By: Ashleigh Horton

Medspa marketing can feel very overwhelming and confusing. As the owner, you are already busy treating patients, managing staff, and running a business — and then once a month you receive a marketing report in your inbox filled with clicks, impressions, and graphs that don’t make sense. When all we want to know at the end of the day is what methods are actually working and is this helping to make me money? Here are a few simple tips and terms to focus on when reviewing your marketing reports to see what is working and what is just noise. 

Medspa Marketing - 3 Important …

Cost Per Lead (CPL)

The first number to pay attention to is Cost Per Lead (CPL) — how much you’re paying to acquire a new lead (i.e. they click on the ad). This is usually tracked for each of your different marketing channels (SEO, paid ads, social media, etc.) to determine which is the most successful at acquiring leads.

To calculate CPL, divide your ad spend by the number of inquiries you receive.

But here’s where many medspas get tripped up: leads don’t necessarily turn into clients, but when they make an appointment, they do. 

Medspa Marketing - 3 Important …

Cost Per Appointment (CPA)

That’s why Cost Per Appointment (CPA) matters even more.

If you’re generating plenty of leads but only a few are booking, the issue might not be your ads but it could be:

• slow follow-up at your front desk
• missed calls due to busy days
• poor consultation over the phone

To calculate CPA, divide your ad spend by the number of appointments actually booked.

If your CPL is lower and your CPA is higher, this can indicate that your marketing and front desk are not working together effectively, which is a big miss we see often. 

Medspa Marketing - 3 Important …

Return on Ad Spend (ROAS)

However, the most important metric is Return on Ad Spend (ROAS).

This answers the only question that truly matters:

For every dollar you put into marketing, how much are you getting back?

To calculate ROAS, divide the revenue generated from your campaigns by what you spent to run them in total.

A good minimum for this metric is 3x, where the higher the number, the better.

This is the ultimate KPI to look at to understand if your marketing is working. 

Medspa Marketing - 3 Important …

Tracking Where Appointments Come From

Finally, if you’re using multiple marketing channels like:

• Google Ads
• social media ads
• email campaigns
• referrals

make sure you are tracking where each booked appointment comes from.

This can be done through a patient intake form.

Simple tools like call tracking, CRM tags, and intake forms can give you clarity. When you calculate ROAS by channel, you can confidently invest more in what’s profitable and stop guessing.

Marketing for your medspa becomes much less overwhelming when you focus on the KPIs that show which methods are actually working.

Book a Free Profitability Assessment