Meta & Google Ads benchmarks for Med Spas (2026): CPL, CPM, CTR, ROAS

Med spa leads average $47.47 on Meta at a 4.51% conversion rate and $40.04 on Google Search, where the category converts at 12.43% (LocaliQ, Physicians & Surgeons). Break-even on a 60% gross margin is 1.7×. On the assumptions below the first visit returns 3.2× and the full patient relationship about 11.9×.

Written by Seva Kogan, Founder · Updated September 14, 2026

What Med Spas actually pay

Metric	Typical range	What "good" looks like	Source
Cost per lead	$47.47 on Meta lead ads · $40.04 on Google Search	Under $45 on either channel. Search is genuinely cheaper here, which is unusual and worth acting on.	LocaliQ / WordStream, 2025LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category, the closest published benchmark for a licensed clinical practice.
Cost per 1,000 impressions (CPM)	About $6.81 on Meta	$5–$10 — among the cheapest reach of any category here, because the Physicians & Surgeons click-through rate on traffic campaigns is low.	LocaliQ / WordStream, 2025LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category, the closest published benchmark for a licensed clinical practice.Derived: $0.82 traffic CPC × 0.83% traffic CTR × 1,000. LocaliQ publishes no CPM column. This figure is derived from its traffic-campaign CPC and CTR for the category, because CPM is exactly CPC × CTR × 1,000.
Click-through rate	3.02% on Meta lead ads · 6.61% on Google Search	Above 3% on Meta — the highest Meta lead-gen CTR of any category in this set except real estate.	LocaliQ / WordStream, 2025LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category, the closest published benchmark for a licensed clinical practice.
Cost per click	$2.23 on Meta lead ads · $4.76 on Google Search	Under $5 on search. Injectable and device terms run well above the category average.	LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category, the closest published benchmark for a licensed clinical practice.
Landing-page / form conversion rate	4.51% on Meta lead ads · 12.43% on Google Search	Above 12% on search. Meta's 4.51% is the lowest conversion rate of the ten industries here — treat it as the category norm, not a fault.	LocaliQ / WordStream, 2026LocaliQ publishes no med-spa row. This is its Physicians & Surgeons category, the closest published benchmark for a licensed clinical practice.

Break-even ROAS for Med Spas

Break-even ROAS

1.7×

Target ROAS

3.5×

1.67× is 1 ÷ a 60% gross margin. The headline of this page is what sits either side of it: the first visit alone returns roughly 3.2×, and the full patient relationship roughly 11.9×. A med spa whose patients do not come back is running a barely profitable business on the first number.

The assumptions behind those two numbers

These are assumptions, not measurements. Every number in the worked example below depends on them — substitute your own before acting on any of it.
Input	Assumed value	Basis
Average ticket	$527 on the first visit	Assumption. AmSpa's per-visit and per-patient figures sit behind a paid report, so $527 is a modelling input, not a citation. A practice weighted to injectables will be above it; one selling facials well below.
Gross margin	60%	Assumption. Consumables and injector compensation take most of the rest. Device-based treatments carry higher margin once the device is paid off, which is a capital question rather than a marketing one.
Repeat rate	3.7 visits per patient	Assumption, chosen so total patient value lands near $1,950 — consistent with the widely repeated claim that roughly three quarters of med spa revenue comes from returning patients. Measure your own 90-day rebook rate instead.
Close rate	29% of leads become patients	Assumption, roughly one in 3.4 leads. Consultation show rate is usually the binding constraint here, not lead quality.

Worked example

Assumptions: a $527 first visit, a 60% gross margin, 3.7 visits per patient, and 29% of leads becoming patients.
Break-even ROAS is 1 ÷ 0.60 = 1.67×.
First visit only: one lead is worth 0.29 × $527 = $153. Against the $47.47 Meta lead that is 3.22× — above break-even, but not by much once a missed consultation or two is priced in.
Full relationship: 3.7 visits puts patient value near $1,950, so one lead is worth 0.29 × $1,950 = $566. Against the same $47.47 lead that is 11.9×.
Break-even cost per lead on the first visit alone is $153 × 0.60 = $92. Across the relationship it is $340. The published $47.47 benchmark clears both.
The conclusion a med spa should actually act on: the gap between 3.2× and 11.9× is entirely rebooking. If patients are not returning, fix that before raising budget — no bid change is worth 3.7×.

What moves these numbers

Rebook rate. It is the difference between 3.2× and 11.9× on identical media spend, and it is decided at the front desk, not in the ad account.
Consultation show rate. A booked consult that does not arrive costs the same as one that does, and this is where most med spa budgets leak.
Treatment mix. A $150 facial lead and a $1,200 injectable package lead cost roughly the same to buy and are not the same asset.
Meta's health and wellness advertising rules, which restrict before-and-after imagery and any implication about a person's medical condition — the two things med spa creative most wants to do.
Running search at all. At $40.04 against $47.47, Google is the cheaper channel here, and refusing to run it on principle is an expensive habit.

Frequently asked

How much does a med spa lead cost in 2026?

$47.47 on Meta lead ads and $40.04 on Google Search, using LocaliQ's Physicians & Surgeons category — there is no published med-spa-specific row. Under $45 is good. Search being cheaper than social is unusual and specific to this category.

What is a good ROAS for a med spa?

Break-even on a 60% gross margin is 1 ÷ 0.60 = 1.67×. On a $527 first visit and a 29% lead-to-patient rate, the first appointment returns about 3.2×; across an assumed 3.7 visits it reaches 11.9×. Target 3.5× on first-visit revenue alone.

What is the break-even cost per lead for a med spa?

About $92 counting only the first visit, and about $340 counting the full patient relationship, at a 29% close and a 60% margin. The published $47.47 Meta benchmark sits comfortably under both.

Why is the med spa conversion rate so low on Meta?

4.51% is the lowest of the ten industries on this site, against 12.43% on Google Search. Aesthetic treatments carry a long consideration period and a real price objection, so a scroll-stopping ad rarely produces a same-session decision. Judge Meta on booked consultations rather than form fills.

What CPM should a med spa expect on Meta?

About $6.81 per 1,000 impressions, derived from LocaliQ's $0.82 traffic cost per click and 0.83% traffic click-through rate for Physicians & Surgeons. That is among the cheapest reach of any local category — the constraint here is conversion, not impressions.

How big is the med spa market?

AmSpa puts the US industry above $17 billion and growing by more than $1 billion a year. Category growth is why cost per lead has stayed moderate despite rising competition — demand has expanded roughly as fast as the advertiser count.

Sources

Keep reading

Marketing for Med Spas

How Karbon Agency runs paid acquisition for med spas.

What it costs for Med Spas

Budget tiers and the acquisition ceiling — a stricter bar than break-even.

Dental Practices benchmarks

Break-even ROAS: 1.7×.

Best agencies by niche

Who else works in this category, and how they compare.

The same metrics across every industry:

Cost per lead Cost per 1,000 impressions Click-through rate Cost per click Conversion rate Return on ad spend

Where do your numbers land?

Swap your own ticket, margin and close rate into the model above and we will tell you whether your ad spend is actually profitable — free, and without a pitch deck.

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