How an 11-location med spa group sustained a 3.1× return on ad spend and grew booked consultations by 62%.
The 11-location med spa group had inconsistent results across markets, with each location running different programs and no portfolio-wide standard. We rebuilt the creative with a compliance-first approach, shifted to conversion-objective campaigns, and built treatment-specific landing pages for each market. The group now sustains 3.1x ROAS across all 11 locations with consistent booked-consultation volume.
3.1×
Sustained Return on Ad Spend
+62%
Booked Consultations
−31%
Patient Acquisition Cost
11
Markets, Consistent Performance
Snapshot
Client snapshot.
- Practice type
- Multi-location med spa group, 11 locations across 4 states
- Services
- Injectables (Botox, fillers), body contouring, laser treatments, skin resurfacing, wellness add-ons
- Patient profile
- Cash-pay; primarily women aged 30-58; varying income demographics by market
- Prior marketing
- Mixed, different agencies or in-house per location; no portfolio visibility
- Services used
- Meta Ads · Landing Pages · CRO · Portfolio Reporting
- Core problem
- No consistent acquisition system across locations; no shared learnings
- Engagement timeline
- 6 months · ongoing
The Problem
11 locations, 11 different programs, no consistent results.
When a med spa group operates 11 locations across multiple states, the marketing complexity is significant. Each market has different competitive pricing, different treatment popularity, different capacity windows, and different patient demographics.
This group had attempted to solve that complexity by letting each location manage its own marketing, some with local agencies, some in-house, some with no active management at all. The result was wildly inconsistent performance, no ability to learn from what was working in top-performing locations, and no portfolio-wide visibility for ownership.
The group's leadership needed a unified program that could adapt to each market's specific conditions without requiring a completely separate strategy for each location.
Audit
What the audit across all 11 locations revealed.
The findings were consistent across nearly every location.
Before/after content violations
Most locations were running Meta ads with before/after content that violated Meta's healthcare advertising policies. Several accounts had already received restrictions.
Engagement-objective campaigns
Meta campaigns across nearly every location were running with engagement objectives rather than conversion objectives. They were building followers and generating post interactions, not driving consultation bookings.
No treatment-specific landing pages
All locations were sending Meta ad traffic to the main med spa website, a general page that listed all treatments without focusing on any specific one. No conversion infrastructure.
Pricing inconsistency
Each location had different promotional pricing and different ways of presenting it. Some locations were running discount promotions that attracted price-sensitive patients and created retention problems.
No portfolio-level tracking
Ownership had no visibility into acquisition cost, consultation volume, or return on ad spend across the portfolio. Each location was reporting independently (or not reporting at all).
Strategy
Building one system that could adapt to 11 different markets.
Consistent architecture so learnings could transfer across markets, flexible enough to account for each location's pricing, capacity, and competition.
Shared compliant creative framework
A creative system each location adapts with market-specific messaging, rebuilt without before/after imagery, structured around consultation experience and provider expertise.
Treatment landing pages
Shared landing pages for the group's four highest-volume treatments, built with market-specific pricing and availability blocks that swap per location.
Per-location campaigns
Individual campaign structures per location with market-specific budgeting, audience targeting, and conversion-objective setup.
Portfolio reporting
Centralized dashboard so ownership could see consultation volume, acquisition cost, and ROAS across all 11 locations in one view.
Engagement Timeline
Month 0
Audit across all 11 locations
Month 1
Compliant creative rebuilt
Month 2
Conversion campaigns live across portfolio
Month 4
Landing pages and CRO compounding
Month 6
3.1× ROAS sustained portfolio-wide
Results
Results at 6 months across the portfolio.
3.1×
Sustained ROAS
Portfolio-wide
+62%
Booked consultations
−31%
Patient acquisition cost
vs. prior mixed programs
9 of 11
Consistent consultation flow
vs. 4 of 11 at intake
Key Takeaways
What this case shows about multi-location med spa marketing.
Consistent architecture, market-specific execution
The biggest improvement for this group wasn't the creative or the targeting, it was building a consistent campaign structure that could be replicated and adapted across 11 markets.
Compliance first, performance second
Rebuilding the creative strategy around compliant content, before optimizing anything else, removed the account restriction risk that was limiting multiple locations and created a sustainable foundation for performance.
Conversion objectives change everything on Meta
Switching from engagement to conversion objectives across all 11 locations produced an immediate and dramatic improvement in consultation booking rate from the same or lower ad spend.
Portfolio-level visibility enables better decisions
With centralized reporting, ownership could see within a single dashboard where to allocate additional budget, which locations needed marketing support, and which were running at their capacity ceiling.
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