Consultation-led search
Treatment-area searches with credentials and safety information on the page.
Marketing specialist for beauty clinics
A marketing specialist for beauty and aesthetic clinics
Aesthetics is one of the most tightly policed categories in online advertising. Clinics that book steady consultations advertise the consultation and the practitioner, not the product.
- Consultation-led campaigns, not treatment hype
- ASA, CAP and platform-policy aware copy
- Tracking through to booked consultations
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyShort answer
Marketing for beauty and aesthetic clinics works by advertising the consultation and the practitioner, because prescription-only medicines such as botulinum toxin cannot be advertised to the public in the UK, and Google and Meta restrict before-and-after images and body-image targeting. No aesthetic-specific case study is published. The closest evidence is the private clinic work on the Work page, where cost per enquiry was £25.64 across 388 conversions over 15 months.
How the buying decision works
The ads follow the buying behaviour, so it is worth being precise about it.
| What it looks like | What it means for ads | |
|---|---|---|
| Treatment-curious searches | 'Skin clinic near me', 'acne treatment' | One strong page per treatment area, consultation as the offer |
| Social discovery | Instagram and Facebook introduce treatments | Education and reassurance, without rejected claims |
| Final choice | Reviews, profile and recommendation | Google Business Profile and genuine reviews working with the ads |
| Policy risk | Prescription products, body-image targeting, before and after | Copy written to the rules first |
What I would run
Meta for education and trust
Practitioner-led content and reassurance, no insecurity-led hooks.
Qualifying question on the form
One or two questions that filter casual enquiries before the diary is used.
Policy cross-check
Wording reviewed against CAP Code guidance and platform policies before launch.
Real accounts behind the advice
Figures come straight from the ad platforms. Client names are withheld on request.
1,737
tracked conversions at £16.05 each
From referral-only to a predictable pipeline.
388
conversions at £25.64 over 15 months
Condition and service campaigns, managed hands-on.
4.69x
return on ad spend, 40 purchases
A workshop that sold out ahead of schedule.
The first 90 days
1
Week 1: the numbers and the tracking
Where leads come from today, what a customer is worth, what you can afford per enquiry. Call and form tracking goes in before any money is spent.
2
Weeks 2 to 4: the first campaigns
Google Search for people already looking, Meta for people who have not started looking yet, each pointing at a page built for that audience.
3
Weeks 4 to 8: cut waste, find winners
Search terms, audiences and ads that burn budget are removed. What is working gets more of it.
4
Weeks 8 to 12: scale what pays back
Enquiries are matched to real customers, so budget moves to what produces revenue and not just form fills.
What clients say
Five stars, from the people it was done for.
★★★★★"Edward is an expert in his field and has only brought a driven attitude to provide quality results."
★★★★★"It was a pleasure working with Edward on our project. We were new to Google Ads and he walked us through it step by step, with insight that would have taken us a while to figure out. We'll definitely be using Edward again."
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
Common questions
Can aesthetic clinics advertise botulinum toxin?
Not to the public in the UK, and that includes naming the product. Advertise the consultation with a qualified prescriber.
Can I use before and after photos in ads?
They are restricted on Meta and risky elsewhere. Educational content and what to expect is safer.
Do you have an aesthetics case study?
Not published. The nearest evidence is private clinic work, shown on the Work page.
Is this legal advice?
No. Rules change, so check the ASA's CAP Code, platform policies and your regulator.
How do I stop time-wasters booking?
A qualifying question on the form and clear pricing signals on the page.
Want a marketing specialist for your beauty clinic?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.