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Med Spa Success Strategies
Our Top Google Ads Frameworks for Med Spas in 2026: Keywords, Landing Pages & ROI Strategy
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Foreign. Ricky shockley here with MedSpa Magic Marketing. And today we're talking about our top performing Google Ad strategies and frameworks for 2026 for med spas. Again, we're an agency exclusively working with med spas. We're peeling back the curtain, giving away all of our strategies. I'm holding nothing back in this series. So yes, this is part of a series. If you haven't watched the previous videos, I want to strongly encourage you to go back. I think those are going to be groundbreaking game changing frameworks to help you better market your practice and to be more successful with your advertising and patient acquisition efforts in 2026 and beyond. We talk about branding, positioning, the EVA framework, how to win the validation phase right when we're generating leads, how do we maximize the chance those leads actually book and schedule with my practice and not one of my competitors. We talk about the trade offs in terms of discounting versus brand based strategies and how that impacts customer acquisition cost and retention, how to gain confidence in your ROI calculations and how you're measuring your marketing results so you have real tangible hard numbers to prove money in and money out, budget allocation and prioritization. I argue you should take these things in order depending on the growth of your practice and not try to do everything at once. We'll talk about that a little bit on the intro of this video. In part three, we gave away all of our top performing Facebook and Instagram ads frameworks. We gave it all away, including the customer acquisition cost benchmarks and the specific offer frameworks that we use. It's funny, I actually had a sales call this week, last week and I pulled up a slide from this presentation and the person I was talking to said, is this your slide? I was sort of confused and I said, what do you mean? I didn't even understand the question. And I guess somebody else had screenshotted that and they were using it on their sales pitch from our slide deck, which honestly, I'll take it, it's a compliment. I think we're giving away some of the best advice, peeling back the curtain more than anybody in the industry. In part four, we talked about how to ensure you're maximizing lead conversions, that you're actually not just generating leads, but maximizing the number of booked and paid appointments. And then today we're talking about Google Ad strategies and our top performing frameworks for success in 2026. A lot of this also intertwined in here is eliminating waste. What are the things I see med spa owners doing that are just spinning their Wheels trying to jam a square peg into a round hole. Inefficient, ineffective uses of our ads dollars and our marketing dollars. So again, if you watch those earlier videos, you understand our growth framework and this is how we coach our clients to take these things in order. For most med Spas, if you're sub 100k a month in revenue, I still want an exclusive focus on maximizing our meta ads, our lean lead intake and conversion systems. After that, we incorporate Google Ads into the strategy mix. Then we start to talk about SEO. We actually have a new branding element that we kind of wedged into the step between one and three to put depending. But that's the typical order of operations. So I would argue for most of you as med spas, if you're a typical med spa, 50, 60% injectables that your primary source of ad spend if you're under 100k a month, should be meta ads exclusively. If you're past that, then great. It is time to diversify. Google Ads are going to be an important part of diversifying your new client acquisition. So let's talk about the difference between Google and Meta. Why do we put ad dollars on Google versus verse Meta in our Meta ads video, Meta, for those of you who don't know, is Facebook and Instagram, we talked about the the checklist of things that generally apply to being a good that meta is a good source of ad dollars for. Right. It's a good match. And the general rule of thumb there is these have to be broad appeal services that if you're advertising them, a lot of people that are seeing your ad are already doing it or already thinking about it. So right. Your tox products fall into this category. If I'm advertising Botox to women age 30 plus that live within 7 miles of my office, a very high percentage of those people are either already doing it or thinking about doing it. That naturally means we have a higher response rate and lower cost of acquisition. Now those same services usually work well on Google too. And then there are some other things that don't work well on meta but do work well in the Google space. So let's go through that checklist. Google Ads are a good fit if you're able to promote a service that people search for by name. So brand name even better. Right. People look for Botox by name. They look for dysport a lot of times by name. Some of the other neurotoxin products, Javo, Daxify, Zman, you don't have a lot of brand search and you don't have a lot of people in that category looking for the generics. Right. So people know Botox. Botox is the Kleenex of the neurotoxin space. You. You don't really have a lot of people typing in neurotoxins. Near me. They're either going to type in the product or they're going to type in Med spa. So that's mistake number one. Don't go for category terms on something where people don't use category terms in their search. Filler is one where people probably do use category terms. Right. Lip filler near