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Welcome to Med Spa Success Strategies, your go-to resource for digital marketing success in the aesthetics industry. If you’re a med spa owner or marketer, Google Ads can be one of your most powerful tools to attract high-quality leads. However, if not done properly, it can also be a wasteful investment that drains your marketing budget.
This blog is based on Part 5 of our 2025 Marketing Series, where we share cutting-edge strategies that no one else in the industry is offering for free at this level. Even if you’re already working with a marketing agency, this guide will give you the top-level knowledge and specific action items to improve your ad performance, increase ROI, eliminate wasteful ad spend, and confidently audit your marketing provider.
Whether you’re just starting with Google Ads or optimizing existing campaigns, this guide will provide a step-by-step breakdown of everything you need to know.
Google Ads vs. Meta Ads: Which Platform Is Best for Med Spas?
Before diving into strategy, it is important to clarify why and when Google Ads make sense compared to Meta (Facebook & Instagram) Ads.
The biggest difference is in user intent. Google Ads target users who are actively searching for services, making them high-intent leads. Meta Ads, on the other hand, reach people who are passively scrolling through their feed, meaning you have to capture their attention and educate them about your services.
Google Ads work best for demand capture when people already know about a treatment and are searching for a provider. Meta Ads are better for demand creation when you need to introduce and educate the market about a new service.
When to Use Google Ads
Google Ads are most effective when the service is well-known. Treatments like Botox, dermal fillers, laser hair removal, and weight loss injections perform well because people already know about them and actively search for providers.
These ads are also ideal if you offer a niche service. Specialized services like hair transplants, spider vein treatments, or acne scar removal tend to fail on Meta Ads because they require targeting a very specific audience. With Google Ads, you only pay for clicks from high-intent users.
If your goal is bottom-of-the-funnel conversions and you want to immediately book appointments, Google Ads provide faster results than Meta.
When to Avoid Google Ads
Google Ads are not ideal if you are promoting a new or unknown service. If you’re launching an innovative laser treatment that people do not know exists, Google Ads won’t work because no one is searching for it. Meta Ads would be a better choice to build awareness.
Another challenge is advertising restrictions. Some services, like PRP, cannot be advertised on Google unless you use an isolated landing page that does not mention PRP on your main website.
It is also important to avoid Google Ads if your messaging is unclear. Since Google Ads appear next to competitors, you must stand out with a strong offer that gives users a reason to click on your ad instead of others.
Google Ads Strategy for Med Spas: The Three Pillars of Success
A high-performing Google Ads strategy revolves around three core factors that influence patient decisions: reputation, price and promotions, and convenience.
Reputation and Social Proof
Patients trust med spas with strong reputations and positive reviews. A well-structured Google Ad should include a high review rating in the ad copy. Using Google’s review extension allows potential patients to see your customer ratings directly in the search results, reinforcing trust. If your med spa has won awards or is affiliated with a reputable organization, this should also be included in your ad messaging.
Price and Promotions
New patient offers are the most effective way to lower your cost per lead. Examples of strong offers include a discount on the first Botox treatment, a new client discount for dermal fillers, or a free first session of laser hair removal.
Weak offers, such as vague statements about affordability, do not attract attention and are unlikely to convert well. However, offering too steep of a discount can also be problematic, as it may attract price-sensitive patients who are less likely to become long-term clients.
Convenience and Location
Patients prefer med spas that are close to their homes or workplaces. Including your exact location and business hours in your ad helps increase trust and conversions. Enabling location extensions in Google Ads ensures that your med spa appears in local searches and on Google Maps.
Step 1: Building Your Google Ads Campaign with a Strong Keyword Strategy
Choosing the right keywords is the foundation of a successful Google Ads campaign. The best keywords combine a service with a location, such as “Botox near me” or “Laser hair removal in [City].”
It is important to avoid broad match keywords because they allow Google to display your ad for irrelevant searches. For example, bidding on the term “Botox” could result in your ad appearing for searches like “DIY Botox” or “How long does Botox last?”
Using phrase match keywords, where the keyword is placed in quotation marks, allows for close variations while keeping targeting specific. Exact match keywords, written in brackets, give maximum control over which searches trigger your ad.
Step 2: Landing Page Optimization to Convert More Clicks into Patients
One of the biggest mistakes med spas make with Google Ads is sending traffic to their homepage instead of a dedicated landing page. A properly designed landing page increases conversions and reduces wasted ad spend.
A strong landing page should include a clear new patient offer, real provider photos, a strong call-to-action, and social proof such as patient testimonials and Google review ratings. Navigation menus should be removed to prevent visitors from getting distracted and clicking away from the offer.
If you are advertising PRP, using a separate landing page is essential to comply with Google’s advertising policies.
Step 3: Managing and Optimizing Your Google Ads Campaign
Once your campaign is live, ongoing management is required to improve performance. The first step is reviewing your search terms report weekly. This report shows what users actually searched before clicking your ad.
If you notice searches related to discount hunting, at-home treatments, or locations outside your service area, these should be added to your negative keyword list to prevent wasted ad spend.
A/B testing different offers and headlines is another important optimization strategy. Testing different call-to-action phrases, such as “Book Now” versus “Claim Your Offer,” can help determine which messaging resonates most with potential patients. Testing different discount amounts can also help identify the best incentive for attracting new patients.
Finally, it is important to monitor Google’s Ad Strength Score. While this score provides recommendations for improving performance, it is important not to blindly follow its suggestions. Prioritizing clarity and relevance in your ad messaging is more important than achieving a perfect ad strength rating.
Final Thoughts: Is Google Ads Right for Your Med Spa?
Google Ads can be an incredibly effective tool for attracting new patients and growing your med spa. However, success depends on proper keyword selection, strong landing pages, and ongoing optimization.
If you are already running Google Ads, use this guide to audit your campaigns and eliminate wasted ad spend. If you are new to Google Ads, following these best practices will help you set up a campaign that generates high-quality leads from day one.
If you would like expert help with your Google Ads strategy, you can book a free one-hour strategy session at Med Spa Magic Marketing, where we will create a customized plan for your practice.
If you have any questions or want to discuss your campaign, feel free to reach out.
