Med spas on Google: the 2026 benchmark report

By Steve Meitler · Data refreshed 2026-09-07 · 53,312 listings · 51 states

Review counts, ratings, websites, photos and hours for 53,312 med spas and aesthetic clinics, computed from public Google Business Profile listings across 51 states.

Reviews

Share of med spas by review count:

Ratings

Websites

Median review count for med spas with a website: 57. Without one: 11.

Profile completeness and hours

Where the listings are

Primary categories

The first thing to understand about this industry

Med spas are a well-groomed category. Almost every clinic in this dataset has already done the basics a landscaper skips. 89.7% link a website. 99.1% have at least one photo on the profile. 89.4% carry a rating of 4.5 stars or better. If your competitive plan is to be more polished than the clinic down the street, you do not have a plan. The polish is the floor.

What separates clinics here is depth and operations, not presentation. Half of all med spas on Google have 50 reviews or fewer. The 75th percentile is 143 and the 90th is 333. That spread is where the real competition lives, and it is a spread most owners have never looked at.

Ratings tell you almost nothing

45.1% of med spas show a perfect 5.0. Nearly half the industry. The average rating is 4.8 and only 2.9% fall below 4.0. When a prospect sees five stars on every listing in the map pack, stars stop being information and the eye moves straight to the number in parentheses next to them.

That is the practical takeaway. Chasing a 5.0 buys you nothing in a field where 45.1% already have one. Volume and recency are what remain. A clinic at 4.8 with 260 reviews, twelve of them from the last month, outsells a spotless 5.0 with 19 reviews from two years ago in front of both Google and the person holding the phone.

The tail is long and thin

The distribution is heavily skewed. 7.9% of listings have no reviews at all, 20.2% are under 10, and 34.3% are under 25. At the other end, 5.7% have passed 500 reviews and pull the mean up to 140.3, well above the median of 50. Ignore the mean entirely. The mean in this dataset describes a handful of multi-location groups, not your market.

The gap between 50 and 333 is the whole opportunity. Climbing to the 75th percentile at 143 reviews is about two years of asking every fourth patient, and it changes which three clinics Google shows on a phone.

The website signal, and what it really means

Only 10.3% of med spas list no website, so the absence of a site is rare enough to be a warning flag about the business rather than a common gap. The interesting number is the split: clinics with a website carry a median of 57 reviews, and clinics without one carry 11. We do not claim the site produces the reviews. Serious operations do both. But in a category this saturated, a clinic with no site is almost never the one taking your bookings.

That means your website's job is different here than in most local trades. It is not there to prove you exist. It is there to price, to explain the treatment, to answer the safety question, and to book the consult without a phone call.

Hours are the quiet differentiator

64.9% of med spas list Saturday hours and only 27.1% list Sunday. Aesthetic clients are overwhelmingly working professionals booking around a job. Two Saturday injector days and one late weekday evening put you in front of demand that 27.1% of the industry is set up to catch on a Sunday and roughly a third is not catching on a Saturday. Separately, 8.9% of listings show no hours at all, which reads to a prospect as closed.

One more small number with a large effect: 27.9% publish an email address on the profile. Most of your competitors force every question through a phone call, and most aesthetic prospects would rather not make one.

What to do with this

1. Pull your own three numbers first. Open your Google Business Profile and write down your review count, your rating, and the date of your most recent review. The last one matters most.
2. Place yourself against the percentiles, not the average. Under 50 reviews is the bottom half. 143 is the top quarter. 333 is where map-pack winners in real metros sit.
3. Set a review velocity and run it at checkout, not by email blast. One review per four treatments performed is achievable and compounds. The reviews guide has the exact ask and the HIPAA-safe reply templates.
4. Add weekend and evening capacity before you add ad budget. Saturday injector hours cost you staffing; they do not cost you media spend.
5. Fix the consult-to-treatment step. Ad spend into a consult process that converts at 30% is the most expensive mistake in this industry. Start with the website essentials guide and the follow-up guide.
6. Then buy traffic. Run the calculator first so you know what your current leaks are worth, and only then open the Google Ads guide.

Method

This report aggregates 53,312 public Google Business Profile listings collected from Google Maps searches for med spas across every US state, deduplicated by place. Review counts and ratings are as displayed on the listing at collection time. "Website listed" means the profile links to any URL; we classify the URL as an owned domain, a social profile, or a free site builder by hostname. Figures are refreshed monthly. Cite this page as: Med Spa Marketing HQ, "Med spas on Google benchmark report", 2026.