me, they're looking for a doctor dermatologist, med spa that performs facial filler, lip filler, weight loss, potentially there are some extra regulations around weight loss, but that's something people search for by name. Right. Medical weight loss program, those types of things. And then category terms. An obvious one. People search for Med spa near me. That's a good catchall bucket. If you've got very niche services that don't have broad appeal to the local market, but people still search for by name, those can be good uses of your ad dollars, too. So hair transplants, probably more effective in the Google space than it is on meta. Spider vein treatments, same thing. Laser hair removal, Same thing. You also want to make sure you're advertising services where there are no issues with policy restrictions. So, for example, if any of you have tried to run ads for anything and you have PRP listed on your website and you're sending traffic to your website, you're going to run into issues because PRP is considered an experimental, experimental medical treatment. Google will flag any ads that direct traffic to a website or landing page that reference prp. So that might be a potential snag for you. If you're having trouble running ads for Botox, you just need approval from Allergan. So comment on this video that you're. If you're having trouble, make sure to get back to you and try to coordinate with you. We'll give you our email address. You can get in touch because you can easily get through the approval process with the help of Allergan. So you can run ads for Botox, but PRP is just a no go across the board. 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, 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. All right, so let's talk a little strategy on Google Ads. First thing I want everyone to understand is the context of how ads are displayed. So when people see a Google Ad, a Google Ad, they're seeing it alongside other search results. So it's hyper competitive in that respect. Right? When people are seeing our ad, they're seeing multiple other ads, they're seeing the maps listings, they're seeing organic results, they have a long list of options specifically related to their search query. So if I typed in laser hair removal near me, I have a long list of websites and businesses that I can explore and investigate. So understand that context because this is going to help you set yourself up for success to win that competition. So you can see here in this example, look at all the bells and whistles on that first Milan laser ad. They've got a new patient, exclusive special offer. They've got a photo there that makes the ad just look a little bit nicer. They've got the local, the location pinned in Hendersonville where I searched closer to me, they've got the office hours, they've got sitelink extensions to specials, before and afters and FAQs. Then the second result that pops up there, it's just showing a simple headline, Mount Juliet's top rated med spa laser hair removal and then a one line of text. Right. Even without reading those just visually, you can pretty much ensure that that first listing is going to get an outsized share of clicks. And then once people click they're on your website, you have them somewhat captive, at least in that moment. So you can try to convince and convert them and move them along your purchase funnel. But at this stage we have to understand how our ad is positioned in the competitive landscape. And that's part of it is just the visual appearance, the depth. And then we'll go into a couple other things here which are going back to the purchase matrix. The the three buckets of factors that impact the purchase decision are reputation based factors or know like and trust factors. These are things like your reviews, your social presence, the look and feel of the office, the practitioners all of those things that help give people a representation of how authoritative and trustworthy your business is. The second thing are price considerations. Right? That Milan Laser, they had an exciting, enticing new patient promo where the other one did not. So that's probably going to tip the scales in their favor a little bit. Convenience for advertising to people that we're a more convenient location for, we're going to be a more viable option. We're going to tip the scales in our favor just as reference to proximity. So understand those things. We want to give people a compelling reason based on that matrix of reputation, convenience and price to choose our med spa. And I would argue that you want to intertwine those elements into your ads messaging. So another example here, right? The first one, this is, this is actually one of our clients that I screenshotted. Filler Orange County, California or Orange, California. You see the first one, it just says dermal fillers Orange County. Lip filler in Orange County. You've got redundant headlines there. This is one of the things I hate that Google Ads does. So when I started in the Google Ad space, the primary thing that we use was called expanded text ads. And that was where we got to control the entire headline of our ad. We got to pick what we wanted that blue text to consist of. Now Google uses responsive search ads. And essentially what they're doing is they're having you load a bunch of different alternative headlines and they'll shuffle around those headlines as they see fit. But the problem is there's a lot of redundancy there. So we wasted space in example 1 by saying the same thing twice. Dermal fillers Orange county and lip filler in Orange county did not need to be there. Right? We didn't need both of those things there. And then it's got a reference to the product, but it's thin. Doesn't