. That means your ad is showing up in the moment of need, when a woman might be typing in searches like:

• “Due date calculator?”

• “Abortion clinics near me”

• “Abortion pills online”

• “How soon can I take a pregnancy test?”

This is intent-based marketing as well as reactionary marketing, which can reach someone the moment they are focused on making a decision. You're not just hoping someone sees your message—you're meeting them where they already are, at the exact time they're seeking answers.

In contrast, geofencing and display ads are more often awareness-focused advertising and involve increasing visibility in specific locations or among specific demographics. They show up based on where someone goes (like near a college campus or clinic) or what websites they visit. These are often helpful for awareness, and some can reach active decision-makers, but they don’t tap into real-time, high-intent behavior.

2. Better Conversions with Google Ads

Because Paid Search Ads meet users in a decision mindset who are actively looking for solutions, the conversion rates are significantly higher. Studies consistently show that users who click on search ads are more likely to:

• Fill out a form

• Schedule an appointment

• Call your center

• Visit your location

This is especially true for younger audiences, including college-age women who prefer self-directed digital research before taking action. Google Ads enables you to create landing pages that are mobile-optimized, relevant, and emotionally resonant, improving trust and increasing follow-through. 

With display or geofencing ads, the person may or may not be thinking about pregnancy at the time they see your message. Even if they are, the ad is interruptive rather than helpful. And that shows in the results—conversion rates from general display ads tend to be much lower.

The data reflects that from sources like the Pro-Life Marketing Ethics Council, the Vitae Foundation, and our own. 

3. Cost-Effective Targeting

While geofencing sounds precise—and it can be—it often requires broad targeting to generate traffic, which means you’re paying for impressions from people who aren’t actively looking for help.

Google Ads allows you to narrow your spend to specific keywords, search phrases, and even emotional triggers. You can control the message, the audience, the timing, and the landing experience. This ensures every dollar spent is working harder to reach a woman who is truly in need and ready to act.

4. Custom Messaging and Emotional Connection

Google search ads allow for very specific, sensitive, and well-crafted language. You can tailor ad copy for terms like:

• “Are Abortion Pills Safe?”

• “Free Pregnancy Testing”

• “$0 Nurse Consultations”

This creates a compassionate connection right from the first click. You’re not just showing an image or a banner—you’re speaking to her thoughts and fears directly, in her words.

5. Mobile-First Advantage

According to Statista reports for the 18–24 age demographic, 79% of internet use is via mobile, 19% on desktop, and 2% on tablets. (Some pro-life data suggests up to 90% of abortion searches on Google are on their phones.) Google Ads are built for mobile, allowing immediate click-to-call or appointment scheduling features. Geofencing and display ads often rely on retargeting later or leading users to less-optimized landing pages.

Final Thoughts: Use Display for Awareness, Google Ads for Action

If your goal is general brand awareness—like increasing visibility among students near a campus—geofencing and display ads (as well as social media marketing) still have value. They can introduce your brand and keep your message in the mix. They can also help you reach individuals who have already ordered abortion pills online, have booked an appointment elsewhere, or have not searched for options or services on Google. Brand awareness is still an important marketing strategy for a pregnancy center; however, we do not recommend a large percentage of your budget or choosing a method with a lower conversion rate if you can’t do both.

If your goal is to have a real conversation, book an appointment, or help a woman choose life, then investing in Google (SEO and Paid Search Ads) is almost always your best conversion strategy.

Need help running Google Ads that convert? Whether you’re a pregnancy center, advocacy group, or pro-life health clinic, the right strategy can change lives. Let’s talk about how to make that happen. Contact us today to learn more.