Aesthetics practices

Marketing for med spas and aesthetics practices.

Injectables, laser and skin, body contouring and wellness. Local search brings the first visit. Rebooking, memberships and results bring the year.

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What marketing works for a med spa?

Local search brings the first visit. Credible photos help patients book, while rebooking and memberships increase the value of each relationship. Paid social suits a visual category, though its rules for before-and-after imagery are strict.

Med spa growth is usually mistaken for a lead problem when it is a retention problem. A new injectable patient is worth several times more over a year than over one visit.

So the plan runs on both ends. Local search and social to bring new patients in, memberships and rebooking to keep them.

Pick your corner of med spa.

Injectables

The first appointment is a small ticket. The patient who comes back four times a year is the business.

Injectables marketing

Laser and skin

Package sales, multi session plans and a device payment to cover. Utilization is the whole game.

Laser and skin marketing

Body contouring

High ticket, heavily comparison shopped, and full of claims that get practices in trouble.

Body contouring marketing

Wellness and IV

Recurring by design, regulated in practice, and the easiest med spa revenue to make predictable.

Wellness and IV marketing

The playbook.

Five stages, in order. Skipping ahead is the most common and most expensive mistake in med spa marketing.

1

Get found

Aesthetics search is local and specific. People search a treatment, not a category.

Google Business Profile
Every treatment listed as a service, current photos of the space and the team, hours that match reality, and booking linked directly.
Local SEO
A page per treatment, written for how patients search, plus injector bio pages that rank on their own names.
Maps
Photos and reviews posted weekly. Aesthetics is a visual category and the profile is where most people form their first impression.
AI search
Clear answers on cost ranges, session counts and candidacy, so assistants can quote you instead of a national chain.
2

Convert

Patients decide on proof and price clarity. Hiding both costs you bookings.

Website
Fast, calm and easy to book from a phone. Online booking rather than a contact form.
Service pages
Cost ranges, session counts, downtime and candidacy for each treatment.
Landing pages
Ads land on the treatment, with the same offer and the same photos as the ad.
Reviews
Recent, treatment specific, and shown beside the booking button.
3

Capture

Aesthetics inquiries arrive on Instagram at 10pm. They need somewhere to land.

Call tracking
Know which channel produced the consult, including social.
Forms
Short consult requests with real availability shown, not a promise to call back.
SMS
Confirmations, pre care and post care, and rebooking nudges. Aesthetics patients prefer text to email by a wide margin.
Lead routing
Every inquiry, including social messages, goes to one place with an owner and a response time.
4

Grow

Paid works here, and so does the patient list you already have.

Google Ads
Treatment and cost searches, geographically tight, landing on a page with real pricing.
Local Services Ads
Limited availability for medical categories, so treat Google Ads and Maps as the main paid surface.
Retargeting
Consult page visitors who did not book. Short window, treatment specific creative.
Content
Cost, downtime, candidacy and comparison questions. These are the searches that precede booking.
5

Prove

Revenue per patient tells you more than new patient count ever will.

Qualified leads
Consults that fit your services and price point, separated from the rest.
Booked appointments
Show rate included, because aesthetics no shows are a real cost.
Cost per booked appointment
By channel, with social measured properly rather than by likes.
Revenue optimization
Rebooking rate, membership count and annual revenue per patient.

What it costs to compete

Aesthetics keywords are competitive in every metro we work in, and injectable terms in Dallas, Miami and Los Angeles are priced accordingly.

Paid social usually delivers cheaper consults than search in this category, with the tradeoff that lead quality varies more and creative burns out faster.

Meta and Google both restrict health and body imagery. Assume some creative will be rejected and build a review step into the process instead of arguing with an appeal queue.

What we report back

  • New patients and returning patients, tracked separately
  • Consult show rate and close rate
  • Rebooking rate at checkout
  • Annual revenue per patient
  • Active memberships and churn

Med spa marketing by city.

Dallas med spa marketing

Dallas is one of the most saturated aesthetics markets in the country, with clusters in Preston Hollow, Uptown and Plano. Differentiation by injector and by result photography matters more here than price.

Austin med spa marketing

Austin skews younger and wellness leaning, so memberships and preventative treatments sell well. New clinics open constantly, which keeps paid costs climbing.

Houston med spa marketing

Houston is spread out and diverse, so a single location competes only within its side of town. Neighborhood specific pages and Spanish language content both earn their keep.

Nashville med spa marketing

Nashville combines a strong local clientele with heavy event and tourism demand around Green Hills and downtown. Same week availability captures visitors who book on impulse.

Knoxville med spa marketing

Knoxville has less aesthetics competition than the larger metros, so a complete profile and consistent result photography can put a clinic in the top three quickly.

Atlanta med spa marketing

Atlanta buyers compare heavily and travel across the metro for a preferred injector. Buckhead and Midtown carry the highest costs and the highest expectations on presentation.

Miami med spa marketing

Miami is the most competitive aesthetics market we work in and it runs in two languages. Spanish pages and Spanish speaking front desk coverage are not optional.

Los Angeles med spa marketing

Los Angeles patients evaluate practices the way they evaluate brands, so photography, site speed and space design carry unusual weight. Neighborhood targeting beats metro wide campaigns.

Questions people ask

How much should a med spa spend on marketing?
Practices in growth mode commonly run somewhere between seven and twelve percent of revenue, with new locations higher for the first year. Judge it against annual revenue per patient rather than first visit value.
Is Instagram enough on its own?
It builds desire and it does not capture intent. Somebody searching botox near me at 9am is ready now, and that search happens on Google.
Can we post before and after photos?
On your own site, with consent and documentation, yes. In ads, platform policies restrict body and skin imagery, so ad creative usually has to work without them.
What is the fastest thing we can fix?
Rebooking at checkout. It costs nothing and it changes annual revenue per patient more than any channel you could add this quarter.

Want this run properly?

Thirty minutes, plain answers, no pitch deck. Bring your numbers and we will tell you where the leak is.

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