really give us an exciting reason to choose their business. Sort of just blah. You look at the second example, even without site links, because one of the reasons we typically don't use site links personally in our ads is I want to isolate traffic for measurability. So there's a downside to that, but I at least want to make sure all the other stuff is there. So in this case, business name, reputation, price, all covered in the ad headline, the location is pinned there. So if I know the things that influence the purchase decision are reputation, convenience, and price, I've addressed all of those elements in this very succinct amount of text. The other one, it hasn't talked about reputation. It hasn't talked about price. The only thing I know is that they're local to me. So just a whiff in my opinion. So these things are really important. You can see Now Dermafects rated 4.9 stars, $150 off filler. State of the art beauty treatments that deliver life changing results at affordable. And then you see it truncates there a deal. The deal, the $150 off reiterated the location pin and the office hours. It's also got the image so it just looks better. So I'd say that's the anatomy of a good ad in a nutshell. So when you're building ads you'll see this responsive ad grader and it gives you an ad strength grade. Be careful of this because if you over optimize for the ad strength grade, it's not something that's actually used in the bidding system as far as we're aware. So this doesn't actually affect your cost per click or ads performance. It's meant to be a guide. And that guide can cause you to use those redundant versions of headlines. I like to avoid that. I don't need to say the same thing twice. If I'm going to incorporate multiple different headlines, I want to make sure I'm saying something different and unique in each one of those. So if Google decides to pair two of those together, I'm not wasting space repeating the same point. So be cautious of how you use the ad strength grader. All right, how do we build our keyword lists with Google Ads? So if you're auditing your Google campaign right now, this is some stuff to think about as you click around the dashboard. So I primarily want to focus my Google Ad spend on bottom of funnel highly qualified search queries. So these are people that what we call they're already at the provider selection phase. They've decided they want the service. They know what they're looking for. They're just trying to figure out who they're going to give their business to. Those are the people that I want to spend my ad dollars on primarily because I don't have to worry about arbitrage or bait and switch or convincing them through an extra step of the funnel. And there's there is opportunity there. But to simplify this, this is where we spend most of our clients ad dollars in the Google Ads realm. So people that are specifically searching for the service by name or the category and they're searching for your city. So keywords might include Botox, near me, med Spa Nashville, for example, we typically recommend what's called phrase match or exact match keywords. So this is if you go into your search keywords section of your ads dashboard in Google, you will either see brackets or quotes around the keyword pool. And that's basically restricting Google's flexibility and saying, hey Google, we only want to show up for this exact variation or close variations of this phrase. Don't take too many liberties with what we show you show our ad for. Because with broad match keywords where you don't put any sort of restriction, what happens is you'll have a ton of stuff coming through that's just not the stuff you want to be spending money on. So I have an example. We did laser hat hair ads for a client and on the second day we were looking at the incoming search terms report because we had experimented with a broad match keyword. And when we looked at the search term report, some of the early traffic that was coming in was for Brazilian waxing or at home waxing kits, services we didn't even offer. And the bait and switch of trying to get that person to change their mind and decide to consult consider laser hair removal. It's usually not worthwhile, so that can be dangerous. But to get really nuanced here, sometimes when you use broad match, even with waste, you can have a better catch rate. So if I go back to our meta ads example where we use discount based strategies and let's say for every thousand dollars we might get 10 patients, but only four of those patients are good quality patients. Well, the relative percentage of patients I'm acquiring goes down in terms of quality, right? Only 40% are good quality, but I have four for $1,000. If I try to optimize for reputation upfront, I might spend 1000 just to get 3 from the get go. So even though the relative percentage of good quality clients is lower, my absolute volume is higher in option one. That can also be the case at times with broad match keywords, meaning I have 50% of the keyword pool that's coming in. The search term report is waste. It's bad stuff, but it lowered my cost per click so much that it offset that waste. That can be the case. So it's worth seeing sometimes exploring this. We've got a really good pulse, but by default, to simplify, I think you want to mostly focus on the phrase match and exact match keywords. The other thing is you want to have a good negative keyword list up front. So excluding discount based terms. So people that are specifically searching for A deal potentially, right? People that are already looking for your brand, people that are doing informational queries, something that's too disconnected or earlier in the funnel. So if you want our negative keyword