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Med Spa Success Strategies
Med Spa Facebook & Instagram Ads Strategies That Work! (2025 Series: Part 4)
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- [00:02]
Ricky
Hi everyone. Welcome to the next part of our 2025 marketing series. Today, Lauren and I are going to be talking about success with Facebook and Instagram ads. We're going to talk about principles to understand the strategies and tactics that are working best for our clients as we wrap 2024 and head here into 2025 and what you can do to maximize ROI from your ad spend related to Facebook and Instagram ad strategies. Look forward to jumping into this episode. I'm confident you're going to learn some things that better shape your marketing heading into 2025 and beyond. Hi everyone. Excited to join you again. I've got Lauren Nettles, who's our lead digital marketing specialist. And today we're going to be talking about meta ad strategies for 2025. If you have not watched the previous videos in the series or listened to the previous podcast episodes, please go back and do that. The information we cover on the first three episodes I think is really critical to understanding how to make meta ads work for your business. And for those of you who aren't familiar when we say meta ads, Facebook and Instagram ads, all things considered, this is the number one first priority place that we spend our clients ad dollars, because generally it's the place we can get the most bang for our buck, the most butts in the seats, and the most cost effective result. But please go watch the first couple episodes of the series because all of that preliminary information is going to be critical to understanding the implementation of what we're going to talk about here with meta ads. All right, so a few principles to understand. So basic, but I think this is the number one most important thing to understand potentially with meta ads, and that's that as the attractiveness of your offer increases, your customer acquisition cost goes down. To illustrate some extremes, we have one client that's running what we call a couple clients that we run, what's called a no like and trust ad. This is where you're just talking about your reputation, why clients would trust you, and inviting people for a consultation. But there's not much more of a carrot that you're dangling than that. When we run that type of ad, we typically see customer acquisition cost in excess of 3 to $400. So that means for every thousand dollars you spend on ads, you might only see 2, 3 patients for every thousand dollars. Now, patient quality is probably good when the people are coming in for that source, but you have to understand that there's a trade off you're making there. On the opposite side of that, another extreme we have a client that runs a $29 facial promo and their customer acquisition cost is less than $10. Lauren, what was the actual number on that one? Don't use this as a reference if you're listening to this episode, but I'm doing this to illustrate the extremes.
- [02:30]
Lauren
Yeah, I think they only spent $500 or so and their actual customer acquisition cost was like $4.96. Absolutely.
- [02:39]
Ricky
So literally, for every $5 they put into Meta, they saw a new person come in for a $29 facial. Now that is a crazy good deal. When you give people a crazy good deal, you lower your customer acquisition cost, you have more butts in the seats. You have to measure your what comes as a result of your at bats though, when you use that kind of a strategy because we're going to assume that there's a drop off in patient quality. So make sure you give people a compelling reason to choose you. I say this is the sales pitch test. If you can't sit in a room with your top two competitors and make a compelling case to your target prospect as to why they should choose to do business with you over your competitors in a really tangible way, you, you're going to struggle. The shortcut to this is discounting is a really effective way to incentivize new patients who are on the fence to try your practice over the other options you have available. In video one of the series, we talk about my favorite quote in marketing. And it just essentially indicates that the best way to shape perception is through experience. The more at bats you have in terms of patient interactions, the better chance you have at creating a loyal patient base that stays with you and comes back for other services. I always use this example in my sales calls. If I were to ask you listening, what's your favorite restaurant in your town? You're inevitably going to name a restaurant you've actually been to, right? If I ask your favorite hair salon in town, you're going to name the place you've actually visited. So we're not going to be someone's favorite med spa until we actually provide them service. So our goal should be to reduce barriers to provide more at bats for our providers. From there, we're also going to talk about tracking initial visit revenue and retention percentage so that we understand the full picture impact of our marketing investment. Because if we just look at customer acquisition costs and we'll get to some of the specific strategies here, we might be implementing a strategy that gets butts in the seats for people that are not retained or upsold and that's not effective either. So how do we balance these trade offs to make sure we're maximizing the effectiveness of our marketing investment? So getting into the specifics, really here we're going to be giving away all of our strategies, our benchmarks, our tactics, our frameworks. These are things that other agencies and companies charge thousands of dollars to access, and we're giving it away for free in this video. So I really hope you take this to heart and follow these guidelines, because I promise they're going to make an impact on the effectiveness of your marketing investments. So typically what we're looking for is evergreen new patient promos. When you have something that's working to get new business through the door, you should not be changing those ads on a weekly or monthly basis. Right. If something's working, we don't want to tear it down. We want to maximize the value of that asset, that marketing initiative, until it no longer works. So you can refresh creative, make sure people have something new to see. But the core offer, when it's working, we want that to run in perpetuity. That's what we're trying to identify. Also, a lot of people think of meta for Facebook and Instagram ads as kind of like a, like a, like an awareness play where they think of Google as demand capture. We really think of meta, Facebook and Instagram as another form of demand capture. We're targeting people that already have been thinking about getting something done. They're familiar with Botox or coolsculpting and, or maybe they're even at provider selection. They're really thinking about it. They're just trying to figure out where to go. That's the audience that we're trying to target with our ads. If I have to overcome the objections earlier in the funnel, like I have to make people problem aware and then I have to educate them on my solution that they might not have any familiarity with. You're going to have an ineffective result. So we really like to focus on demand capture with meta, things people are already aware of, considering. And how do we capture more of the market share from those users? Okay, so a good attractive offer will attract new patients at scale. An offer that doesn't get your target customers excited will inevitably fail. It's like trying to fit a square peg into a round hole. Like sometimes what you're doing is just not working because people don't care about the service, they're not excited about it, they're not interested in it, or they're at least not interested at whatever price point you're marketing the service at. So if you don't see success early, it's probably an indication that you've got an issue with your offer. I would, I would say nine out of ten times. All right, so I'm excited to give this away, Lauren. Ton of credit for Lauren developing a lot of this. But we're going to go through the good, the maybes and the no gos in terms of where to spend ad dollars. This is something I feel like not many people talk about. But there are cost effective ways to advertise services that make sense as the, the leading spear of your patient acquisition strategy. And certain things that need to just be a cross seller and upsell because they're not going to be cost effective to advertise upfront. So Lauren, if you don't mind just going through the good list here.
