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We talk a lot on this podcast about efficiency—reducing lead cost, improving close rate, optimizing customer acquisition cost, making incremental improvements in initial visit revenue, and nudging retention rates up month after month. These are absolutely important elements of your marketing and operational success, and every one of these incremental wins is worth pursuing.
But the reality is this: as long as your numbers are good, and your marketing is performing at a healthy benchmark, the single biggest catalyst for faster growth—and more new patient acquisition—is simply doing more of what is already working.
This idea was top of mind for me after listening to an Alex Hormozi podcast this morning. Hormozi talks about the obsession many business owners have with optimizing every detail, constantly tweaking and refining in search of perfect efficiency. But he emphasizes a counterintuitive truth:
The fastest path to aggressive growth is not more optimization—it’s more volume.
If something is working adequately, and the numbers make sense, the most predictable way to grow is to increase the amount of that activity, not just the quality.
Let’s break down how this applies directly to your med spa marketing strategy.
Efficiency vs. Volume: Why Both Matter, but One Matters More
At Med Spa Magic Marketing, we spend a lot of our time helping clients optimize performance. We look at every angle:
- Which ad creative is performing best
- Which offer is generating the lowest cost per lead
- Where follow-up is breaking down
- Which step affects close rate
We even watch closely for diminishing returns—what happens when you scale a campaign and your cost to acquire a patient increases from $150 to $200, for example. That tension is real, and it’s important to be aware of.
But here’s what doesn’t get enough attention:
As long as your numbers are still good and your business can sustain them… the answer to more substantial success is more.
Not just more effort.
More ad spend.
More volume.
More at-bats.
Quantity has a quality all its own.
What Our Case Studies Show: Ad Spend Is the X-Factor
When I look across our client portfolio—dozens of case studies over years of campaigns—the single most consistent variable among the practices with the most impressive growth isn’t:
- The lowest cost per lead
- The highest retention rate
- The best introductory offer
It’s aggressiveness of ad spend.
Let me give you two true examples pulled from our site:
Client A (High Ad Spend)
- 2,561 new patients
- $1.9 million in directly traceable revenue
- Achieved in less than 18 months
Client B (Lower Ad Spend)
- $400,000 in total revenue
- 295 patients
- Over two full years
Client A generated 10x more new patients with only ~5x more revenue. Why the discrepancy?
Because scaling ad spend does not produce perfectly linear results—which is normal. But even with diminishing returns, the absolute results were dramatically higher because of the larger volume being poured into the machine.
This is the core insight:
Even when efficiency decreases slightly, total revenue increases massively when volume increases significantly.
Which leads us into one of Hormozi’s most valuable concepts.
Understanding Diminishing Returns—And Why They Don’t Always Matter
Many owners (and many agencies) get scared when acquisition costs begin to drift upward as ad budgets increase. And it’s smart to watch for that.
But diminishing returns don’t automatically mean don’t spend more.
Here’s the analogy Hormozi used:
- If you put $100,000 into a machine and it makes you $1,000,000, that’s a 10x return.
- If you put $1,000,000 into the same machine and it makes you $2,000,000, that’s only a 2x return.
But you still made more money in the second scenario:
- First scenario: +$900,000
- Second scenario: +$1,000,000
The total gain is higher even though the ROI percentage is lower.
This is exactly how ad spend works.
The Simple Truth: When Your Numbers Are Good, Spend More
If your campaigns are performing at or above benchmark—meaning:
- Your CAC makes sense
- Your intro offer is converting
- Your retention is strong
- Your initial visit revenue is healthy
- Your follow-up and customer experience are solid
Then the biggest lever you can pull to grow faster is not “more optimization.”
It’s:
More budget into the campaigns already working.
More ad spend =
More leads =
More appointments =
More retained patients =
More long-term revenue
You don’t need a more complicated formula to grow. You simply need more inputs feeding what’s already effective.
The Broader Lesson: Massive Action Wins Everywhere
This principle applies beyond ads.
In every area of your business:
- More videos
- More social content
- More email nurturing
- More patient touches
- More follow-up
- More community visibility
- More training
- More consistency
Massive action compounds.
When owners ask, “Why am I not growing faster?”—and the numbers themselves are good—the answer is almost always the same:
You aren’t doing enough volume.
Aggression—backed by data—is the growth multiplier.
Final Thoughts: If You Want Faster Growth, Increase the Input
If you’re not hitting your growth goals—but your numbers are objectively healthy—the simplest, most reliable solution is:
Be more aggressive with your ad spend and marketing investment.
Not recklessly.
Not blindly.
But strategically—for campaigns that are already delivering acceptable results.
This isn’t theory.
It’s what every one of our top-performing case studies has in common.
Work With Us: Build a Plan for Scaling Your Med Spa
This episode is brought to you by Med Spa Magic Marketing. We help med spas and aesthetic practices grow using data-driven strategies that generate real, traceable revenue—not complicated marketing jargon.
If you’re exploring marketing options, switching agencies, or launching Facebook/Instagram/Google Ads for the first time, I offer something special:
A full 90-minute strategy and planning session, where I will:
- Audit your current marketing approach
- Map out a fully customized growth plan
- Give you every blueprint and strategy we’d implement
- Show you exactly how to scale effectively
You can use the plan yourself, hire another team, or work with us—we don’t hold anything back.
If you want to schedule your session, visit:
