Feeling lost in the world of digital ads for your medspa? You’re not alone. With Instagram showing off gorgeous before-and-afters and Google capturing people actively searching for treatments, it’s tough to know where to focus your marketing budget.
Let’s cut through the confusion and look at what really works for medspas like yours. Whether your specialty is Botox, fillers, or transformative skincare treatments, I’ll help you figure out which platform – Google Ads or Instagram – will bring the right clients through your door.
Audience Targeting: Search Intent vs. Interest-Based Ads
Google Ads
Google Ads allows you to reach users who are actively searching for your services. For example:
- A potential client searches for “Botox near me” or “best medspa in [city].”
- These users are ready to book, making Google Ads a high-conversion platform.
Instagram Ads
Instagram Ads target users based on interests, behaviors, and demographics. For example:
- Women aged 25–45 who follow beauty influencers or hashtags like #BotoxGlow or #MedspaLife.
- This makes Instagram ideal for building awareness and nurturing long-term client relationships.
Pro Tip
Use Instagram Ads to showcase your brand personality and experience to build trust with users who might not yet be ready to book but could be in the future.
Cost and ROI: Budget Matters
Google Ads
- Cost: Higher average cost-per-click (CPC), typically $5–$15 for terms like “lip filler near me.”
- ROI: Strong due to intent-driven users actively seeking services.
Instagram Ads
- Cost: Lower CPC, often $0.50–$2, depending on your audience and creative quality.
- ROI: Great for engagement but often requires retargeting campaigns to convert leads into bookings.
Ad Formats: Visual Storytelling vs. Text-Based Targeting
Google Ads
- Format: Primarily text-based (e.g., search ads) but can include display ads on websites.
- Best Use: Capturing leads for high-intent keywords like “HydraFacial deals in [city].”
Instagram Ads
- Format: Highly visual, including photos, carousels, Reels, and Stories.
- Best Use: Showcasing stunning before-and-after photos, video testimonials, or promotional offers.
Check out Instagram’s Ad Creative Guidelines for tips on creating scroll-stopping visuals.
Ease of Use: Which Platform Is Simpler?
Google Ads
- Learning Curve: Requires keyword research and ongoing optimization for success.
- Challenges: Setting up effective campaigns can be time-consuming for beginners.
Instagram Ads
- Learning Curve: Intuitive and user-friendly, especially for those already familiar with posting on Instagram.
- Advantages: Built-in tools for ad creation, audience targeting, and analytics.
Which Platform Fits Your Goals?
Choose Google Ads If You Want To:
- Book clients directly searching for medspa treatments.
- Target keywords like “chemical peel near me” or “Dysport in [city].”
- Dominate local search results with high-intent traffic.
Choose Instagram Ads If You Want To:
- Build brand awareness and engage a loyal following.
- Reach younger audiences who live on social media.
- Highlight your medspa’s personality through engaging visuals.
Combine Google Ads and Instagram Ads for Maximum Results
Many successful medspa owners use Google Ads for immediate bookings and Instagram Ads for brand-building campaigns. For example:
- Use Instagram to promote seasonal specials, then retarget website visitors with Google Ads for appointment scheduling.
[Read Next]: How to Create an Effective Medspa Marketing Plan.
Google Ads vs. Instagram Ads—Which One Wins?
Your choice depends on your goals:
- Use Google Ads to target clients who are ready to book.
- Use Instagram Ads to grow your brand and attract followers who may book later.
Both platforms offer incredible opportunities for growth, and combining them can help you scale your medspa effectively.
