PPC for med spas
In aesthetics the platforms decide what you may say and the offer decides whether any of it pays. Most accounts get the first part wrong and never examine the second.
Advertising rules shape the creative; the offer decides the economics
This is a restricted category and the restrictions move. What may be claimed, which imagery is permitted, how before-and-after results can be shown, and which product names can appear in an ad are all governed by policies that change without much notice, and an account built entirely on the most persuasive creative can lose it overnight. Building for that from the start — compliant copy, landing pages carrying the proof the ads cannot — is cheaper than rebuilding after a disapproval.
The larger and quieter problem is the offer. An introductory price fills a calendar and can lose money on every appointment if nothing follows it. The number that matters is not the cost of a booked consultation; it is what a patient acquired through that offer is worth across the following year. Accounts that are judged on bookings tend to look excellent and perform poorly, and the gap between those two facts is usually the entire marketing budget.
- RulesCompliant ad copy, with the proof carried by the landing page instead
- OfferAn introductory price built to lead somewhere, not to fill a Tuesday
- MatchOne treatment, one campaign, one landing page — never a general services page
- ValueMeasured on twelve-month patient value, not on cost per booking
From our audit playbook. Client results on the case studies page.
How we run Google Ads for med spas
Campaigns built per treatment
Injectables, lasers, body contouring and skin treatments have different patient values, different competition and different seasonality. Each deserves its own campaign and its own landing page describing that treatment, because a search for one specific procedure sent to a general services page converts at a fraction of the rate.
Creative that will survive policy review
Copy written to be approvable, with the persuasive material — results, credentials, detail — carried on your own pages where you control the rules. It is a slower way to build an account and a considerably more durable one.
Offers designed with the second visit in mind
What the introductory price is, what it leads to, who presents that path, and what proportion of those patients return. If nobody has measured that, the offer is not a marketing decision yet, and no amount of bid optimization will fix it.
Measured to revenue, not to bookings
Consultations tracked through to treatments and to twelve-month value, by campaign. In a category where one patient can be worth a great deal over a year and another worth a single discounted session, cost per booking is close to meaningless on its own.
Ads for the launch; pages for the proof
A new device, a slow season or a new location all justify paid search, and treatment searches convert well when the landing page matches the query exactly. But the platforms limit precisely what is most persuasive in aesthetics, while your own pages can carry results, credentials and detail without restriction and keep ranking after the campaign ends. Run both, use ads for what needs to happen this month, and let earned visibility take over the treatments where you have built proof.
SEO for med spas, explained the same way Or read the plain SEO vs PPC comparison
Med spa PPC, answered plainly
Can we advertise before-and-after photographs?
Not freely, and the rules differ by platform and change periodically. The workable approach is compliant advertising that sends people to your own pages, where results can be shown properly with consent and context. Building the account this way from the start avoids losing your best creative to a policy update.
What should we expect to pay for a consultation booking?
It varies widely by treatment and market, and the number on its own will mislead you. A body contouring consultation and a filler inquiry can differ by an order of magnitude in both cost and value. Measure cost per booking by treatment, then measure what those patients are worth over a year.
Do introductory offers work?
They fill calendars reliably and they build a practice only when there is a deliberate path from the first appointment to ongoing treatment. Without that path, an offer is a way of buying discounted single visits at full acquisition cost, which is a slow and expensive way to stay the same size.
Should we advertise a new device immediately?
It is the best moment you will get. Competition is thin, the search terms are new, and the organic pages that will eventually own those searches have not been written by anybody yet. Launch the ads and the page at the same time so that one hands over to the other.
How do we avoid attracting only discount seekers?
By advertising treatments rather than discounts wherever possible, by naming a starting price rather than only a promotion, and by measuring twelve-month value rather than bookings. Accounts optimized purely for cheap consultations reliably produce patients who only ever buy the cheap thing.
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