Most med spas need $1,500 to $3,000 per month in ad spend to generate meaningful results in a mid-size market, and $4,000 to $6,000 in a major metro. Below $1,500, you cannot cover enough procedures or run enough campaigns to generate useful optimization data.
The right Google Ads budget for a med spa is not a percentage of revenue or a fixed industry average. It is derived from three numbers: how many new patient appointments you want per month, your target cost per booked appointment, and what your market's average cost per click is for procedure keywords. Work backwards from the outcome you want, not forward from a budget you are comfortable spending.
In a small to mid-size market — think Stamford CT, Scottsdale AZ, or Austin TX — med spas typically need $1,500 to $3,000 per month to generate 15 to 30 booked appointments. In a major metro like New York, Miami, or Los Angeles, that number starts at $4,000 to $6,000 for a meaningful presence. In these markets, a $1,500 budget will generate data but not consistent patient volume.
Ad spend goes directly to Google. It is separate from any management fees you pay to an agency or consultant. The management fee covers strategy, campaign builds, ongoing optimization, reporting, and landing page work. Budget those separately.
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