NWLAB runs marketing for med spas and aesthetic clinics: paid media by procedure, local SEO for people searching nearby, and booking pages that record the lead. It is for clinics with open slots on the calendar and a ticket high enough to carry an acquisition budget, starting at $1,500 per channel per month. We work remotely with clinics in the United States, Canada, the United Kingdom, Australia and Brazil.
No commitment. Just context, judgment and clarity.
Results vary by context. We use our diagnostic to frame feasibility before any projection.
The US ran 6,165,173 aesthetic procedures through plastic surgeons in 2024, the most of any country, and 4,165,645 of them were non-surgical
ISAPS Global Survey, 2024
Botulinum toxin makes up 43.1% of US non-surgical procedures and hyaluronic acid filler 29.5%, the top two non-surgical treatments
ISAPS Global Survey, 2024
The US had 10,488 med spas in 2023, up from 8,899 in 2022, so more clinics compete for the same local searches
AmSpa Medical Spa State of the Industry, 2024
The average med spa brings in $1,398,833 a year, patients spend $527 per visit and 73% of patients are repeat patients
AmSpa Medical Spa State of the Industry, 2024
Search ads in Beauty & Personal Care average a $4.62 CPC, a 10.35% conversion rate and a $39.25 cost per lead, against $66.69 across all industries
LocaliQ, 2026
A complete Google Business Profile makes customers 2.7x more likely to consider a business reputable and 70% more likely to visit
Google Business Profile Help, 2026
We build acquisition for aesthetics clinics, med spas and aesthetic health professionals. Paid traffic on Google and Meta, local SEO and landing pages that turn a visit into a booked appointment. A full calendar does not come from followers, it comes from a system.
An aesthetics client does not buy on impulse: they research, compare and sit with the decision for days before booking. The process starts on Google, moves to Instagram to check results and credibility, and ends on a landing page or a profile. That means aesthetics marketing has to work on two fronts at the same time: capturing intent (Google Ads plus local SEO) and building trust (social proof, real photos, testimonials). The category also carries advertising restrictions from medical boards, from advertising regulators and from the platforms themselves. We work inside those rules.
Instagram builds the brand, it does not build a predictable calendar. A clinic that depends on going viral has revenue that spikes and crashes. The ones with a consistent calendar have an acquisition system, not luck.
Sending traffic to an Instagram profile or to the homepage scatters attention across dozens of links and leaves the patient with no clear next step. A page per procedure with a single booking button captures the lead the homepage lets slip: the median healthcare landing page converts 5.1% of visitors, and wellness pages reach 8.2% (Unbounce, 2024).
People who do not book right away disappear, and they disappear faster the longer the clinic takes to reply. Firms that tried to contact a lead within an hour were nearly 7 times as likely to qualify it as those that tried just an hour later (Harvard Business Review, 2011). A form that records the contact plus an automated text and email follow up handles that first reply without waiting on the front desk.
A clinic without a complete Google Business Profile and active reviews loses to the competitor who shows up first on Maps, even when it is technically better.
Before any ad goes live, we map open slots by treatment and by provider, plus the ticket and margin of each one. Form fills, calls and texts become tracked conversions in GA4 and the ad platforms, and every booking gets its source logged in the booking software or CRM. Without that, nobody knows which campaign fills the calendar and which one only fills the inbox.
Every treatment people search for (Botox, filler, laser hair removal, skin tightening) gets its own page: who it's for, how it works, downtime, starting price if you publish it, and a booking button. Copy and before-and-after photos are checked against FTC guidance, so nothing shows results more dramatic than patients can generally expect.
Google Ads captures people already searching for the treatment inside a set radius, with negatives for training courses, wholesale product and DIY searches. Meta Ads, targeted to 18 and older as the platform requires, builds demand for less searched treatments and retargets page visitors. Local SEO and the Google Business Profile carry organic Maps traffic.
Aesthetics leads cool off fast, so the front desk gets a first reply script, two or three qualifying questions and a follow up sequence for people who asked about price and never booked. With 73% of med spa patients coming back as repeat patients (AmSpa, 2024), rebooking and membership emails to past patients run alongside new acquisition.
The metric is cost per booked and attended consult, not cost per lead. Every week we match the real calendar against lead source, cut keywords and creatives that bring browsers, and move budget to the treatment with open slots and margin.
Want this operation mapped to your business?
Free DiagnosticUS$ 2.47M in tracked revenue for clients, at a weighted ROAS of 7.96.
Accounts managed by NWLAB, 2023 to 2025
Who it is for
Med spas and aesthetics clinics with open slots in injectables, laser or skin treatments and a solid average ticket
Practices with a named medical director that want ads inside FTC rules and platform policy
Front desks that answer leads the same day and log where every booking came from
Multi-location groups that need campaigns and pages by city
Who it is not for
Anyone who wants ads that promise results or before-and-after photos with no context
Clinics that can't respond to a lead the same day
Owners who measure success in followers and likes, with no booking target
It puts the clinic in front of people searching for a treatment in its city: a complete Google Business Profile with steady reviews, one page per treatment and a site that loads fast on a phone. A consultant hands you the audit and the plan; an agency also ships the content, the technical fixes and the monthly tracking. At NWLAB, SEO runs alongside paid media, so the pages that rank are the same ones that take ad traffic.
Start with one page per treatment, named the way patients search (Botox, lip filler, laser hair removal), covering who it's for, how it works, downtime and a booking button. Then fix the technical layer: mobile speed, local business structured data and a name, address and phone that match your Google Business Profile exactly. Content that answers real questions, like the difference between two treatments or who is allowed to perform them, is also what search engines and AI assistants cite.
Yes, when campaigns are split by treatment and judged on booked consults, not clicks. Search ads in Beauty & Personal Care average a $39.25 cost per lead, well below the $66.69 all-industry average (LocaliQ, 2026), and Meta requires ads for cosmetic procedures to target people 18 and older. Budgets start at $1,500 per channel per month, and our diagnostic checks whether your market and average ticket can carry that spend.
They split campaigns by treatment and by radius, block searches from people looking for training courses, wholesale product or DIY fixes, and count a conversion only when a consult is booked. They also keep copy inside Google's healthcare policy and FTC rules, with no promised outcomes. The number they optimize is cost per booked consult, not cost per click.
The ones that filter before the click and qualify before the calendar: ads that name the treatment, the city and, if you publish it, the starting price; a form or text flow with two or three qualifying questions; and retargeting only to people who viewed a treatment page. With 73% of med spa patients coming back as repeat patients (AmSpa, 2024), rebooking campaigns to past patients belong in the same plan. Booked consults then feed back to Google and Meta as the conversion signal.
Claims have to be truthful and backed by evidence, and the FTC says ads that make health or safety claims in most cases need competent and reliable scientific evidence. Its Health Products Compliance Guidance adds that testimonials reporting results more dramatic than people can generally expect are likely deceptive, and a 'results not typical' disclaimer doesn't cure that. The FTC's Consumer Review Rule (16 CFR Part 465) also bans fake reviews and testimonials, review suppression and incentives conditioned on a particular sentiment.
Ask three things: how they measure booked consults (not just leads), how they keep ads inside FTC rules and platform policy, and who runs your account day to day. Be wary of anyone promising a full calendar by a fixed date: results depend on market, ticket, competition and how fast your front desk responds. NWLAB publishes its pricing and starts with a free diagnostic of your channels, local presence and booking potential.