Top 3 Google Ads Strategies That Get Customers Through Your Med Spa Doors

You can search, “Google Ads for Med Spas” or “PPC ads for med spas” and you’ll get some generic tips. Many business owners already know they need to set a budget, define goals, and identify their target market. And while all of those things are important, we want to skip to the good part: we’re going to share the top three strategies that have helped our clients get new patients through their med spa doors at a reasonable cost per lead.

Promote Entry-Level Services

We set up Google Ads search campaigns based on the types of services the med spa offers. Why? This allows us to customize the ad copy to that service (more on that later!) and understand which services are driving traffic–and ultimately converting to leads. From our experience, we have found time and time again the most effective and efficient ads are those that promote entry-level services.

We have found Google Ads attracts more “entry-level” customers. If they’re searching for your services on Google, there’s a good chance they don’t frequent a med spa or haven’t had the services done before. All the more reason to have a presence on Google search with ads! On the flip side, users who are interested in those higher-end or more intensive services are likely already your patient. For example, 60% of CoolSculpting patients have received Botox injections before–but the reverse is not true!

There’s also the correlation between the purchase price and the time to purchase. Think about this from your own shopping experience. How long does it take you to decide to buy a pack of gum versus a new car? The point is, the more expensive an item is, the more amount of time we take to decide (and research and price compare) before making a purchase. Apply this to your business: prospective clients are more likely to seek information first about services like facials and injections than more intensive and higher price point services. So, focus on promoting your more common and more affordable services on Google Ads (even if you find the margins to be lower) because these are the services that will get new customers through your doors.

Include Keywords and Ad Copy Used by Your Customers

Google Search Ads rely on keywords (in other words, the words the user types into the search bar). The ad copy, specifically called headlines and descriptions in Google Ads, are what appears in your ad when a user types a keyword that is included in your campaign. Being so close to the medical terms, our clients tend to get wrapped up in wanting to use specific brand names and elevated medical language. However, a lot of this is foreign to prospective patients! (Not to mention, Google tends to disapprove ads with medical brand names.)

For keywords, we have found people search using phrases describing their problem (for example, “how to get rid of wrinkles”) or the results they want (for example, “fuller lips”). They’re not using words like “25 units of Botox” or “Juvederm provider.”

And because your prospective patient isn’t familiar with these terms (or at least doesn’t use them in their everyday language), the same rule goes for ad copy: use words that your clients would use. One way to do this is to look at your reviews. What problems do they identify? How are they describing their results? What parts of your business stood out to them? (Hint, a lot of times it’s your location, availability, and bedside manner–not always the services themselves!)

Use Local Search Ads

Not all types of businesses are created equal when it comes to Google Ads! One campaign we recommend only to brick-and-mortar businesses is local search ads. They allow your business to appear on mobile devices when people search for nearby businesses (for example, “Medspa near me”), including on the Google Maps app. We recommend using these because they are geo-centric, allow users to call your location, and help customers find learn more about your business (such as what time you are open, or the distance between them and your business).

Conclusion

With the med spa industry growing rapidly, businesses need to get increasingly creative with their marketing efforts to attract new patients. We’ve helped numerous businesses gain loyal customers at a reasonable cost-per-lead using Google Ads, and we’d love to help you grow your business, too! Click here if you want to talk to a real, live person about getting more people through your med spa doors.