Facebook Ads for MedSpas: Treatment-Based Strategy

Most medspa Facebook campaigns make the same mistake: they advertise the medspa itself instead of the treatments people actually want. A generic "Visit Our MedSpa" ad with a stock photo of a smiling woman in a robe does almost nothing. But an ad promoting $11/unit Botox to women aged 30-50 within 15 miles who follow skincare influencers? That generates $18 leads all day long. We manage PPC for MedSpas across dozens of accounts, and the highest-performing campaigns are always structured around individual treatments — not the brand.

The reasoning is straightforward. Nobody wakes up wanting to "visit a medspa." They want to smooth forehead lines, remove unwanted hair, or finally deal with that stubborn belly fat. When your ad speaks to a specific desire and presents a specific solution, cost per lead drops 40-60% compared to generic medspa branding ads. This post breaks down exactly how to structure treatment-based Facebook campaigns that fill your consultation calendar.

Why Treatment-Specific Campaigns Outperform Generic MedSpa Ads

When you run one campaign for your entire medspa, you force Facebook's algorithm to figure out who to show the ad to. A 28-year-old interested in laser hair removal and a 55-year-old considering a facelift have nothing in common except that they both might walk into your building. The algorithm struggles, your CPM climbs, and your cost per lead suffers.

Treatment-specific campaigns solve this by giving the algorithm a clear signal. You define the audience, the creative speaks directly to their desire, and the offer matches their intent. The result:

• 40-60% lower cost per lead compared to generic medspa campaigns
• 2-3x higher ad relevance scores because the creative-to-audience match is tight
• Higher show rates for consultations because the patient knows exactly what they're coming in for
• Better upsell opportunities because your team can prepare for the specific treatment conversation

In one account we manage in Scottsdale, splitting a single "MedSpa Services" campaign into five treatment-specific campaigns dropped the average CPL from $72 to $28 within 45 days — with the same total budget.

Campaign Structure by Treatment Category

Each treatment category requires its own campaign with unique targeting, creative, offers, and landing pages. Here's how we structure the core five.

Botox and Dermal Fillers

This is the bread and butter of medspa Facebook advertising. Botox and filler campaigns consistently generate the highest lead volume and lowest CPL because demand is massive and the purchase decision is relatively low-friction for repeat patients.

• Target audience: Women 28-58, household income top 30%, interests in skincare, beauty, anti-aging, specific brands like Allergan or Juvederm
• Best ad formats: Short video (provider explaining what to expect), carousel showing treatment areas, testimonial clips
• Typical CPL: $12-$30 for Botox, $20-$45 for fillers
• Offer angle: Price-per-unit specials ($10-$12/unit Botox), first-time patient packages, membership pricing with included units

Botox campaigns benefit from urgency mechanics — limited-time pricing, "Botox Day" events, and seasonal promotions tied to holidays or wedding season. Fillers perform best when positioned around specific outcomes ("restore volume," "define your jawline") rather than the product name alone.

Laser Hair Removal

One of the easiest treatments to advertise on Facebook because the value proposition is simple and the visual creative practically makes itself. Laser hair removal campaigns also attract a younger demographic that is highly active on Instagram.

• Target audience: Women 22-45 (expand to men 25-40 for separate ad sets), interests in fitness, travel, swimwear, personal grooming
• Best ad formats: Before/after-style educational graphics, short explainer videos, seasonal lifestyle imagery
• Typical CPL: $10-$25
• Offer angle: Package pricing (buy 4 sessions, get 2 free), per-area pricing, "summer prep" bundles

Start these campaigns in February/March for peak performance through summer. Lead volume drops significantly in November and December — shift budget to other treatments during off-peak months.

Body Contouring (CoolSculpting, Emsculpt, etc.)

Higher ticket, higher CPL, but massive revenue per closed patient. A single CoolSculpting package often runs $2,000-$4,000, which means you can tolerate a $60-$80 CPL and still maintain strong ROAS.

• Target audience: Men and women 30-55, interests in fitness, weight loss, healthy eating, gym memberships, higher income brackets
• Best ad formats: Results videos, provider-led educational content explaining the technology, patient testimonial stories
• Typical CPL: $35-$70
• Offer angle: Free consultations with body mapping, financing options, package discounts for multiple areas

Body contouring patients are typically more educated and research-heavy. They won't impulse-book from a single ad. Use a lead magnet funnel — offer a free guide or consultation — and nurture them via email/SMS over 2-4 weeks before they commit.

Facials and Chemical Peels

These are your lowest-ticket, highest-volume treatments. The margins on a single facial are thin, but the lifetime value of a recurring facial patient is significant. Use these campaigns as a patient acquisition funnel — get them in the door cheaply, then upsell to injectables and higher-value services.

