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Med Spa Success Strategies
18 Meta Ads Fixes for Med Spas: Lower CPL, Fewer No-Shows, Better Leads
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Foreign. Hey, everyone. Ricky Shockley with MedSpa Magic Marketing. And today I'm giving away a tool that we developed that I don't think I've ever shared before. And it has all to do with meta ads effectiveness and improving the results from your meta ads, Facebook and Instagram ads. So these are things that are applicable if you're advertising in general, but these are a lot of things that are specific to meta ads in terms of how we troubleshoot and how we prioritize. But this is the reality of the difference, in my opinion, between a templatized copy and paste approach to really being intentional and strategic with how you're going to maximize results and ROI from your meta ad spend. Just to break this down a little bit, there are plenty of agencies and it makes sense to do it at a certain price point because for these agencies, everything's going to be templatized. It's straight copy and paste. And honestly, for us, the goal is a lot of this stuff, 75% of it is we're able to take the foundation that we know works and copy it from one client to the other. It's the same essential playbook, but that final 25% can make a massive difference in performance. And so when you work with the agency that's fully templatizing the ad strategies that you're using, what's going to happen is there's going to be some of you that it's just going to work and you'll be happy and there's no problem. And then there are some people where it just doesn't seem to work for or doesn't work quite as well. And some, some of those agencies sort of just accept that this is the business model. We'll onboard a bunch of clients for the people that it works for, they'll stick around. And the people it doesn't, well, I guess go find another solution. But if you're running meta ads and you want to be intentional about maximizing results, there are a whole series of things that can go wrong. So you can templatize, you can copy and paste, you can run a standard blueprint. But I've got on here 17, 18 different troubleshooting steps when ads are not performing as expected. And this happens all the time. If you're really paying attention and, and you know your numbers, these are things that can make a difference between paying $250 to get a client versus $150 to get a client or paying $398. Like there could be massive gaps with us with a series of these fixes in place. So let's go through some of the things that can typically go wrong with meta ads and what you can do to improve the results. So there's really going to, this is going to break down into two categories essentially customer, well, really three. So the first one is booking volume. All right, so if we have a problem with booking volume, we're not getting enough patience. What are the, what is the simple thing that we can do to fix that? I'll go through that. If we're having trouble with effectiveness. So customer acquisition costs, it's just too expensive to get a client booked and paid. I have the vast majority of this list focused on that step because that's where most of you, if you're struggling, that's the struggle step. And then I've got a couple things related to patient quality and retention. If there are issues there, there are some simple fixes, but let's go through these by section, starting with booking volume. So if your challenge right now in your med spa is you have a low number of bookings, you're just not getting enough bookings, there are really two main things that you can do to improve those results. The main one is assuming you're, you're getting bookings at a cost effective rate. The easy hack here. Hack here is to increase ads budget, right? It's so simple. But if you know for every thousand dollars you spend, you get five clients booked and paid and you need 15, well, guess what, you need to triple the ad spend. If you're at 15 and you need 30, you need to double the ad spend. And so if you know your numbers, the first thing to understand is this can be a function of ad spend to a large extent. If you need more bookings. The simple answer a vast majority of time if you're already getting results is to spend more money. So that's a surefire way to increase low booking volume. The other thing is to up the attractiveness of your offers. If you feel like you have inefficiencies and you're just not getting enough people to actually respond to the ads, you might need to up the attractiveness of your new patient. Special offers really focused primarily on the services people are actually already looking for. Understanding that this is a demand capture game that we're going to try to get as many people that are already looking for our services to choose us as possible. So those are the two main fixes for booking volume, right? It's raise ads, budget up attractiveness of offer and Simplify to the offers that are actually effective in the ad space, which is really at the forefront of that is your talks products. That's the gateway drug to the med spa space for most of you. Okay, going into the long list of customer acquisition costs. So we're just not getting the result at the level of efficiency that we want in our first bucket here. We're talking about high cost per lead. So if you feel like your leads are just too expensive, if that's actually the root of the issue, then here's the order of operations that we follow internally. When we're trying to troubleshoot for a cost per lead that's too high, the first thing is offer attractiveness. If we're paying too much for leads, it's probably to some degree an indication that our offer and what we're promoting