Aesthetics is discretionary spend with a very wide range of price points, tight advertising policy on imagery, and demand that arrives in waves around events and seasons. An account that treats every consultation request as the same conversion will quietly fill your calendar with the least profitable half of your menu.
What a click costs for a medical spa right now. Median Google Ads cost per click in the United States, from the October 2026 edition of the Paid Media Cost Index, a Diwizi dataset pulled on October 15, 2026 with the date the source last refreshed each figure.
| Search | Cost per click | Source refresh |
|---|---|---|
| medical spa | $6.37 | Sep 13 |
| cosmetic dermatologist | $4.95 | Sep 14 |
Healthcare median, $6.37 across 3 keywords. Free to reuse with credit to the Cost Index.
The metrics look healthy right up until someone compares the schedule to the revenue.
A consultation for the entry-level treatment and one for the flagship procedure are worth very different amounts. Merged into one conversion action, the platform optimises toward whichever is easiest to get, which is always the cheap one.
Demand builds ahead of events, holidays and summer, and several treatments have a lead time that makes clients plan backwards from a date. A flat monthly budget misses exactly the weeks worth winning.
Time goes into before-and-after concepts that get disapproved, and the account falls back on generic stock. The stronger route, credibility and practitioner qualification, is usually left unexplored.
If clients routinely move onto a package, the first appointment is a fraction of their value. Bidding as though that first appointment is the whole relationship leaves the aggressive bids on the table for a competitor.
Built around treatment value, the seasonal curve and what the platforms will actually approve.
Campaigns and conversion actions split so entry-level and flagship treatments can be bid at what they are actually worth, instead of averaging into the cheapest one.
If a share of clients moves onto a package or membership, that gets built into the target, which usually means you can pay more per consultation than you currently think.
Budget and bids built to lean into the weeks before events, holidays and summer, and to pace down through the quiet stretch rather than spending evenly across an uneven year.
Concepts built inside what ad platforms allow for aesthetic and body-related advertising, leaning on qualification, credentials and the consultation experience rather than on imagery that will be disapproved.
Pages built for a client who is comparing providers on trust as much as on price, with the practitioner credentials, the process and one clear way to book.
Cost per consultation and cost per booked treatment broken out by service, so you can see which part of the menu the spend is actually filling.
Meta usually carries more weight here than in clinical healthcare, because a good deal of aesthetic demand is created rather than captured. It still gets measured separately.
I would rather describe real work honestly than invent a case study with invented numbers. Some engagements have figures I can publish. My healthcare experience comes from an employed role, so nothing from it appears here at all, which is a deliberate choice rather than false modesty.
I have also worked in paid media in healthcare. Nothing from that work is published anywhere on this site: no employer named, no budgets, no results, no internal detail. It is listed only because it is where a large part of my healthcare experience comes from.
Google Ads and a monthly report for a reseller of health plans. On almost the same spend as September, quote requests went from 566 to 651 and the cost per request fell from R$ 16.42. It is health insurance, not a practice, so what carries over is the measurement and the lead quality work, not the patient journey. Read the case.
Google Ads and Performance Max in one of the most competitive local markets in the US, with expensive clicks, ZIP code choices and seasonal demand. The performance data is confidential by contract, so the case covers the work and the lessons, not the numbers. Read the case.
Cumulative account history since 2020: 5,707 clicks and R$ 63.61 per conversion. Conversions are contact actions recorded by Google Ads, not sales. I also created the brand identity and built the site. Read the case.
I go through the account, the tracking and the patient journey and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how patients actually search, and around what your compliance rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Med spas selling high-ticket treatments with consult-to-booking tracking.
Not a fit: Spas without an intake process or with no way to track consultations.
Not freely. Ad platforms restrict imagery that implies a body transformation, and several aesthetic categories carry additional policy limits. The practical answer is that the strongest creative in this category rarely relies on the before-and-after anyway, because credibility, practitioner qualification and the consultation experience do more of the persuading.
Almost always because the account is buying consultation requests for the cheapest treatment and counting them the same as requests for the most expensive one. Aesthetic price points vary by an order of magnitude. Until the account can tell them apart, it will optimise toward the cheap end by default, because that is what converts most easily.
Quite, and predictably so: demand builds before events, holidays and summer, and certain treatments have a lead time that makes people plan backwards from a date. Running a flat monthly budget through that curve overspends in the quiet weeks and runs dry in the weeks that would have paid for the quarter.
Substantially. If a meaningful share of clients moves onto a package or membership, the value of a first appointment is a fraction of what that client is worth, and you can afford to bid far more aggressively than a single-treatment calculation would suggest. Most accounts never make that adjustment.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.