Google & Facebook Ads for Med Spas: Guide to Attracting More Patients

Feel invisible online while competitors rake in clients? This guide is for you.

If you’re a U.S.-based med spa owner or manager and want to generate more bookings without hiring an expensive marketing agency or getting a marketing degree — this beginner-friendly guide will walk you through exactly how to run ads that bring results.

Whether you offer Botox, facials, microneedling, or laser treatments, this guide shows how to:

• Choose the right types of ads for your spa

• Avoid common (costly) mistakes

• Set realistic budgets

• Write ad copy and pick images that work

• Track your leads and improve over time

And if you want help? Workee can support you with tools and services.

Let’s get into it 👇

Step 1: Understand Why Ads Matter for Med Spas

Running paid ads isn’t just for big chains. A small $500/month ad budget — if used smartly — can fill your calendar with high-quality local leads.

Organic reach (like Instagram posts or SEO) takes time. Paid ads let you get in front of people actively searching for your services today.

Without Ads: Random bookings > Only repeat clients > Unused staff time

With Ads: Predictable weekly leads > New clients every month > Fully booked calendar

Whether you want to:

• Launch a new treatment (Inspiration: Top 5 Trending MedSpa Treatments to Market Now)

• Fill last-minute booking gaps

• Grow faster than competitors

…ads give you a controllable system to drive leads.

Step 2: Know the Platforms: Google vs Meta (Facebook/Instagram)

Google Ads for Med Spas

One benefit of Google Ads is high intent targeting. You’re reaching people who are already searching for services like yours — things like “Botox near me” or “best med spa in Austin.” You can fine-tune your targeting by location (like within 5–10 miles of your spa), specific keywords, device type, and time of day. This means your ads are shown to the right people at the right moment — when they’re most likely to book.

You can also use retargeting on Google (through Display Ads) to stay visible to people who visited your website but didn’t book yet. For most med spas, the sweet spot is targeting local, high-intent keywords that match services you offer, combined with retargeting to boost conversion rates.

✅ Google Ads Are Best for:

• Capturing ready-to-book users

• Services like Botox, fillers, facials

• Geo-targeted leads

Types of ads to use:

• Search Ads — These are the text ads that show up when someone searches on Google for things like “Botox near me” or “best med spa in [city].” You choose which keywords you want to show up for (e.g., “laser facial,” “microneedling”), and when someone types them in, your ad can appear at the top of the results. Why it works: These searchers are actively looking for what you offer. They’re high-intent and ready to book.

• Local Services Ads (LSA) —These are special ads for local service providers that show up above regular Google ads. They display your business name, reviews, phone number, hours, and a “Google Guaranteed” badge. Unlike Search Ads, you only pay when someone contacts you through the ad — either by calling or messaging. 📌 Note: LSAs are still being rolled out across categories. They’re not available everywhere or for all types of med spa services — but worth checking.

• Display Ads — These are visual ads (images or banners) that show up across websites and apps in Google’s network — including blogs, YouTube, and mobile apps. They’re great for getting noticed or reminding people about your spa. You can use Display Ads for Brand Awareness (to reach new people who might be interested) or Retargeting (to follow up with visitors who’ve already been on your site).

Example: Someone visits your “Laser Facial” page, then later sees a banner that says: “20% Off First Laser Facial — Book Now at Glow Med Spa!”.

• Retargeting Ads (Remarketing) — These ads let you follow up with people who’ve already shown interest — like someone who visited your booking page but didn’t finish, or browsed your treatment list but didn’t call. Google lets you show follow-up ads on sites they visit later, or on YouTube. You’ll need to install a Google Ads pixel (a simple code) on your site to track visits. Why it works: People rarely book the first time they visit. Retargeting helps bring them back with reminders, offers, or social proof (like testimonials or reviews).

Example: Someone visits your site, doesn’t book, and later sees: “Still Thinking About Botox? Claim $50 Off Your First Visit at Glow Med Spa.”

Meta Ads (Facebook & Instagram)

Meta is interest-based: You show your ad to people who might be interested.

One benefit of Meta Ads is precision targeting. You can narrow your audience by location (e.g. within 10 miles of your spa), age, interests (e.g. people interested in beauty or anti-aging), and more . This ensures your ads are seen by people who are most likely to care about aesthetic treatments. In practice, med spas often target adults in their 30s-50s, mostly women, with certain income brackets who have shown interest in skincare or wellness. Meta also allows retargeting – you can show ads to people who have already visited your website or engaged with your Facebook/Instagram posts.