is just not attractive enough to our audience to incentivize people to actually take the step of filling out the lead form. So as we lower our offer price and increase offer attractiveness, our cost per lead goes down, conversion rates go up, and so we have a lower customer acquisition cost. All right, step number two to troubleshooting for high cost per lead is to expand your geographic area. Some of you, you just got too small of an audience pool that you're pulling and you're driving high cost per lead because reach to frequency is too high. You're just reaching the same people over and over again who are tuning, tuning out your ad. And if you've got an audience that's like sub a quarter million, you might be experiencing this if you have any amount of significant ad spend. We just looked at a client of ours in Minnesota that just actually re signed up with us, and their cost per lead numbers were always on the higher end. But as I looked at the data, we could look at things like, you know, conversion rate and offer attractiveness and price and all these things that we could look at. But it all boiled down to their audience was just really small. And as we threw a lot of money at a small audience, it naturally drives lead cost up. So can you get away with reasonably expanding your geographic area while still reaching people that you know are going to be good quality clients who are coming to you for the right reasons? Expanding your geographic target is a surefire way to at least increase lead cost for most of you. Item number three on our list is to reframe the offer or the ad copy we've talked before about. One of our clients was running a disport offer and she wanted to do it based on Multiple areas at a set price point of like 599. And we spent the first $750 of her ad spend and she had no bookings. We said can we try reframing this offer? Instead of doing a per area multi session package for disport or multi area package for disport, can we just do it based on the unit price of Galderma? At a special offer promo for new patients, we reworked that ad on her next thousand dollars. She had 15 clients or I forget what it was. It might have been the next thousand dollars. She had over 10 clients booked and paid. But it was a crazy improvement on results just from reframing the offer. Even though we were still advertising dysport, our average initial visit revenue ended up being in the same ballpark where we just reframed the offer. So reframing offers can be an impact lever and then the last thing is adjusting creative. So what are we doing with our actual graphics or videos and is there an impact potentially there if it's graphical, test additional creative. If you're doing video, understand that there's an high upside but a really low downside on performance. There's a big variation but adjusting creative. Another great leverage for increase or for decreasing cost per lead. Okay, so that's our cost per lead bucket. Next we're going to go into our no show rate bucket. Hey practice owners and marketing directors interrupting this episode to invite you to schedule a one on one strategy call with me to discuss how we might be able to improve and level up your digital marketing efforts. So we're rated five stars on Google, we're HIPAA verified by Compliancy Group and we have a track record of taking clients from 30,000amonth to $120,000 a month and adding multi millions of dollars in additional revenue for some of our bigger multi location med spas from more effective marketing strategies. So on the free strategy call, it's really educational. I basically spend an hour going through detailed reviews of all of our best performing plays that we run for our clients. You have it to take and run with it if that's what you want to do and if you think it might be a fit to work together, then we're excited about the possibility to partner with you. But if you're in interested interested in better more effective digital marketing solutions for your Med Spa, visit Medspamagicmarketing.com that's Medspamagicmarketing.Com to schedule your one on one strategy call with me. If you're experiencing high no shows from ads. What are the things that you can do to improve your no show rate? And let's understand the downsides to this. So the first thing I recommend is improving your show up sequence. After somebody books an appointment. There are all sorts of things that can go sideways. You're not reminding them of the appointment, right? That's a big one. We're just not being consistent with appointment reminders leading up to the appointment, ideally via text message. The other thing is the way that you nurture leading up to the appointment can make a massive difference. So many of your EMRs do this thing that I think is insane where it says the person's already made the decision to book an appointment with you and we're going to text them a reminder that basically asks them as a 5050 proposition to remake the purchase decision. Hey, I know you decided to schedule that appointment with me, but do you really want to do it? If you do, you can press C. If you don't just type X. Right. Things like that, I think that's a terrible mistake. We want to confirm the appointment, tell them we're excited to see them, give them maybe a quick reference in the bottom of a text message on the no show policy and cancellation policy. But really we would just want to confirm the appointment and let them know we're excited to see them and remind them of the date and time leading up to the appointment. The next thing is to improve your ancillary presence. So if you have a high no show rate, it could be because people are doing their research and then they're just not finding things that get them excited and they decide to go