Google Ads reach people already searching for a treatment by name, so leads cost more but book more often. Meta ads reach people who weren’t searching, so leads cost less but book less often. Most med spas should start with Google for the treatments patients search for, then add Meta for visual treatments and seasonal offers. Here’s how the two compare, what each costs in 2026 and how to split a starter budget.
Brand Lift 360 runs Google and Meta advertising for med spas in Roseville and Greater Sacramento. Ad spend is paid directly to the platforms with no markup; management is included in Growth and Authority.
The Short Answer
- Google first for Botox and neuromodulators, fillers, laser hair removal and anything people type into a search box with a city name.
- Meta second for body contouring, skin treatments with strong visuals, memberships and seasonal offers.
- Both need a treatment page to land on and someone to answer within minutes. The ad is the cheap part.
Side by Side
| Google Ads | Meta ads (Facebook and Instagram) | |
|---|---|---|
| Who sees it | People searching for the treatment now | People who match an audience, not searching |
| Cost per lead | Higher | Lower |
| Booking rate | Higher | Lower |
| Best for | Named treatments, “near me” searches | Visual treatments, offers, awareness |
| Creative | Text, a few images | Photos and short video do the work |
| Policy risk | Moderate: some aesthetic terms restricted | Higher: before-and-after images and body-focused claims often rejected |
What Each Costs in 2026
Published benchmarks we reviewed in October 2026 put med spa Google Ads cost per lead at roughly $20 to $60 for non-surgical treatments, with clicks on terms like “Botox near me” commonly $12 to $28 and broad “med spa” terms lower. Meta ads for med spas typically land in the $15 to $45 cost-per-lead range. Reported lead-to-booking rates for med spas sit around 30 to 40 percent, and injectable patients no-show often enough that booked and attended appointments should be counted separately.
Those numbers move with your market, offer and landing page. In our own accounts, the biggest swings come from the page the click lands on and how fast the inquiry is answered, not from the platform.
Which Treatments Go Where
| Treatment | Start on | Why |
|---|---|---|
| Botox and neuromodulators | High search volume with a city name; patients know what they want | |
| Dermal and lip fillers | Google, then Meta | Searched by name; visual results work on Meta once Google is booking |
| Laser hair removal | Searched seasonally; price-shopped, so the landing page needs a starting price | |
| Body contouring | Meta | People don’t know the treatment name; visuals create the interest |
| Microneedling, peels, facials | Meta | Lower ticket; Meta’s cheaper leads make the math work |
| Medical weight loss | Heavily searched; strict ad policies, so copy needs care | |
| Memberships and seasonal offers | Meta | Reaches existing and lapsed clients cheaply |
A Starter Budget
For a 1 to 3 provider med spa, we usually start at $1,500 a month per campaign, paid directly to Google or Meta.
- Month 1–3: $1,500/month on Google, split across two or three named treatments. Measure cost per booked appointment by treatment.
- Month 4–6: Keep Google where it books. Add $500–$1,000/month on Meta for one visual treatment or a seasonal offer.
- Month 7+: Move budget toward whichever campaigns have the lowest cost per booked appointment. Growth manages up to $3,000/month in ad spend; Authority up to $10,000.
With Growth at $1,499/month plus $1,500 in ads, the total is $2,999/month. One extra booked patient a month at a $600 contribution covers a third of that; most med spas book far more. See plans and pricing.
The Rules That Get Ads Rejected
- Before-and-after images on Meta for body treatments
- Claims that imply a guaranteed result or a medical outcome
- Targeting that singles out people by a perceived flaw (“tired of your double chin?”)
- Prescription product names in some placements
- Landing pages missing a privacy policy or contact details
We review eligibility, claims and targeting against Google's healthcare and medicines ad policy before launch. The platforms make the final call, and policies change, so a rejected ad is a revision, not a crisis.
Questions Med Spa Owners Ask
Should I start with Google or Meta?
Google, for treatments people search by name. Add Meta once Google is producing booked appointments.
Do Meta ads work for Botox and filler?
Yes, with care. Leads are often cheaper than Google’s but book at a lower rate, and Meta restricts some claims and images. Send clicks to a treatment page and answer within minutes.
Is ad management included in your plans?
Yes. Growth includes Google Ads and Meta retargeting; Authority includes Google Ads and integrated paid social. Ad spend is separate and never marked up. For the full plan, read Med Spa Marketing: A 12-Month Plan.
See What Your Ads Should Cost
Request a free Practice Growth Review for your two priority treatments and markets. See our med spa marketing →