Best Keywords for MedSpa Google Ads in 2025

The single fastest way to waste money on medspa Google Ads is to bid on the wrong keywords. We see it constantly -- medspas spending $4,000 to $8,000 a month generating clicks from people researching side effects, looking for training programs, or hunting for Groupon deals they'll never follow through on. The keywords you choose determine everything: who sees your ads, what you pay per click, and whether those clicks turn into booked consultations or wasted budget.

We manage PPC for medspas across dozens of markets and treatment types, and we've built deep data on which keywords actually fill appointment books. This post breaks down the best keywords for every major medspa service, organized by treatment category, intent level, and realistic CPC ranges -- so you can build campaigns that attract patients ready to book, not just browse.

Why Keyword Selection Makes or Breaks MedSpa PPC

MedSpa advertising is uniquely challenging because the treatment menu is wide, the patient intent spectrum is broad, and the competition is fierce in most markets. A single medspa might offer 15 to 20 different services, each with its own keyword universe, search volume pattern, and competitive landscape.

Here's what happens when keyword selection goes wrong:

• Budget bleeds into informational queries. Someone searching "what is CoolSculpting" is at least 3 to 5 touchpoints away from booking. They're not your target for a search campaign.
• Low-intent clicks inflate your CPL. Your cost per lead jumps from $45 to $120 because half your clicks are researchers, not buyers.
• High-value treatments get starved. If general keywords eat your budget, there's nothing left for body contouring or injectable campaigns that produce $3,000 to $8,000 per patient.

The fix is a keyword strategy built around treatment categories and intent levels, with clear CPC expectations for each. That's what we're building here.

High-Intent vs. Low-Intent Keywords for MedSpas

Before looking at specific keywords, you need to understand the intent spectrum. This determines whether a keyword generates booked consultations or tire-kickers.

High-intent keywords signal someone ready to take action:

• "Botox near me"
• "CoolSculpting consultation [city]"
• "lip fillers cost"
• "medspa appointment"
• "laser hair removal pricing"

Low-intent keywords signal research or curiosity:

• "what does Botox do"
• "CoolSculpting reviews reddit"
• "is microneedling worth it"
• "medspa treatments list"
• "dermal filler types"

High-intent keywords cost more per click but convert at 3x to 5x the rate of low-intent keywords. In our accounts, high-intent medspa keywords convert at 10% to 18% on a well-built landing page, while informational keywords hover around 2% to 4%. The math is simple: a $7 click that converts 15% of the time produces a $47 lead. A $3 click that converts 3% of the time produces a $100 lead. Always prioritize intent over volume.

Keywords by Treatment Category

Here's where we get specific. These are the keywords we've tested across hundreds of medspa campaigns, with realistic CPC ranges based on mid-sized U.S. markets. Adjust up 30% to 60% for major metros (Miami, LA, NYC, Scottsdale) and down 20% to 30% for smaller markets.

Injectables: Botox and Fillers

Injectables are the highest-volume, most-searched medspa service category. They're also the gateway: a Botox patient today becomes a filler and body contouring patient next year.

Strategy notes: "Botox near me" is the single highest-volume medspa keyword in nearly every market. It's competitive but essential -- don't cede this ground to competitors. "Botox cost" converts better than you'd expect because price is the primary decision factor for first-time patients. Send these clicks to a page that addresses pricing transparently and includes a specific offer.

Branded injectable keywords like "Juvederm," "Restylane," and "Dysport" have lower volume but higher intent -- patients searching by brand already know what they want and are looking for a provider.

Body Contouring

Body contouring keywords are the most expensive medspa keywords by CPC, but they're also the highest-ticket services. A single CoolSculpting or Emsculpt package runs $2,000 to $6,000, so even a $15 CPC is a bargain if the conversion path works.

Strategy notes: Body contouring patients have longer decision cycles -- typically 2 to 4 weeks from first search to booking. Retargeting is essential for this category. We typically see 30% to 40% of body contouring conversions come from retargeting campaigns, not the initial click. Build your campaign with that funnel in mind.

"CoolSculpting cost" is one of the highest-ROI keywords in medspa PPC because it captures patients who are past the research phase and evaluating whether they can afford treatment. Pair it with a landing page that shows pricing tiers and financing options.

Laser Treatments

Laser keywords span multiple services and attract patients at different budget levels. Hair removal is the volume driver; skin resurfacing is the revenue driver.