list, just comment below. Negative keyword list will reply to the comment with our email. So we can coordinate giving you that free copy of our negative keyword list. You can plug that in, upload that. It'll eliminate waste from your budget, improve ads performance, and essentially make you more money with a simple click of a button. So if you're running Google Ads, highly recommend doing that. Grab that comment below. We'll make sure to get that over to you. But that's the those are the fundamentals of how to build a keyword list. Hey, practice owners, Ricky here. And if you're tired of seeing your marketing as an expense, it's time to see it as the investment it should be. At MedSpa Magic Marketing, we specialize in driving predictable massive growth for medspas. We helped one client generate over 2,500 new clients directly attributed from ads in less than 18 months. And these aren't outliers. This is our expectation. We're HIPAA certified by Compliancy Group, rated a perfect five stars on Google, and we provide true consulting and strategic direction to our clients, not just button pushing. If your medspa is able to consistently invest in marketing and advertising and you want a transformative look at the exact process, frameworks, ads, offers and strategies that we use for our clients, schedule your complimentary strategy session with me@medspamagicmarketing.com that's medspamagicmarketing.com all right, let's talk about landing pages. So obviously the destination page where we send our traffic from Google Ads is going to make a major difference in terms of results. A better landing page equals better conversion rate, equals lower customer acquisition cost. Lowest lower cost of acquisition equals higher roi. So what do we need to do with our landing pages to position us for maximum success? Here's my basic checklist. Number one is we want to optimize for the know like and trust factors. I see way too many people just talking about the service itself. Remember, if people have performed a Google search, they've already decided they want the service. They're trying to figure out if your practice is the destination that's going to earn their business. So talk about the things that make you unique, make you different, highlight your reputation and why clients are going to be especially excited about choosing your Med Spa. I would recommend some sort of an attraction offer So a new patient exclusive offer, it will lower your customer acquisition cost and generally yield better results. So put some sort of new patient exclusive promo in the landing page as a call to action. Use real photos of the practice and providers instead of stock photos if you can. Clear call to actions. What are we asking you to do and what's going to happen next? Do still explain the offer and the service. Why do people do this? What are the benefits? What are the pros and cons? Why do people like this reinforce the decision they already made by giving them the information that gets them more excited about the service they were inquiring about. Use third party social proof, like a reference to your Google reviews instead of just testimonials. Testimonials are a good data point in terms of the qualitative data to give people a compelling story, but you also want the quantitative data. So instead of just testimonials, if you've got a really good star rating on Google, talk about, We've got a 4.9 star rating with over 300 client reviews. Make sure that's referenced and then incentivize lead capture as an intermediate step in the process. So when people get to your landing page, they're inquiring, they're at the stage of provider selection, they're going to do some research before they actually convert and schedule an appointment. I want their contact information while they're still in the validation phase and they're trying to figure out who's going to earn their business. So while they're still on the fence and they're doing their analysis, I, I want their information. So I recommend framing your call to action as a lead capture. So, hey, in order to access this offer, download the virtual offer voucher. You'll be asked to present this at the time of booking. Right? Give them something where they actually have to fill out the form in order to access the deal that you're putting forward. That'll give you the opportunity to nurture and prospect those leads and to try to warm those people up and move them closer to the finish line. Tip the scales in your favor. The last thing here, automate leads, lead follow up, so that the people are getting some touch points automatically that help warm them up and get them over the finish line. We talked about that in the last video. If you didn't watch that video, please go back and do that. Some basic things here, as you go into the setup, make sure that your campaigns are not in like the basic default dummy mode where it's like they have, I forget what it's called smart campaign, something like that, where it's basically Google Ads for dummies. They'll pro run you through some prompts and you think you got a Google Ad up and running. Those can be disastrous. You just do not have enough quality control to make those work in many cases. So make sure that you are in expert mode, that you have the full capabilities of the management dashboard. Make sure you've got the proper objective in place. So for us it's going to be leads. We're mostly doing lead generation, so that's the primary metric for success. We're running search campaigns. So performance max and display. They have a place and a time. But most of what we're talking about in the Google Ads are search campaigns. People actively perform the search. They see the blue link result in the sponsored section