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This was one of our most popular topics last year, and when we looked at our content calendar, we realized it’s been over a year since we last revisited it. So today, we’re breaking down our updated insider marketing secrets, Fall 2025 edition.
Technically, it’s late summer right now, but we’re calling it the fall edition (because honestly, we’re all wishing it was fall). Regardless, the timing is right to talk about what’s working best as we head into the new season.
We’re going to rifle through the common themes of success, but more importantly, we’ll get into the specifics of what’s working in our data right now. That’s what makes these insights “insider secrets”—you’ll see exactly what’s guiding our client strategies at this very moment.
Meta Ads & Google Ads: Still #1
No change here: Meta ads and Google ads are still the name of the game.
What about TikTok? We’ve tested it several times over the past year, dipping our toe back in every few months. The results? Mixed.
Why TikTok Ads Struggle
Lauren explains it this way:
- The TikTok ad platform is still relatively new. Many of the backend targeting options that are critical for med spa advertising just aren’t refined yet.
- Targeting is too broad. You often can’t choose small, hyper-local areas. Instead, you’re stuck targeting major cities or DMA regions. If your practice is in a suburb two hours outside Philadelphia, for example, your only targeting option might be “Philadelphia.” That means you’re paying for impressions and clicks from people who would never actually visit your practice.
- While lead volume looks good and cost per lead seems attractive, the conversion rate is extremely low, making the customer acquisition cost far too high.
When TikTok Can Work
The takeaway: TikTok ads are better used for omnipresence strategies—building awareness and visibility for your brand. If you’re focused on lead generation and patient conversions, Meta and Google are still far superior.
And to be clear, this isn’t because we’re “married” to these platforms. If direct mail or radio suddenly became the best performers, we’d be running those campaigns tomorrow. But as of now, Meta and Google continue to dominate for ROI.
The “Matrix for Success”
We use a simple equation to frame marketing success for med spas:
Great Reputation + Great Offers + Good Ads = Success
If one of those pillars is weak, you need to compensate with another. For example:
- If your reputation is only average, you’ll need stronger offers to win patients over.
- If your reputation is excellent, you can afford to be slightly less aggressive with offers.
The inverse correlation between offer attractiveness and customer acquisition cost is inescapable. A more compelling offer lowers acquisition costs—period.
And don’t forget: your reputation itself can and should be part of your ad strategy. Ask yourself: What can you say about your practice that your competitors cannot? Use your reviews, certifications, or unique team strengths in your messaging.
Injectables: The Gateway Drug
Injectables continue to be the gateway drug to med spa growth. If anything, this has only become more true over the last year.
Why Injectables Work So Well
- They’re sticky services: patients come back regularly.
- They’re cost-efficient: acquisition costs are relatively low compared to lifetime value.
- They have name recognition (especially Botox).
By contrast, services like microneedling or facials can work, but only if the offer is priced extremely competitively (think “butts in seats” promos like $25 or $49 facials). At higher price points ($99–$129), conversion rates drop dramatically.
What’s Working (and Not Working)
- Sculptra is performing strongly.
- Filler has dropped off significantly.
- Microneedling can work if priced right.
- Facials are hit-or-miss, heavily price dependent.
And remember: most healthy med spas still have 50–60% of revenue coming from injectables. That’s the mix investors look for, and even if you don’t plan to sell, it makes your business more stable and predictable.
Which Injectables to Advertise
- Botox: the “Kleenex” of injectables, huge brand recognition.
- Dysport: strong performance thanks to cost-per-unit advantages, making it an attention-grabbing “purple cow” offer.
- Sculptra: strong patient quality, high retention, excellent long-term margins.
Others like Jeuveau or Xeomin typically underperform because of low brand familiarity.
Standing Out in Competitive Injectable Markets
Here’s what’s changed since last year: more practices have caught on that injectables are the best entry point for ads. That means you’ll see a lot of the same promotions in your market—20 units for $179, Dysport at $3/unit, etc.
