Quick answer: Med spas face the strictest ad rules of any local business. On Google, you need certification to keyword-target prescription drug names like Botox. On Meta, cosmetic procedure ads must target 18+ and can’t use negative self-perception. Build campaigns around treatment categories, consultations and practitioner credentials.
Injectables, skin treatments and body contouring are high-value and repeat-purchase, which makes them attractive to advertise. They are also heavily policed by both platforms and by medical regulators. The clinics that scale are the ones that build compliance into the campaign from day one.
What ads cost for med spas and cosmetic clinics
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Beauty & Personal Care | $4.62 | 10.35% | $39.25 |
| Facebook and Instagram lead ads: Beauty & Personal Care | $3.06 | 5.29% | $51.42 |
There is no med spa line in WordStream’s report. Beauty & Personal Care averages $4.62 per click and $39.25 per lead on Google (2026) and $51.42 per lead on Facebook lead ads (2025). Cosmetic injectable leads usually cost more than general beauty services.
Which channel to start with
Channel roles:
- Google Search for treatment-category searches (“anti-wrinkle injections”, “skin clinic near me”) without keyword-targeting restricted drug brand names unless certified
- Facebook and Instagram for consultation offers, practitioner introductions and treatment education (18+ targeting)
- Remarketing and email for repeat treatments
- Google Business Profile and reviews
Google Ads keywords for med spas and cosmetic clinics
Use treatment categories rather than drug brand names, unless you hold the required certification.
- “anti-wrinkle injections”, “cosmetic injectables clinic”, “lip filler consultation”
- “laser hair removal”, “skin needling”, “chemical peel”, “IPL treatment”
- “skin clinic near me”, “cosmetic clinic [city]”
Negative keywords to add on day one
course, training, certification course, jobs, DIY, at home, kit, buy, wholesale, cheap.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
Avoid copy that criticises appearance (“Tired of looking old?”) or implies the viewer has a flaw. Meta treats that as negative self-perception.
What the landing page needs
- Practitioner names, qualifications and registration
- Consultation-first process
- Treatment pages with what to expect, recovery and risks
- Price ranges
- Before-and-after galleries only where your local regulator allows them
Full list: landing page checklist.
Track the right things
- Consultations booked
- Consult-to-treatment rate
- Repeat treatment revenue per client
Platform rules that apply to med spas and cosmetic clinics
- Google: certification is required to keyword-target prescription drug terms (for example injectable brand names). From the October 2025 update, these terms may appear in ads and landing pages without certification in some cases, but keyword targeting still needs certification.
- Meta: ads for cosmetic products, procedures or surgeries must target people 18 or older and must not create negative self-perception. Meta’s current Health and wellness page permits before-and-after imagery for general cosmetic procedures when targeted 18+ and free of negative self-perception tactics; verify the live wording before you rely on it.
- Meta’s personal attributes policy: ads can’t assert or imply the viewer has a health condition or a specific appearance concern.
- Professional advertising rules from your health or medical regulator apply on top of platform rules.
Common mistakes
- Bidding on injectable brand names without certification
- Under-18 audiences on Meta
- “Fix your wrinkles” style copy
- No practitioner credentials on the landing page
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Beauty & Personal Care average of $39.25 per lead, 20 leads a month is roughly $785 in ad spend before management fees.
Clinics often start at $2,000 to $5,000 a month. Because clients return for repeat treatments, lifetime value usually justifies the spend.
Frequently asked questions
Can med spas advertise Botox on Google?
Keyword-targeting prescription drug terms like Botox requires Google healthcare certification. Use treatment categories like “anti-wrinkle injections” instead if you are not certified, and check the rules for your country.
Can I use before-and-after photos on Facebook?
Meta’s current policy permits before-and-after imagery for general cosmetic procedures if the ad targets 18+ and avoids negative self-perception. Your local medical regulator may be stricter.
Why do my med spa ads keep getting rejected?
Usually drug brand names, appearance-shaming copy, or missing 18+ targeting.
Sources
- Google Ads policy: Restricted drug terms
- Search Engine Roundtable: Google Ads updates prescription drug terms policy (Oct 2025)
- Google Ads policy: Healthcare and medicines
- Meta Advertising Standards: Health and wellness
- Meta Advertising Standards: Privacy violations and personal attributes
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
Want a second opinion on your med spa ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →