Med spa advertising is different because the platforms restrict what you can say. A campaign written like any other can be disapproved, and repeated problems can put the whole account at risk.
I build Google and Meta campaigns with tracking from enquiry onwards. For a clinic, I would plan them around those rules from the start.
The rules that shape a med spa campaign
These rules change and depend on the country, so check them again before any campaign. This is practical guidance and not legal advice. Medical advertising also has its own local regulations.
Prescription drug terms on Google
Google restricts prescription drug terms in ads, landing pages and keywords. Campaigns targeting the US, Canada or New Zealand may use them promotionally under local law, but keyword-targeting them needs certification. Elsewhere, including the UK and Australia, promotional use isn't allowed. If a treatment uses a prescription drug, check its name against Google's list before using it in ads or on the landing page.
Age targeting and wording on Meta
Meta requires ads for cosmetic procedures to target people aged 18 or over. It also bars statements of inferiority about someone's appearance, so copy has to sell the outcome without attacking how the reader looks.
Before-and-after images
Meta's policy allows before-and-after images for general cosmetic procedures when the ad targets adults and avoids negative messaging. Check the current wording and your local medical advertising rules before using them.
What I would set up for a clinic
- Google Ads for treatment searchesPeople searching for a treatment near them are the closest to booking, so these campaigns are split by treatment and location.
- Meta Ads for local awarenessFacebook and Instagram are visual channels that suit consultations and seasonal offers, with creative written to meet the policy.
- A local presence on MapsA complete Business Profile, reviews and a page for each treatment help you get found by people nearby.
- Tracking to the consultationCalls, forms and booking requests are tracked by source, so you can see what each channel really brings.
What aesthetic searches look like
| Search | UK searches/month | UK top-of-page bid | US searches/month | US top-of-page bid |
|---|---|---|---|---|
| botox near me | 22 200 | £0.63 to £2.27 | 165 000 | £2.78 to £14.56 |
| lip filler | 18 100 | £0.85 to £2.76 | 90 500 | £1.77 to £6.68 |
Source: Google Ads Keyword Planner, checked 30 October 2026, average monthly searches for October 2025 to September 2026. Bids are Google's low and high estimates in pounds, because that is the account's currency. They are estimates and not what you would actually pay.
Search demand and a bid estimate don't mean you are allowed to advertise a term. Check the policy first, because the rules above still apply.
Experience this draws on
Smile Line Dental
A clinic account rebuilt with local targeting, a negative keyword list and call and form tracking. For the first time, the clinic could see which ads and keywords were producing patient enquiries.
The Body Essential
Meta campaigns for a fashion store, where a pixel audit found about 100 reported orders against 55 to 70 real ones. Roughly 30 to 40% of the daily budget had been chasing conversions that didn't exist.
I haven't run a med spa account yet. Clinic lead generation and clean Meta tracking are the parts I bring directly. The policy limits above are the part that's specific to your industry. The fundamentals don't change with the country. Clicks and leads cost more in the UK and the US, which makes wasted spend more expensive and clean tracking more valuable.
Common questions
Can a med spa advertise on Google Ads?
Yes, but with limits. Prescription drug terms are restricted, and the rules depend on the countries you target. Campaigns need to be planned around Google's healthcare policy for your location.
Can med spas use before-and-after photos in Facebook ads?
Meta's policy allows them for general cosmetic procedures when the ad targets people aged 18 or over and avoids negative messaging about appearance. Local medical advertising rules may be stricter, so check those too.
Have you worked with med spas before?
Not yet. I have direct experience with clinic lead generation and Meta Ads, and I'm telling you upfront so you can judge the fit for yourself.
How does working with you start?
With a free audit of your ads, website and tracking. You get the findings in plain language before you decide anything.
Are your clinic's ads working, and within the rules?
Send me your website. I'll review your ads, landing pages and tracking, and tell you the first things I'd fix.
Get my free clinic ads audit →