MED SPA
Paid media for med spas and aesthetics practices.
Med spa advertising is a creative and offer problem far more than a targeting one. In most metros the same treatments are being advertised to the same audience by a dozen practices, so what differentiates is the offer, the speed of follow-up, and how quickly new creative arrives.
HOW BUYERS BEHAVE
What search looks like in this vertical.
Demand is discretionary and largely created rather than captured, which pushes budget toward paid social and makes creative the main variable. Buyers compare on price when nothing else is offered to compare on, and they book with whoever responds first - follow-up measured in minutes materially changes booking rates. Treatment values differ enormously, so a blended cost per lead is close to meaningless.
CAMPAIGN STRUCTURE
How we build the account.
- Treatment-level campaigns
- Injectables, body contouring and laser have different values and different buyers. A blended target hides which one is paying for the others.
- Search for capture, social for creation
- Search takes people already looking for a treatment; social creates the interest. They get different budgets and different success measures.
- Creative testing queue
- A running queue with a fixed cadence, because in this vertical creative fatigues in weeks rather than quarters.
- Offer architecture
- Offers designed to attract a first treatment without training the market to wait for a discount.
WASTE PATTERNS
Where the money goes in accounts we audit.
- One blended cost-per-lead target across treatments worth very different amounts.
- Discount-led creative that fills the calendar with single-visit shoppers.
- Creative left running past the point where frequency has climbed and cost per result has drifted.
- Lead forms with no qualifying question, producing volume that intake cannot convert.
- At-home, DIY and price-comparison searches absorbing search budget.
WHAT WE REPORT
The numbers that decide whether this worked.
- Cost per booked consultation
- Ad spend divided by consultations actually scheduled, per treatment category and date range.
- Consultation-to-treatment rate
- Share of consultations that convert to a paid treatment, recorded in the CRM.
- Creative fatigue signal
- Frequency alongside cost-per-result trend for each active concept.
- Speed to first contact
- Median time from lead submission to first human contact attempt.
WHAT WE HEAR
The objections, answered.
“Our leads are cheap but they never book.”
Cheap leads in this vertical usually mean the ask was too easy or the offer attracted price shoppers. The fix is a harder ask and feeding booking outcomes back to the platform.
“We do not have time to produce new creative constantly.”
Then the plan has to match that capacity. We pace budget to creative supply rather than scaling into fatigue, and repurposing existing footage goes further than most practices expect.
FAQ
Questions from med spa businesses.
Google or Meta for a med spa?
Usually both, doing different jobs. Search captures people already looking for a treatment and converts at a higher rate on a smaller pool. Social creates demand and scales further, at lower lead quality unless the offer and follow-up are tight.
Do discount offers work?
They work for volume and can work badly for retention, because a discount-led first visit attracts people shopping for discounts. Where they earn their place, it is usually as an introduction to a treatment with a clear next step, not as a standing price position.
How fast do we need to follow up?
Faster than feels necessary. This is a comparison-shopping vertical, and the practice that responds first is frequently the one that books, which makes intake speed part of the campaign rather than an operational detail.
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