Podcast Summary: Med Spa Success Strategies

Episode: Wednesday Thoughts: Med Spa Ads – Image vs Video Explained

Host: Ricky Shockley
Date: December 24, 2025

Overview

In this “Wednesday Thoughts” mini-episode, Ricky Shockley shares timely reflections and advice for med spa and aesthetics practice owners as they approach the new year. The core focus is a discussion on the practical differences between static image ads and video ads on social platforms like Facebook and Instagram. Ricky also dives into the importance of knowing what not to advertise, and wraps up with a creative tip for boosting perceived client value in med spa services.

Key Discussion Points & Insights

1. Static Image Ads vs. Video Ads on Meta (Facebook & Instagram)

• Static Image Ads – The Reliable Workhorse

  • Easier to create, iterate, and coordinate.
  • Most case studies and client successes to date have used static images.
  • Proven to be effective, even generating dramatic results:

    “We’ve helped clients generate...2561 new patients, $1.9 million in revenue...customer acquisition cost on ad spend under $150.”
    [02:07]

  • Checks all the basic marketing boxes—AIDA framework (Attention, Interest, Desire, Action).
  • Delivers consistent results without much volatility.

• Video Ads – High Risk, High Reward

  • The “video is king” mantra is true for social content, but ad performance is nuanced.
  • Greater potential upside and engagement (especially building “know, like, trust” factors).
  • Also higher “bust potential”—results can vary widely based on presenter, tone, and setting.
  • More complex to produce, edit, and test.
  • Effectively delivered video ads:
    • Need an irresistible hook in the first 1–2 seconds.
    • Must clearly deliver the core offer and have a strong CTA.
    • Require testing and sufficient production value.
  • Football analogy:

    “Static image ads are the game manager at quarterback... Video ads are Brett Favre. They’re going to either play amazing and do things nobody else can do for us, or they’re going to go throw three interceptions and lose us the game.”
    [06:01]

• Practical Takeaway:
  Video ads are worth pursuing if you can invest in quality testing and production, but static images remain the “safe bet” for reliable results.

2. The Value of Knowing What Not to Advertise

• Common Mistake:
  Many med spas invest budget into ad campaigns for services that rarely generate strong ROI.

  “They look nice, the offer is attractive...but the reality is they’re just jamming a square peg into a round hole with running ads for services that are just not likely to work.”
  [10:32]

• Examples of Challenging Services:
  Microneedling and laser hair removal—these tend not to scale profitably in cold ad campaigns due to their inherent business economics and lower retention rates.
• Critical Insight:
  Just because a service is valuable or desirable in your practice doesn’t mean it’s a good fit for lead-generation ads—especially when factoring in customer acquisition costs and discounts.
• Advice:
  Leverage experienced guidance to avoid wasted ad spend:

  “Having a coach, consultant, or someone in your corner...is going to save you more months, if not years and tens of thousands of dollars in waste.”
  [12:45]

3. Boosting Perceived Value: The Five Guys “Bonus Fries” Principle

• Credit to Joe (Digital Marketing Associate):
  Story shared during a team meeting inspired by Five Guys’ practice of adding extra fries to exceed customer expectations.

  “They do this to feel like a bonus and to add to the perceived value of what you purchase so that people feel like they got something extra for free.”
  [15:10]

• Implementing in Med Spas:
  Ricky suggests med spas consider giving clients a small, unadvertised bonus at the end of their service—like an extra product unit or a surprise benefit—designed to foster delight and loyalty.

  “You don’t want to advertise this upfront... You want this to be an unexpected bonus that makes people feel like when they leave, they got even more than they paid for.”
  [16:32]

• Practical Ideas:
  • Little extras that help clients get the best result.
  • Not charging for a small add-on or giving a complimentary product sample.

Notable Quotes & Memorable Moments

• Static vs. Video Ads—Football Analogy:

  “Static image ads are the game manager at quarterback. They’re going to come in, they’re not going to throw a bunch of interceptions, but they’re not going to do anything exceptional. Video ads are Brett Favre. They’re going to either play amazing...or throw three interceptions and lose us the game.”
  —Ricky Shockley, [06:01]

• On the Value of Avoiding Ineffective Ad Offers:

  “The value of knowing what not to do...is going to save you ... tens of thousands of dollars in waste.”
  —Ricky Shockley, [12:45]

• On Creating Delight for Clients:

  “What could you do that adds a little cherry on top at the end of your service offering to make people feel like they got even more than they paid for?”
  —Ricky Shockley, [16:02]

Timestamps for Important Segments

• Static Image vs. Video Ads: [01:25] – [08:05]
• Ad Offer Pitfalls & “What Not to Do”: [10:12] – [14:19]
• The Bonus Fries Principle – Delight & Loyalty: [15:01] – [17:13]

Key Takeaways

• Static image ads are reliable and often produce consistent, predictable results for med spa lead generation.
• Video ads, while riskier and more complex, can deliver outsized gains if done right—but require more sophisticated strategy and testing.
• Choosing the right services to advertise is critical—avoid “square peg, round hole” campaigns that drain your budget.
• Small, unexpected bonuses can drive client delight and loyalty—consider adding an “extra fry” moment to your services (but don’t promote it in advance).

Listen to the next full episode on Monday for more actionable med spa marketing insights!