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Med spa marketing measured in treatments, not clicks

A med spa sells prescription drugs and procedures with a retail look, so ads face drug-name and before-and-after rules, and the sale usually happens in a consult.

We count consults that turn into treatment, not clicks.

Where the path leaks for med spas

What a free audit flags first, in the order your customer meets each step.

Fix-first list 6 issues

  1. 1The ad

    Found: Ads bid on drug brand names that need Google certification to target

    Change: Keywords and copy built on treatments and areas, like lip filler, not drug brand names

    Details

    Where it leaks. Search campaigns bid on drug brand names, which Google lets only certified advertisers target as keywords, or promote PRP, which Google restricts. Meta ads ask the viewer whether they’re ready to look younger, and Meta lists “Ready to upgrade your skin to look younger?” among its own examples of a rejected ad.

    What we change. Keywords and copy built on treatments and areas, such as forehead lines, lip filler or laser hair removal, with brand names left to the page if your medical director wants them there. Meta creative shows the injector, the room and consented results, targeted to adults 18 and older as Meta requires for cosmetic procedures, and never tells the viewer something is wrong with how they look.

  2. 2The landing page

    Found: “Call for pricing,” stock photos and no injector names or licenses

    Change: Each treatment page names the injector and license, the product source and the price

    Details

    Where it leaks. “Call for pricing,” no names or licenses for the injectors, and stock photos. In 2024 the CDC investigated counterfeit toxin and injections by unlicensed providers that put 11 people in the hospital, and it now tells patients to confirm their injector is licensed and the product is FDA-approved from a licensed source. A page that hides those facts loses the most careful buyers.

    What we change. Each treatment page names who performs it and their license, says where products come from, and shows prices per unit, syringe or area, or at least a starting price. Before-and-after photos appear only with the patient’s signed consent and a note on what results people generally see.

  3. 3The consult booking

    Found: Free consults with no card on file, and prices that come up last

    Change: A card or deposit to book, and a consult that ends with a written plan and price

    Details

    Where it leaks. Free consults booked days out with no card on file, so some never show, and consults that end with “let me think about it” because the price only comes up at the end.

    What we change. Online booking with a card on file or a deposit, a consult that ends with a written plan and price, and the option to treat the same day when the provider says it’s appropriate.

  4. 4The next appointment

    Found: Patients leave without the next visit booked and drift elsewhere

    Change: The next visit is booked before they leave, with reminders timed to each treatment

    Details

    Where it leaks. The first treatment is rarely the last. Neurotoxin results last about three to four months, and laser hair removal usually takes six to eight sessions six to eight weeks apart. Patients who leave without the next visit booked drift to whoever messages them first.

    What we change. The next appointment is booked before the patient leaves, reminders are timed to each treatment’s interval, and series and memberships are priced so finishing them is the easy choice.

  5. 5Measurement

    Found: Booking pages pass treatment names and patient details to ad platforms

    Change: No treatment names in ad tags, and treated consults counted from your booking system

    Details

    Where it leaks. Booking pages pass treatment names and patient details to Meta and Google in page addresses and event data. Meta can also classify a health site and stop accepting standard events such as Lead or Purchase, leaving campaigns to optimize toward page views.

    What we change. Treatment names and patient details stay out of what ad tags send, and we check how Meta has classified your site in Events Manager. Consults booked, shown and treated come from your booking system as totals by campaign, so spend is judged on treatment revenue even when the platforms see less.

  6. 6Being found

    Found: A thin profile with old photos sits below nearby spas in map results

    Change: Treatment pages, a complete profile with real photos and a review request after each visit

    Details

    Where it leaks. Searches like “lip filler near me” show a map of nearby practices, and Google says complete, accurate profiles and more positive reviews help local ranking. A med spa with a thin profile, old photos and a one-page site sits below the ones that keep theirs current.

    What we change. A page for each treatment people search by name, a complete Business Profile with real photos of the space and team, and a review request after every treatment, with no incentive attached.

The rules your ads work within

What med spas can say, who the ads can reach and what a site can track.

