Med spa Facebook ads: getting results, driving revenue
10-second summary:
- Facebook is one of the best platforms for getting pay per click ads working quickly and effectively for your med spa(s).
- Use sophisticated audience targeting tools to zero in on people who are likely to be interested in your procedures.
- Set your ads to appear only to people within a set radius of your med spa(s).
- Experiment with different types of ad style and format – monitoring your data to see what best resonates with your audience.
- There are strict rules governing the promotion of med spa procedures on Facebook – be sure to do your research.
Can you generate meaningful revenue with med spa Facebook ads? Absolutely! Here’s a comprehensive guide.
For your med spa to thrive, you need a steady stream of fresh leads, new clients and regular appointments.
Good news: Facebook is one of the best platforms for getting paid ads working quickly and driving new clients to your med spa entrance. And for businesses in the health, beauty and cosmetics sector, the opportunities are particularly eye-catching.
Research from PwC has shown that 80% of people use social media to find health information. And one-in-four internet users turn to social media to research healthcare decisions.
From targeting the right audience to preparing your creative and measuring campaign performance, this article covers the key areas to consider if you want to unlock big revenue using lead generation for healthcare.
Let’s dive in.
Want us to cover your ad spend?
One quick thing before we start. Here at Adbetter we help med spa businesses win big – really big – with paid media. Our expertise drove a 157% increase in lead volume for UK Vein Clinic and 15x ROI for Snatch & Glow. Here’s how it all works. We could even 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 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
Med spa Facebook ads: finding your audience
With almost three billion users, around 37% of the global population regularly browses Facebook. And forgive the presumption, but we’re guessing you wouldn’t be able to fit all of them inside your med spa.
And that’s just fine. Because what makes pay per click Facebook ads such a powerful tool is how easily it makes it to zero in on people who are likely to be interested in your treatments and procedures.
Audience variables you can work into your targeting include:
- Age
- Gender
- Interests
- Occupation
- Connections
- Relationship status
- Education
- Online behaviour
- Browser history
…and an awful lot more.
Location, location, location?
The most useful audience targeting tool for your med spa is the ability to target audiences based on their location. In short: you can set your ads to display only to people within a set distance from your med spa: 10km, 20km, 50km. Decide how far people are willing to travel to your med spa and set your geolocation parameters accordingly.
Why stop at Facebook?
2.96 billion users not enough to find your ideal audience? No worries. The parent company of Facebook – Meta – owns Instagram too. And certain ads you post on Facebook can also be distributed across Insta (user base: 1.4 billion).
Even better, when you fire a campaign across both platforms, an algorithm shared between platforms tracks ad performance and learns to serve it where it’s receiving the highest engagement.
A little more buck, yes. But plenty more bang in return.
Med spa Facebook ads: read up on the regulations
Reading about red tape is quite the antidote to insomnia. But it’s really important that you understand the rules and regulations that govern the way med spa treatments can be advertised – not just on Facebook, but in general.
To make matters even less enjoyable, the rules often differ from one state to the next – and indeed from one country to the next. Two good resources to consult are the American Med Spa Association (AMSPA) and your state’s regulating board (usually the medical board).
Here’s a quick run through of some of the regulations to be aware of.
- You cannot target anyone under the age of 18.
- Treatments – including the potential risks – must be accurately described and all claims must be verifiable. No embellishing the potential results or making sensationalist claims.
- Before-and-after shots cannot be used on Facebook – not in your ads or the landing pages that your med spa ads link to.
- You should also avoid any graphic imagery, such as needles or blood, which could get your advertising account frozen.
- 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.
- Unless you have a LegitScript certification, you can’t advertise Botox, Dysport, Xeomin, Daxxify, Jeuveau or other injectables using their brand names. These prescription-only medications can only be promoted on social media and websites by licensed pharmacies and authorised resale companies.
You can read up on Facebook’s official guidelines below.
Med spa Facebook ads: branding and creative
Okay, breathe out. Regulations done. Next up, it’s time to talk about the look, feel and messaging of your campaign. Getting it right can be the difference between success and failure – and there’s lots to think about.
Types of creative and marketing angle
Sometimes you can get big results by coming at your med spa marketing from a different angle. Anything that helps to communicate the fact that you are a competent, credible practitioner should be considered.