• Target audience: Women 25-50, interests in skincare routines, specific skincare brands, wellness, self-care
• Best ad formats: Carousel ads showing different peel/facial options, relaxation-focused imagery, educational "which facial is right for you" content
• Typical CPL: $8-$20
• Offer angle: First-time facial specials ($79-$99), membership programs, seasonal skin prep packages

IV Therapy and Wellness Treatments

A rapidly growing category with less advertising competition in most markets. IV therapy patients tend to be health-conscious, higher-income, and very active on social media — making them ideal Facebook ad targets.

• Target audience: Men and women 25-50, interests in wellness, fitness, biohacking, marathon/triathlon, hangover recovery (for party-oriented markets)
• Best ad formats: Lifestyle imagery, "what's in the bag" educational content, event-based promotions
• Typical CPL: $12-$30
• Offer angle: First drip specials, group/party packages, membership bundles, post-event recovery positioning

Cost Per Lead Benchmarks by Treatment

Here's a consolidated view of what we see across the medspa accounts we manage. These figures assume a well-structured Facebook/Instagram campaign in a mid-sized U.S. market with proper tracking and dedicated landing pages.

If your CPL is more than 50% above these ranges, something structural is wrong — targeting too broad, creative fatigue, broken tracking, or a landing page that isn't converting. If you're below these ranges, you're likely in a low-competition market or running a very compelling offer.

Want treatment-specific Facebook campaigns that actually fill your consultation calendar? We build and manage PPC campaigns for MedSpas that are structured around individual services — not generic branding. Book a free strategy call →

Targeting Strategies That Drive Qualified Leads

Facebook's targeting is what separates a $15 lead from a $75 lead. Getting this right is worth more than any creative optimization.

Age and Demographic Layering

Match your age targeting to the treatment. Running Botox ads to 22-year-olds wastes budget. Running laser hair removal ads to 60-year-olds does the same. Here's the breakdown we use:

• Botox/fillers: 28-58 (core: 32-48)
• Laser hair removal: 22-45 (core: 25-38)
• Body contouring: 30-55 (core: 35-50)
• Facials/peels: 25-50 (core: 28-42)
• IV therapy: 25-50 (core: 28-40)

Always layer household income targeting when available. Medspa services are discretionary spending — patients in the top 25-40% of household income convert at 2-3x the rate of the general population. In Meta's targeting, use "Household income: Top 25%" or filter by high-income zip codes.

Interest-Based Targeting

Stack 3-5 relevant interests per ad set. Avoid going too narrow (under 50,000 audience size in your geo) or too broad (over 500,000). Strong interest stacks by treatment:

• Botox: Allergan, Botox Cosmetic, anti-aging skincare, RealSelf, dermatology
• Laser hair removal: Laser hair removal (interest), waxing, personal grooming, swimwear brands, fitness
• Body contouring: CoolSculpting, Emsculpt, weight loss programs, fitness influencers, body positivity
• Facials: SkinCeuticals, chemical peel, facial treatment, spa, esthetician

Lookalike Audiences

If you have 100+ patient records for a specific treatment, upload that list and build a 1% lookalike audience. A Botox patient lookalike will outperform any interest-based targeting because it's modeled on people who actually spent money at your medspa.

For newer medspas without large patient lists, start with interest targeting for the first 60-90 days while collecting lead and conversion data. Once you have 200+ leads or 50+ booked consultations, switch to lookalike-based targeting. We typically see a 25-35% CPL reduction when transitioning from interests to lookalikes.

Retargeting Layers

Never run acquisition campaigns without retargeting. Set up these audiences on day one:

• Website visitors (last 30 days) — show them the treatment they viewed
• Lead form openers who didn't submit — remind them of the offer
• Video viewers (50%+ watch time) — they showed interest, push them to act
• Past patients (from your CRM) — promote new treatments or seasonal specials

Retargeting CPLs run 40-60% lower than cold prospecting, and the lead quality is significantly higher because these people already know your brand.

Ad Creative That Works (and Stays Compliant)

Before/After Restrictions on Meta

Meta has strict policies around before/after imagery for cosmetic procedures. Here's what you need to know:

• Do not use split-screen before/after images in the ad creative itself. Meta frequently rejects these or limits distribution.
• Side-by-side comparisons with minimal text like "Real patient results" can work but expect higher rejection rates.
• Educational content showing the procedure is generally approved and performs well.
• Testimonial videos where patients describe their experience are the safest high-performing format.
• Never make guarantees about outcomes. Language like "guaranteed results" or "you will look 10 years younger" will get your ad rejected and potentially your account flagged.

The workaround: use before/after content on your landing page (where Meta's ad policies don't apply) and use compliant creative in the ad itself. Lifestyle imagery, provider-led educational content, and patient testimonials consistently perform within Meta's guidelines while still driving strong conversion rates.