✅ Meta (Facebook) Ads Are Best For:

• Generating interest from people who don’t know they need you (yet)

• Promoting offers, events, or new services

• Retargeting people who visited your website or Instagram

Types to use:

• Lead Generation Campaigns — Using the Lead Ad objective, you can collect contact information (names, emails, phones) directly in the ad. Lead Ads open an easy pre-filled form inside Facebook/Instagram, so users don’t even have to leave the app. For example, you could offer a “Free Consultation” form. Lead Ads simplify the process (“lazy and impatient users” love it, since the form is pre-filled) . This makes them very effective for a med spa goal of getting appointment requests or consult sign-ups .

• Engagement / Brand Awareness Campaigns: These campaigns are great for broadening your audience. You might run an ad that promotes a blog post about skincare tips, or a short video tour of your spa, to boost likes, shares, and awareness. Engagement ads help build trust and keep your spa top-of-mind.

  • Great example is a video carousel showing before-and-after results, your space, your staff, or your treatments in action. Carousel lets you show multiple images or videos in one ad.

• Local Awareness / Store Traffic: Meta offers objectives targeting local customers. These ads can have call-to-action buttons like “Call Now,” “Get Directions,” or “Send Message” specifically for people near your location. Use Local Awareness to ensure neighbours and nearby shoppers know about your spa’s promotions or open house events.

• Retargeting Ads (Remarketing) — As with Google, set up the Facebook Pixel on your site to retarget visitors. People who visited your booking page or looked at a service can be shown follow-up ads (for example, a special discount) to nudge them to book. Custom Audiences can also target existing email lists (for example, your client list) with new offers.

Meta ads tend to yield good results with attractive visuals. Use high-quality images or videos of your spa environment, treatments in action, or clients (with their permission). Avoid overly clinical or scary imagery. Instead, focus on natural, positive images of people with beautiful skin or relaxed at your spa. Always include a clear offer or call-to-action in your copy (e.g. “Book now for 20% off first treatment!”).

Step 3: Avoid These Costly Med Spa Ad Mistakes

Most med spa owners waste money on ads without realizing it. And it’s not because they’re careless — it’s because they were never taught the right way to run ads in the first place.

Here are some of the most common ad mistakes we see, plus simple ways to fix them:

🚫 Boosting Instagram posts instead of using Ads Manager

Why it’s a mistake: That tempting “Boost Post” button on Instagram? It’s the fast-food version of ads. Easy, but not healthy for your budget. Boosted posts give you very limited control over your targeting, objective, and tracking.

Do this instead: Use Meta Ads Manager, where you can create campaigns with real goals like lead generation, traffic to a booking page, or retargeting. It takes a little longer to learn, but the results are night and day.

🚫 Sending ad traffic to your homepage (or your Instagram profile)

Why it’s a mistake: Your homepage is usually generic and not built for one action. And your Instagram profile? It’s not designed to convert visitors — there’s no clear next step.

Do this instead: Send ad clicks to a dedicated landing page or service page with one clear goal (like “Book a Free Consultation” or “Claim This Offer”). The simpler and more specific, the better. This one switch alone can double or triple your conversion rate.

🚫 Using stock images instead of real photos of your spa, team, or results

Why it’s a mistake: Stock photos feel generic and untrustworthy. People are booking treatments that affect their face or body — they want to see the real results and real people behind the brand.

Do this instead: Use real images of your space, staff, and before/after results. Authenticity builds trust. Even smartphone photos can work well if they’re clean and well-lit.

🚫 Not setting up conversion tracking

Why it’s a mistake: If you’re running ads without tracking conversions — like booked consultations, service requests, or form submissions — you’re flying blind. You’ll never know which ad actually brought in a client. Worse, you might keep spending money on ads that look good but don’t work.

Do this instead: Set up proper tracking tools from the start. That means using:

• Meta Pixel (for Facebook and Instagram ads)

• Google Ads Conversion Tag (for tracking leads from search, display, or YouTube)

These tools tell you which ads, keywords, or audiences lead to real actions — so you can stop guessing and start making smarter decisions. Over time, this helps you optimize your ads and get more bookings for less money.

