Med spa owners ask us this constantly, and the honest answer is "it depends on the procedure," but that's not useful without real numbers. Here are the actual cost-per-click and cost-per-acquisition ranges we see across the med spa accounts we manage, broken down by procedure, so you can benchmark your own campaigns against reality rather than guesswork.
Cost per click for med spa Google Ads varies enormously by procedure and market, but the pattern is consistent: injectable and body contouring keywords cost more than general "med spa near me" searches, and coastal metro markets cost significantly more than secondary cities. Based on the accounts we manage, Botox and filler keywords typically run $8 to $18 per click nationally, with CoolSculpting and body contouring keywords running $12 to $25, and laser hair removal sitting lower at $4 to $9.
Generic "med spa near me" or "medical spa [city]" keywords tend to cost less per click, often $5 to $12, but convert at a much lower rate because they capture browsers and price shoppers alongside genuine buyers. Procedure-specific keywords cost more per click but convert at 2 to 4 times the rate, which is why cost per acquisition, not cost per click, is the number that actually matters.
Cost per booked consultation is the metric that determines whether a campaign is actually profitable. Across the med spa accounts we manage, well-structured campaigns typically land in these ranges: Botox and dermal filler consultations at $25 to $60 per booked consultation, body contouring (CoolSculpting, EmSculpt) at $40 to $90, laser hair removal packages at $15 to $35, and IV therapy or wellness memberships at $20 to $45.
These numbers assume procedure-specific landing pages, proper conversion tracking, and negative keyword lists that filter out job seekers, DIY researchers, and competitor employees, three of the most common sources of wasted spend in med spa accounts we take over from other agencies.
The single most common mistake we see in med spa Google Ads accounts is running every procedure through one undifferentiated campaign with a single landing page pointed at the homepage. This structure forces Google's algorithm to average performance across dissimilar keywords, which suppresses Quality Score and raises cost per click across the entire account.
Splitting campaigns by procedure, Botox, filler, body contouring, laser, IV therapy, each as its own campaign with its own ad copy and its own landing page, consistently lowers blended cost per click by 15 to 30% within the first 60 days simply by letting Google's Quality Score algorithm reward tightly relevant ad groups.
Market density is the biggest driver. A med spa in a market with five or fewer competitors bidding on the same procedure terms will see meaningfully lower CPCs than one competing in a saturated metro with twenty or more med spas running ads. Seasonality also matters, CPCs for body contouring and injectable procedures typically rise 15 to 25% from October through January as patients prepare for holiday events and New Year resolutions, then ease through the spring.
Landing page Quality Score is the lever most practices underuse. A landing page that loads fast, matches the ad's specific procedure promise, and includes clear pricing or financing information earns a materially better Quality Score than a generic homepage, which directly lowers the price you pay per click for the exact same auction position.
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