- [07:25]
Lauren
Yeah, absolutely. So our top offers that we would recommend to any client that comes to us, especially off the bat for their first couple is going to be injectables. So everything injectable related is like the gateway drug. Getting people in the door, getting them, like Ricky said, to change their attitude about your practice, make them fall in love with you and stay with you. So injectables, like I said, are the way to do that. So the top ones that we've seen work really well across the board in all areas of the country are Botox Dysport filler and then a newer one to us that's actually fantastic has been the custom facial plus Botox promo kind of framing. Why a facial preconditions the skin for a Botox appointment. So these ones are certainly our most cost effective ways to get new patients in the door. And they also provide really good opportunities for at bats or cross sell opportunities into your other more expensive services that kind of fall into the maybe or the no go list. Anything you want to add there, Ricky?
- [08:27]
Ricky
And I think that's, that's been backed. So this has kind of been our experience and the more we've talked to insiders and consultants and people we trust, the more this has kind of been echoed. Injectables really are the gateway drug, like Lauren said to your med spa. And you have to think about this. Once somebody let you stick a needle in their face, that's one of the more invasive things you're going to do. That person is much more likely to be comfortable getting a facial. Right. The facial client, it's more of a leap to get them into Botox. There are other reasons we like these offers. One is Perceived differential of outcome. When people come in for these services, they trust the provider and there's some stickiness there. It's like going to a hair salon. If you like the way that that person performed the service, you're less likely to risk it to go somewhere else the next time because you don't see it as a pure apples to apples. There is some artistry there. And you know that going to a new injector might lend itself to a different result that you don't like. Because of that, there's a lot more stickiness. These services also require maintenance. So if you like the results, you have to keep coming back forever several times a year. So there's high lifetime value for those reasons. Great use of your ad dollars, I would say. As simple as that is, there's nothing that beats the injectable side.
- [09:36]
Lauren
Yeah.
- [09:36]
Ricky
So I think we're always trying to stretch where, where else can we put ad dollars. But it definitely comes back to this as the priority 1A in most cases.
- [09:45]
Lauren
Yeah. And I would note too, it's crucial that these good offers to become great offers. It all depends on the experience once they enter your door and sit in your chair. So Ricky and I have another video on this that we'll talk about a little later on in reference to. But as soon as somebody sits in your chair, they have to have a fantastic experience. They have to build that connection with the provider and they have to love the result in order to make them sticky and to make this worth it. That kind of goes back to where we talked about initial visit revenue and the retention rate. These can turn into really quickly bad offers if your staff isn't doing a great job once they sit in the chair. So it's not only getting them in for a cost effective price, but then shaping their perception once they're in the chair as well.
- [10:27]
Ricky
Absolutely. And I think I've talked about this so many times in this series. But good marketing makes a bad product feel faster. So many of you are operating at a B plus level of patient experience and good enough is not good enough. You need to be exceptional. If you have issues with injector retention or you provide an average experience, your marketing dollars are not going to fix those problems. You're going to get at bats. But to see the true ROI from any marketing campaign for injectables or most med spa services, you have to have great retention and patient satisfaction.
- [10:56]
Lauren
Yeah.
- [10:57]
Ricky
So in a sense, marketing, once you have that dialed in is going to be the easy part. The challenge to you as a Practice owner or provider is going to be. How do I make sure that I truly provide an exceptional experience? So these people come back again and again and again for services, I guess.
- [11:12]
Lauren
Kind of too to play off of that. If we have a second, Ricky is.
- [11:15]
Ricky
No, yeah, go ahead, Lauren.
