A $1.4M average practice, $39.25 leads, and no published number for what a consultation costs

Average annual med spa revenue reached $1,398,833 in 2024, up from $1,307,587, across an industry worth more than $17 billion with over 11,000 US locations. Against a business of that size, the published cost of a lead looks small: $4.62 a click, a 10.35% conversion rate and $39.25 a lead on search, $51.42 on Meta. The trouble is that a lead is not a consultation and a consultation is not a treatment, and neither of those two conversion steps has a credible published figure anywhere. The industry knows exactly what it earns and nothing about how it fills the room.

The industry publishes what a med spa earns, how many exist and how fast the market is growing. It publishes nothing about what it costs to fill a consultation chair.

1. 01

   The published lead is cheap relative to the ticket; everything unknown sits after it

   At $39.25 a lead against an average practice turning over $1.4 million, the top of the funnel is not where the money is decided. The two steps that decide it — lead to consultation, consultation to treatment — are exactly the two with no benchmark. That is where the instrumentation goes.

2. 02

   The platform holding the audience restricts the creative that would prove the work

   Roughly 90% of med spa patients are women and paid social is where that audience is reachable at scale, but before-and-after imagery is restricted under the platform's personal health and appearance policy. Creative has to work on process, credentials and expectation-setting rather than on transformation, and a practice whose whole content library is before-and-afters has no compliant ad set.

3. 03

   The category benchmark is broader than the business

   'Beauty and personal care' pools salons, cosmetics retail, spas and medical aesthetics. A medical aesthetics practice competing on injector-related terms is not buying $4.62 clicks. The published figure is a floor to plan against, not a target to hit.

4. 04

   Search and social are answering different questions and should not share a cost-per-lead target

   Search at $39.25 captures a decision already made. Social at $51.42 creates the decision. Holding both to the same number reliably kills the second one, and the second one is what fills the consultation calendar in a category nobody searches for until they already want it.

Average med spa revenue **~$1.4M** (AmSpa 2024) · top-of-funnel lead cost **$39.25** (Beauty & Personal Care, WordStream 2026) · CAC ~$132, avg visit value ~$527 (Growth99 2026) · no published cost-per-consultation.

The model spends its first three weeks building the measurement that the published literature does not supply: source tagging at enquiry creation across every route including phone, a consultation record with constrained outcome codes, and a monthly reconciliation against the practice system. Media follows. Search is built on treatment-category intent with the consultation as the conversion, not the form fill. Paid social is built compliant from the first asset — process, practitioner and expectation content, no before-and-after — and is measured on consultations held rather than on cost-per-lead parity with search. Nothing clinical enters the marketing stack at any point.

1. 1

   Weeks 1–3

   Instrumentation

   Source tagging at creation, consultation outcome codes, reconciliation workbook

   Owner: OmniFlow

2. 2

   Weeks 2–5

   Compliant creative library

   Process, practitioner and expectation assets built for platforms that restrict before-and-after

   Owner: OmniFlow + practice

3. 3

   Weeks 4–8

   Search build

   Treatment-category campaigns with the consultation as the conversion event

   Owner: OmniFlow

4. 4

   Weeks 6–12

   Paid social build

   Demand generation measured on consultations held, reported separately from search

   Owner: OmniFlow

5. 5

   Week 12

   Review

   First-party cost per consultation and consultation-to-treatment rate, published for the first time internally

   Owner: OmniFlow + practice

The model reports cost per consultation held and consultation-to-treatment rate, and it states clearly that neither figure has a published benchmark to be compared against. The practice's first ninety days become its own baseline and every subsequent quarter is read against that, not against an industry number that does not exist. Cost per lead is reported underneath both, as an input rather than as a result. The revenue and market figures from the industry survey are used for context only; they describe an average across single-room practices and multi-location groups and are not a target for anyone.

Modelled. Inputs: WordStream by LocaliQ, Google Ads Benchmarks 2026 (13,474 US search campaigns, April 2025 – March 2026); WordStream by LocaliQ, Facebook Ads Benchmarks 2025 (data April 2024 – June 2025); American Med Spa Association, Medical Spa State of the Industry Report. Modelled outputs are not a forecast or a guarantee of results. Cited: AmSpa *Medical Spa State of the Industry*; WordStream 2026; Growth99 *2026 State of Aesthetic Marketing*.

Every figure below is published research, not a client result. They are the inputs to the arithmetic above, listed so it can be checked rather than taken on trust. The bracketed number points to the full citation at the end of this page.

These are the surfaces this engagement is run and measured from, shown with representative figures built around the benchmarks cited on this page. Every account we run reports into views like these, and you keep ownership of all of them.

Each figure on this page, the system it is read from, and the definition and window it is measured over.

Not applicable — this is a modelled engagement. Its weakest input is the category breadth of the search benchmark: 'beauty and personal care' includes businesses with nothing like a med spa's competitive set or ticket size, so the $4.62 click and $39.25 lead almost certainly understate what medical aesthetics actually pays. The model treats them as a floor and replaces them with the practice's own account data in month one rather than planning a budget on them.

A modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear. See all our work

Full citations for everything cited on this page, with the sample and period each study covers, so you can go and read the original.