That difference matters. A campaign built for form fills will find you people who fill in forms. A campaign built for booked consults finds fewer of them, and fills the calendar.
Which treatments are worth advertising
Not all of them. The treatments that pay back a click share three things: high margin, clear intent, and a client who decides alone.
Injectables
Botox, filler, biostimulators. High intent, and they repeat on a cycle. The client is usually choosing between clinics, not deciding whether to go.
Laser and body contouring
A higher price and a longer decision. These are the treatments where before and after images do the most work.
Packages and memberships
Worth advertising because they change the economics: the first booking starts a relationship, not a one-off sale.
Introductory offers
Introductory offers work, but they are easy to misuse. An offer that only attracts people who never return costs more than the empty slot did.
Set the budget against what a client is worth over a year of repeat treatments, not against the first appointment. Injectables especially are repeat revenue that looks like a one-off purchase.
The channels, and what each is for
Google Ads on treatment searches
This reaches the client who wants a treatment now, typing its name and a city. Clicks are expensive in aesthetics. But it is one of the few channels you can switch on this week.
Instagram and Meta
Instagram and Meta ads reach people who weren't searching yet, which is something search can't do. For med spas that matters, because aesthetics is visual and social. Before and after images can carry these ads, but Meta adds its own rules on top of the ones for your site's galleries. Its ad standards require cosmetic procedure ads to target people 18 or older, and they bar copy that suggests something is wrong with how a person looks.
Retargeting
Retargeting shows ads to people who have already visited your site. Someone who read the Botox page and didn't book is often the cheapest booking you can get. Retarget by treatment, so the ad matches what they actually looked at.
Landing pages matched to the ad
A filler ad that sends people to the home page wastes the click. Each campaign gets its own page, with booking on it. That page names the treatment, the price range, the injector and the next open slot.
Call and booking tracking
Inquiries arrive by phone, by form and by direct booking, often after hours. Without tracking, spend gets moved on guesswork.
Paid against organic
For a med spa, paid ads answer how the calendar fills this month. Med spa SEO, the organic or unpaid side, answers how the clinic stops paying per client in two years.
We ran both together for a cryotherapy studio near Seattle. While the organic work was building, its Google Ads click through rate went from 0.13 percent in Q4 2023 to 4.64 percent in Q3 2026. Click through rate is the share of people who see an ad and click it. That is part of the case for running both as one program. The ads and the unpaid listings compete for the same searches. Split them across two vendors, and nobody answers for the total.
What gets reported
Cost per booked consult, not cost per inquiry. Bookings by treatment. What each channel added. And whether total inquiries went up, not just one channel's conversion count on its own.
Ad spend goes straight to the platform, not through us.
Questions med spa owners ask about advertising
How much should a med spa spend on advertising?
A med spa should set its advertising budget against what a client is worth over a year of repeat treatments, not the first visit. Start with the treatments that pay back a click, such as injectables and body contouring. Ad spend is paid to Google or Meta directly. Our pricing page explains what moves the cost of running the campaigns.
How much does Google Ads cost for a med spa?
Google Ads costs for a med spa vary by treatment, market and competition, because each click is priced in an auction. Clicks in aesthetics are expensive. The cost per lead then depends on the landing page and on how many inquiries book. That is why the number to watch is cost per booked consult, not cost per click.
Is Google Ads worth it for a med spa?
Google Ads is worth it for a med spa when campaigns target treatments with high margin and clear intent. It is one of the few channels that can fill next week's gaps. Med spa lead generation stops paying off when it is judged on form fills, or when ads send people to the home page instead of a matched landing page.
How can a med spa get more clients from advertising?
The med spa advertising ideas that work are specific ones. Run Google Ads on treatment searches. Use Instagram and Meta to reach people who weren't searching yet, with before and after images kept within the advertising rules. Retarget visitors by the treatment they viewed. And send each ad to its own landing page with booking on it.
Google reviews
What clients say
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Real estate agency, Sint Maarten
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Real estate agency, Thailand
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Business client
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Wei
Real estate agent, Sint Maarten
I can't recommend Kihan Marketing highly enough. Kiran and his team truly went above and beyond in helping me with both my social media and my website, and the results speak for themselves.
Shelley
Cryotherapy studio near Seattle
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