Meta & Google Ads benchmarks for Med Spas (2026): CPL, CPM, CTR, ROAS
Med spa leads average $32.14 on Meta at a 6.41% conversion rate and $40.04 on Google Search, where the category converts at 12.43% (LocaliQ, Physicians & Surgeons). Break-even on a 60% gross margin is 1.7×. On the assumptions below the first visit returns 4.8× and the full patient relationship about 17.6×.
Written by Karbon Agency, Editorial team · Updated September 27, 2026
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What Med Spas actually pay
| Metric | Typical range | What "good" looks like | Source |
|---|---|---|---|
| Cost per lead | $32.14 on Meta lead ads · $40.04 on Google Search | Under $32 on Meta and under $40 on search. Meta is the cheaper lead here, but search converts almost twice as often. | LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category ($32.14 per Meta lead), the closest published benchmark for a physician-led clinical practice. Its Beauty & Personal Care row, which /cost/med-spa uses for aesthetics-led spas, is $50.91 — two categories, not two measurements of the same thing. |
| Cost per 1,000 impressions (CPM) | About $11.59 on Meta | $10–$14 — close to the roughly $11.58 the all-industry traffic averages imply. | LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category ($32.14 per Meta lead), the closest published benchmark for a physician-led clinical practice. Its Beauty & Personal Care row, which /cost/med-spa uses for aesthetics-led spas, is $50.91 — two categories, not two measurements of the same thing.Derived: $0.61 traffic CPC × 1.90% traffic CTR × 1,000. LocaliQ publishes no CPM column. This figure is derived from its traffic-campaign CPC and CTR for the category, because CPM is exactly CPC × CTR × 1,000. |
| Click-through rate | 4.18% on Meta lead ads · 6.61% on Google Search | Above 4% on Meta — the highest Meta lead-ad CTR LocaliQ publishes, just ahead of real estate. | LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category ($32.14 per Meta lead), the closest published benchmark for a physician-led clinical practice. Its Beauty & Personal Care row, which /cost/med-spa uses for aesthetics-led spas, is $50.91 — two categories, not two measurements of the same thing. |
| Cost per click | $1.68 on Meta lead ads · $4.76 on Google Search | Under $5 on search. Injectable and device terms run well above the category average. | LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category ($32.14 per Meta lead), the closest published benchmark for a physician-led clinical practice. Its Beauty & Personal Care row, which /cost/med-spa uses for aesthetics-led spas, is $50.91 — two categories, not two measurements of the same thing. |
| Landing-page / form conversion rate | 6.41% on Meta lead ads · 12.43% on Google Search | Above 12% on search. Meta's 6.41% is below the 8.54% all-industry lead-ad average — treat it as the category norm, not a fault. | LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category ($32.14 per Meta lead), the closest published benchmark for a physician-led clinical practice. Its Beauty & Personal Care row, which /cost/med-spa uses for aesthetics-led spas, is $50.91 — two categories, not two measurements of the same thing. |
Break-even ROAS for Med Spas
1.67× is 1 ÷ a 60% gross margin. The headline of this page is what sits either side of it: the first visit alone returns roughly 4.8×, and the full patient relationship roughly 17.6×. A med spa whose patients do not come back is living on the first number, with far less room for missed consultations.
The assumptions behind those two numbers
| Input | Assumed value | Basis |
|---|---|---|
| Average ticket | $527 on the first visit | Assumption. AmSpa's per-visit and per-patient figures sit behind a paid report, so $527 is a modelling input, not a citation. A practice weighted to injectables will be above it; one selling facials well below. |
| Gross margin | 60% | Assumption. Consumables and injector compensation take most of the rest. Device-based treatments carry higher margin once the device is paid off, which is a capital question rather than a marketing one. |
| Repeat rate | 3.7 visits per patient | Assumption, chosen so total patient value lands near $1,950 — consistent with the widely repeated claim that roughly three quarters of med spa revenue comes from returning patients. Measure your own 90-day rebook rate instead. |
| Close rate | 29% of leads become patients | Assumption, roughly one in 3.4 leads. Consultation show rate is usually the binding constraint here, not lead quality. |
Worked example
- Assumptions: a $527 first visit, a 60% gross margin, 3.7 visits per patient, and 29% of leads becoming patients.
