How a medical spa brand built around tattoo removal launched in three competitive US markets and generated 525 leads in five months.
An established medical spa brand, with laser tattoo removal as its core service and years of success overseas, was ready to enter the US, opening three locations in some of the most competitive aesthetics markets in the country. We built its US Google Ads program from scratch: a dedicated landing page and campaign set for each location, Performance Max alongside search, and brand protection. In the first five months the three clinics generated 525 leads, and cost per lead fell 46% from the launch month.
525
Leads in 5 Months
May – Sep 2026 · forms + calls
3
New US Markets
Texas + Southern California
$179 → $96
Cost Per Lead
Launch month vs. Sep 2026
206
Phone Calls from Ads
Alongside 319 form leads
Snapshot
Client snapshot.
- Business
- Established international medical spa brand specializing in laser tattoo removal
- US footprint
- 3 new clinics in Texas and Southern California
- Services
- Laser tattoo removal as the core service, plus cosmetic tattoo removal and fading for cover-ups
- Channels
- Google Ads: search, Performance Max, brand
- Engagement
- US market launch: location landing pages + full Google Ads build
- Window
- May 1 – Sep 23, 2026
The Challenge
A proven brand with zero name recognition in the US.
Overseas, this brand was a known quantity with years of steady demand. In the US it was starting from nothing: no reviews, no brand searches, and no history in Google's system to learn from.
And it wasn't entering easy markets. All three locations opened in large, affluent metros where aesthetics competition is intense and other med spas, tattoo removal clinics, and dermatology practices all bid on the same searches.
The goal was to fill three brand-new clinics fast without letting launch costs run away, and to learn quickly which market and which campaign type deserved more budget.
From the Field
“Launching a new location is expensive in the first month no matter how good the brand is. Google doesn't know you yet, and neither do patients. The job is to structure the account so it learns fast, then move money toward what's working. By month five the cost per lead was about half what it was at launch.”
Mike Funkhouser
Founder, Practice Growth Co
Campaign Architecture
Every clinic runs as its own market.
Three cities means three different competitive landscapes. We built each one to be measured and managed on its own.
A dedicated landing page per clinic
Each location has its own landing page with local details and a clear way to book, so a searcher in one city never lands on another city's page.
Search campaigns for high-intent terms
Location-specific search campaigns capture people actively looking, like "tattoo removal austin" and "laser tattoo removal near me", including niche demand such as eyebrow and cosmetic tattoo removal.
Performance Max for reach
A Performance Max campaign for each location extends reach across Google's network to find people considering removal before they start searching.
Brand protection
A brand campaign captures people searching for the business by name as local awareness grows, at a far lower cost than non-brand leads.
Calls tracked as leads
Many med spa clients, and tattoo removal clients especially, prefer to call. Calls from ads are tracked alongside form fills, so the results reflect every inquiry, not just forms.
Results · First 5 Months
525 leads across three new clinics, and cost per lead down 46% since launch.
525
Total Leads
319 forms + 206 calls
$96
CPL · Sep 2026
vs. $179 at launch
−46%
Cost Per Lead
Launch month to month five
3
Markets Live
All producing leads
Monthly leads (forms + calls) · Sep* = through September 23
What Carries Over
Lessons for any med spa or practice opening a new location.
Expect the launch month to be the most expensive
A new location has no history for Google to learn from. Budget for a higher first-month cost per lead and judge the program on the trend, not the first 30 days.
Build each location to stand on its own
Separate landing pages and campaigns per clinic make it easy to see which market is working and move money accordingly.
Count the phone calls
Nearly 40% of leads here came by phone. A program that only tracks forms would have undercounted its results by that much.
If you're opening a new location
Let's plan the launch before the doors open.
Whether you're opening your second location or entering a new market entirely, the first 90 days set the tone. Book a strategy call and we'll map out how we'd launch it.
Continue exploring
Related work and reading.
Services
Related services
Specialties
Related specialties
Case Studies
Outcomes from similar engagements
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.
How a New Jersey med spa that had tried five agencies found its real problem: follow-up, not ads.
This New Jersey medical spa had cycled through four or five marketing agencies trying to scale, and each one promised more leads. The leads weren't the problem. Some waited more than 48 hours for a reply, and there was no CRM to track what happened to them. We moved the practice into a CRM, built automated speed-to-lead text and call sequences, and changed how its offers were presented, selling the experience rather than the product. Replies now go out within 30 minutes, often within 10. Meta Ads cost per lead dropped from $35 under the previous agency to $17, and a practice that was booking almost no one from its ads now books a couple of new patients every week.
How a Phoenix plastic surgeon went from 1 lead a month to 8 to 10 new surgical patients a month after rebuilding his website and ad strategy.
A board-certified plastic surgeon in Phoenix was running Google Ads to a generic website that didn't show what made his work different. In July 2025 the account spent $1,497 and produced one lead. We rebuilt his website around the procedures he performs most, gave each one its own page with a proper before-and-after gallery, and rebuilt the campaigns to match. Leads became steady within a month. Once the new system proved itself, the practice doubled its budget, and by July 2026 the same account was producing about 40 qualified leads a month at $75 each, and Google Ads alone was putting 8 to 10 new surgical patients on his schedule every month.