- [11:16]
Lauren
We just finished our quarterly reports and we do a section in there called our rolling data section. So essentially looking at the data since we started together, what your total revenue looks like from all ads leads, and we basically have two clients, hand in hand, they're spending the same amount on ads. One of them has a fantastic in practice experience. One of them has a lot of injector turnover and drop off. So when we look at those numbers, cost of customer acquisition conversion rate, the same, the amount of new patients, basically the same. But where we really see the difference in the two practices and their experience is one of their, you know, total rolling revenues is about 3x what the other one is because they're rebooking and retaining the people. It makes the biggest difference in that long term picture how that experience is. And it was just cool to see that like really backed up in these reports over this last round. So I wanted to add that note for sure.
- [12:11]
Ricky
Yeah. And again, we have so many resources on this, but, but really I would encourage you go listen to some of the recent podcast episodes, YouTube videos on these topics where we talk about how to provide an exceptional experience. We have an episode coming out, may already be out as the time of publishing this video with Mary Beth Hagan from Titan Aesthetic Recruiting on injector retention. Like, make sure that you've got those things dialed in because we're going to give you the secrets to success, to getting people through the door and to maximize the chances that those people coming through the door are going to be sticky patients by getting them in from the right types of services with the right types of offers. But your success is going to come down in large part to your ability to provide a great result and to retain. So let's go into just from an ad standpoint, the maybes. And Lauren, as we go through these, can you explain like the caveat? So why do we have these in the maybe list and not in the good list?
- [12:58]
Lauren
Yeah, definitely. So a handful of our maybes and we actually used to call them the price is right offers. Most of them really depend on what promo you're offering with the service. A couple other things that apply to are seasonality, location, competitors, those kind of things. So the first one to look at is body sculpting. So Things like M Sculpt, Neo coolsculpting physique, those types of devices, we've seen those work really, really well when the price is right or when we have a solid enough discount as well as when they're pushed during the rice season. So if we're pushing them in the beginning of the new year, kind of up to summer, leading in and at a really good discount, typically we recommend 50% off of a package. Those ads can really be successful and we'll dive in a little bit deeper later on. Customer acquisition costs and what we're looking at in terms of benchmarks, there's um. But those can be successful. It's just all determinant on what that offer is and when you're doing it. So a big one I've heard pushback wise with body sculpting is they'll get people in for consults and as soon as they figure out that the spot on the street that they did a consult at is $500 cheaper, they're going next door. The problem here that we kind of go back to is differential and outcome. There's not much different. A laser tech is going to do sticking paddles on your stomach versus the practice next door. So if it's $500 cheaper, it's an easy choice to pick the cheaper place. So that's why this one's kind of in the maybe category. It's up to you and your providers where you're willing to put that price point to stick.
- [14:29]
Ricky
This episode is brought to you by Med Spa Magic Marketing, my agency. We help Med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? That's a vague claim. So I have an offer for you. I offer this to any new prospects. If you're interested in exploring any of another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time. I'd love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now you can take that, use that on your own, hire someone, someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment moving forward. Understanding some of the Nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspa magicmarketing.com kind of with that.
- [15:26]
Lauren
And it's almost the same hand in hand is weight loss. So this is a huge one Ricky and I have talked about for lots of times to make it work, to not make it work, how to do that. And really right now with weight loss, it's a race to the bottom in terms of pricing. If you want a new client in your seat for weight loss, you either have to be the cheapest to get them through the door for that first visit at a reasonable cost, or you have to cross sell your existing patients into that service while they're already in office. So a couple things that we've seen work really well for that, and to say really well is kind of a stretch too, but they work to an extent is when we really are the cheapest. So things like $99 for your first month, 3, 49 for your first two months, 299 for your first two months. Something where you know it's your loss leader for those first two months, but you expect those patients to say 6 to 8 to 12 months in order to really make that profit or that return on product kind of goes into the differential and outcome there too. When people google it, as soon as they see our offer and they see they can get it for $99 shipped directly to their door online provider app, it's an easy choice again there for most people, it's hard to make a case why we're the ones to pick. You might say things like, oh, well, we have in office experience. We have real providers that they can connect with. We have, you know, full use vials or single use vials. People don't really care about all those things. They just want the quick, easy, cheap solution. So that's why it's in the maybe column again, which way you're gonna go.
- [17:00]
Ricky
And I would say that one's. So I, I know I've talked to a lot of people with weight loss and said, well, I know somebody that made a bunch of money. They're killing it with weight loss. I really think so many of those people were in on it early on. Like when we first started running weight loss ads for Semaglutide. When it first came out, it was like shooting fish in a barrel. It was very easy because so many people wanted the service. Few places had it. You could charge whatever you wanted to charge. It quickly became commoditized and now it's so competitive, like Lauren said, that it is not. That is not one of the more successful campaigns we'll run. I would say it's very hit or miss, and we've tried a lot of different things, and it's very, very, very reliant on retention. And even that's a little iffy, because if people are only there for four or five months and you had to pay several hundred dollars to acquire the customer, you might be doing it at a loss the first month to two months. And there's not much recurring revenue coming from those clients after they're off the weight loss program. So I think on our episode with Gina Graziano recently, she mentioned that she really thought weight loss was maybe a good place to. To cross sell people into. So if you've got a big patient list, a lot of those people are going to end up doing weight loss with you because they already trust you. But it might not be the best, best place to lead with your ad dollars. I think that that might be true as we're getting more data. Lauren, the facials with the asterisk there.
