How Ad Boost rebuilt a Dallas med spa Google Ads account from the ground up and turned it into their number one revenue channel in under 6 months.
Luxe Aesthetics Med Spa had been running Google Ads in-house for 14 months before they came to Ad Boost. On paper they were spending $6,200 per month in ad budget. In reality they were losing money on clicks that never converted into paying clients.
Their cost per lead had climbed to $127 and that was for any lead, including price shoppers asking about services they did not even offer. Competitors had claimed their branded search terms, meaning people searching specifically for Luxe Aesthetics were being served competitor ads before ever reaching their site.
Their campaigns had no negative keyword lists, no audience layering, and were bidding on broad match terms like "facial" and "skin treatment" that attracted spa day seekers instead of serious aesthetic patients. Their conversion goal was set to contact form submission, which counted anyone who typed their name and hit send regardless of purchase intent.
We did not tweak their existing campaigns. We shut them down and rebuilt from scratch with a strategy designed around booking intent rather than click volume.
Separated campaigns by treatment category with distinct budgets, bid strategies, and landing pages matched to specific search intent signals for each service.
Built a 200-plus term negative list eliminating DIY searches, price shoppers, and unrelated spa queries. Blocked competitor names to stop wasted impression share on non-buyer traffic.
Added compliant lifestyle imagery as image extensions and layered in-market audiences for cosmetic procedures, creating a visual signal that filtered out non-buyers before the click.
Switched from form submission to actual booking confirmation as the primary conversion event. Added call tracking with a 30-second minimum duration to eliminate accidental dial conversions.
Improvements were systematic. Here is how the numbers evolved over six months as each layer of the strategy came online.
Launched new campaign structure with tight match types and 200-term negative list. CPL dropped from $127 to $94 in the first 30 days as irrelevant clicks were eliminated from the account.
Applied cosmetic procedure intent audiences and began collecting booking conversion data. Average monthly bookings from ads reached 31. CPL came down to $74.
With 60-plus booking conversions logged, switched injectable campaigns to Target CPA bidding. CPL dropped to $58. Monthly bookings climbed to 52.
Raised monthly spend from $6,200 to $9,400. CPL held at $54. Launched CoolSculpting campaign capturing body contouring intent in a dedicated campaign. ROAS crossed 3.8x.
All four campaign types performing at target. Branded defense campaign eliminated competitor ambush on brand terms. Total booked revenue from Google Ads: $61,400 per month against $14,600 in total spend.
Conversion goal alignment is everything. Optimizing for form fills instead of actual bookings trains the algorithm on the wrong signal. The moment we switched to booking confirmations, lead quality improved immediately and CPL began dropping without any other changes.
Negative keywords are not optional in aesthetics. The difference between "Botox near me" and "Botox cost" is the difference between a buyer and a browser. A clean negative list is worth more than any bid adjustment in a competitive market like Dallas.
Branded defense pays for itself immediately. Competitors bidding on your name steal purchase-ready clicks from people who already chose you. A $400 per month branded campaign recovered thousands in lost bookings within the first 60 days of launch.
Every client goes through the same structured onboarding. No shortcuts, no guesswork.
Full account teardown covering campaigns, keywords, audiences, conversion setup, and spend efficiency analysis.
Custom campaign architecture mapped to your service tiers, local market, and booking funnel requirements.
Campaign buildout with intent-segmented ad groups, negative keyword lists, and full conversion tracking configuration.
Staged launch with manual CPC control until we have sufficient conversion data to activate smart bidding safely.
Monthly reporting, budget optimization, and creative refresh to compound results over time and defend gains.
Yes. Med spas are one of the highest-converting verticals on Google Ads when campaigns are built around booking intent rather than general traffic. With proper audience layering, negative keyword management, and conversion goal alignment, CPLs under $50 are achievable in most major markets. The key is treating Google Ads as a booking channel, not a visibility channel.
Yes. Google classifies injectable and aesthetic medical treatments under healthcare advertising policies. Ads cannot make prohibited efficacy claims and some treatment categories require policy certification. An experienced healthcare advertising agency will navigate these restrictions without triggering disapprovals or account suspensions that can derail your account standing.
Before-and-after imagery requires careful handling under Google policy. Direct comparison images in ad copy are restricted, but compliant lifestyle and treatment result photography can be used as image extensions and in Performance Max asset groups. The approach we use focuses on aspirational client imagery that communicates results without running into policy violations.
In competitive markets like Dallas, Houston, or Miami, unoptimized med spa campaigns frequently run $90 to $150 per lead. With proper campaign structure and conversion goal alignment, sustainable CPLs of $35 to $65 are realistic in most major metros. Smaller markets with less competition can see CPLs well below $35 using the same approach.
Whenever possible, optimizing for direct online bookings produces higher-quality leads than raw form submissions or phone call volume alone. When your booking software allows conversion tracking, setting a completed appointment as the primary conversion event trains Google to target your most purchase-ready prospects. If direct booking tracking is unavailable, call extensions with a minimum 60-second duration threshold are the next best signal.
We will audit your current Google Ads account, identify exactly where budget is being wasted, and show you what a rebuilt campaign structure can do for your med spa.
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