Medspa and Aesthetics Paid Media Benchmarks: Google vs. Meta

Navigating medspa and aesthetics advertising requires a firm grasp of industry benchmarks to help you set realistic goals, optimize campaigns, and maximize your return on investment. Here's a look at the key performance indicators for this sector.

Key Advertising Metrics

1. CPM (Cost Per Mille/Thousand Impressions):

  • Google Ads: CPMs for the healthcare industry on Google's Display Network can range from a median of $2.16 to $4.52. For high-intent search campaigns, this metric is less relevant, as the focus is on clicks and conversions.

  • Meta Ads: For the beauty and cosmetics sector, the average CPM is approximately $12.78. Some reports indicate that the broader health and wellness vertical on Meta can see significant fluctuations, with one source noting a potential rise of up to 55% in certain periods.

2. CPC (Cost Per Click):

  • Google Ads: The CPC for medspas is highly dependent on the targeted keywords and local competition. Generally, you can expect a range from $2.62 to over $10.00. Lower-cost keywords might be associated with treatments like facials ($2-$4), while high-demand services like "Botox near me" can drive costs up to the $5-$10+ range.

  • Meta Ads: The beauty and cosmetics industry on Meta sees an average CPC of around $0.77. The broader health and medical category has an average CPC of approximately $1.32.

3. CTR (Click-Through Rate):

  • Google Ads: For search campaigns in the health and medical field, the average CTR is about 3.27%. Strong, well-optimized campaigns in the aesthetics industry can achieve a higher CTR of 4% to 7% or more.

  • Meta Ads: The beauty and cosmetics vertical on Meta has an average CTR of 1.58%. Some individual medspa campaigns have reported CTRs in the 2.5% to 3.8% range.

4. Conversion Rate:

  • Google Ads: The average conversion rate for the health and medical industry on Google's search network is 3.36%. With optimized landing pages and compelling offers, it's possible for medspas to see conversion rates of 5% to 10% or even higher.

  • Meta Ads: For the beauty and cosmetics industry, the average conversion rate is around 5.93%. The dental and cosmetic sector has shown conversion rates ranging from 4.6% to 7.0% across different marketing channels.

5. CPL (Cost Per Lead):

  • Google Ads: The average Cost Per Action (CPA) for the health and medical industry on Google is $78.09. However, for more specific lead generation, a CPL under $30 can be achieved in some markets with highly efficient campaigns.

  • Meta Ads: The average CPL for Facebook lead generation campaigns is around $21.98. The beauty and personal care industry has seen an average CPL of approximately $43.39.

6. In-Platform CPL

  • Google Ads: While in-platform lead generation is possible on Google, as of 2025, we wouldn’t recommend it. It’s never resulted in efficient leads.

  • Meta Ads: For aesthetics businesses using Meta's native lead generation forms (Instant Forms), the Cost Per Lead (CPL) is generally lower than driving traffic to a website landing page. This is because the entire process happens within the Meta app, reducing friction for the user.

    • Average CPL: You can expect the CPL for in-platform form fills to range between $15 and $50.

      Important Context and Considerations:

      The lower end of this range ($15-$25) is typically for broader, top-of-funnel offers like a newsletter signup or a downloadable guide. The higher end ($25-$50+) is more common for higher-intent, service-specific leads such as "Request a Consultation" or "Claim a First-Time Client Offer."

      The Quality vs. Quantity Trade-Off

      While the cost per lead is often lower with in-platform forms, the lead quality can be less qualified compared to leads who visit your website. The ease of submitting a pre-filled form can sometimes lead to less motivated inquiries.

      Therefore, a rapid and persistent follow-up strategy is critical to successfully convert these leads into booked appointments.

7. ROAS (Return on Ad Spend):

  • Google Ads: For healthcare products, the median ROAS on Google Search is 3.33x. This means for every dollar spent, the return is $3.33. For the broader health and medical sector, a target ROAS of 3:1 to 5:1 is often considered a benchmark for a successful campaign.

  • Meta Ads: The average ROAS for Facebook ads is 1.80x, or a return of $1.80 for every dollar spent. It's important to note that this can vary significantly based on the specific services being promoted and the overall campaign strategy.

Want to talk to us to learn when is a good time to start preparing?

Schedule some time with Nikki and her team here.

MedSpaNikki Lindgren