Aesthetics is the rare local category where social outperforms search, the purchase is discretionary, and repeat visits decide profitability. It rewards a different plan than the rest of local marketing.
Nobody urgently needs injectables. That single fact reorders the whole plan: search captures the small share of people already decided, while social, video, and streaming create the consideration that leads to a consultation.
Which is why a med spa running only paid search usually plateaus quickly — it is harvesting a small pool and ignoring the much larger one that has not decided yet.
Expect the majority of budget in demand creation, with search holding brand terms and the high-intent treatment searches.
This category produces genuinely watchable content: results, procedures, staff explaining what a treatment actually feels like and costs. That content performs on paid social and on organic video, and it costs almost nothing to produce.
Practices willing to film weekly have a structural advantage over those that are not, and it is larger here than in any other local category.
Before-and-after imagery is subject to platform policy — what is allowed varies and changes. We keep creative inside policy while still showing outcomes, which usually means process and reaction rather than tight comparison shots.
The dominant hesitation is cost. Practices that publish starting prices or monthly payment options convert consultations at meaningfully better rates than those that require a call to find out.
Membership and package structures also do double duty: they raise average value and they answer the price question with a smaller number.
Acquisition gets attention; repeat visits produce the profit. The highest-return marketing in a med spa is usually the reminder to the patient who came four months ago.
That means your own list is the most valuable audience you own — for email, for retargeting, and for lookalike building. Most practices under-use it dramatically.
Social and video weighted for creation, search holding intent and brand, retargeting across both, and customer-list campaigns for repeat treatment cycles.
Creative refreshed monthly, because feed fatigue arrives faster in this category than any other, and reporting on cost per booked consultation with in-clinic conversion tracked alongside it.
Because demand is discretionary. Search only reaches the small share already decided; social creates the rest.
Sometimes, with constraints that vary by platform and change often. We keep creative compliant while still showing outcomes.
Starting prices or payment options, yes. It is one of the strongest conversion levers in the category.
Monthly at minimum. Aesthetics creative fatigues faster than any other local category.
Same execution layer, different mechanics. Twelve categories, every channel.
We run Med Spa & Aesthetics campaigns in every county in the country. A few of the markets we work in:
Tell us what you run today and what you pay for it. We'll show you the difference in one call.