Med Spa Case Study: Booking Growth

📍 The Client

A mid-sized Medical Spa located in Scottsdale, Arizona, operating in a competitive local market. They specialize in high-value aesthetic services including:

Botox & Dermal Fillers
Advanced Facial Treatments (e.g., Hydrafacial, Chemical Peels)
Laser Hair Removal
Body Contouring Procedures

🚧 Challenges Faced

• High local competition from other established Med Spas in the Scottsdale area.

• Previous DIY advertising efforts yielded inconsistent results and low Return On Ad Spend (ROAS).

• Difficulty in consistently attracting new, qualified local clients for higher-ticket services.

• Need to differentiate their brand and service offerings effectively online.

🎯 Primary Goals

• Increase appointment bookings, particularly for high-ticket services like Botox and laser treatments.

• Drive new local client acquisition within the competitive Scottsdale market.

• Significantly improve Return On Ad Spend (ROAS) compared to previous DIY advertising efforts.

• Re-engage lapsed clients through retargeting for upsells and building long-term loyalty.

📈 Strategy Overview

🔍 Google Ads: Capturing Intent

Focused on users actively searching for Med Spa services through meticulous keyword research and campaign structure:

Ran targeted Search campaigns using high-intent, geo-modified keywords (e.g., "Botox deals Scottsdale", "best laser hair removal near me").
Implemented Performance Max campaigns to broaden reach across Google's network while optimizing for conversions.
Utilized compelling ad copy highlighting expertise, promotions, and trust signals, alongside all relevant ad extensions (location, call, image, lead forms).
Continuously A/B tested dedicated landing pages for core services to maximize conversion rates.

📱 Meta Ads: Awareness & Retargeting

Built brand presence and nurtured prospects through visually engaging content and smart targeting:

Created a mix of ad formats including engaging Reels, video testimonials, carousel ads showcasing services, and static image ads highlighting offers.
Leveraged high-quality visuals (before/afters, facility shots, team introductions) and user-generated content (UGC).
Implemented multi-layered retargeting for website visitors, social media engagers, and past customer lists.
Utilized Lookalike audiences based on high-value client profiles to efficiently find similar new prospects.
Promoted seasonal specials, consultation offers, and educational content to build authority.

📊 Results (Within 60 Days)

Monthly Appointments

+115%

From ~78 to 168

Cost Per Lead (Meta)

-65%

From $23.40 to $8.12

ROAS (Google Ads)

5.4x

Up from 2.1x

Website Conv. Rate

+182%

From 2.8% to 7.9%

Detailed performance breakdown over the 60-day campaign period:

Metric	Before (Est. 60 Days)	After (60 Days)	Change
Monthly Appointments	~78	168	+115%
Total Leads Generated	~150	412	+175%
Website Conversion Rate	2.8%	7.9%	+182%
Cost Per Lead (Meta Ads)	$23.40	$8.12	-65%
ROAS (Google Ads)	2.1x	5.4x	+157%
Instagram Followers Growth	+48	+612	+1175%
Top Performing Ad Format	Static Images (Untracked)	Reels + UGC	Shift to Video/UGC

💡 Key Takeaways

This campaign highlights several critical factors for Med Spa marketing success:

🎯

Capture High Intent: Hyper-local Google Search Ads remain essential for reaching customers actively searching for specific med spa services, driving high-quality leads efficiently.

📱

Visuals Dominate Social: Engaging, authentic content (Reels, high-quality video, UGC, Before/Afters) is crucial for building brand awareness and driving consideration on Meta platforms.

🔄

Smart Audience Strategy: Combining sophisticated retargeting (website visitors, social engagers, past clients) with Lookalike audiences optimizes ad spend and fuels sustainable growth.

🧪

Continuous Optimization Wins: Regularly analyzing performance data and A/B testing ad creatives, landing pages, offers, and audience segments is non-negotiable for maximizing ROAS and improving CPL over time.

🧴 Case Study: How a Med Spa Doubled Their Bookings in 60 Days