- [18:17]
Lauren
The facials with the asterisks. A couple reasons. The first reason is almost any time we've run facial ads before, you end up getting people in, and they do convert at a pretty reasonable rate. The main problems are, one, you're losing immediately on that first visit because the price to get them in is usually more expensive than the facial. And two, one, the price is competitive. The rebooking rate is nearly zero. And that basically goes to kind of what we're talking about with stickiness of offers and provider experience and everything. Even with top provider experience. We have one practice specifically I just audited this for. They have the top people who work there, their estheticians, amazing. Their injector is amazing. Their rebooking rates on a Botox campaign are between 60 and 70%. Facial campaign was literally less than 10%. Rebooking people love to get the promo. They come in for the promo and they never see you again. If you want to make a facial offer worth it, this is where we go to that $25 facial that we talked about earlier. And we have an asterisk by it because it's our first time trying it, really, at that cheap of a price point. Like Ricky said, the client came to us wanting to do it, and heck, yeah, I love the idea, right? So we ran it. It's been amazing. But the thing that plays into that is her esthetician has some secret Power that she calls it. She's basically just really good at what she does. And she has cross sold so many of those $25 facials already into hormone replacement therapy, PRP, Botox. One already purchased a Kybella package, a Sculptra package. So again, we put the asterisks because all the things kind of have to line up perfectly. All the dominoes have to fall in order to make this really work and worth it. But it can maybe, right? So that's why it's in the maybe column. All these things have to work out. Retention, initial visit, revenue, cost of that, you know, patient acquisition. All of that kind of has to line up to make it worth it.
- [20:18]
Ricky
Yeah. Because what we're shooting for there, I would say, is like, that should get your customer acquisition costs so low that you're at least breaking even on the first visit to give yourself free at bats.
- [20:29]
Lauren
Right.
- [20:30]
Ricky
So if you can get customer acquisition cost of $29 doing a $29 facial, $25 doing a $25 facial, then at least you're not losing money on the initial visit. And anything that happens after that is icing on the cake. So you can have a pretty small retention number. Number, let's say it's 15%. That's still going to be really lucrative because your cost of customer acquisition upfront is so low. So that's why we have the asterisk there. We think there's a lot of promise there. But like Lauren said, everything's got to be really dialed in to make that work. Well, I'll go, I'll pass you back to mini facelift, Lauren. But the other thing that we say that can be a maybe is if you have something that's really high ticket with low cost of goods. So I think the, the body sculpting packages fall into that category is you charge a few thousand dollars for a package, but you have very low cost of goods sold. So you have good margins up front. You're not going to see as many butts in the seats because you're going to pay more to get those customers, but you've got at least profit margin happening up front. So if you've got other services that fall into that bucket, high ticket, low cost of goods, those can be good places to experiment with your ad dollars. But no, you're going to pay a lot to acquire those customers. Hundreds of dollars in all likelihood. Yeah. Jumping back to the mini facelift, Lauren, that's not one I have a ton of knowledge of. What have we done there that you felt like has been successful or on the maybe list.
- [21:43]
Lauren
Yeah. So it kind of plays into the high ticket service, but it's higher cost of goods too. So with many facelift, typically we're seeing like two to three or three to five syringes of filler. They're like buy three get one free or buy four get two free kind of thing. And what we're looking at there, that makes it a maybe is when you spend $500 on the campaign and you have a really solid cost per lead. All you need is for 1 to 2 of those to turn in your favor and it works beautifully. It's a beautiful campaign we're happy with. However, if one of the two of those don't end up turning in your favor because of whatever reason, it might look unsuccessful. So the reason it's a maybe is because it's one of those where you have to have a client or you have to be a person that's willing to spend the dollars to test, and you have to be in a comfortable financial situation where you're willing to put the money into the system to get the leads out of it and see how it works and give it time. So we have some clients, for example, who we've run this for, where they spent, let's say 7, $800. Their cost per lead was amazing, like 25 bucks. Super cheap for a high ticket service ad. But they didn't convert any of those people. They had a couple on the fence. They had one who came in and didn't want to spend the 3,000 for the package. Basically, very strong on the fence sitter area to where they decided, okay, let's pause that ad. We looked at the stats when we did our quarterly report like two months later, and two of them ended up converting a couple weeks after we ended the ad. So the stats ended up looking really good, actually. But the ad was already paused because we didn't feel comfortable to, you know, put those dollars in to wait for that turnaround. Um, so that's a. That's why it's kind of a maybe. Right. So all we have to do is get two or three to convert in our favor, maybe one to two. And if they don't, that's where we have to look at it. So we just have to be comfortable with the investment to give it time, basically.