elsewhere. So make sure your Instagram, your Google reviews and your website are dialed in to increase the chances that when people do their research they really feel like you're the best option to be their new med spa home. Third option is to force credit card capture for booking. You're going to introduce a point of friction. So just know the the first impact rate is your show up rate will go up, but your overall booking volume might go down and customer acquisition costs might go up. So the first two things there was really no downside. Improving your show up sequence drip and improving your ancillary presence. The foundational items. With this one there is a downside, so be aware of that. As you introduce the friction step of forcing credit card capture, you're going to decrease overall response rate. Your customer acquisition cost on initial bookings will go up. But but there's a time and a place, especially if you've got issues in the office that are going to be presented by people, no showing. You might need to do this earlier. So forcing credit card will help no show rates. But there is a downside. The last one for the no show rate issue is to improve your availability. Talk to med spas all the time that are just dabbling in like their second location and they've, they're only open two days a week and they're wondering why we are struggling with conversion rate or no shows. Well, the reality is people want to come in when it's convenient for them. So things like after business hours availability help, weekend availability, but the very least be open the majority of the time. If you've got major gaps in availability and there's a delay to booking or very limited availability in general, that's going to hurt your conversion rate and your show up rate. So just understand that. All right, so that's our no show rate list going to our next list. We only have two more sections here. So the next list here is low conversion rate percentage. So you're getting a bunch of leads but the leads aren't actually booking and converting with you. What are the steps that we can take to improve conversion rate from lead to booked? Starting in order from highest priority to lowest. Number one, validation phase improvement. Going back to the thing we talked about with no show rate, same thing can hurt you a step earlier on conversion rate which is when people do their research, are they finding things that get them excited about your med spa? So if they fill out a lead form and then they go do research and they're like I don't know about this place, that's going to be a, that's going to be a major hindrance to your actual conversion rate. So again, make sure your website, your social media accounts and your Google reviews are absolutely dialed into it. Instill maximum confidence and to build on the elements of know like and trust. The next thing is your speed to lead. Super high priority item. If you're waiting hours or a day to get back to leads that are asking about booking availability or inquiring with, with maybe questions about your service offering, you're gonna have a major drop off. So improving speed to lead. There's a ton of research on this. I just did a recent video on this. Improving your speed to lead is a massive catalyst to improving conversion rates. Number three, improving your sales team training. We've seen clients that are managing their own sales funnel and they've got someone on their team that's maybe just not the most personable or they're A little too short or a little too direct, they're just not managing the conversations well. So upgrading your sales team training so that you've got a warm approach, you're digging, you're asking questions, you're developing rapport with prospects that are introducing the opportunity for a conversation, you're not just giving them like one liners and blunt answers. Next thing is narrow your targeting pool. So we've got another step on here, which is the one we talked about in section one, which was expand your geographic pool if you have a high cost per lead. Well, if you have low conversion rate issues, you might be narrowing too wide. Right. If a bunch of people are seeing our ad and they find out that we're 38 minutes away from them and they have no interest in driving 38 minutes to a Med spa, well, that's going to explain why we have a bunch of lead forms that aren't converting. In part, we've also seen things where the algorithm starts to skew for like all 65 plus and you get a lot of people that are filling out lead forms that aren't serious aren't our ideal prospects. So make sure you narrow your targeting. If you're struggling with low conversion rate, or at least look into that as a potential issue, might be targeting too broad of an area geographically, you might be targeting too many men who aren't likely to convert, you might be targeting people in age ranges that are unlikely to convert. All of those things can contribute. Next is showcase your social proof. So if you have an issue where people are just not getting excited enough, we want to make sure that we've got really good case studies before and after some transformation videos and that ideally those are infused in our automation workflows. In addition to the website, Instagram and Google reviews. Last two here for low conversion rate are offer attractiveness. So if you have a low conversion rate, it might be that people are seeing your offer and then they're going back to scroll and they're being presented with better offers from people with similar reputations. So if I, if I see You've got a 20 unit 199 introductory promo for Botox, but your competitor that I was also thinking about visiting because they've got a really nice website, they've got great Google reviews, it was sort of