To stand out:
- Add bonuses (e.g., free dermaplaning with Botox).
- Leverage your reputation and team credentials.
- Make your ad copy and visuals more compelling than competitors.
We like to use a pitch meeting exercise when building offers: Imagine you and your top two competitors are pitching the same prospect in a room. Why should the prospect choose you? If you can’t articulate a clear and compelling reason, your offer needs work.
Offer Framing: Botox & Dysport
Here’s what’s working best right now:
Botox
- 20 units for $169–$189 (169 is the more competitive price point).
- Buy 30, get 10 free or Buy 40, get 20 free (with reps often reimbursing the bonus units).
- Botox + Express Facial: 20 units plus a 30-minute facial for ~$275.
Dysport
- 60 units at $3–$4 per unit (flat $3 works best, without decimals).
- Always use a video to explain the difference between Botox and Dysport for new leads.
Strategic Note
It’s better to optimize for more at-bats than higher patient quality upfront. Lowering your acquisition cost to bring in more patients—even if only half are long-term fits—still results in a more effective ROI than paying more for fewer “perfect” patients.
Filler Out, Sculptra In
Last year, filler was one of our top recommendations. This year, not so much. Acquisition costs have skyrocketed, and patient quality isn’t significantly better than Botox patients.
By contrast, Sculptra is on the rise.
- Attracts highly educated, high-spending patients.
- Easier cross-sells and upsells.
- Strong manufacturer promotions available (buy-two-get-one-free, bundle rebates, etc.).
Acquisition costs average $500–$700, but with intro packages priced around $2,000, the margins make it worthwhile.
Weight Loss: A Tougher Market
Weight loss campaigns have become much more competitive in the last year. Market saturation is high—TV ads, national prescription services, and local practices are all competing.
What Works Now
- First month for $299 or first two months for $349 tend to perform best.
- Retention is everything. Month 1 and 2 may not be profitable, but if clients stay 5–6 months, ROI follows.
- Cross-sells and upsells into other services are critical.
High-Ticket Services & Packages
High-ticket treatments like lasers, body contouring, and microneedling packages are tricky. Acquisition costs are high, while lifetime value is similar to injectable patients.
The Current Landscape
- Emsculpt Neo is still a solid performer.
- CoolSculpting demand has plummeted since its 2021 post-pandemic peak (now at just one-third the search interest).
- Microneedling works only with aggressive intro offers (e.g., $149 first session), followed by upsells into packages.
These services are often better positioned as cross-sells and upsells, not as the main advertising hook.
Retention: The Most Important Lever
Without retention, none of this works. Many treatments have thin margins between acquisition cost and first-visit revenue, so you must retain patients to see ROI.
Retention Tactics That Work
- Train providers to slow down, consult thoroughly, and love what they do.
- Book the next appointment in-room before the client leaves.
- Add follow-ups (personal calls or automated texts) after treatments.
- Use virtual coupon books: after the first appointment, allow patients to use other new-patient promos within 30 days.
Loyalty to the Practice, Not Just Providers
Build loyalty around your practice brand, not just individual injectors. This ensures long-term stability even if providers leave.
Keys to success:
- Unified treatment philosophy and protocols.
- Consistency in provider personality and patient experience.
- Branding that builds trust in the practice itself.
The Rise of GEO (Generative Engine Optimization)
One emerging trend: patients are asking ChatGPT or Gemini “Where should I get Botox in [city]?” instead of Googling.
Here’s what to do:
- Run these queries yourself for your city.
- Ask the AI engines where they pulled the results from.
- Reverse engineer the sources (review sites, directories, website info).
This is an area med spas can no longer afford to ignore.
Final Thoughts
The fundamentals of med spa marketing haven’t changed—injectables are the gateway, reputation matters, and retention drives profitability. But the details of offers, pricing, competitive positioning, and emerging trends like GEO are where you can set yourself apart in Fall 2025 and beyond.
