Marketing for Medical Spas & Aesthetic Practices
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"We’ve seen increased visibility, stronger online presence, and significantly better search rankings. They truly understand how to help a business grow and scale through smart, strategic digital solutions."
I talked to a med spa owner in central Florida 4 months ago who'd spent $1500 a month on SEO over six months. Still, she almost never showed up for the services she provides on the first page of Google or AI searches. The agency in charge of the SEO never checked if her homepage mentioned Botox, fillers, or laser treatments. Just wrote generic "beauty and wellness" terms that could've been for a nail salon or a day spa.
That's the problem with most marketing agencies. They treat medical spas like they're selling skincare products online. But you're not selling products. You're asking people to trust you with their face, their skin, their appearance—things that actually matter to how they feel about themselves.
Why Most Marketing Fails Medical Spas
Google changed everything for medical and aesthetic businesses in 2022.
If your business affects someone's health, finances, or major life decisions, Google holds you to way higher standards than a coffee shop. The rules are different now. You can't just run pretty Instagram ads and hope for bookings.
Google's looking at stuff like:
Does your content actually help people make informed decisions about treatments?
Are you being honest about what procedures can and can't do?
Do you have real medical credentials, or are you an aesthetician calling yourself a "medical" spa?
Most marketing agencies don't know these rules exist. They're still using tactics from 2015 that'll get you penalized today.
What Doesn't Work
I see medical spas waste money on this every week:
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Paying for a gorgeous website that has zero local SEO
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Running ads that say "Look Younger Today!" without mentioning you do Botox or laser treatments
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Hiring someone's cousin to "handle social media" who posts stock photos of models that don't look anything like your actual results
Traffic doesn't lead to sales unless it is high-intent local traffic from people actively looking for your services.
What Actually Works
Real content about actual treatments:
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Real content about actual treatments—not corporate language that sounds like a lawyer and a spa receptionist wrote it together
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"Here's what happens during your first Botox appointment" or "Why we combine microneedling with PRP for better results"
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Content that answers the questions people are asking at midnight when they're Googling "how much does Botox cost"
Google wants to see you know what you're talking about. That you've actually treated patients.
Local SEO for Med Spas
Let the right people find you—with targeting based on actual local search behavior
Orlando Suburb Med Spa
From Generic Terms to Targeted Results
I worked with a med spa in a wealthy suburb outside Orlando. Every marketing agency pitched them on targeting "anti-aging" and "beauty treatments." Generic stuff. We looked at what people in their area were actually searching for.
Turns out it was way more specific: "Botox for forehead lines," "lip filler that looks natural," "laser hair removal Brazilian."
We built content around those exact searches. Mentioned the actual neighborhoods where their patients lived. Talked about the specific concerns women in their demographic had—looking refreshed but not "done," maintaining results without looking frozen, and treatments that fit into busy schedules.
Results
12-15 35-40
Monthly Consultation Requests
Same ad budget. Just better targeting.
Why Your Google Business Profile Matters Just As Much As Your Social Media
Most medical spas obsess over Instagram but treat their Google Business Profile like an afterthought. They post three times a day on Instagram but haven't updated their GBP in six months.
Meanwhile, that's where people searching "med spa near me" or "Botox [your city]" make their decision. Before they ever click to your website. Before they look at your Instagram.
Common GBP Problems We Fix
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No posts about treatments or specials
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Five reviews from a year ago
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Photos that look like stock images from 2015
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Hours listed wrong
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Service list just says "medical spa services"
Result: Position 12 → Position 1-2 in 8 weeks. Consultations: 15 → 30+ per month.
The Review Problem (And How to Fix It Without Being Weird)
Here's an uncomfortable truth: medical spas need reviews. They increase click-through rate massively. But asking for them feels awkward when you've just injected someone's face or done their laser treatment.
You can't hand someone a card right after their lip filler and say "Leave us a five-star review!" That's weird and pushy. But you also can't just hope people remember to review you two weeks later when the swelling goes down.
The Natural Approach
The med spas that do this well make it part of their follow-up process. Not pushy. Just natural.
Natural. Not pushy.
You're not asking for a favor. You're giving patients who actually love their results an easy way to help others who are nervous about getting started.
Content That Works vs Content That Wastes Time
Content That Wastes Time
I see medical spas pay writers $400 for blog posts nobody reads. "The Benefits of Botox" written by someone who's never administered it. "Why Medical-Grade Skincare Matters" that could be about any spa anywhere.
Example of bad content:
"innovative approaches to aesthetic optimization"
That content doesn't help patients find your local practice. It doesn't convince people to book. It just sits there taking up space on your website.
Content That Converts
Good content answers real questions. The stuff your front desk answers fifteen times a week. The concerns people have before they book. The things patients wish they'd known before their first treatment.
Write like you talk:
"We figure out which treatments will actually work for your skin type and goals"
Google's algorithm is smart enough now to recognize the difference between helpful content written by someone who knows aesthetics and generic content churned out for SEO.
The Ad Problem Most Agencies Won't Tell You About
Running ads for medical spas is hard. Like, genuinely difficult. Google has strict rules about what you can and can't say in medical and aesthetic ads. Facebook's even worse. They'll reject your ads for reasons that make no sense, then approve the exact same ad three days later.
Most agencies don't want to deal with it. They'll take your money and run basic awareness campaigns that get impressions but no bookings. Or they'll run ads that violate Google's policies and get your account suspended.
Citrus Ridge Marketing Difference
We specialize in this niche, and we know exactly what you can say and what you can't. We know how to write compliant ads that still convince people to click. We understand the difference between promoting a treatment and making an illegal cosmetic claim.
Ads Compliance for Med Spa & Aesthetics
Medical spas operate in a weird gray area between medical practices and day spas. The rules about what you can advertise are complicated, and they change. Things you can't do:
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Using before/after photos without disclaimers
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Making claims about "permanent" results
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Implying you can look like someone else
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Saying treatments are "FDA-approved" if they're off-label
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Making specific cosmetic claims without evidence
Don't risk it: Cease-and-desist letters from state medical boards because of non-compliant marketing can shut you down. Your marketing person should know what you can and can't say.
Realistic Med Spa Marketing Expectations
If your marketing person can't tell you how many consultation requests came from your website this month, they're not doing their job.
Qualified Leads, Not Vanity Metrics
Good marketing should bring you more qualified consultation requests. Not likes. Not impressions. Not "brand awareness." Actual bookings from people who want your treatments and can afford them.
Results in 30-90 Days
Not overnight. Not in a year. One to three months of consistent work should show improvement in where you rank, how many requests you get, and how much those requests cost you.
ROI That Makes Sense
If you're spending $2,000 a month on marketing and it's bringing in less than $8,000 in treatment revenue, something's wrong. Either the marketing isn't working, or you're attracting the wrong people.
If they talk about "engagement" and "reach" instead of bookings and revenue, find someone else.
Our Team Genuinely Understands Your Industry
You don't need the biggest agency. You don't need the one with the fanciest office or the 50-person team.
You need someone who's worked with medical spas before. Someone who won't make you explain every treatment or why your industry is different.
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Understands the difference between Botox and Dysport
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Knows why you can't just call yourself a "medical spa" without proper medical oversight
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Won't make you explain what microneedling is
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Understands why clients ghost after getting a price quote
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Has worked with medical spas before
But when you find someone who knows what they're doing, it changes everything.
You stop worrying about where your next consultation is coming from.
You start having the opposite problem—how to handle all the booking requests without hiring more staff.
That's what actually good marketing does. And that's what medical spas deserve instead of the overpriced garbage most agencies are selling.
