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As we move through the final stretch of the holiday season and look toward the growth opportunities of 2026, I wanted to share some “Wednesday Thoughts.” If you’ve been following the Med Spa Success Strategies cadence, you know that on Mondays we publish our full-length episodes and on Fridays we release our guest interviews. We maintain a very high threshold for guest caliber, so while those don’t happen every week, they are always high-value when they do.
Occasionally, I like to drop these shorter, more focused updates on Wednesdays to share the internal conversations our team is having. These are the “quick thoughts” that I believe are essential for any med spa owner to consider as we wrap up 2025 and head into a new year of patient acquisition.
The Meta Ad Debate: Static Image vs. Video
One of the first things on our minds lately is the ongoing debate between static image ads and video ads on Meta (Facebook and Instagram).
Traditionally, our agency has run a significant volume of static image ads. There are several practical reasons for this: they are easier to coordinate, move along faster, and are much simpler to iterate on. In fact, all of our major case studies to this point have been built on a static image framework.
The Proven Power of Static
The results of the static framework speak for themselves. We have used this strategy to help a single med spa generate:
- 2,561 new patients.
- $1.9 million in revenue.
- A Customer Acquisition Cost (CAC) under $150.
These strategies work, yet we are constantly thinking about how to effectively incorporate more video into the mix. You often hear that “video is king” on social media. While that is true in terms of entertainment and Reels engagement, the ad space is different. Many major brands and media companies still lean heavily on static images because they remain incredibly effective.
The “Football Analogy” of Ad Creative
When deciding between the two, I think about it in terms of a football team.
- Static Image Ads (The “Game Manager” Quarterback): This is the reliable, consistent player who comes in and doesn’t throw a bunch of interceptions. They might not do anything exceptional every single play, but they do exactly enough to help you win the game. They check the boxes of the AIDA framework (Attention, Interest, Desire, Action) and provide a consistent, predictable result.
- Video Ads (The “Brett Favre”): Video has a much higher potential for “bust,” but also a much higher performance ceiling. Video can do things for your brand that no other medium can, specifically developing “Know, Like, and Trust” at a rapid pace. However, the variables are endless. You could have two different people read the exact same script in the same room, and one might perform wildly better simply because of how they resonate with the audience.
The 2026 Video Framework
For our clients moving into 2026, we are looking at how to scale video testing. To succeed with video, you must follow a strict, hook-focused framework:
- The Hook: The first 1–2 seconds must be highly enticing to stop the scroll.
- The Goods: You must deliver the value or information quickly.
- The CTA: You need a clear, unmistakable call to action.
The Value of Knowing “What Not to Do”
When you look at the “deliverables” of most marketing agencies, the checklists look identical: run offers, manage ads, write copy, create automation. However, the real value of a strategic partner lies in knowing what not to do.
I speak with so many med spa owners who are running ads that look nice. They have attractive offers, solid copy, and good automation. But the problem is they are trying to “jam a square peg into a round hole” by advertising the wrong services.
The Math of Failed Ad Campaigns
Through constant testing, we’ve found that services like microneedling or laser hair removal often fail in the cold-traffic ad space. While you will generate leads and even some bookings, the math rarely makes sense as a lead-generation tool.
- They often require heavy discounts to convert.
- They carry a high Customer Acquisition Cost.
- They often lack the long-term retention needed to offset those front-end costs.
These services are fantastic as add-ons, upsells, or cross-sells for patients who already know and trust you. But as a primary driver for ad dollars? They can result in months of wasted time and tens of thousands of dollars in lost revenue. Knowing what mistakes to avoid is just as valuable as knowing what to execute.
The “Five Guys” Principle: The Power of the Unexpected Bonus
I want to credit Joe, one of our newest digital marketing associates, for this final thought. During our Monday morning “ad share,” he brought up a fascinating article about Five Guys.
If you’ve ever eaten there, you know they intentionally put “extra fries” in the bag—way more than what actually fits in the cup. This isn’t an accident. It is a calculated move to increase the perceived value of the meal. It makes the customer feel like they got a tangible bonus for free.
Creating the “Extra Fry” in Your Med Spa
How can you implement this in your practice as we head into the new year? What is the “cherry on top” of your service offering?
- The Key Rule: Do not advertise this bonus upfront. If you advertise it, it loses its power. It just becomes part of the “paid for” service.
- The Surprising Bonus: You want this to be an unexpected gift that builds loyalty at scale. It could be a specific luxury product, or perhaps an additional unit or two of neurotoxin at the end of a treatment to ensure a perfect result without charging them for it.
When a patient leaves your practice feeling like they got even more than they paid for, you are building a level of loyalty that no discount can buy.
Final Thoughts for 2025 and Beyond
Success in 2026 won’t come from just doing more; it will come from doing the right things. Focus on your ad frameworks, avoid the “square peg” service traps, and find your practice’s version of the “extra fry.”
I hope these thoughts were helpful as you plan for the year ahead. We will be back with a full-length episode next Monday.