Strategy notes: Laser hair removal is one of the cheapest lead sources in medspa PPC -- CPLs regularly land between $18 and $35 on Google. The catch is that individual session revenue is modest ($150 to $400), so lifetime value matters. Package pricing in your ads ("6 Sessions for $999") converts dramatically better than single-session pricing and locks in higher total revenue.

Laser skin resurfacing and tightening keywords have higher CPCs but attract patients willing to spend $1,500 to $4,000 per treatment course. Separate these into their own ad groups so the budget doesn't get consumed by cheaper hair removal clicks.

Skin Treatments

Facials, chemical peels, and microneedling are your entry-point services. The keywords are cheap, the conversion rates are strong, and the patients become long-term clients who eventually upgrade to higher-ticket treatments.

Strategy notes: HydraFacial is a keyword goldmine right now. Brand awareness is high, search volume is growing 25% to 35% year over year, and CPCs remain moderate because many medspas haven't built dedicated campaigns for it yet. If you offer HydraFacial, build a standalone campaign immediately.

Microneedling keywords perform well because the treatment has crossed into mainstream awareness. "RF microneedling" attracts a more educated, higher-spending patient than standard microneedling -- separate these keywords and tailor the messaging accordingly.

Want a keyword strategy built specifically for your medspa? We research, structure, and optimize PPC campaigns for medspas based on your treatment menu, market, and growth goals. Book a free strategy call →

Location-Modified Keywords and Why They Convert Better

Adding a city, neighborhood, or "near me" modifier to any medspa keyword dramatically increases conversion rates. In our data, location-modified keywords convert 40% to 70% higher than their unmodified equivalents.

Here's why: someone searching "Botox" might be researching. Someone searching "Botox Scottsdale" is ready to book.

Location modifiers that work:

• City name: "Botox Austin," "lip fillers Dallas"
• Neighborhood: "CoolSculpting Upper East Side," "medspa Buckhead"
• "Near me": "medspa near me," "laser hair removal near me"
• Zip code or area: "Botox 77005," "medspa South Beach"

The structure we recommend: For every core keyword, create both a "near me" variation and a city-name variation. Google treats these differently in the auction and often shows different CPCs. In most accounts, "near me" keywords have 15% to 25% higher conversion rates than city-name keywords because "near me" signals immediate intent while city-name keywords sometimes capture visitors or planners.

Always ensure your Google Business Profile is fully optimized and linked to your ad account. Location extensions are critical for "near me" queries -- they show your address directly in the ad and increase click-through rates by 10% to 15%.

Negative Keywords MedSpas Must Use

A negative keyword list is as important as your target keyword list. Without one, you'll pay for clicks from people who will never become patients. We add these to every medspa account on day one.

Career and education keywords:

• certification, training, school, course, license, salary, jobs, hiring, career, how to become

DIY and at-home keywords:

• DIY, at home, home remedy, natural, homemade, yourself, self

Side effects and safety concerns:

• side effects, dangers, risks, gone wrong, bad results, lawsuits, death

Discount hunters and unqualified traffic:

• free, Groupon, coupon code, cheapest, bargain, deal of the day

Competitor-adjacent irrelevant terms:

• reviews reddit, before and after youtube, celebrity, TikTok tutorial

Insurance and medical keywords:

• insurance, covered by insurance, Medicaid, Medicare

In our experience, a well-maintained negative keyword list reduces wasted spend by 20% to 35% in the first 30 days. Review your search terms report weekly and add new negatives every time. This is not a set-it-and-forget-it task.

Match Type Strategy for MedSpa Campaigns

Match types control how broadly Google interprets your keywords. Getting this wrong either kills your reach or floods your campaign with irrelevant clicks.

Our recommended approach for medspas:

• Exact match for your top 10 to 15 proven converters. Keywords like [botox near me], [coolsculpting cost], [lip fillers (city)]. These get the tightest control and highest bid priority.
• Phrase match for your core treatment themes. This captures useful long-tail variations you might not have thought of -- "best botox injector in Dallas for forehead lines" would trigger a phrase match on "botox injector in Dallas."
• Broad match only on high-volume terms when paired with Smart Bidding (Target CPA or Maximize Conversions) and at least 30 conversions per month in the campaign. Broad match without Smart Bidding is a budget incinerator for medspas. Google's algorithm needs conversion data to make broad match work.

A common mistake we see: Running everything on broad match with a small budget. If you're spending $2,000 to $3,000 a month, stick to exact and phrase match exclusively. Broad match at low volume produces unpredictable results and makes it nearly impossible to identify what's actually working.

