How a Columbus med spa produced a 50% increase in patient volume by isolating campaigns at the procedure level.
The med spa was running blended ad campaigns that hid which treatments were profitable and which were losing money. We isolated each procedure into its own campaign with dedicated landing pages, ad copy, and bid strategies. ROAS now ranges from 2x to 6x by procedure, letting the practice scale what works and stop spending on what doesn't.
+50%
Patient Volume
20–30
New Patients / Month
$10K–$20K
Monthly ROI
2x–6x
ROAS Range by Procedure
Snapshot
Client snapshot.
- Practice type
- Multi-service medical spa, Columbus, Ohio
- Services
- Botox/neuromodulators, lip and dermal filler, body contouring, laser skin treatments, skincare
- Patient profile
- Cash-pay aesthetic patients; mix of new-to-category and repeat treatment buyers
- Prior marketing
- Google Ads + Meta Ads running; high clicks, low quality, price-comparison calls
- Services used
- Google Ads · Meta Ads · Landing Pages · Retargeting
- Core problem
- Campaign structure organized by category, not by procedure. No way to see what was actually profitable.
- Engagement timeline
- 4 months to stable optimized performance · ongoing
The Problem
One 'med spa' campaign hides which procedures are actually profitable.
The Google Ads account was organized around the category, 'med spa Columbus,' 'medical spa near me,' 'aesthetics treatments Columbus,' rather than around specific procedures. Meta Ads ran general brand awareness creative without defined offers. Both channels did what general campaigns do: attract a broad, mixed-intent audience instead of patients who had decided they wanted a specific treatment.
Every campaign sent traffic to the homepage. A patient who clicked a Botox ad and a patient who clicked a body contouring ad both landed on the same page. Message match was low. Conversion rates reflected it.
The deeper problem: blended account ROAS hides the procedures that aren't working. Botox at 6x ROAS averaged with laser treatments at 1.5x produces an account number that looks acceptable. Nothing changes. The 6x procedure stays under-funded; the 1.5x procedure stays unfixed.
Audit
What the audit revealed about campaign structure.
The traffic was there. The structure was preventing it from converting.
Category-level campaigns, not procedure-level
All treatments lumped into general 'med spa' campaigns. No way to see which procedures actually produced profitable patients.
Every ad pointed to the homepage
A patient searching for lip filler landed on a page promoting the full menu of services. The message match between ad and landing page was nearly zero.
No defined offers
Creative communicated general capability ('full service med spa') rather than specific reasons to book now for a specific treatment.
Price-comparison callers were a leading lead type
The broad-intent traffic attracted patients shopping price across multiple practices. Patient coordinator time was burned on calls that wouldn't book.
Strategy
Rebuild around procedure-level isolation. Tie each campaign to a defined offer and a dedicated page.
Each primary procedure became its own campaign with its own budget, keyword set, bid strategy, and landing page. Performance becomes visible at the procedure level, which is where the decisions actually need to be made.
One campaign per procedure
Botox, filler, body contouring, laser, and skincare each got isolated campaigns. No keyword overlap, no blended averages masking underperformance.
Dedicated landing pages per procedure
Each campaign linked to a procedure-specific page that confirmed the treatment, provider, offer, and consultation path. Message match between ad and page improved conversion before any optimization.
Defined offers per procedure
Tied each campaign to a specific offer with a real reason to act now, not generic 'see what we can do for you' messaging.
HIPAA-compliant retargeting
Broad site visitor retargeting on Meta. No procedure-page-specific audience targeting (which would constitute health-related behavioral targeting).
Procedure-level ROAS reporting
Monthly review of ROAS by procedure, not by account average. Budget shifted toward procedures producing the best cost per booked consult.
Engagement Timeline
Month 0
Audit + procedure-level account restructure
Month 1
5 dedicated landing pages live; campaigns relaunched
Month 2
Per-procedure ROAS data informs budget shifts
Month 4
+50% patients · 2x–6x ROAS · $10K–$20K monthly ROI
Results
Results at 4 months.
+50%
Patient volume
20–30
New patients / month
$10K–$20K
Monthly ROI
2x–6x
ROAS by procedure
Key Takeaways
What this case shows about med spa marketing.
Procedure-level isolation forces the right decisions
Blended account ROAS hides what's actually profitable. Procedure-level data tells you which campaigns to scale, which to restructure, and which to stop running entirely.
Message match between ad and landing page is non-negotiable
A patient who clicks an ad for lip filler and lands on a page about the practice's full menu converts at a fraction of the rate of one who lands on a lip filler page with a specific offer.
Defined offers beat capability claims
'Summer body contouring package, 3 sessions, limited availability' is an offer. 'See what we can do for you' is not. Specificity is the conversion variable.
Retargeting in healthcare requires HIPAA-aware audience construction
Broad site visitor retargeting is compliant. Retargeting based on specific procedure page visits is not. Build the audiences before launching the creative.
Get Started
Running 'med spa' campaigns and not sure which procedures actually pay for themselves?
We'll rebuild your account around procedure-level isolation, tie each campaign to a real offer, and show you ROAS by treatment within 60 days.
Continue exploring
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