and and they click onto our listing under locations. You want to make sure you've got the proper location information entered. You've got a mile radius. That makes sense. Double check that because you might find that you're just reaching people that are too far away or they're in areas where you're realistically not pulling high quality med spa patients. So be granular and strategic with your location targeting just like we talked about on Meta. And then you're setting your daily budget and your spend. Your spend. Just like meta is your constraint to volume, it dictates how many people you're reaching and how many clicks that you're generating on your ad, which ultimately is going to directly correlate to how many conversions and how many new patients you're seeing. So a few things on the back end here. Make sure that you're tracking conversions, that you have this set up. If you don't have this data, you're guessing. We just took over Google Ads for another client there in Canada actually and the structural components of their campaign were solid. There wasn't any major issues, but they didn't have conversion tracking set up and you're flying blind when that's the case. You do not have confidence in roi. You cannot double down on an investment when you don't have confidence in the data. You need to understand if I put X amount of dollars in this, this is what comes back to me on initial visit at the very least. And this is how that projects to a 12 to 24 month window. I need to understand the math on money in, money out so that I can spend aggressively and achieve my growth goals with confidence. Very, very, very important. Like if you don't have accurate conversion tracking and data and confidence in roi, then you're just guessing and it's going to lead to bad decisions. So ongoing management and optimization. What are some things that either you're doing this on your own or you're paying an agency that you should be experimenting with and monitoring, potentially testing different ad headlines, making sure that you got a pulse on the assets, the images, the extensions, the copy, the text, all of those things. Look at the landing page on at least a quarterly basis to make sure there's no opportunities for improving the headlines there. Split testing, beefing up the landing page experience, improving the landing page experience, that's one thing we've been trying to do more of this year. We actually revisited the quality scores and we've, we're doing some extra work on our landing pages. One pro tip here that'll be a new addition for this year is look for alignment. When you are running ads on Google and you're targeting probably right, not just your town, but maybe two or three towns that surround yours. If people are searching like I'm in a suburb of Nashville called Mount Juliet. So if I'm trying to target people that live in Mount Juliet, but my office is in Nashville and. And then you get to my landing page and the search query they typed in was Botox Mount Juliet, they get to my landing page and I only talk about Nashville that misses a potential alignment checklist item. In terms of how Google Ads and the computer systems, the AI systems are grading the experience, so make sure the keywords overlap. So a little pro tip here. Make sure your headlines do the same thing you need on the SEO side. So it includes the service name, the city where you're located, and then a secondary headline, then that includes synonymous terms and cities that you serve. So if I had a landing page for my Botox service and it said providing Botox in new in Nashville, Tennessee, my sub headline might be Neurotoxins, Botox, Dysport and more. Serving Nashville and surrounding areas, including Mount Juliet, Hendersonville, East Nashville, Brentwood, Franklin. Right. Whatever those things are, make sure that those the pool of keywords is all included in a way that makes sense to the user. Also, call to action, something worth experimenting and testing with your offer. Simple things like upping the ante on your offer can improve performance. One of our friends at Allergan, he did a test where they had 50 off, 75 off and 100 off of Botox. And what they found was the steeper discount, increased response rate, lowered their customer acquisition cost and the revenue generated per patient was actually the same. So it was much more profitable for them to do a hundred dollars off than it was $50 off. So make sure you've got a good pulse on testing your offers and your call to action. And then the last thing consistently be in the search terms report. So on a weekly basis if you go to Insights, you want to make sure that you're constantly removing keywords via the negative keyword list that aren't a good match and aren't a good fit and are wasting your budget. Every time someone performs a search and clicks on your ad for a non qualified keyword, you're throwing money away. So this is a critical part of ongoing management is managing managing the search term report and the negative keyword list. So if you want to help dialing this in, whether it's your Google Ads, your overall marketing plan, you want to have confidence that 2026 is going to be the best year bet yet in business. Whether this is the beginning of 2026 that you're watching this or the tail end, as we head into 2027, we want to make sure we're helping you. If you want help and clarity in your marketing strategy, please schedule a one on one call with me. It's complimentary. I'll walk you through this. We'll do a one on one version of this at a deep level. And you go to medspa magic marketing.com to schedule that call with me. Look forward to meeting you. I hope you found that valuable today. We'll see you on the next one. So. Sam.