Aesthetics advertising: the obstacles (and how to avoid them)

Tom Richards

2 years ago

It’s possible to significantly increase leads and profits through aesthetics advertising – as long as you can navigate some tricky obstacles.

Aesthetics lead generation: it’s not as straightforward as advertising other types of service. Not least because of the regulatory landscape.

Traditional community advertising routes – such as local radio and newspaper ads, editorials, local flyering and so on – can pose challenges. But there’s one type of advertising that, done properly, can generate consistent returns for your clinic.

Aesthetics advertising: 4 of the biggest challenges

1. The regulations are complicated

There’s no getting around it. If you want to advertise aesthetic treatments, you’re going to have to acquaint yourself with some stringent regulations. And that’s fair enough. Patient welfare should always come first. But at the very least, you can expect a lot of reading.

To further complicate matters, the regulations around aesthetic advertising are always evolving. They also differ from one country to the next – sometimes even from one state to the next.

From the words you use to the images you choose, there’s a lot to think about. We’ve written a summary with some important links to additional research. Hit the link below.

Ad regulations for medical aesthetic clinics

2. It’s difficult to target the right people

It shouldn’t be the case. But aesthetic procedures are divisive. Some people love them, some people hate them. A non-targeted, spray-and-pray approach to audience selection is unlikely to yield meaningful returns.

3. It’s impossible to see if your ads are generating revenue

Traditional forms of advertising lack tracking capability. And when you can’t track the effectiveness of your campaigns, there’s the unpalatable possibility that you’re frittering your ad spend up the wall.

4. It can take time to see results

Even if your ads do reach the right people, there’s no way of knowing if they will be interested in your procedures right away. For many people, deciding to get an aesthetic treatment requires some careful thought. And thought takes time.

Aesthetics advertising: 4 reasons why pay per click can be so effective

The eye-catching results you see right at the top of your Google searches.

The ads that you see while scrolling through your Instagram feed.

Just two examples of pay per click advertising: a vehicle that’s perfect for driving returns for aesthetic clinics.

Here’s why.

1. Pay per click (PPC) is super accountable

With PPC, the act of actually publishing your ads is completely free. Just like the name suggests, you only pay when someone actually clicks your ad. And the chances are that people are only going to click if they’re genuinely interested in your services. That makes PPC one of the most accountable forms of advertising on the planet.

2. Find the right people, at the right time, at the right volume

Pay per click advertising platforms put sophisticated audience targeting tools at your fingertips – including geolocation targeting. With a bit of thought, you can make sure your ads are displayed only to people who are highly likely to be interested in your services: climbing to the top of the Google results when someone in your area searches for a treatment that you offer; popping up in the social media feed of people whose browsing history indicates they’re researching aesthetic treatments.

3. It’s easy to control your ad spend

Pay per click platforms give you lots of freedom to control your ad spend. You get options to set daily, weekly and monthly budgets for your campaigns. And you can hit the pause button at any time to stop spending immediately.

4. Improve your ad performance over time

Pay per click platforms give you instant feedback on how your campaigns are performing. As your data builds you can start identifying trends: spotting the ads that are getting the best results so you can double down on the tactics that are working and ditch the tactics that aren’t doing so well.

Armed with that intel, you can iteratively improve your campaign performance over time – in turn, making sure your ad spend is working as hard as possible for your clinic.

How do you like the sound of £1m revenue?

When you’re busy, it can pay – literally – to work with a PPC expert like us. We have been proven to get huge results for aesthetic clinics. Read how we took Snatch & Glow from £0 to £1m in pay per click revenue, generating 15x ROI within one month of working together. Or book a free discovery call and let us explain how we can drive sustainable growth for your clinic. We may even be able to cover your ad spend.

“The digital strategy the Adbetter team created for us immediately started paying for itself several times over in just the first month, by delivering significant new customer revenue. It’s also allowed us to open up our customer base to new audiences that I never thought would be our target audience.”

– Kiana Djazeb, Director & Founder, Snatch & Glow

Or take a DIY approach…

The good thing about PPC is that, with a little learning, you can start getting results for yourself. Especially when you browse the extensive knowledge we’ve shared in our articles.

Start here for a general intro.

Marketing your aesthetic clinic

Or take a deeper dive if there’s a specific PPC channel you want to use.

And if you’re really keen, here’s a little more.