PPC for med spas, built for bookings not clicks.

Med spa PPC sits at the intersection of three things that make paid media hard: high-LTV treatments that justify aggressive bids, hyper-local search intent that rewards a real Google Business Profile, and Google's restrictive healthcare and beauty ad policies that will disapprove creative that would fly in any other vertical. Copy a Shopify beauty brand's playbook and you will get suspended by week two.

The winning approach is boring on purpose: campaign structure organized by treatment line rather than by keyword grab-bag, ad copy that stays inside Google's policies for cosmetic procedures and injectables, landing pages that lead with credentials and pricing transparency, and a booking system that lets someone reserve a consultation slot on their phone in under sixty seconds.

One campaign per treatment line, not one campaign for the whole spa. Each campaign has its own daily budget, its own bidding strategy, its own ad copy, and its own landing page. That is the only way to see which services are profitable and which are just eating budget.

Inside each campaign, we separate branded queries from non-branded, general terms from high-intent modifiers like "near me" and "price", and always exclude the shopping-around junk (free, cheap, DIY, at-home) that burns dental and med spa budgets more than any other vertical. Search Ads carry the core spend. Performance Max gets added once conversion volume is high enough to feed the algorithm real data. We do not run PMax on a starving campaign.

For local practices, running tight geo-targeting by zip and layering in Google Business Profile call extensions consistently outperforms broad DMA-level targeting.

Your homepage is not a landing page. A med spa landing page has one treatment offer, one primary action (book a consultation), no top navigation, and copy written for the exact search that sent the visitor there. Someone searching "lip filler near me" needs a lip filler page, not a homepage that also mentions weight loss and IV drips.

The pattern that consistently wins:

• Headline that names the treatment and the city.
• Transparent starting price above the fold (yes, really, hiding it kills conversion).
• Real photo of the injector or provider with credentials (MD, PA, RN).
• Compliant before/after gallery with proper disclaimers.
• Instant-book calendar (Vagaro, Boulevard, Mindbody, or a native scheduler) so the visitor can pick a slot without a phone call.
• Reviews block pulled from Google Business Profile, not stock quotes.
• Sticky call button and sticky "Book now" on mobile. Mobile is 75%+ of med spa traffic.

Google Ads captures the person searching "botox near me" today. Meta creates the person who searches "botox near me" next month. Med spa is one of the few verticals where Instagram in particular is nearly a native fit: it is visual, aspirational, and local businesses that show real work and real staff consistently outperform brands that run stock images.

The pattern that works: educational Reels and short-form video from the actual providers, before/after content that respects platform policies, targeted lookalikes off your existing patient list, and instant-form lead ads for lower-consideration services like Hydrafacial and IV drips. See our Meta ads approach for how we structure the account.

Single-location, one metro: plan for $2,500 to $7,000 per month in media. Below $2,000 in a competitive market, you cannot gather enough conversions to optimize and the algorithm never leaves the learning phase.

Multi-location or major metro (NYC, LA, Miami, Dallas): $8,000 to $20,000+ per month in media is normal. Higher CPCs and higher LTVs justify the spend, and larger accounts unlock Performance Max and YouTube prospecting.

New med spa launching: $1,500 to $3,000 per month for the first 90 days on Google Business Profile ads and tightly targeted Search only, until the practice has enough reviews to compete on organic and LSA. Do not stack Meta on top until Google is producing.

Ask three questions on the sales call. First: "Show me a med spa account you currently manage and walk me through the campaign structure." If the answer is vague or the structure is one campaign with fifty ad groups, walk away. Second: "How do you handle Google's healthcare policy restrictions on injectable and weight-loss creative?" A real answer names specific policies and shows you approved ad copy. A bad answer is "we will figure it out." Third: "What is the shortest contract you offer?" Any agency that requires a 12-month lock-in for a channel with a 60-day feedback loop is protecting themselves, not you.