Quick answer: Across the med spas we manage, cost per lead runs roughly $15-$30 on Meta and $100+ on Google, 30-40% of leads book a consult, 50-60% of consults close (often paying during the visit), and first-visit return on ad spend lands around 4:1. But that 4:1 badly understates the real economics, because med spa patients return, so lifetime value is materially higher than first-visit revenue. The number most med spas optimize, cost per lead, is also the least useful. What actually matters is cost per booked appointment and the lifetime value of the patients you acquire. This piece breaks down real med spa marketing benchmarks and what they mean.
Med spa marketing benchmarks are hard to find and mostly generic when you do find them. These come from real performance across the med spas in our book of business, reported as ranges so you can judge your own numbers against something real rather than a made-up industry average. If your numbers are far off these ranges, that's usually a signal to pressure-test your current med spa marketing agency (or in-house team) on the specific lever that's out of range, not to change budget.
The benchmarks
| Metric | Range | Notes |
|---|---|---|
| CPL (Meta) | $15-$30 | The cost-efficient channel; offer-driven |
| CPL (Google) | $100+ | Pricier; you're bidding on specific treatments |
| Lead to consult (booking rate) | 30-40% | Front-desk speed matters here |
| Consult to patient (close rate) | 50-60% | Often paying during the consult |
| Cost per booked appointment (derived) | ~$38-$330 | Varies by channel |
| Patient acquisition cost (derived) | ~$70-$600 | First-visit basis |
| ROAS | ~4:1 | First visit only, understates true value |
These are directional ranges from one agency's book, not a controlled study. Your market's competitiveness can move these meaningfully, so use them to spot outliers in your own funnel rather than as a pass or fail line.
What the numbers actually mean for a med spa
Meta is your efficient channel; Google is your intent channel. Offer-driven Meta campaigns produce leads at a fraction of Google's cost, because you're reaching aesthetically motivated people before they search. Google costs more per lead because you're bidding on people actively searching for specific treatments, higher intent, higher price. Most med spas should run both, weighted by their goals.
The close rate is a hidden strength. Med spa consults close at 50-60%, higher than most surgical specialties, largely because patients often pay during the visit rather than going home to think about a five-figure decision. That fast close is part of what makes even a modest first-visit ROAS work.
The 4:1 ROAS is the most misleading number here, and it's misleading in your favor. Med spa is a repeat-visit business. A patient who comes in for Botox quarterly, or who adds treatments over time, is worth far more than their first appointment. Judging your med spa marketing on first-visit ROAS alone will make a healthy program look mediocre and lead you to cut spend that's actually compounding. The right lens is lifetime value, not first-visit return.
Cost per lead is the trap. A $15 Meta lead feels great on a report, but if it books at a low rate or brings the wrong patient, it's expensive. The number that tells the truth is cost per booked appointment, and ultimately cost per patient measured against lifetime value.
Why your market matters more than the average
Med spa costs swing significantly by market. A competitive metro will run higher CPLs and cost per appointment than a mid-size market. That's why a national "average" is close to useless for judging your own performance. Use these ranges to identify where your funnel is an outlier, if your CPL is triple the top of the range, or your close rate is half the bottom, that's a signal worth investigating, not a verdict.
How to use these benchmarks
- Pull your actual numbers: CPL by channel, booking rate, close rate.
- Calculate your cost per booked appointment and your patient acquisition cost.
- Compare to the ranges above, then compare your PAC to your patient lifetime value, not first-visit revenue.
- Find your biggest gap, CPL, booking rate, or close rate, and work that lever first.
Our patient acquisition cost calculator walks through the math, and the full 2026 benchmark report covers every specialty.
Cite this
Practice Growth Co. 2026. "Med Spa Marketing Benchmarks 2026." When citing, please attribute to Practice Growth Co and link back to this page.
Frequently asked questions
What is a good cost per lead for a med spa?
Roughly $15-$30 on Meta and $100+ on Google in our book, but cost per lead is the wrong number to optimize. The meaningful metrics are cost per booked appointment and patient lifetime value, because a cheap lead that doesn't book or return is expensive.
What's a realistic med spa ROAS?
Around 4:1 on the first visit in our data, but that understates true value because med spa patients return. Judged on lifetime value rather than first-visit revenue, the real return is materially higher.
Why is Google more expensive than Meta for med spas?
Because Google reaches patients actively searching for specific treatments, higher intent and more competition, while Meta reaches aesthetically motivated patients earlier, before they search, at a lower cost per lead. They serve different roles and work best together.
How do I compare my med spa's numbers to these benchmarks?
Pull your CPL by channel, booking rate, and close rate, derive your cost per booked appointment and patient acquisition cost, and compare to the ranges here. Then compare your acquisition cost to lifetime value, not first-visit revenue. Use the benchmarks to spot outliers in your funnel.
Why do med spa costs vary so much by market?
Market competitiveness moves CPL and cost per appointment significantly, so a national average is close to useless for judging your own performance. Benchmark against your market and use ranges to find outliers rather than as a pass or fail line.
Mike Funkhouser is the founder of Practice Growth Co, a healthcare marketing agency focused on patient acquisition for specialty medical practices, and a contributor to Medical Economics on AI search and patient acquisition. The agency has influenced $140M+ in patient revenue across 95+ specialty providers. [Book a strategy call](/book-a-strategy-call).