Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a lead-generation business in this space actually involves.
High treatment values and long consideration, with a consultation step in the middle that most tracking ignores. The metric that matters is consultation-to-treatment conversion, and it usually lives in the clinic's practice management software rather than anywhere the ad platforms can see.
What I report on: Cost per consultation that converts to treatment.
This is among the most policy-restricted lead-gen categories. Body imagery, before-and-after content and personal attribute targeting are heavily restricted on Meta. Account restrictions are common and expensive.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Aesthetic clinics.
Body imagery and personal attribute targeting are heavily restricted on Meta. It is one of the strictest categories, and building to policy from the start is the only reliable approach.
Consultations that convert to treatment, not raw enquiries. That requires feeding outcomes back from your practice software.
It converts, but it is largely not permitted. Practitioner and process content is the compliant route and builds trust more durably.
Frequently weeks. Attribution windows and retargeting need to reflect that or the campaigns look worse than they are.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.