Facebook and Instagram ads for a med spa
Meta does not catch demand, it creates it. Nobody wakes up needing a hydrafacial. They see a 20 second clip of your injector explaining what filler migration actually is, they follow, and six weeks later they book. The creative that works is a face and a plain offer, shot on a phone in the treatment room. Provider talking to camera, one question answered, captions burned in, no music bed.
The policy line matters more here than on Google. Meta restricts ads that imply a personal health condition or promote an idealized body outcome, and before-and-after imagery is the most common reason a med spa ad account gets restricted. Skip split-screen transformations, skip targeting language implying the viewer has a flaw, and keep results imagery on your own site rather than in paid.
Cost per lead runs $15 to $55 for a consult request in most markets, and somewhere between a third and a half of those show up. The mistake owners make is boosting a holiday post with no offer, no landing page and no follow-up. Two weeks in, working looks like 20 to 60 form fills with a text already chasing every one of them.