Pro tip: Workee integrates directly with your Meta and Google ad accounts, tracks real conversion events (like booked appointments), and connects them to your full sales funnel. That means you can see exactly what’s working — not just clicks or likes, but real leads and revenue.

And because it tracks the full journey (from ad to landing page to booking), Workee helps you improve the parts of your funnel that leak clients or waste spend. You get better results, faster, and more predictably — without needing a full marketing team.

🚫 Running the same ad forever without testing new versions

Why it’s a mistake: Even the best ad will eventually stop working. People get used to seeing it, or the message no longer resonates. If you don’t test new versions, your results will slowly drop off.

Do this instead: Always be testing! Try different:

• Headlines (e.g. “20% Off Botox” vs “Erase Wrinkles, Instantly”)

• Images or videos

• Audiences (age, zip code, interests)

• Offers (free consult, package deal, first-visit discount)

You don’t need to be fancy — just rotate a few versions every 2–3 weeks and see what performs best.

🚫 Targeting too wide (e.g. a whole city instead of 5–10 miles)

Why it’s a mistake: Med spa clients rarely travel far. If you advertise to a huge area, you’ll waste budget on people who will never book. Plus, the larger the area, the less relevant your message feels.

Do this instead: Target within a tight radius — usually 5–10 miles of your spa location. In Meta Ads Manager or Google Ads, you can set this up easily using location settings.

Combine radius targeting with audience filters like age, gender, or interests (e.g. “Skincare” or “Aesthetics”) to reach the perfect prospects.

🚫 Ignoring retargeting completely

Why it’s a mistake: Most people won’t book the first time they see your ad or visit your site. If you’re not retargeting them, you’re leaving money on the table.

Do this instead: Set up retargeting ads on both Meta and Google. Show follow-up ads to people who:

• Viewed a service page but didn’t book

• Started a form but didn’t finish

• Visited your site in the last 30 days

These ads can include limited-time offers, testimonials, or just a simple reminder to come back.

🧠 Pro Tip: Fixing Just One of These Can Boost Your Results Dramatically

If you’re making even one of these mistakes, you could be paying double or triple what you should for each lead. Fix two or three, and suddenly your ads start generating predictable bookings.

Step 4: Plan Your Ad Budget (Small, Medium, Large)

There’s no one-size-fits-all budget, but here are some rough tiers:

Note: New med spas may spend 20–40% of revenue on ads to gain market share, according to industry estimates. Established spas can often scale back to a smaller percentage (sometimes 5–10%). In general, many experts suggest small businesses allocate about $1,000–$10,000 per month for Google Ads. Use these as a starting point and adjust based on your market and growth goals.

💡 Start small. Focus on one offer, one audience, one area. Learn, then grow.

For example, one spa case spent $426 in a month and generated 37 leads (about $7 per lead) by offering a strong discount. As you learn which ads work best, shift more budget there to maximize bookings.

Step 5: Build a Simple Campaign (Med Spa Ad Copy & Visual Ideas)

Let’s build a hypothetical $1,000/month campaign.

• Location: Austin, TX

• Service: Microneedling

• Audience: Women 30–55 within 8 miles

• Platform: Meta (Facebook/IG)

Campaign Flow:

• Ad Creative: Before/after photo + testimonial

• Headline: “Glow Up This Spring – Microneedling for 30% Off”

• CTA: Book Now → goes to simple landing page (with booking form)

• Retargeting: Anyone who views but doesn’t book gets a second ad 3 days later

Estimated leads: 15–25 per month

Example Med Spa Ad Copy & Visual Ideas

Seeing examples can spark ideas. Here are some tried-and-true headlines and descriptions for inspiration (you can adapt for your own offers):

For Laser Hair Removal:

• “Shave Time Off Your Routine – Laser Hair Removal that Lasts”

• “Smooth Legs by Summer? Book Your Laser Package Now 💫”

• “Waxing Hurts. This Doesn’t. Try Our Most Loved Laser Hair Removal”

• “[City]’s Best-Kept Secret for Hair-Free Skin (Limited Spots!)”

