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Lead quality is one of the most commonly misunderstood and frequently debated topics among med spa owners. Every week, we hear from clients, prospective clients, and med spa owners in online groups who say, “My lead quality is terrible,” or “These ads are only attracting bad leads.”
But in many cases, what people perceive as a lead quality problem is actually something very different. And even when low lead quality is a genuine issue, there are practical, strategic ways to improve it.
This article breaks down:
- What “lead quality” really means
- Why the obsession with lead quality is often misplaced
- How to evaluate lead quality through actual metrics, not feelings
- The unavoidable trade-offs behind different ad strategies
- Examples that illustrate why more leads can beat “better” leads
- How to actually improve patient quality when your practice needs it
- Internal factors (providers, process, reviews) that impact patient outcomes more than the ads
- Tactical adjustments to improve lead quality without hurting ROI
This is a complete, expanded, professionally structured version of the full video conversation between Ricky and Lauren — including every nuance, example, and commentary.
Why Lead Quality Is Such a Common Concern
It’s almost impossible to be in the med spa world and not hear someone complaining about lead quality. Patients no-show. They ghost. They price-shop. They don’t understand the treatment. They come only for the discount. They don’t convert into long-term clients.
This happens everywhere.
But before assuming that lead quality is a problem, it’s important to understand two things:
- Lead quality doesn’t matter as much as acquisition cost, initial visit revenue, and lifetime value.
- It’s normal (and totally acceptable) for the majority of your leads to be “bad.”
If 90 percent of your leads never convert — that’s not a problem.
It’s a normal part of direct-response advertising.
What matters is what happens with the remaining 10 percent.
If the clients you do convert are profitable, return for repeat services, and deliver strong lifetime value, the dirt doesn’t matter — because you’re not paying for dirt. You’re paying for the gold you extract from it.
The Core Principle: Stop Focusing on Lead Quality. Start Focusing on Acquisition Cost.
If your bottom-of-funnel clients (the ones who actually book and come in) are strong, then the quality of non-converting leads is irrelevant.
Lead quality is only a real issue when the patients who actually convert are low-quality.
That’s a very different problem than “I’m getting too many bad leads.”
If the people who show up are cheap, rude, not serious, or unprofitable — that’s a quality problem.
If the majority of leads are low-intent but the ones who convert are great — that’s just how direct-response advertising works.
The Lead Quality Illustration: Two Scenarios, Two Very Different Outcomes
To show how misleading the lead quality conversation can be, consider the two scenarios below.
Scenario 1: High Volume Lead Strategy
- Ad spend: $10,000/month
- Leads generated: 1,000 leads
- Conversion rate: 5 percent
- Converted clients: 50 new patients
- Acquisition cost per patient: $200
Even though 95 percent of leads did not convert, the 50 who did were profitable — and the cost per acquisition was excellent.
Scenario 2: Pre-Screened, Quality-Focused Lead Strategy
- Ad spend: $10,000/month
- Leads generated: 250 leads
- Conversion rate: 10 percent
- Converted clients: 25 new patients
- Acquisition cost per patient: $400
Here, lead quality improved — but the number of actual patients dropped by half.
The practice paid twice as much to acquire each client.
If both groups of converted patients produce similar initial revenue and retention, Scenario 1 wins by a landslide.
This is the foundation of understanding lead quality:
More leads + lower conversion rate often beats fewer leads + higher conversion rate.
Why Scenario 1 Usually Delivers Better ROI
Scenario 1 works because the absolute number of good patients is higher, even if the percentage is lower.
What matters to your business is:
- How many actual patients you acquire
- How much they spend on the first visit
- How many return
- How much they spend over the next 12–36 months
This is your true profit engine — and it’s almost always fueled more effectively by volume than by filtering.
When Lead Quality Actually Is a Problem
Lead quality becomes a real issue when:
- The clients who do convert are low value
- They no-show at high rates
- They don’t retain
- They leave negative reviews
- They cause issues for providers
- They create morale problems inside the practice
If the bottom-of-funnel clients are weak, it’s time to address it.
But if only the top-of-funnel leads are weak, and the people who convert are excellent, you’re likely doing fine.
Why Your “Lead Quality Feelings” Can’t Be Trusted
Med spa owners (and staff) often base lead quality opinions on:
- One bad week
- A handful of frustrating appointments
- A few no-shows
- A couple of amazing clients that suddenly make everything feel fixed
This is anecdotal thinking — not data.