Here are some ideas.
- Staff stories about how they became qualified in a treatment you want to promote
- A myth buster that reduces anxiety about certain treatments or calls out bad practice
- Walkthroughs of specific treatments explaining the process and the results
- Interviews where previous customers talk about treatments they have received
Experiment with a mix of image-based ads and video-based ads. And try variants that are less polished and a little rough around the edges. Social media users are becoming blind to polished ads and the trend is towards user generated content that feels a little more real and authentic.
One thing we will say: it’s always best to promote individual treatments with your pay per click advertising. And if possible, the treatments that generate the highest revenue. You might pay a little extra for the campaign, but you can make a lot more money.
We lay out the economics in the article directly below. Or take a look at our tips for promoting specific med spa treatments.
- Private clinic ads: what are the best treatments to promote via PPC?
- Supersize your revenue with pay per click CoolScultping ads
- Body contouring ads: 11 tips for consistent ROI
- How to maximise revenue from your liposuction advertising
- Laser hair removal advertising: finding the best strategy
Take care over your branding
When you are asking people to entrust you with a scalpel, you’d better believe your branding needs to look professional, credible and trustworthy. Don’t scrimp.
Strike the right tone
Be mindful of the fact that most people are guarded about their health and appearance. Don’t be too flippant and have respect for the fact that the issues that you are addressing are likely very personal to your audience.
Make it snappy
Think about the way you use Facebook. Chances are you’re not opening the app to carefully study the latest ads you have been served. It’s the same for your audience. You have a second or two – sometimes less – to grab your reader and stop them scrolling. So keep things short, sharp and punchy, with a clear message.
With in-feed ads remember that Facebook will truncate your description. The first 125 characters or so must succinctly communicate your message – or sufficiently inspire your reader to expand it to read more. Choose your words carefully.
Embrace social proof: the art of the testimonial
As a med spa business, one of the most effective bits of marketing content at your disposal is customer testimonials. Most people are health conscious – and need a lot of convincing when they are considering a med spa procedure. But people relate to people. And whether written or recorded, testimonials from previous customers are a powerful tool for demonstrating your expertise.
You want your customer testimonials to feel as natural and authentic and unforced as possible. If you are filming them, consider positioning the camera off to the side – so the subject isn’t staring straight down the lens. Many people get a little awkward when there’s a camera pointing straight at them.
Oh and bonus points if your testimonial can show how you overcame a previous customer’s obstacles or doubts before obtaining the desired results.
Showcase your credentials
It’s worth repeating: credibility is everything when it comes to med spa ads. Potential clients need to feel they can trust you. Showcase professional qualifications, certifications and awards as well as membership of any relevant industry or regulatory bodies.
Med spa Facebook ads: executing your campaign
You’ve profiled your audience. You’ve created your ad. Now it’s time to unleash your campaign! Exciting, right? Here are some tips.
Think about placement (or don’t)
You can find ads right across the Facebook platform – including:
- In-feed
- Stories
- Messenger
- Marketplace
In terms of making cost-effective use of your budget? In-feed ads are one of your smartest options. And if in doubt utilise Facebook’s Advantage+ tool. Feed it the right assets and it will place your ad everywhere that’s relevant for your campaign.
Format: what sort of ad will you post?
From static images to 4-hour videos – your ad can take many different forms. In-feed ads tend to look similar to normal posts, but include a “sponsored” label to show they’re an ad. Here are your options.
- Image ads: Single image ads. Nice and simple. You can also include a headline, a description and a call to action (CTA). They’re good for campaigns with a single, clear message or strong visual content.
- Carousel ads: With a carousel ad you can show up to ten images in sequence – each with the potential to have its own headline, description and CTA. A great choice for showcasing a series of services or treatments.
- Video ads: Facebook allows you to post videos that are up to four hours long. But just because you can, doesn’t mean you should. Facebook recommends advertisers stick to 15 seconds or less.
Objective: what do you want your ad to achieve?
When creating your ad, Facebook allows you to specify the outcome you are hoping to achieve. There are five core campaign objectives to choose from:
- Conversions
- Impressions
- Reach
- Link clicks
- Lead generation
No prizes for guessing that as an agency that specialises in lead generation, we’d recommend you go for the lead generation option.
