Should a med spa use Meta ads or Google ads?
Most med spas should use both. Google Search ads reach people actively searching for a treatment near them, like "Botox near me," so they tend to convert fastest. Meta ads on Facebook and Instagram build awareness with video and reach people who aren't searching yet. Meta creates the demand and Google captures it. If you can only start with one, start with Google Search for your top treatments.
What Google Ads does best for med spas
- High intent. Someone searching "lip filler Boca Raton" is ready to book.
- Treatment-level control. Separate campaigns for neurotoxin, filler, laser and facials, each with its own budget.
- Local reach. Target a radius around your spa or specific Florida cities.
- Fewer creative restrictions. No before and after images needed. Clear text ads and a strong landing page do the work.
What Meta Ads does best for med spas
- Video. Provider-led reels build trust before anyone visits your website.
- Reach. Find people in your area who haven't started searching yet.
- Retargeting. Bring back people who visited your site or watched your videos.
- New treatment launches. Introduce a new device or service to your local market.
Meta has stricter rules for health and wellness ads. See our entry on Meta's 2026 ad rules for med spas before you launch.
How to split your budget
A simple starting point for a single-location med spa:
- Google Search: about 60%. Your top 2 or 3 treatments, tightly targeted to your area.
- Meta: about 40%. Provider video to build awareness, plus retargeting of site visitors and video viewers.
After 30 days, move budget toward whichever channel is booking consultations at the lowest cost. Measure booked consults, not clicks.
What makes either channel work
- A landing page built for the treatment, with a short form and online booking.
- Calling or texting every lead back within minutes.
- Real content from your spa. Our clients' ad creative comes from their monthly content day.
We've seen what this looks like in practice: on Google Ads, one aesthetic education client went from 141 to 922 conversions a month on the same budget, and a women's wellness brand reached a 4.10x return on ad spend.
FAQ
How much should a med spa spend on ads?
It depends on your market and treatments. Many single-location med spas start between $1,500 and $3,000 a month in ad spend and scale what books consults.
Are Google Ads or Facebook Ads cheaper for a med spa?
Clicks are often cheaper on Meta, but Google Search leads usually convert to booked treatments faster because the person is already searching. Compare cost per booked consult, not cost per click.
Can I run both on a small budget?
Yes. Start with Google Search for your top treatment and a small Meta retargeting campaign, then expand.