- [23:34]
Ricky
Yeah. So you just have high customer acquisition cost on that campaign. Since it's a more expensive service. You pay a lot more to get the customer and that can mean more. More money going in to get enough data to make a determination right on the campaign. I will say on this high ticket idea, we had a client that's doing laser hair ads on social media. For the record, we'll get to laser hair in the next column. We think that laser hair, it's got potential on Google Ads. Not a good use of your ad dollars on Facebook and Instagram. But this client that I was working with recently, they had spent, they'd spent like a thousand dollars on laser hair ads. They had a good chunk of leads, but only one converted. Luckily the one that converted bought something like a $2,000 package. So they actually, and they had no cost of goods on their laser. So they actually made like 7, $800 on that one appointment from the initial ad spend. But they cost them $1,000 to get one client. So they actually made more margin than you would even make on like a Botox campaign, potentially upfront. But it was only one client and it was a lot to attract that one customer. So you have to be, you have to go into it understanding your customer acquisition cost is going to be a lot higher. You need to spend more to have any sort of volume on those types of campaigns. But they can be very profitable.
- [24:43]
Lauren
Yeah, and I guess that's kind of, I just want to reiterate the point of going into it comfortable with your advertising investment. That's a huge, huge part of it for sure.
- [24:52]
Ricky
Yeah, we say that especially if you're experimenting with anything in the maybe column. We say it's got to pass the burn test. Really. Most of your marketing should be able to, you should have it comfortably allocated to the side. We spend this on marketing. Some things are going to work great, some won't work as well. You know, when we, when we focus on things in the good column, we know the range of results and we'll get to that in a minute. But yeah, I think that's a good, good caveat there, Lauren. So these are, I think you muted yourself. I keep muting my microphone when I'm trying to click the slide here. Sorry. The no gos. We say most facials for the reasons Lauren previously described. Laser hair, good candidate for Google Ads, not good on meta tattoo removal. These are things that are too niche. So when we're advertising something like Botox and we're trying to reach women that are 30 plus that live within five miles of our office, to simplify the example, there's a large percentage of those people that are already getting it done or are thinking about it. The people that are interested in Tattoo removal or laser hair. They have to have wanted the service, have never done it before and decided now is the time of need and end up choosing your practice. It's you're looking for a needle in the haystack there when you do it on social. So not good use of your social dollars. Prp, same thing we've tried. I think a bunch of different things just never really works. Micro needling, great place to cross sell your existing clients. Probably not a good place to lead with your ad dollars. And anything that's a little known service if you have to explain it to make people unless it's really revolutionary and incredibly interesting, if you have to explain the service from scratch, probably not going to be super successful. And again those the tattoo and laser hair sharing the fact that they have a low response rate in common.
- [26:29]
Lauren
I will say too real quick before we jump on is some things that make these a challenge too in advertising is we can't really use before and after images. So that's a big area of pushback from a lot of our clients. That's like oh, as soon as I show before and after everybody wants it. Like I don't. Why can't we do before and afters? Before and after ads are highly regulated in the meta space. So it's not like we can just post up a before and after picture and the results share for themselves. You know. So it makes it a lot more challenging with things like Ricky said where you have to explain what the thing is without showing a before and after. That really makes that conversion difficult for sure.
- [27:05]
Ricky
Yeah, yeah, agreed. And we have some workarounds on that. I think maybe we'll do a separate video on that. But we generally don't do do much before and after use for that reason. Last thing you want is to have no ability to run ads with a band ads account. So briefly I'm going to go through unmuted myself again. I'm gonna have to make sure my mouse stays on the other screen here. Briefly gonna go through here now the specific offers that we've had success with related to those services. So we shared the services. Now I'm gonna share the specific offers and we're going to roll through this just for sake of time. Kind of quick here but Botox 20 units at 189 or less. We've noticed though that even dialing that in $10 increments can make a major difference. And another trade off. We talked about one trade off earlier in this which was customer acquisition cost goes down as offer Attractiveness goes up. Here's another reality as as that happens, you're paying for it on either side of the equation. So if we take our Botox promo from 20 units at 189 to 20 units at 159, let's say we did something crazy, that's $30 more we're providing in terms of a discount. But if that lowers our customer acquisition cost by $50, we're in a much better financial situation. We're actually making $20 more on the initial visit, even at a lower price point. And we're increasing our volume in at bats because we've lowered our acquisition cost, which means a larger percentage of butts, larger number of butts in the seats. But I would say as A general rule, 20 units at 189 or less is a good place to start. Dial it better if you're not getting the result that you want. Especially after we share the benchmarks on the next screen. Dysport. We find that using the Galderma pricing is really effective. The unit pricing on Dysport because it is so low that you naturally have some confusion there where people are used to maybe seeing the Botox allergan pricing. So you want to make sure you educate those people after they fill out the form and go back to video three in the series, Lauren and I go through a whole walkthrough of how to use marketing automation. One of the first things we do when we generate disport leads is we send the client a the prospect a link with a video of the provider explaining the difference in the pricing. But Galderma pricing three to four dollars at 40 units. Lauren, does that sound right?
