Google Ads for Med Spas

With tracking that goes past the form. Calls need a tracked number that swaps in dynamically so the click and the call are joined up; forms need to record which treatment was requested; and the booking itself, not the enquiry, should be sent back to Google as the conversion, so bidding optimises toward appointments that actually got made. Setting that up is the first work we do, because everything after it is guesswork otherwise. One realistic limitation: there is a lag between a consult and a treatment, and if you wait for revenue to close the loop the campaigns have nothing to learn from for weeks. The workable compromise is optimising on booked consults, then checking the rest by hand, since cost per booked consult multiplied by your consult-to-treatment rate gives a cost per treatment you can compare against what that treatment is worth. Both numbers come from your books.

Three specific settings, in order. First, target by presence rather than interest, because Google's default option includes people merely searching about your area, which for a med spa means clicks from other states. Second, build the radius around drive time rather than miles, since the distance someone will travel for a facial and for a course of injectables are different numbers, and both are shorter than most accounts assume. Third, add explicit exclusions for the areas you never want, because targeting alone tends to leak outward. Then check the geographic report monthly and look at where budget went rather than where you meant it to go, since that report is where the waste shows up first. The exception worth naming: if you have a genuine destination service people travel an hour for, treat it as its own campaign with wider targeting rather than widening everything and overpaying on routine treatments.

Often, but it should be tested rather than assumed, and the metric you judge it on decides the answer. Putting a price or a starting price in the ad usually lowers click-through rate and raises lead quality, because the people who were only ever going to ask what it costs stop clicking. Judged on cost per lead that can look worse; judged on cost per booked treatment it frequently looks better, which is why the tracking question comes first. The case against is high-ticket work where the consult exists to establish value, and a starting price anchors the conversation at the cheapest version before anyone has explained the difference. Run it as a proper test at ad group level, with enough volume to mean something, and leave it long enough to see booked appointments rather than enquiries. Nobody can tell you in advance which way it goes for your treatments and your market.