After 12+ years running medspa Meta Ads, I’ve seen – and made! – a lot of mistakes made. One of the biggest mistakes I consistently see medspa owners, and business owners, in general make? Assuming the source attached to the final booking tells them the entire story of how that patient found them.
Because where your newest patient took the step to call your office, or click “Book” usually isn’t usually where they saw you originally! Or what nurtured them to finally trust you and book a service.
This is what I’m tackling in my latest video over on my YouTube Channel, Medspa Ads by Carolyn.
The medspa patient journey is an interesting one to try to map out. It’s definitely not linear or the same every time. Let’s dive in…
The Medspa Meta Ads Patient Journey
Your patient might have seen your Meta ad, then watched the video, but did nothing. Then, she could’ve seen another ad and followed you on Instagram before stalking your content for two weeks.
After that, she might’ve visited your website and left. Then, she could’ve Googled your practice and read your stellar reviews before coming back three days later and calling your office to make an appointment.
But the irony? Your booking gets labeled “Google” or “phone call.”
Does that mean Meta had nothing to do with it? No. Does that mean we get to give Meta credit for every booking that comes through another source? Also no. THIS is the nuance missing from a lot of conversations about whether medspa Meta ads are “working” or not.
And in my video, I’m breaking down how I actually evaluate this inside my medspa and wellness accounts.
I take a few things into consideration, including: total booking volume, lead volume, lead-to-booking conversion, GA4 data, what’s happening after someone becomes a lead and the multiple marketing touch points that can happen before someone finally becomes a patient.
Because if my ads generated 150 leads and you tell me you only got ten bookings, I don’t immediately decide “the ads aren’t working.” There’s a bigger story there. I want to know what happened to the other 140 people.
I’m asking questions, like:
- Were they qualified?
- Were they contacted? How quickly?
- Did they respond?
- Did they follow you?
- Did they visit the site?
- Did they come back later?
- Did they ultimately book through another channel?
This is where an impactful marketing strategy comes in. This holds especially true for practices with high-ticket offerings, like medspa services, medical weight loss, hormonal treatment, menopausal treatment and aesthetics services.
We’re not selling a $20 impulse purchase. We’re asking someone to trust a provider with their face, body, health and potentially thousands of dollars.
Sometimes the ad gets the booking. Sometimes the ad starts the relationship. And if you’re only looking at the last click, you’re missing a massive part of the patient acquisition journey.
Watch the YouTube video now! And get my FREE Medspa Case Studies Download to see the results we’ve gotten for our clients, leveraging powerful medspa Meta ads. And your medspa could be next!