One or two bad interactions don’t indicate a poor audience.
And a week of great patients doesn’t guarantee your ads suddenly got better.
Advertising performance requires objective measurement, not emotional reaction.
Takeaway #1: Focus on Catch Rate, Not Lead Cost
Catch rate =
How many actual clients you acquire for your ad dollars.
Two funnels can look like this:
Funnel A: High Lead Volume
- 100 leads
- 5 percent convert
- 5 patients acquired
Funnel B: Low Lead Volume (Pre-Screened)
- 30 leads
- 10 percent convert
- 3 patients acquired
Funnel B has better lead quality, but Funnel A produces more patients.
Even if Funnel A has 95 “bad” leads, the bottom line is better.
Takeaway #2: You Can Improve Lead Quality, But Only By Accepting Higher Acquisition Costs
Lauren reinforced a key point:
Every marketing decision involves a trade-off.
If you want:
- Higher quality patients
- More serious inquiries
- Fewer price shoppers
- More affluent clientele
You must accept:
- Higher cost per lead
- Higher cost per acquisition
- Fewer leads overall
Everything in marketing is a trade-off between volume and quality.
The Trade-Off Example
If you acquire:
- 5 clients and retain 80 percent, that’s 4 retained patients
- 8 clients and retain 60 percent, that’s 5 retained patients
In many cases, more volume ultimately produces more long-term patients, even with lower retention rates.
This is why the high-volume strategy often wins.
Takeaway #3: Discount-Based Strategies Usually Produce Better Long-Term Revenue
Discounts consistently generate:
- Higher lead volume
- More initial visits
- More at-bats for your providers
- Greater opportunity for cross-selling
- More lifetime value
- More long-term retention
Providers with strong consult skills — and strong internal processes — can easily convert discount-based patients into long-term, high-value clients.
As Lauren explained, two practices can be in the same city, running the same ad, generating the same leads — but one has 75 percent retention, the other 50 percent.
This is internal, not advertising.
Your offer does not determine whether a patient becomes loyal.
Your experience, consult, education, and provider skill determine that.
The Danger of Anecdotal Thinking
Ricky described a common situation:
- One week: the practice gets two bad leads and concludes the strategy is broken.
- The next week: the practice sees two high-spending patients and concludes lead quality is great again.
This is normal emotional fluctuation — not strategic insight.
Let data tell the story.
Not individual interactions.
Internal Provider Differences Create Massive Retention Gaps
Lauren explained that even within the same practice, two providers can receive the same leads but produce very different outcomes.
This means:
- Lead quality wasn’t the issue
- Provider performance was
If one provider cross-sells, educates, consults well, and builds rapport, they retain significantly more patients — even from the same ad source.
Accepting the Reality: You Must Sift Through Dirt to Find Gold
Ricky emphasized that no matter how optimized your ads are, you will always sift through some dirt.
The question isn’t whether dirt exists — it’s whether the gold you’re extracting is valuable enough to justify the dirt.
In most cases, it is.
When You Want to Improve Lead Quality (And Accept the Trade-Off)
If your lead quality concerns are overwhelming your providers or hurting your reputation — or if you simply prefer fewer, higher-quality clients — you can improve lead quality.
But remember:
You will pay more for those leads.
Here’s how to do it.
Strategy #1: Strengthen Reputational Framing in Your Ads
This works whether your offer is discounted or full-price.
Your ads must communicate:
- Why people should trust your practice
- What makes your providers exceptional
- What differentiates your technique and philosophy
- Why your practice is worth choosing (beyond the discount)
Ways to strengthen reputation framing:
- Feature your star rating
- Include badges or visual trust signals
- Highlight top reviews
- Show before-and-after photos
- Reinforce your brand identity
- Include reputation in ad copy and automation
Without this, discount ads attract deal seekers and repel high-intent patients.
With this, discount ads attract both.
The Critical Role of Google Reviews
Lauren emphasized:
- If your Google rating is 4.5 to 4.7, that’s considered weak in this industry
- Patients absolutely research you before booking
- Conversion rates drop when negative reviews pile up
- Builds trust more than any ad copy can
- Practices with 400+ five-star reviews and zero one-stars achieved that through systems
If you don’t have the reputation to back up your offer, no ad strategy can solve that.
Fixing Review Problems Requires Internal Improvements
This isn’t just about review response strategy — it’s about fixing the root problem.
