Meta & Instagram ads for dermatology practices — medical derm, cosmetic derm, and Mohs surgery. We drive new patient acquisition for both medical and elective services while navigating Meta's restrictive health advertising policies.
Figures without a source above are illustrative planning targets, not measured averages. Published industry benchmarks — which measure cost per lead, not per customer — are cited in the comparison table below.
Written by Karbon Agency, Editorial team · Last updated
Physicians and surgeons average $32.14 per lead on Meta (LocaliQ 2026) and $40.04 on Google Search at 12.43% conversion (LocaliQ 2026). Cosmetic before-and-after images are permitted but must be targeted to adults 18 or older, and ads may not imply knowledge of a viewer's medical condition (Meta).
Three live demos, three approaches. Each one is a real example page we could ship for your dermatology practice in 5–10 business days — click any card to walk through it.
Pick the angle that fits, ship in 5–10 business days.
“Our cosmetic derm services (Botox, filler, lasers) are growing but our marketing is all medical.”
“Meta keeps rejecting our ads for 'personal attributes' even for legitimate dermatology.”
“Referrals from GPs are inconsistent and we have no control over the volume.”
“Our wait list for new medical patients is 6 weeks — but cosmetic is half-empty.”
“We have beautiful cosmetic results to show but our compliance team is nervous about before/afters.”
Tell us what you want more of. We reply within one business day with a budget, the channels to use and a realistic cost per lead. Free, no contract talk.
Botox, filler, laser resurfacing, and CoolSculpting campaigns with compliance-cleared creative that drives consultations for your highest-margin services.
Skin cancer screening, acne treatment, and psoriasis management campaigns — positioning your practice for proactive patients who want expert care.
Meta rejects 40% of health ads. Our compliance reviewers know exactly what language and imagery passes for dermatology — no 'personal attributes' flags.
Landing pages with treatment menus, consultation booking, and pre-qualification forms that bring in informed, high-intent leads.
Retargeting campaigns to existing medical patients promoting your cosmetic offerings — the highest-converting segment you're leaving untapped.
| Channel | Typical cost per lead | Best for | Time to results |
|---|---|---|---|
| Meta/Instagram ads | $32.14 per lead at $1.68 per click, physicians & surgeons (LocaliQ 2026) | Cosmetic and aesthetic demand, and converting medical patients into cosmetic ones | Immediate once creative is approved |
| Google Search / LSA | $40.04 per lead at $4.76 per click, converting at 12.43% (LocaliQ 2026) | "Dermatologist near me", skin-check and condition searches with immediate intent | Immediate — demand already exists |
| SEO / Google Business Profile | No media cost — profile, reviews and clinical content instead | Map-pack visibility and condition-led informational searches | Google says changes can take from a few hours to several months (Google Search Central 2025) |
| Referral / reviews | No media cost | Physician referrals and patient reputation; 45% of consumers now use ChatGPT or similar AI tools for local recommendations, up from 6% (BrightLocal via Search Engine Journal 2026) | Slow to build, compounds |
They have different buyers, different creative rules and different economics. Cosmetic ads on Meta must be targeted to people at least 18 years old (Meta); medical campaigns should stay general and condition-neutral.
Meta permits before-and-after transformation imagery for cosmetic products and procedures to 18+ audiences, but prohibits sensational language and promises of specific outcomes within a set timeframe without disclaimers (Meta). Show real, unretouched results and qualify the claim.
Physicians and surgeons cost $32.14 per lead on Meta (LocaliQ 2026) — the cheapest cosmetic patient you will ever acquire is one already in your medical records, reached through a compliant retargeting audience.
Book a free 15-minute call. We'll audit your current setup and give you a realistic number on what growth should cost for your business.
Get My Free Audit →A 3-physician derm practice with full medical schedule but underperforming cosmetic program. Ran a 90-day Meta campaign targeting cosmetic services.
* Illustrative example based on typical results for dermatology practice clients. Individual results vary based on market, offer, and operational capacity.
We have a compliance reviewer specializing in health category ads. Our derm ad approval rate is over 90%. The key is avoiding personal attribute language and using compliant imagery.
With care. Meta restricts some before/afters for cosmetic procedures. We use compliant formats — implied transformations, lifestyle-after-treatment shots, and carefully worded outcome messaging.
Yes — Conversions API setup avoids PHI transmission. All lead forms capture only name and contact info, not health data. BAAs available for all applicable tools.
We can't target by health condition directly, but we use interest proxies (skincare routines, dermatology-related content engagement) that reach the right audience effectively.
Completely separate audiences, creative, and landing pages. Medical campaigns focus on expertise and outcomes; cosmetic campaigns focus on aesthetics, confidence, and transformation.
Karbon's published tiers start at up to $1,000/mo in ad spend for a single-channel test, $1,000–$4,000/mo for consistent two-channel lead flow, and $5,000+/mo to scale. At $32.14 per lead on Meta (LocaliQ 2026), $1,000 a month is roughly 31 enquiries — enough for one offer, not two.
Physicians and surgeons average $32.14 per lead on Meta at a 4.18% click-through rate (LocaliQ 2026) and $40.04 per lead on Google Search at 12.43% conversion (LocaliQ 2026). Cosmetic enquiries typically cost more than medical ones because the audience is narrower and every aesthetic provider bids for it.
Search converts fastest — 12.43% (LocaliQ 2026) — because those patients are already looking. Cosmetic campaigns on Meta have a longer consideration cycle and should be judged over a month or more. SEO is the slow lane: Google says search changes can take from a few hours to several months (Google Search Central 2025).
Google for medical demand: Meta is cheaper per lead ($32.14 vs $40.04), but search converts at 12.43% (LocaliQ 2026) from patients already looking. Meta for cosmetic demand, which is visual and largely unsearched — a patient does not search for a treatment they have not heard of. Most practices run medical on search and cosmetic on social.
Meta allows cosmetic before-and-after imagery only to audiences aged 18 and over, and bans exaggerated claims or promises of a specific outcome within a set timeframe without disclaimers (Meta). It also prohibits ads that imply knowledge of a viewer's medical condition (Meta), which rules out "struggling with acne?" copy. Google requires certification only for categories such as prescription drugs, telemedicine and addiction services (Google Ads), so a standard dermatology practice does not need it.
Book a 15-minute call. We'll review your business, your market, and your current setup — and tell you honestly whether we can help.