Body contouring ads: 11 tips for consistent ROI

TOM RICHARDS
December 10, 2024

10-second summary:

Consumers are paying less and less attention to advertising – but there’s one type that consistently gets results: pay per click advertising.
Get your business in front of people who are highly likely to be interested in your services.
You only pay when someone actually clicks your ad – and if they’re clicking, there’s a good chance they’re interested in becoming a customer.
It’s best to promote your highest ticket services first – that’s usually where the biggest revenue potential is with PPC.
Utilise location targeting to build campaigns that show only to people within a set distance of your clinic(s).

You want – you need – your body contouring ads to drive revenue. But what’s the best way to do that, and is it even possible?

In the vast narrative plains of advertising, body contouring ads are something of a niche.

That’s not to say you can’t drive ROI from body contouring ads. In fact, with the right strategy, you could generate huge revenue.

In this article you will learn how.

Firstly, how about we pay for your ad spend?

Hello, we specialise in lead generation for healthcare brands. And if we like the sound of your business, we will cover your ad spend. No contracts. No weird stuff. Just qualified leads and business growth. If you have found this article, you really should ask for a discovery call.

“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 also has 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

People are paying less and less attention to advertising

Advertising is devolving. Thanks to decades of broken promises from brands, today’s customers are hyper sceptical. And the conversion rate of mainstream advertising has been on a steady decline since the 1950s.

(If you want a deep dive on this, read the excellent Storynomics by Robert McKee and Thomas Gerace.)

But there’s still one advertising method that consistently generates huge ROI for the brands that get it right.

An introduction to pay per click advertising (and why you should love it)

The results at the top of your Google search.

The ads that you see in your Facebook and Instagram feed.

They are a form of advertising called pay per click.

And these ads are popular for good reason.

1. They’re cost effective

The clue is in the name. With pay per click, you only pay when someone clicks your ad. Contrast that with local radio advertising or buying space in a newspaper, where you pay for exposure – regardless of whether people engage with your ad.

2. They generate qualified leads

Why would someone click your ad unless they were at least partially interested in your business and what it offers?

3. They’re accountable

With pay per click advertising every click is tracked; every penny accounted for. For every buck you spend, you see exactly how much bang you’re generating.

4. They make it easy to control your spend

Pay per click advertising platforms make it easy to set daily, weekly, monthly or maximum budgets for every campaign you run. And you can hit the pause button at any time.

5. They help you build first party data

When you run pay per click campaigns, you build your own first party audience data – and nurture your own relationship with every lead. And you can remarket to them inexpensively.

Pay per click platforms: Google Search v Social media

With pay per click advertising, there are two main places to advertise: Google Search and social media channels like Facebook or TikTok.

Let’s consider them in turn.

With Google Ads you can get your body contouring ads in front of people at the precise moment they’re expressing an interest in the service you offer.

As for social channels like Facebook and Instagram, the aim of the game is to raise awareness of your service – targeting people who will be interested either now or in the near future.

Here are eleven tips for making sure your body contouring ads are ahead of the curve.

Body contouring pay per click ads: 11 tips for big wins

1. A Brazilian butt lift isn’t the same as bum fillers

As you know, there are lots of different body contouring procedures. Some surgical, some non-surgical. Decide early which procedures you want to promote. Run the numbers and look at where your best profit margins are – and balance that with the availability of your clinicians to complete the treatments. Make pay per click work for the economic realities of your business.

2. Think about the way people search

There are many ways to search for body contouring services. For example, some people might search for a treatment – such as “abdominoplasty in Bristol”. Others might search for a problem – such as “how to get rid of saggy skin on abdomen”.

Factor this into the keywords you want to bid for and the way you design your pay per click campaigns. Done correctly you will be able to capture people who are ready to purchase as well as those who are at the early research stage.

3. Build campaigns around the location of your clinic(s)

Consider how far people are willing to travel for the body contouring services that you provide. All pay per click platforms allow you to specify locations where your ads will be shown. And it’s probably not worth serving your ads to people in Baltimore if your practice is based in Brooklyn.

Try starting off by serving your ads to people within a 30-50km radius of your clinic(s).

4. Get your branding on point

Committing to any cosmetic procedure is a big decision. Your branding has to reinforce your credentials as a professional, credible and safe expert.

In the eyes of your potential clients, sloppy branding means sloppy service.