- [29:18]
Lauren
Usually 60. Is the 60.
- [29:20]
Ricky
Yeah, even better. Filler, 250 off syringe or better. And then the custom facial and Botox, the thing we've been experimenting with is like 20 units of Botox plus a facial at 275 or less. Yeah, the maybes body sculpting, like Lauren said, 50% off. If you don't have the best price in town, those ads are not going to be successful. You need to do your research. You need to price shop your competitors and you truly need to offer the best price in town or you can't really lead in terms of ad dollars for generating business. For body sculpting, weight loss, I would say same thing. Facials. We talked about the $29. If we're going to go facial route, we're going to go extreme with a discount so that we can dramatically lower our Customer acquisition cost. Crazy thing about that facial offer. The client that we mentioned, they're actually making $20 on the facial even after customer acquisition cost. Because customer acquisition cost is so low. We have other clients that have tried to do like a 99 facial, but their customer acquisition cost is $120. So they're losing $30 on the initial visit. Mini facelift. I don't think we had a good offer, did we, Lauren, or did we have something to put in that spot?
- [30:32]
Lauren
It's like buy three syringes, get one free, or buy four, get one free. Or it's four syringes for $3,000.
- [30:39]
Ricky
Okay, perfect mental note on that. And then again, if you have a super high ticket, services with low cost of goods experiment. There are a lot of different things. Screenshot this. If you're watching on video, if you're an audio listener, it's going to be hard to deliver this in an audio format. So I'm going to go through some basic things, but really check this out on YouTube. Find the YouTube version to reference this later. I'll include it in the show notes if I remember here to try to include the slide deck, maybe so you can actually see this slide. But we have on this sheet benchmarks for cost per lead. So how much do we pay for a lead in Facebook? How many of those leads do we convert into paid booked appointments? And what does that mean in terms of our customer acquisition cost goal? So we have on here, for example, sculpting. We might be willing to pay $600 for a sculpting client because we're going to make 2500 on the initial package purchase. For Botox and Dysport, we want that customer acquisition cost to be under around $150 in most cases. For filler, you can pay a little more 300 to 350 for some of the filler promos. But that's kind of a general range for, for you to look at. And then in terms of rebooking, tracking that on most of these services, we're Talking about a 40% or greater rebooking, the injectable side. So we're going into this knowing that 85% of the leads don't convert and 60% of the patients aren't sticky. Even with those things being true, this is still one of the most cost effective ways to build your patient database. So those are some benchmarks. 40% retention. On sculpting, you have almost no retention. You're just making the money upfront. And then on the facial. If you're doing the really steeply discounted facial, maybe you're only rebooking 15% of those, but it can be really lucrative because you have so much volume on the initial visits. So screenshot that it's a great way to audit your existing ad performance, whether you're running it with an agency now or doing it on your own or you're just getting into this. Give you. Give yourself some benchmarks to reference for success. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a podcast listener, it would mean the world to us if you'd leave a review for the podcast, whether that's on itunes or Spotify. It's something I hadn't really remembered or thought of asking for, but it does help us show up more frequently so that we can reach more people with the information that we're providing. So it mean the world to us if you'd leave a review on itunes or Spotify. If you're listening on audio, if you're watching on YouTube, make sure to hit the subscribe button so you're in the loop for future videos and you don't miss any of the content that we're putting out. Lauren, do you want to just kind of quickly talk about graphics? I think this is one of the more important components of a meta ads, Facebook, Instagram ads build.