For HydraFacial / Skin Rejuvenation:

• “Skin Dull? Glow Up in 45 Minutes with HydraFacial Magic ✨”

• “No Filters Needed: HydraFacial Results You Can Feel”

• “Why Is Everyone Raving About HydraFacial? Find Out at [Spa Name]”

• “From Tired to Dewy: Your Skin Transformation Starts Here”

For Body Contouring / CoolSculpting:

• “Freeze Fat, Not Your Life – Non-Surgical Body Contouring”

• “No Downtime, Just Wow: CoolSculpting for Busy Women in [City]”

• “Summer Body Loading… Book Your Free CoolSculpting Consult”

• “Stubborn Belly Fat? Freeze It Away — See Visible Results in Weeks”

For General Awareness / Local Positioning:

• “[City]’s Top-Rated Med Spa — See Why 1,200+ Clients Love Us”

• “Feel Beautiful, Naturally — Discover Your Local Med Spa Gem”

• “Not Just a Spa. A Transformation Experience Awaits You”

• “First Time at a Med Spa? We Make It Easy (and Gorgeous)”

Every ad should tell people exactly what to do next. Always include a clear, simple call-to-action (CTA) like:

• “Book Your Free Consultation”

• “Claim Your $50 Voucher”

• “Schedule Your Glow-Up Today”

• “Tap to Learn More”

These phrases guide your audience and reduce decision friction — especially when paired with a special offer (e.g. “Free Skin Analysis — This Week Only!”). Offers give people a reason to act now, not later.

On Meta (Facebook/Instagram), visuals matter just as much as words. Choose scroll-stopping, authentic images or videos that make someone pause and think: “Ooh, I want that.”

✅ High-Performing Visual Types:

• Peaceful spa scenes that show a treatment in progress — think soft lighting, gentle touch, and a cozy setup. It should feel relaxing, not clinical.

• Smiling clients with clear, glowing skin (face or upper body) — real people, not models. Use real photos with proper consent.

• Tasteful before/after shots — especially for skin, body contouring, or acne — as long as they’re compliant with ad policies and presented professionally.

• Offer-based graphics — for example: “$500 Off Facial Rejuvenation Package” over a soft background of your spa or team.

🚫 Avoid:

• Generic stock photos that feel fake or disconnected. They’re easy to scroll past.

• Over-promising visuals or results that may violate platform ad rules.

💡 Pro Tip: One med spa ran a Facebook Lead Ad offering a $500 voucher for facial rejuvenation + free consultation, paired with a calming photo of their actual treatment room. It brought in dozens of leads for just ~$7 each. Why? The offer was clear, valuable, and real — and the visual built trust instantly.

Step 6. Scale Smarter with Workee — Your Med Spa Growth Partner

Let’s face it — running ads is just one part of growing a successful med spa. What happens after someone clicks your ad is where the real magic (or mess) happens.

Too many med spas waste money because:

• There’s no way to track which ads bring real bookings

• Leads don’t get followed up fast enough

• The front desk is overwhelmed with manual scheduling & scheduling mistakes

• Clients fall through the cracks without reminders

Workee fixes all that — in one simple platform.

Workee Helps You Turn Clicks Into Clients

Workee isn’t just software. It’s your med spa growth engine, designed to help you:

• Capture & convert leads with effortless online booking and automated follow-ups

• Keep clients engaged with built-in text/email reminders and communication tools

• See what’s working with real-time analytics and ad integration — track which ads drive actual bookings

• Optimize your sales funnel using data from Google & Meta ad campaigns

• Get expert help with marketing — our team offers hands-on support and services for med spa success. Make your first step towards more bookings: 📲 book an intro call with Workee

You don’t need to guess what’s working. You don’t need to juggle 5 tools. And you don’t need to go it alone. Medical spa software can be efficient.

Imagine This:

You run a Facebook ad offering a $100 voucher for new clients.

Someone taps, fills out the form — boom, they’re in your Workee dashboard.

They automatically get a thank-you text, a prompt to schedule, and a reminder 24 hours before their visit.

You can see exactly which ad brought them in — and how much it cost you.

And you do it all without lifting a finger.

That’s Workee. Simple. Smart. Built for busy med spas.

👉 Ready to Grow?

Book a quick call to see how we can help your spa grow smarter, not harder.

Let’s make every ad click count — and fill your calendar with happy, returning clients.

You may also be interested in:

2025 Med Spa Tariffs Explained: What’s Taxed, What It Costs, and How to Adapt

Top 7 Medical Spa Software Solutions in 2025 (and How They Compare)

AI for Spa and Wellness Businesses: Practical Use Cases in 2025

The Ultimate Guide to Building a Sales Funnel for Wellness Clinics and Medspas

Streamlining Client Booking and Sales for Your Medspa