Pre-launch check

Every ad, page and tag, before anything runs

  • Google Ads

    Google’s drug-name and health-targeting rules

    US ads may name drugs, but drug-name keywords need certification, and injection ads can’t use remarketing

    Details

    Since October 29, 2025, US ads and landing pages may name prescription drugs, but keyword targeting drug names requires Google certification, which covers businesses such as online pharmacies, telemedicine providers and drug manufacturers. PRP and other cell therapies are restricted unless the advertiser holds FDA licensing for the therapy. Google also counts cosmetic surgery and injections as a sensitive health category, so those campaigns can’t use remarketing lists, Customer Match or lookalike segments.

  • Meta

    Meta’s cosmetic, drug and personal-attribute rules

    Cosmetic ads must target 18 and older, can’t imply the viewer looks old, and can’t promote a drug without certification

    Details

    Meta requires ads for cosmetic procedures, including dermal fillers and chemical peels, to target people 18 and older, and allows before-and-after images for that audience. It bans statements of inferiority about appearance and ads that imply a personal attribute such as age. Promoting a prescription drug takes LegitScript certification and Meta’s written permission, and neurotoxins are prescription drugs, so our Meta creative sells the treatment and the injector, not the brand.

  • FTC, Washington

    Privacy rules when HIPAA may not apply

    Cash-pay spas outside HIPAA still face FTC action and state laws like Washington’s on sharing health data

    Details

    HIPAA covers providers that bill insurance electronically, which many cash-pay med spas don’t. That doesn’t free their tracking. The FTC took action against GoodRx in 2023 for sharing health information with Facebook and Google for advertising, and Washington’s My Health My Data Act covers health data outside HIPAA, including data about health-related procedures, requires separate consent to share it, and bans geofenced ads within 2,000 feet of places that provide in-person health care. A med spa that does bill insurance also falls under HHS’s tracking guidance.

  • FTC

    Results claims, photos and offers

    Before-and-after photos imply typical results, so unless they are, the ad should say what people generally get

    Details

    Under the FTC’s endorsement guides, a before-and-after photo implies typical results, so unless you can show it is typical, the ad should say what results people generally get. A HIPAA covered practice also needs the patient’s written authorization to post their photo or story. In Florida, an ad for a free or discounted service by a physician or nurse must carry a capitalized statement that the patient may refuse to pay for other services performed within 72 hours of responding. And the FTC bans fake reviews and reviews paid for on condition of a set sentiment.

When demand moves

Budgets and campaigns change before each swing, not after the leads dry up.

Campaign calendar

When budgets and campaigns change

  • September to November: laser hair removal starts

    Start laser series in early fall so most sessions finish before summer

    Details

    Laser hair removal usually takes six to eight sessions six to eight weeks apart, and patients have to avoid tanning before treatment and keep treated skin out of the sun for six weeks after each session. A series that starts in early fall can be mostly done before summer, so laser budgets belong in September and October rather than May.

  • November and December: gift cards

    Put urgency on the offer’s end date, since gift card money can’t expire within five years

    Details

    Under federal rules, money on a gift card can’t expire within five years of when it was issued or last loaded, so holiday urgency belongs on the offer’s end date, not on the card. A bonus card in a “buy one, get a bonus” offer can expire sooner if it’s a promotional card that says so on its front, along with its expiration date.

One team, five services

Each one set up for med spas, and built for the step after it.

  • Google Ads

    Search campaigns on treatments and areas rather than drug brand names, counted as booked consults

    Details

    Search campaigns on treatment and area terms rather than drug brand names, which only certified advertisers can target as keywords, location targeting set by drive time, and conversions counted as booked consults. Because Google treats injections as a sensitive health category, injectable campaigns run without remarketing lists or Customer Match.

    How we run Google Ads

  • Meta ads

    Creative shows your injectors, your room and consented results to adults 18 and older, with no brand names

    Details

    Instagram and Facebook are where people compare results, so creative shows your injectors, your room and consented before-and-after photos, targeted to adults 18 and older. Copy never says or hints that the viewer looks old or tired, drug brand names stay out, and we check whether Meta has limited the events your site can send.