Test, test, test
Visual assets. Headlines. Descriptions. Facebook allows you to create variants for each constituent part of your ad. By doing so you can easily create an ad with dozens of variables. Facebook will then test different ad variants and preferentially serve the ad combinations that have the best chance of driving results.
It’s not a precise science – and you need to be running your campaign at high volume for the algorithm to test effectively. But it’s a useful tool for making the most efficient use of your ad spend and getting some insight on what converts.
Another benefit of testing multiple variants of the same ad is that your campaign will fatigue less quickly. People get numb to ads they’ve seen on multiple occasions. Having variants keeps things fresh – and gives you the opportunity to market your treatments from different angles.
Med spa Facebook ads: going beyond the click
So someone’s engaged with your ad – now what? Pay per click isn’t all about the first click. It’s what happens next that’s important. Here are some tips for turning new leads into your next customers.
An intro to landing pages
If you are driving traffic to your website, you should have specific landing pages for each campaign. Landing pages are a science all of their own. But here’s a super-speedy run through best practice.
- Design and copywriting. Your landing page should feel like a continuation of your ad. That means using similar images and colours, making sure your logo is prominent and so on. Make sure it’s optimised for mobile and create a compelling proposition above the fold.
- Create a closed journey. Single-mindedness is a strength when it comes to landing pages. Limit navigation options and stay focused on one clear call to action.
- Utilise social proof and trust signals. Customer testimonials are a great way to build credibility and establish trust in your company. Ideally, take your customer reviews from a verifiable source such as Trustpilot or Google Reviews. If applicable, utilise trust signals such as industry accreditations, qualifications or awards.
- Gather data. The main aim of a landing page is to gather information on your lead. More on that below.
- Be aware of data privacy regulations. If you are acquiring leads in California, Virginia or Colorado, you must comply with data privacy laws
Create a diagnostic questionnaire on your landing page
Gathering data on your audience isn’t just about grabbing a name and an email address. The more information you can gather about your leads, the better. For med spa ads, a good strategy – in fact our award-winning strategy – is to design a questionnaire that allows your lead to choose their own diagnostic path.
Ask them questions about their ailment or desired treatment and you can guide them towards the most appropriate course of action. It makes your lead’s experience feel more personalised. And arms your sales team with invaluable insight on lead quality.
It’s a strategy we used to boost UK Vein Clinic’s leads by 157% – almost doubling their customer base in the process.
Retargeting your leads
Retargeting is about serving new Facebook ads to people who have engaged with one of your previous ads. Let’s say they clicked a link or completed a form. They are clearly interested in your services. But they may not be ready to convert and become a customer just yet. With retargeting campaigns, you can serve these leads new ads that build additional awareness of your brand and nudge them over the line.
Remember the social element of social media
Lots of brands use social media to talk about themselves – howling into the void and hoping someone listens. But social media is about community. It’s about dialogue. It’s about conversation. If someone posts a comment on one of your ads, it’s a good idea to reply – especially if they’re seeking information about your treatments.
Med spa Facebook ads: measuring campaign performance
The data you gather on your campaign performance is your goldmine. Success with PPC is about constantly measuring what works and adjusting your campaign based on what your data is telling you. But you have to know which metrics matter most.
Don’t hide from your data
Your ads dashboard will provide you with lots of data on how your ads are performing. Try to identify trends in the ads that are performing best. Is there something in your messaging that’s encouraging clicks? Is a certain type of image garnering attention? When you understand what’s driving results, you can double down on those strategies – creating additional ad variants based on what’s working and ditching the stuff that isn’t.
Of course, it’s not just the performance of your Facebook ads that matters, but the performance of your campaign as a whole. For proper insight you have to be able to track all points in your user journey, from the first click to the first purchase and beyond. That requires getting your performance tracking set up to provide full visibility into onward KPIs – such as clicks and conversions on your landing page.
It’s tricky and time-consuming. But we can help.
Let us take care of everything for you – including your ad spend
As you can see, there’s lots of work that goes into a successful Facebook ads campaign. Especially if you want to drive serious revenue.
We are an award-winning pay per click specialist that can take care of everything for you. Delivering you fresh leads and new clients to your door – week after week, month after month. We will even cover your ad spend.
Sounds good? Find out more or book a discovery call.