- [33:14]
Lauren
Yeah, absolutely. Um, so I know we have a video on this too, actually, I think kind of diving into some differences in terms of where we've tested things, so check that out too. But some of the main things that we're looking at our number, number one thing is to quickly grab the user's attention. So what we're doing with our ads is grabbing the user's attention immediately based on what it is, what the offer is. So we want to quickly and clearly communicate what we're trying to sell in the ad. And then the other things are icing on the cake. So adding in things like our reputation and our location, things like that. So quick little story on our team calls on Mondays, we always share with each other an ad that stood out to us from the week before. And almost every time it's something weird or something that just really stuck out in the newsfeed that didn't make sense with what else you were seeing. Like, my share last week was a yoga studio that shared a video where the yoga mats were pancakes and the people were little sausages doing yoga on the mats. Like, it was so bizarre. But I had to stop scrolling and read what it was about and see the promo and then I learned the studio and everything about it. So playing into that, like, we really want our ads to stand out immediately and pop off that page so you'll see if you're watching on video. One of the examples is a holiday ad. So it's very holiday themed. Red and green lights all over it. The other ones we have provider images directly, staff photos, which is another big part of what we're, you know, going to talk about as a big thing, connecting as a small local business. So using a provider image not only pops in the feed, but also connects you as a real person that they're doing business with. Not one of these big chain franchises that they don't feel comfortable with, but somebody who's doing this specifically to you. Right. So we have the provider image right on the screen looking right at you, showcasing their beauty as well as what they're offering too. So that's going to be a huge one. And then we also want to start building in confidence in the provider selection. So we showcase our reading on Google, our star provider. Um, if we also have like a little catchphrase that tells about us, like what we're the official med spot of blank. This is one of a cheerleader team. If we have any badges or award badges from like an Allergan or a Galderma, we'll add those as well. So we want to establish those points of know, like and trust. So to break it down point by point, you want to quickly grab the user's attention. You want to highlight clearly and quickly what the service is and what you're promoting. You also want to build those factors of know, like and trust through your location, your reputation, having that provider image, as well as any badges or distinguishing things. Which also connects us as a small local business willing to do service.
- [36:00]
Ricky
Yeah. And. And we're always trying to find more creative ways to do this because that's the reality is the old marketing acronym ada. First thing we have to do is grab the user's attention. Seth Godin calls it the purple cow. We have to have the thing that stands out. We're at least trying to do that with the imagery and the offer information and the checklist Lauren just mentioned there. Okay, how important is your graphic? Very important. Like I can't understate this. Please go watch this video. Lauren and I go through a whole series of examples where we talk about differences in cost per lead just based on graphic testing on YouTube. That's called better Facebook and Instagram ad results for your Med spa. I think that might be on the podcast feed as well. Better Facebook and Instagram ad results for your Med spa. We share some specifics as to how we've changed images and graphics with our ads to produce a better result. And lowering your cost per lead can make a dramatic impact on your roi. If you cut your cost per lead in half, all other things equal, you're doubling your return on investment. So must watch if you haven't. Lauren mentioned provider photos, authentic images, staff photos instead of stock photos. I would say every single time we've tested this, the authentic staff or owner photos outperform stock photos. Now that's not to say stock photos are terrible. We've had some great case studies. Some of our best ever case studies have been done with stock photos. But if we can incrementally lower our cost per lead with staff photos, why not do it? And almost every single time I think we've tested it, that is the case. So use authentic provider photos. Lauren, anything to add to that?
- [37:30]
Lauren
Nope.
- [37:32]
Ricky
Okay, real quick. When we're building our ads, we're going to go over the ad copy. So that kind of talks about how we think about graphic builds. We mentioned that other video to kind of do a deep dive on some of these things in terms of testing graphic elements. But testing can be really important. I remember one of my first clients when we first started with meta ads, going close to a decade ago at this point, they had provided us an image that they wanted to use of people talking on a park bench. They were an audiology practice that hearing aids. We actually still do some marketing for them. Their cost per lead on that ad was $77. It was when we made the origin of this framework where we said the first thing we need to do is stand out and grab the user's attention in the feed, make sure they know our is speaking to them. We put a person with their hand to their ear and a sound wave coming out. Their cost per lead went from $77 to $11 overnight. Now, the tests are not always that extreme, but that's a great illustration as to the potential impact and importance of testing your graphic elements. So real quick, this is simple. But Lauren, can you just go through the ad copy framework? So this is the text that accompanies your graphic on Facebook or Instagram.
- [38:32]
Lauren
Yeah. So with our ad copy again, we just want to dive more into depth on what the graphic is showcasing. So we want to very clearly in the first part of that, in bold, tell what the offer is or what they're Getting with the offer. And then we want to capture the attention. So available only at Port St Lucie, which is one of our clients. Rated a perfect five stars on Google. So we're sharing one of those elements of know, like and trust. And then we're also adding a disclaimer that it's a new patient only offer. So we will add exclusion list to ads. If that's not something you're already doing and you're running new patient offers, definitely add what's called an exclusion list of your current patients. It'll save you a lot of advertising dollars in the long run. From there, we'll go into a little more depth on what the service is. So what is dysport, what is Botox, Things like that. Add a quick paragraph on what that is as well as a description of either what the practice is more about you, who you are as a practice, or if you're using the provider image, a quick bio on the person in the photo. Then we'll want to clearly tell the person what to do next. So we have steps 1, 2, and 3. Click the button, fill out the form, schedule your appointment. Simple steps, very clearly communicated what those next steps are and then just more information on the practice as well.