Creative Formats That Convert

Based on aggregate data across our medspa accounts:

• Short-form video (15-30 seconds): Highest engagement, lowest CPL. A provider explaining a treatment or a patient sharing their experience.
• Carousel ads: Great for showcasing multiple treatment areas or a step-by-step process. Works especially well for body contouring and facial packages.
• Single image with strong offer copy: Still effective for time-sensitive promotions. Use bright, high-contrast imagery with your offer overlaid on the image.
• Reels/Stories placements: Vertical video performs 20-30% better CPL in Stories and Reels placements compared to feed. Always create vertical (9:16) versions of your video content.

Lead Form Ads vs. Landing Pages

This is one of the most common questions we get from medspa owners. The answer depends on the treatment and the offer.

Use Meta Lead Form Ads when:

• Promoting a simple, low-friction offer (Botox pricing, free consultation)
• Your front desk can call/text leads within 5 minutes
• You want maximum lead volume at the lowest CPL
• Lead form CPL is typically 30-50% lower than landing page CPL

Use Landing Pages when:

• The treatment requires education before booking (body contouring, PRP)
• You want to pre-qualify leads with more detailed forms
• You're running a higher-ticket offer where quality matters more than volume
• Your nurture sequence handles follow-up better than your front desk

For most medspas, we recommend a split approach: lead form ads for Botox, fillers, and laser hair removal (high volume, simple decision), and landing pages for body contouring, microneedling packages, and PRP (higher ticket, more education needed). Track cost per booked consultation for both and let the data decide.

Offer Strategy by Treatment Type

The right offer turns a scroll into a consultation. The wrong offer attracts price shoppers who never show up. Here's what works for each category:

• Botox: Per-unit pricing ($10-$12/unit), "Botox Day" events with limited spots, new patient pricing on first visit
• Fillers: First-syringe pricing, package deals for multiple syringes, loyalty pricing for returning patients
• Laser hair removal: Package bundles (buy a series, save 20-30%), per-area pricing, "summer prep" seasonal positioning
• Body contouring: Free consultation with body mapping, financing options front and center, results guarantee (satisfaction, not outcome)
• Facials/peels: First-visit specials ($79-$99), membership programs with monthly facials, seasonal treatment bundles
• IV therapy: First-drip discounts, group packages (bridal parties, corporate wellness), membership with monthly sessions

The critical rule: your offer must be strong enough to motivate action but not so cheap that you attract people who will never pay full price. A $99 Botox ad might fill your calendar but decimate your margins. A $12/unit offer attracts patients who are willing to pay near-market rates and builds a patient base with real lifetime value.

Seasonal Campaign Planning

Medspa demand follows predictable seasonal patterns. Planning your Facebook ad calendar around these cycles maximizes budget efficiency.

• January-February: "New year, new you" positioning. Strong demand for body contouring, facial rejuvenation, and wellness treatments. Ramp up spend.
• March-April: Laser hair removal season begins. Start summer-prep messaging. Botox and filler demand picks up before spring events and weddings.
• May-June: Peak season for laser hair removal and Botox. Highest demand, but also highest competition. CPLs rise 15-25%. Focus on high-converting offers.
• July-August: Shift toward skin repair (chemical peels, facials for sun damage). Body contouring demand remains steady.
• September-October: "Fall refresh" campaigns. Strong period for facial peels, microneedling, and injectable touch-ups before the holiday season.
• November-December: Holiday gift card campaigns, couples packages, and holiday party prep (Botox and fillers). IV therapy spikes around New Year's.

Allocate 60-70% of your annual Facebook budget to January through June when demand peaks. Maintain baseline campaigns year-round but shift treatment focus and creative messaging with the seasons.

Putting It All Together

The medspas that win on Facebook are the ones that treat each treatment like its own mini-business within the campaign structure. Separate campaigns, separate audiences, separate creative, separate offers, and separate tracking. This takes more work to set up than a single "MedSpa Services" campaign, but the performance difference is not marginal — it is transformational.

Start with your two highest-margin treatments. Build dedicated campaigns with the targeting, creative, and offer structures outlined above. Run them for 60-90 days with proper tracking (cost per lead, cost per booked consultation, cost per completed treatment). Then expand to additional treatments one at a time.

If you're spending $3,000-$5,000/month on Facebook ads, you should be generating 100-250+ leads per month across your treatment campaigns. If you're not hitting those numbers, the structure is the problem — not the platform.

Ready to build treatment-specific Facebook campaigns for your medspa? Our team structures, launches, and optimizes MedSpa ad campaigns that generate $15-$30 leads for injectables and fill consultation calendars within 60 days. Get your free MedSpa ads audit →