- Poor communication
- Rushed consults
- Confusing pricing
- Under-educating on product differences (Botox vs. Dysport)
- Inconsistent results
- Poor bedside manner
- Operational bottlenecks
Kayleie Krano’s advice on the podcast was clear:
Avoid negative reviews at all costs.
Even if it means going above and beyond to resolve an issue that wasn’t your fault.
It costs far less to fix a situation than to carry a permanent one-star review.
Strategy #2: Move Toward Mid- or High-Ticket Promos
If lead quality is your highest priority, consider shifting from deep-discount, low-ticket entry offers toward mid-tier or premium offers.
But remember:
Higher ticket offers = higher customer acquisition cost.
Examples Lauren shared:
Mid-tier Botox framing:
- First 40 units for $399–$400
- Botox at $10/unit rather than $7–$8
High-ticket sculpting framing:
- Buy 2 vials of Sculptra, get 1 free
- $200 off first vial
These offers attract more serious patients — but at a higher cost per acquisition.
Strategy #3: Level Up Your Leads Management Experience
Danielle White of Deluxe Aesthetics said it perfectly:
Your customer service experience starts at the lead stage, not the first visit.
Too many practices:
- Rely heavily on automation
- Respond slowly
- Sound robotic
- Don’t personalize the conversation
High-quality patients expect:
- Fast replies
- Warm replies
- Helpful education
- Personalized guidance
- Professional communication
This is especially important for higher-ticket prospects.
Strategy #4: Use Creative Offer Framing Instead of Straight Discounts
Discounts don’t have to be the only strategy. You can attract high-quality patients with:
- Botox + facial combos
- Botox + dermaplaning
- Botox + DiamondGlow
- Add-on bonuses
- Value-based benefit stacking
Lauren shared several examples from real clients:
Example: Botox + Dermaplaning
- Botox: 20 units for $199 ($10/unit)
- Free dermaplaning (perceived value $100, cost to practice ~$5)
Results:
- Zero no-shows
- Higher patient quality
- Higher initial visit revenue
- Stronger retention
Example: Botox + Laser Hair Removal
This performed poorly because the add-on didn’t have universal appeal.
Example: Botox + DiamondGlow
This performed extremely well due to broad appeal and high perceived value.
Key rule:
Add-ons must have near 100 percent overlap with Botox-interest patients.
Strategy #5: Refine Your Audience Targeting
Poor targeting attracts low-quality leads.
Good targeting improves lead quality dramatically.
Lauren highlighted:
- Offers attract different types of people
- A $25 facial attracts very different people than Botox
- Even inside one radius, certain areas convert better
Ricky added:
- Avoid drawing a giant radius around your practice
- Use multiple pin drops to isolate affluent areas
- Avoid areas where patients won’t realistically drive from
- Follow the 80/20 rule: focus on the areas where the majority of your long-term patients will come from
This ensures your ad dollars reach the right people.
Strategy #6: Build Know-Like-Trust Before the Offer
High-quality patients convert more easily when they already feel connected to your practice.
This includes:
- Education
- Storytelling
- Provider-led videos
- Short-form content
- Myth-busting
- Treatment explanations
- Cross-platform consistency
Boosting these videos helps create a snowball effect. They don’t need to sell — they need to build familiarity.
But, as Ricky highlighted:
Consumers won’t watch a technical explanation if they don’t already know you. So strong hooks and attention-grabbing intros matter.
Examples:
- “Most people don’t know this about Dysport…”
- “Here’s the biggest mistake people make with lip filler…”
You must win attention before you can share expertise.
Final Thoughts: Lead Quality Is About Strategy, Expectations, and Trade-Offs
Lead quality concerns are valid — but they’re often misunderstood.
This article covered:
- Why high lead volume often produces better financial outcomes
- When lead quality truly is a problem
- The role of providers, consult skills, and internal systems
- How discount-based ads can produce long-term high-value patients
- The unavoidable trade-offs behind quality-based offers
- How to improve lead quality strategically when needed
Ultimately, you must decide:
- Do you want more at-bats?
- Or fewer, higher-quality at-bats?
- Do you prioritize cost per acquisition?
- Or do you prioritize filtering?
There’s no perfect answer — only trade-offs.
With clarity and intention, you can structure a marketing strategy that aligns with your practice’s goals, your providers’ preferences, and the long-term patient mix you want to build.
If you want help developing a data-backed, customized strategy for your med spa, you can schedule a strategy session at:
medspamagicmarketing.com
