A breast augmentation, a rhinoplasty and an eyelid lift attract different patients, at different prices, after different amounts of research. Most of those patients compare several surgeons before they book a consultation. Paid media has to win that comparison and be judged on the surgeries that follow.
The gap between a consultation and a scheduled surgery is where most of the money goes.
Procedures with very different values compete for the same budget, and the platform funds whichever converts cheapest. The surgeries the practice most wants can end up with the least spend.
Many requests are early research or price checks. If the account learns from form fills, it finds more people who fill forms, not more patients who schedule surgery.
Meta requires cosmetic surgery ads to target adults and rejects copy that attacks how someone looks. Google treats cosmetic surgery as a sensitive health category. Ads written without those rules get rejected or restricted.
Patients comparing surgeons want a price range and a financing option before they book. A page that hides both sends the comparison to the next practice.
Built around the procedures you want more of and the rules this category runs under.
Breast, body, face and nonsurgical treatments run separately, each with its own search terms, bids and page.
Consultations that became scheduled surgeries are matched to the campaign and keyword that produced them, so budget follows surgery and not enquiries.
Google captures patients already searching for a procedure. Meta reaches adults who are considering one, with creative written inside its cosmetic procedure rules.
Targets set from what each procedure is worth to the practice, so a rhinoplasty and an injectable visit are not bought at the same price.
Pages that show the procedure, the surgeon, a price range or financing and how the consultation works. See landing pages and websites.
Consultations, scheduled surgeries and cost per surgery reported for each procedure group.
Meta allows cosmetic procedure ads only for audiences aged 18 and over and does not allow copy that criticizes physical appearance. Before and after images are allowed for adults under its current rules, and every image is reviewed against them before launch.
Average cost per click on Google in the United States. Most procedure searches are research, so the cost per click says little until it is tied to consultations and surgeries.
| Search term | Monthly searches | Average CPC |
|---|---|---|
| blepharoplasty | 135,000 | $7.05 |
| rhinoplasty | 90,500 | $13.77 |
| breast augmentation | 74,000 | $10.34 |
| tummy tuck | 60,500 | $10.75 |
| mommy makeover | 40,500 | $10.44 |
| plastic surgery near me | 40,500 | $9.26 |
| lipo near me | 14,800 | $12.29 |
Source: Google Ads data for the United States via DataForSEO, read on October 15, 2026. National averages for the last twelve months.
I have not published a plastic surgery case, and I would rather say so than borrow one. This is what is real.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs. Read the case.
I have also worked in paid media in healthcare. Nothing from that work is published on this site. No employer is named, and there are no budgets, results or internal details.
What carries over is the method. Conversions are defined as booked work, calls are tracked to the keyword, and bids are set against what a customer is worth.
I go through the account, the tracking and the path a patient takes from search to appointment and tell you what is broken. The findings are yours whether or not we keep working together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy and landing pages built around how patients actually search, and around what the platform rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Longer reads on this topic from the blog.
Plastic surgery practices with operating room time to fill.
Not a fit. Practices whose surgical calendar is full for months, where more demand has nowhere to go.
Yes, with limits. Meta requires ads for cosmetic procedures and surgery to target people aged 18 and over, and it rejects copy that attacks how someone looks. Before and after images are allowed for adult audiences under the rules in force in October 2026.
Not on Google with lists built from your own visitors or patients. Google treats cosmetic surgery as a sensitive health category, so those audiences cannot be used. Search intent, location and the page do the work instead.
In October 2026 the United States average was $9.26 for plastic surgery near me, $10.34 for breast augmentation and $13.77 for rhinoplasty. These are national averages, and your market can sit above or below them.
A range helps. Patients comparing surgeons look for a starting price and financing before they book, and a page that gives neither loses them to a practice that does. The final quote still comes after the consultation.
I have not published a plastic surgery case, so I will not claim one. I have also worked in paid media in healthcare, and the published numbers on this site come from a home services company in Houston. The method is the same one, applied to consultations and scheduled surgeries.
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.