- Break-even ROAS is 1 ÷ 0.60 = 1.67×.
- First visit only: one lead is worth 0.29 × $527 = $153. Against the $32.14 Meta lead that is 4.76× — above break-even, though a missed consultation or two eats into it quickly.
- Full relationship: 3.7 visits puts patient value near $1,950, so one lead is worth 0.29 × $1,950 = $566. Against the same $32.14 lead that is 17.6×.
- Break-even cost per lead on the first visit alone is $153 × 0.60 = $92. Across the relationship it is $340. The published $32.14 benchmark clears both.
- The conclusion a med spa should actually act on: the gap between 4.8× and 17.6× is entirely rebooking. If patients are not returning, fix that before raising budget — no bid change is worth 3.7×.
What moves these numbers
- Rebook rate. It is the difference between 4.8× and 17.6× on identical media spend, and it is decided at the front desk, not in the ad account.
- Consultation show rate. A booked consult that does not arrive costs the same as one that does, and this is where most med spa budgets leak.
- Treatment mix. A $150 facial lead and a $1,200 injectable package lead cost roughly the same to buy and are not the same asset.
- Meta's health and wellness advertising rules, which restrict before-and-after imagery and any implication about a person's medical condition — the two things med spa creative most wants to do.
- Running search at all. Google costs $40.04 a lead against $32.14 on Meta, but converts at 12.43% against 6.41% — refusing to run it on principle is an expensive habit.
Frequently asked
How much does a med spa lead cost in 2026?
$32.14 on Meta lead ads and $40.04 on Google Search, using LocaliQ's Physicians & Surgeons category — there is no published med-spa-specific row. Under $32 on Meta is good. Meta is the cheaper lead, but search converts almost twice as often.
What is a good ROAS for a med spa?
Break-even on a 60% gross margin is 1 ÷ 0.60 = 1.67×. On a $527 first visit and a 29% lead-to-patient rate, the first appointment returns about 4.8×; across an assumed 3.7 visits it reaches 17.6×. Target 3.5× on first-visit revenue alone.
What is the break-even cost per lead for a med spa?
About $92 counting only the first visit, and about $340 counting the full patient relationship, at a 29% close and a 60% margin. The published $32.14 Meta benchmark sits comfortably under both.
Why is the med spa conversion rate so low on Meta?
6.41% is below the 8.54% all-industry lead-ad average and about half the 12.43% on Google Search. Aesthetic treatments carry a long consideration period and a real price objection, so a scroll-stopping ad rarely produces a same-session decision. Judge Meta on booked consultations rather than form fills.
What CPM should a med spa expect on Meta?
About $11.59 per 1,000 impressions, derived from LocaliQ's $0.61 traffic cost per click and 1.90% traffic click-through rate for Physicians & Surgeons. That is close to the all-industry figure — the constraint here is conversion, not impressions.
How big is the med spa market?
AmSpa puts the US industry above $17 billion and growing by more than $1 billion a year. Category growth is why cost per lead has stayed moderate despite rising competition — demand has expanded roughly as fast as the advertiser count.
Sources
- LocaliQ / WordStream — Facebook Advertising Benchmarks (2026 edition). All-industry lead campaigns: $27.39 CPL (down from $27.66), 8.54% conversion rate, $1.80 CPC, 2.70% CTR; all-industry traffic campaigns: $0.60 CPC, 1.93% CTR. (2026-09-23)
- LocaliQ / WordStream — Search Advertising Benchmarks for Every Industry (2026). All-industry average $5.42 CPC, 6.64% CTR, 8.18% conversion rate, $66.69 CPL. (2026-06-01)
- American Med Spa Association — Medical Spa State of the Industry. $17B+ US med spa industry, growing $1B+ a year. Per-visit and per-patient figures sit behind the paid report, so this page treats them as assumptions. (2026-01-01)
Keep reading
How Karbon Agency runs paid acquisition for med spas.
Budget tiers and the acquisition ceiling — a stricter bar than break-even.
Break-even ROAS: 1.7×.
Who else works in this category, and how they compare.
The same metrics across every industry:
Where do your numbers land?
Swap your own ticket, margin and close rate into the model above and we will tell you whether your ad spend is actually profitable — free, and without a pitch deck.