Competitor Keyword Bidding: When It Works and When It Backfires

Bidding on competitor names -- "Competitor MedSpa Botox" or "Competitor MedSpa reviews" -- is a legitimate Google Ads strategy. But it's not as straightforward as it sounds.

When competitor bidding works:

• You're a newer medspa building brand awareness in a market dominated by one or two established players
• You have a clearly superior offer (lower price, better reviews, exclusive technology)
• The competitor's brand name has high search volume (they've invested in awareness you can capitalize on)
• Your landing page directly addresses why patients should consider you as an alternative

When competitor bidding backfires:

• Your Quality Score on competitor terms is 3 or below (and it usually is), meaning you pay 2x to 4x the normal CPC
• The competitor retaliates by bidding on your name, driving up costs for both of you
• Clicks from competitor searches have intent to go to that specific business -- conversion rates are typically 40% to 60% lower than generic high-intent keywords
• You don't have the budget to sustain the higher CPCs alongside your core campaigns

Our recommendation: Allocate no more than 10% of your total budget to competitor keywords. Monitor the cost per lead closely -- if CPL on competitor terms exceeds 2x your average, pull back and reinvest in your own high-intent keywords. Competitor bidding works best as a supplemental strategy, not a primary one.

Seasonal Keyword Trends for MedSpas

MedSpa search demand follows predictable seasonal patterns. Aligning your keyword strategy and budget with these cycles amplifies results and prevents waste during slow periods.

January through March (New Year Resolution Season):

• Body contouring searches spike 35% to 50% as patients commit to "new year, new me" goals
• Weight loss and CoolSculpting keywords peak
• Facial and skin rejuvenation keywords rise as patients recover from holiday neglect
• Increase budget on body contouring and weight loss campaigns by 25% to 40%

April through June (Wedding and Summer Prep Season):

• The single busiest season for most medspas
• "Botox before wedding," "pre-wedding facial," and "bridal glow" keywords emerge
• Laser hair removal volume surges 40% to 60% ahead of summer
• Injectable keywords hit annual peaks as patients want to look their best for events
• This is when you should be spending your highest monthly budget

July through September (Summer Maintenance):

• Steady demand for injectables and maintenance treatments
• Laser treatments dip slightly (sun exposure concerns)
• Body contouring holds as patients maintain summer results
• Budget can stabilize at baseline levels

October through December (Holiday Party Season):

• "Holiday party" and "event prep" modifiers gain traction
• Injectable volume picks up in November and December
• Chemical peels and skin resurfacing spike as patients prep for holiday gatherings
• Gift card and package deal keywords perform well: "medspa gift card," "Botox gift certificate"
• Increase injectable and facial campaign budgets by 15% to 25%

The key insight: Don't run a flat budget all year. Shift 20% to 30% of your annual spend toward Q2 (wedding and summer season) and Q4 (holiday prep). Reduce spend in Q3 when competition cools. Medspas that align budget to seasonality get 15% to 25% more conversions from the same annual spend compared to those running flat budgets.

Putting It All Together: Building Your Keyword Strategy

Here's the framework we use when building a medspa Google Ads account from scratch.

Step 1: Identify your top 3 to 5 revenue-driving treatments. These get dedicated campaigns with their own budgets. Don't spread thin across 15 services on day one.

Step 2: Build keyword lists around intent. For each treatment, start with 8 to 12 high-intent keywords (near me, city, cost, consultation). Add 5 to 8 phrase match variations to capture long-tail traffic.

Step 3: Set up your negative keyword list before launching. Use the list above as a starting point and add treatment-specific negatives (e.g., "Botox for migraines" if you only offer cosmetic Botox).

Step 4: Create treatment-specific landing pages. Every keyword group needs its own landing page with matching messaging, a clear offer, reviews, and before/after photos. Sending all traffic to your homepage is the most common and most expensive mistake.

Step 5: Allocate budget by treatment value, not search volume. Body contouring might have lower search volume than Botox, but a single CoolSculpting conversion generates 5x to 10x the revenue. Weight your budgets accordingly.

Step 6: Review search terms weekly. Add negative keywords, pause underperformers, and shift budget toward the keywords producing booked consultations -- not just leads.

Ready to build a keyword strategy that actually fills your medspa's appointment book? We manage PPC for medspas with a data-driven approach to keyword selection, campaign structure, and ongoing optimization. No guesswork, no wasted spend. Schedule your free strategy session →