    How we run Meta ads

  • Conversion rate optimization

    Pages showing prices, licenses and product sources, then booking with a deposit, tested on treated consults

    Details

    Treatment pages that show prices or starting prices, injector licenses and product sources, then a booking flow with a card on file or a deposit. We test the first screen, the price display and the booking steps against consults that turned into treatment, not clicks on the booking button.

    How we do conversion work

  • Website design

    A page per treatment with prices, provider and recovery, consented galleries and online booking

    Details

    A page for each treatment with prices, who performs it and what recovery looks like, galleries of consented before-and-after photos with typical results noted, online booking connected to your booking software, and an online store for the skincare you already sell in the spa.

    How we design websites

  • SEO

    Pages for treatments searched by name, reviewed by your medical director, plus a complete Business Profile

    Details

    Pages for the treatments people search by name, such as lip filler, microneedling or laser hair removal, reviewed by your medical director, a complete Business Profile with real photos, and a review request after every treatment. Google says complete, accurate profiles and more positive reviews help local ranking.

    How we do SEO

What your report leads with

We count consults that turn into treatment, not clicks. These four numbers open every monthly report, measured the same way each time.

Monthly report

Larchmere Aesthetics

Cost per booked consultBy treatment and channel, since filler, laser and body contouring consults differ in value
$64
Consult show rateDeposits, reminders and how far out consults are booked move this number, not the ads
86%
Consult-to-treatment rateConsults treated same day or within 30 days, which shows if page prices match the room
71%
Rebooking ratePatients who rebook before leaving, since neurotoxin results last three to four months
58%

Your first 30 days

What happens after the free audit, week by week.

  1. Week 1

    We rank treatments by margin and provider time, and check what your pages send to Meta and Google.

  2. Week 2

    Treatment names and patient details come out of ad tags, and consults are counted by campaign.

  3. Week 3

    Pages and ads are written without brand-name keywords and reviewed by your medical director.

  4. Week 4

    Google and Meta campaigns go live, with a weekly review of consults booked, shown and treated.

  5. Every year after

    Laser campaigns in September, gift cards in November and rebooking reminders all year.

Questions from med spas

Ask us anything else at [email protected]. A founder replies within one business day.

Can we use neurotoxin brand names like Botox in our ads?

On Google, since October 2025, US ads and landing pages may name prescription drugs, but targeting brand names as keywords requires certification, which covers businesses such as online pharmacies, telemedicine providers and drug manufacturers. On Meta, promoting a prescription drug requires LegitScript certification and Meta’s permission. So we bid on treatments and areas, write ads around the treatment, and leave the brand to your page if your medical director wants it there.

Can we run before-and-after photos in ads?

Yes, with conditions. Meta allows before-and-after images for cosmetic procedures in ads targeted to adults 18 and older. The FTC expects them to show typical results or to say what people generally get. And if your practice is a HIPAA covered entity, HHS expects the patient’s written authorization before you post their photo. We use only images with a signed consent on file.

Does HIPAA apply to our med spa?

It applies if you bill insurance electronically, and many cash-pay med spas don’t. Either way, the FTC can act against sharing health information with ad platforms without permission, and states such as Washington regulate health data outside HIPAA. We set up tracking as if the data were protected: no treatment names or patient details in what ad tags send.

Can we advertise semaglutide or other weight-loss injections?

With extra care. Weight-loss ads on Meta must target adults 18 and older and can’t show close-ups of pinched fat, and promoting a prescription drug there needs LegitScript certification and Meta’s permission. On Google, drug names can appear in ads but can’t be targeted as keywords without certification. The FDA declared the semaglutide shortage resolved in February 2025, and its grace periods for compounding copies ended that spring, so any claim about compounded versions should be cleared with your medical director and counsel first.

Should we put prices on our website?

We think so, at least starting prices or prices per unit or area. A consult that starts from a price the patient has already seen is easier to close than one where the price arrives at the end. If you advertise a free or discounted service, some states, Florida among them, require a specific statement in the ad, so offers are written with your state’s rules in mind.

How is the work priced?

Ongoing work is one flat monthly fee, never a percentage of your ad spend, and it runs month to month. Website builds get a fixed quote in writing. After your audit, a written proposal with your fee in dollars follows within 2 business days of asking. How our pricing works.

Other industries we work with

See your fix-first list