a toss up between you and this competitor and I see your competitor down the street actually has an even juicier introductory offer to get me in the door, well, that could be an explanation as to why you're not winning. Those people if you're not winning the scorecard analysis on that, that validation phase, people might go choose one of your competitors after they're presented with additional options. So, so make sure that the offer attractiveness is dialed in. That can have an impact on conversion rate as well. And then the last thing here is improve automation drips and workflows, right? Make sure that in the workflows after a lead comes in that we have a good sequence to build rapport. We're sharing those case studies, we're doing like a welcome video. We're making sure these people are seeing our Google reviews, make sure that our automation workflows and our nurture drips are doing a good job of getting people maximally excited about scheduling the appointment. So those are the low conversion rate troubleshooting steps. Now the last two here are patient quality issues. Let's say you've gone through this entire exercise. We're feeling pretty good about booking volume. Our cost per lead numbers are good. We're not having a major issue with show up rate. Our conversion rate numbers are solid. But now we're still left with this. Yeah, I'm getting a lot of patience, but I don't know about the quality of these people. It feels like maybe juice isn't worth the squeeze. And again there, if you've got all that stuff dialed in, part of the strategy here when you run offer based ads is you're going to sift through some dirt to find the gold. Right? For every 10 patients you see, you might have five of them that have no intention of coming back. But if five of them are good, it can still be a very effective strategy. But if you feel like this is tipping too far in the direction of discount shoppers, where it's providing a point, where it's creating a point of frustration for providers, or you start to feel like, hey, we're actually concerned we're not retaining an adequate number of these people, then you might want to make some changes to improve patient quality. And this generally will have a downside on some of these other stats we talked about. So if you're struggling with patient quality, the first thing to look at is improving patient experience and rebooking tactics. Right? Are we doing a good job in office of making sure that people are getting a good consult? They're presented with options, we're really wowing them so they're going to come back on a recurring basis for service because they feel like what they got here was good enough to win them over for the long term. That's really big because if people feel like the experience was average, you might think the patients are bad quality, but it might just be that you weren't good enough or you weren't that impressive. And they're going to go back to the drawing board and make sure that before they settle into their med spa home that they explore other options. So make sure that you're doing your due diligence to really give them a phenomenal experience and a great education on consultants. The next thing though is if the offers are too good, you might tilt too far in the direction of attracting too large of a percentage of the price shoppers. These are people that will leave you tomorrow no matter how good of a job you do, because they don't care. They just want a dollar unit Botox. So if that's the case, there is some, not even sometimes, there are times where the strategy shift might be to increase the price of your offer and to focus more on the brand and the other things that make you unique and to dial down offer attractiveness. So I've got a client in Georgia that does this. They don't run a super aggressive new patient promo. They're not doing like a 20 unit, 159 promo. Their best introductory offer is essentially your first 40 units. We'll give them to you at $10 a unit. That's your introductory offer. And so with that being said, they pay a little bit more to acquire a client than some of our other clients do. But their patient quality is really good. They've got over $1,000 on initial visit revenue averages. So they are willing to accept that trade off and higher customer acquisition cost to optimize more upfront for patient quality. So there is a time and a place to actually dial down the attractiveness of your offer. Run less aggressive introductory pricing promos to get the right people in. And so what this will do is it's going to drive your initial visit revenue per patient up, but your customer acquisition cost goes down, which means booking volume goes down. But the last stat there is your retention number from these clients will typically go up as well. So there are a lot of variables that work together. But again, this just goes to show you there are so many things that can put your meta ads in a position to not create optimal results. And this is a constant battle. This is not something you do one time through. This is a checklist that you can use to consistently go back to the drawing board to try to improve ad stats and results. So if you want this for your team, let me make sure I can get get this to you here. I'm going to make a URL on the fly. I didn't prep this, but I want to make sure you all have this. So if you want this, I'm going to put the link in the notes below, but go to MedSpa Magic Marketing.com that's MedSpa Magic Marketing.com/meta troubleshooting MedSpa MagicMarketing.com meta troubleshooting and and we'll provide this as a free download so you can use this as a cheat sheet to try to fine tune and improve your ads performance moving forward. Hope that was valuable and we'll see you on the next episode.