- [39:50]
Ricky
Yeah, so very simple, straightforward with the ad copy. That's not really like the fancy part. That's just to get people comfortable taking the next step. We're really relying on our graphic and our offer to give people a compelling reason to inquire in the first place. Okay. Ad campaign setup notes. We use lead forms so we don't send traffic to an external destination. Everything we do is anchored with lead forms, so that's where people are able to fill out their information inside of the platform. On Facebook or Instagram. You're reducing friction, you're getting your lead costs down, and you're also aligning with the incentive structure of the platform. If people can fill out your form and go back to scrolling where they see more ads, you know Meta is going to love that formula. So we really rely on leads with our lead forms inside of the platform itself. Audience build out. So Lauren mentioned uploading an exclusion list. That's one of the things we like to do. Pull a list of your existing patients, add those as an exclusion so that you're decreasing the chances that your existing patients are seeing your new patient promos. We might have not mentioned that to this point. All these promos are geared toward new patients only. We're not using this strategy to advertise discounts to our existing patients. I Want my existing patients coming back paying normal prices because they know like and trust me, I'm trying to change perception of people who have never done business with me and reduce barriers to creating that first interaction. So exclusion list of your existing patients. 8020 rule with your targeting. Where do 80% of your patients really come from? Don't target people that live 45 minutes away just because you have a couple patients that come from 45 minutes away. Really think about where do the bulk of my patients that consistently come back for service come from and get granular with where you target your ads. You can build with the map pin 1 mile bubbles inside of Facebook. Recreate an exact precise targeting map. Don't make the mistake of drawing a 20 mile circle around your business and calling it a day. Especially if you live in. If you're in a city where you've got, you know, affluent areas right next to low income areas, that's a waste of your ad spend. Facebook's and meta is a cost per impression model. Don't pay for eyeballs from non interested prospects. We don't use detailed targeting so you can add sort all sort of interest layers. You make your ad reach more expensive. Your CPMs cost per thousand impressions more expensive when you do that and we find that it's just not generally necessary. We've got some notes here on how we set up the form. Very basic. We give you the language here that we use on the form. We're just asking for first, last name, email and phone in the form capture and then you have to add an SMS disclaimer. So I've got our disclaimer there that we use I think is this the most up to date version Lauren, or do we have a new version of this? The disclaimer that attaches to that lead form just says contact information will be used for marketing messages and to share new promotions. You can reply stop to opt out at any time.
- [42:37]
Lauren
Yep, perfect.
- [42:39]
Ricky
So again, pretty simple. Last thing we always hear, very often hear when we talk about meta ads is the leads are bad, right? So people see the leads coming in and they know that only a fraction of those leads are converting. That is not a flaw. That is the, that is by design. That is the system. We go in fully expecting that to be the case. The math works because the leads are cheap. We do not expect the bulk of the leads to convert for meta. So we don't want to focus on the bad leads. We want to focus on our benchmarks of customer acquisition cost relative to the leads that actually do come in and schedule for service. So we don't want to get caught up on the fact that 80% of these leads or more are not going to convert. You also though, don't want to waste your time chasing bad leads that weren't serious. But you do need to aggressively and consistently follow up with these people in a timely manner to increase your conversion rates. So please go back and watch. I think it's video three in the series if I'm getting this in the right order here. Lauren and I already filmed that video. It talks about how to use marketing automation. Whether it's a tool like Go high level or HubSpot or keep by infusionsoft. You can use these tools to automate your lead follow up process. We share all of our best practices to increase the chances that your Facebook and Instagram leads actually book and come in for service. Lauren, anything to add to that?
- [43:57]
Lauren
No, I think that's perfect.
- [43:59]
Ricky
The last thing I wanted to add here was just assume that people that are seeing your ads are going to go look at your feed on Facebook and Instagram and make sure that that looks good and that you're showing some personality. This is your know like and trust showcase. Get people excited about doing business with you. Make them smile, make them laugh, like really show some personality here. So I shared some examples. This one on the left is somebody sharing an award that they won, right? You're building on reputation. Wow. This practice is actually legit. They won an award for best of in their town. This was a fun share. They invite, they invite you to bring your dog in for service. And these are dogs sitting on the couch. If you're a dog lover, that's pretty cool. Way to connect. Third one is a testimonial. Like highlight a patient experience testimonial. The one on the far right is an event, right? Showcase your team, you know, interacting with patients. Show the space. You're trying to get people as comfortable as possible, taking the next step of doing business with you. People have a lot of options with where they can go for aesthetic services. You want people to feel as excited as they can feel about specifically choosing to do business with your practice. So I hope those were really valuable insights as to how we build, manage and and strategize meta ads for Facebook and Instagram. Lauren, any last tidbits or do you think we covered most of it?
- [45:10]
Lauren
I think we covered most of it. I think we could go all day.
- [45:12]
Ricky
But I think so too. Well, stay tuned for other episodes for more. And again, please go watch the previous videos. Stay tuned. The next episodes in this series are going to cover Google Ads and SEO. Thanks everyone for tuning in. This podcast is a production of medspa Magic Marketing. If your medspa or Aesthetic Practice is in need of digital marketing services, help with advertising on Facebook, Instagram, Google lead generation and booking more appointments, please visit medspamagicmarketing. Com.