5. Showcase your professional credentials

Your potential clients need to feel confident in your expertise. Your pay per click campaigns should showcase your industry qualifications, certifications, awards or membership of relevant industry bodies.

Client testimonials can also go a long way to building trust in your clinic.

6. Remember your reader

Always remember that every time your body contouring ad is served, there’s a real person on the end of it. A real person with real doubts, real anxieties, real aspirations and real desires.

Cultivate compassion. Put yourself in your reader’s position and create marketing messages from their perspective, not yours.

Remove uncertainty and barriers to purchase by educating your audience about how your treatments work and the results clients can expect.

Reveal the answers to common queries. Debunk myths. The more you make the unfamiliar familiar, the better new clients will be able to visualise the procedure and commit.

7. Be aware of the red tape – or your ads could be banned

With body contouring ads, there’s a thin line between compliant and non-compliant. And to add to the complexity, the rules and regulations differ from one country to another and – in the US – from one state to another.

Here are some common regulations you should be aware of when creating your body contouring ads.

You cannot target anyone under the age of 18.
Before-and-after photos are heavily restricted on Facebook and Instagram. That applies to your ads as well as any landing pages connected to your campaign.
Before-and-after shots are allowed in Google campaigns (on your landing pages) and TikTok. But you must not retouch any part of the image showing the area that has been cosmetically altered.
Clarity of language is a big deal. Treatments – including the potential risks – must be accurately described and all claims must be verifiable. No embellishing the potential results or making unrealistic claims.
You cannot be perceived to be rushing your audience into a decision. Promotions must have a timeframe that’s long enough for your audience to make a balanced decision.
Treatments that use fat dissolvers must use licensed products that are approved by the Food and Drug Administration.

You can read more about the major pay per click platform ad regulations below.

8. Don’t be afraid to experiment

Experiment with a mix of image-based ads and video-based ads. Sometimes success with pay per click advertising is in rolling the dice and finding out what works for your brand, your campaign and your audience.

Regardless of the platform you choose, you will get the option to submit multiple variants for each constituent part of your ads. The platform will then test the different combinations and measure their performance – before preferentially serving the ad combinations that are getting the best results.

It’s not a precise science – and you need to be serving your campaign to a large audience for meaningful impact. But it’s a useful tool for bringing more efficiency to your ad spend and gathering data on what resonates with your audience.

9. The first click is just the start

We’ve said it once, we’ll say it again. Committing to a cosmetic treatment is a big decision – especially if it’s a surgical procedure. It’s unlikely that people seeing your pay per click campaign for the first time will convert there and then.

Instead you need to nurture your leads, driving them through to a relevant page, capturing data and following up with lead nurturing campaigns via email, phone and social media activity.

10. Create a multi-step form on your landing page

The form on your landing page should go beyond simply asking for the name and contact details of your lead. Aim to create a multi-step questionnaire that funnels your lead down a pathway for their desired treatment.

Try to find out why each lead wants their treatment – do they want a tummy tuck following weight loss or pregnancy for example? Set expectations around fees. The questions you ask at this stage will help you separate good leads from bad and give your sales team vital information when it comes to following up.

Here’s a bit about the formula we use – and how it scooped us an award for Best PPC Campaign at the UK Search Awards.

Adbetter: officially an award-winning PPC agency

11. Get serious about performance tracking

When you run pay per click campaigns, you get instant feedback on how your ads are performing. As this data accumulates, you have the opportunity to find trends that provide insight into where your ads get the best results. Then you can iterate your ads and optimise for success.

Yet insight on what’s happening within the pay per click environment is just the start. To drive the really exciting, transformative revenue from your body contouring ads, you need to track all points in your client acquisition journey: from the first click to the first booking – and beyond.

Easy to do? No. Worthwhile? 100%.

Now you know…

Learn more about creating successful pay per click campaigns with our articles below. Or find out how we can take care of everything for you – delivering you a consistent stream of highly qualified leads, covering your ad spend as we go. Find out more or book a discovery call.

For med spas and cosmetic surgeons:

For aesthetics and beauty:

ABOUT TOM RICHARDS

As the founder of Adbetter, Tom has spent over 8 years of his career mastering PPC lead generation, focusing on leveraging platforms like Google & Facebook ads to their fullest potential. Staying agency-side throughout has allowed him to keep right on the cutting edge of digital strategy, and to personally manage in excess of £10 million client ad budget.

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