Google Ads for Med Spas, Injectables to Lasers.

Most med spa bookings finish on the scheduling company's website, where Google can't see them unless the confirmation is tracked. Count what a new client actually does:

• A confirmed booking, strongest with a deposit or card on file
• A call of 30 seconds or more
• A text or WhatsApp inquiry

Membership, gift card and shop clicks are mostly clients you already have. Then budget for the client who comes back: the average visit is $527, and a neurotoxin client can return four times a year.

The account is built by treatment, not category: one ad group and one treatment page each, launched in what we call the Isolation campaign on searches that pair a treatment with a place. Most med spas can't buy “botox” as a keyword, since there doesn't appear to be a certification an in-person spa can get, so the neurotoxin line starts with “lip flip,” at 880 searches a month.

Laser clicks can top $55 in our example market against national chains, so bids are set treatment by treatment, and a local spa wins where clients ask for the injector by name. The ads use clients' words, like “Natural Results, Not Frozen.”

Injections and drug names cost you remarketing, but keywords survive. The default location setting can buy clicks from people a thousand miles away, so it changes to people in your area. Search partners and AI Max go off at launch, and if your front desk speaks Spanish, the language settings should too.

An Exploration campaign (also our name) takes the long tail to broad match at about 30 bookings a month, usually in months two or three and sooner for bigger accounts. Performance Max follows around months six or seven with one treatment line, since it counts a $220 facial the same as an $859 lip filler. Local Services covers hair removal and facials, not injectables, so it's a late, optional test. AI Max comes last, after expired specials leave the site.

Compounded GLP-1 ads can't claim to be generic versions of approved drugs, and Google bans promises like “Lose 20 pounds in 8 weeks,” so the safest page sells the supervised program and a clinician reads every ad. Clients also want to know who holds the needle: the injector's name goes in the brand campaign, the headlines and the treatment page, and “board certified” appears only where it's exactly true.