Pay-per-click Best Practices for Med Spas

Med Spa Pay-per-click Best Practices followed by On-Target!

google-all-starsOn-Target! was recognized as one of the top 100 PPC Agencies by Google. The fact is that pay-per-click (PPC) advertising can be a highly effective way for med spas to attract new clients and grow their business. Here are some of the best practices for running successful PPC campaigns followed by On-Target!:

Keyword Strategy

Keyword Research:

    • Use tools like Google Keyword Planner, SEMrush, and Ahrefs to identify high-traffic, relevant keywords.
    • Focus on both broad and long-tail keywords to capture a wider audience and more specific searches (e.g., "med spa near me," "laser hair removal").
    • Identify keyword strains for voice-assisted searches that focus on how users verbally search, what phrases they use, and what type of information they want.
    • Categorize different types of keywords based on the type of search intent—i.e., the general purpose behind the user’s search:
      • Informational: Searchers want to find information
      • Navigational: Searchers want to find a specific site or page
      • Commercial: Searchers want to investigate brands, products, or services
      • Transactional: Searchers want to complete an action (e.g., make a purchase)

Negative Keywords:

    • Identify and add negative keywords to prevent your ads from showing for irrelevant searches. This helps improve your ad relevance and reduce wasted spend.

Ad Copy

  1. Compelling Headlines:

    • Write attention-grabbing headlines that include your primary keywords.
    • Highlight unique selling points (USPs), such as special offers, certified professionals, or advanced technology.
  2. Clear Call-to-Action (CTA):

    • Include a strong, clear CTA in your ad copy (e.g., "Book a Free Consultation," "Get 20% Off").
  3. Ad Extensions:

    • Use ad extensions to provide additional information and increase ad visibility. Common extensions include site links, call extensions, location extensions, and structured snippets.

Landing Pages

  1. Relevance:

    • Ensure your landing page is directly relevant to the ad and keywords. If your ad is about Botox, the landing page should provide detailed information about Botox treatments.
  2. User Experience:

    • Design a clean, easy-to-navigate landing page with a clear CTA. Avoid clutter and ensure the page loads quickly.
  3. Mobile Optimization:

    • Ensure your landing page is mobile-friendly, as many users will access it from mobile devices.
  4. Conversion Tracking:

    • Set up conversion tracking to measure the success of your landing pages and campaigns. Track actions such as form submissions, phone calls, and appointment bookings.


  1. Geographic Targeting:

    • Focus on a specific geographic area to attract local clients. Use radius targeting around your location or target specific cities and neighborhoods.
  2. Demographic Targeting:

    • Use demographic targeting to reach your ideal audience based on age, gender, income, and other factors.
  3. Remarketing:

    • Implement remarketing campaigns to re-engage visitors who have previously visited your site but did not convert. Show tailored ads to encourage them to return and take action.

Budget Management

  1. Set Realistic Budgets:

    • Determine your budget based on your goals and the competitiveness of your keywords. Allocate more budget to high-performing campaigns.
  2. Bid Strategies:

    • Use automated bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) to optimize your bids for conversions.

Monitoring and Optimization

  1. Regular Analysis:

    • Continuously monitor your campaign performance using Google Ads and Analytics. Look at key metrics such as CTR (Click-Through Rate), CPC (Cost Per Click), and conversion rate.
  2. A/B Testing:

    • Perform A/B testing on your ad copy, headlines, landing pages, and CTAs to identify what works best. Make data-driven decisions to optimize your campaigns.
  3. Ad Schedule:

    • Analyze performance data to determine the best times and days to run your ads. Adjust your ad schedule to maximize visibility during peak times.
  4. Quality Score:

    • Improve your Quality Score by creating relevant ads, optimizing landing pages, and ensuring a good user experience. A higher Quality Score can lead to lower CPCs and better ad positions.

Compliance and Best Practices

  1. Ad Policies:

    • Ensure your ads comply with Google Ads policies, especially regarding medical and health-related content. Avoid making misleading claims or promises.
  2. Local Regulations:

    • Adhere to any local regulations and guidelines for advertising medical and cosmetic treatments.

By following these PPC best practices, On-Target! can attract potential clients, maximize their advertising budget, and achieve better overall campaign performance for you.