Med spa landing page: what to put on it and what to leave off

What this page has to do

A click on a med spa ad is usually about one thing, like lip filler or a chemical peel. The person wants to know whether you do it, what it costs, who does it and how to get on the calendar. The page answers those four questions and makes booking the obvious next move.

It also affects your ad account. Landing page experience is one of the parts of Quality Score, and Google describes it as "How relevant and useful your landing page is to people who click your ad." Our guide on landing page or homepage covers why a homepage is a poor place to send paid clicks.

Build one page for each treatment you advertise

A page called Our Services cannot match every search, and Google tells advertisers to pick a page that closely matches the ad and its keywords. Start with the one treatment you most want on your calendar, and add others once that page is working.

Group your keywords so each group points at its own page. Searches written like these belong on separate pages:

Host the page on your own domain. Google's glossary says "your landing page and display URL must share the same domain." Skip the password or member login too, since a login requirement "will prevent your ads from serving."

What goes on the page, top to bottom

On a phone, the first screen carries the headline, the price and the button. Everything else sits below it for people who want more before they decide. Build it in this order:

1. Headline: the treatment and your town, in the words the person searched.
2. Price: a price or a starting price, and what changes it.
3. Book button, with call and text right beside it.
4. Who performs it: a real photo, the name and the title your state allows.
5. A plain description of the treatment and the area it treats.
6. What the visit is like: how long it takes and what to plan for afterward, in wording your medical director has approved.
7. Who should book a consult first, and who should not book at all.
8. Real reviews, with your review count and rating as they appear on your Google profile on the day you publish.
9. Photos of this treatment only, if you have permission and they pass the checks below.
10. The questions you get asked about this treatment.
11. The same button again at the bottom.

Take out the main menu, the blog links and the list of every service. Keep a small footer with your contact details and privacy policy.

Here is a real one: the Immunity Bag page we built for Anywhere Infusions. It sells an IV drip, and the layout carries over to a single med spa treatment. The bag, the price and the season's bonus sit above the fold, with two buttons, Book My Visit and Call. Our work page lists the campaign figures for Sep 1 to Sep 21, 2026: 77 clicks at an average of $4.75. Those are ad numbers, and they do not show bookings.

Wording you can copy for the first screen

Fill in the brackets with your own details, and use the same treatment name your ad uses.

Headline: Lip filler in [Town]
Under it: From $[price] with [name], [title]. Visits take about [time].
Button one: Book lip filler
Button two: Call or text [number]

If you go to clients instead of having them come to you, swap the town for the area you serve and say so right under the headline. Add any driving fee for longer trips, as the Anywhere Infusions page does.

Your ad should carry the same promise, and Google's help page asks you to mirror the ad's call to action on the page. If the ad says book a lip filler visit, the first button should say the same thing. A special offer belongs on this screen as well, with its end date and any limits written out next to it.

The rules that change what you can print

Drug names. For campaigns in the United States, Google's policy says "While you don't need to be certified in order to use prescription drug terms in ads and landing pages, you must be certified in order to keyword-target these terms." You can name a brand on the page. Bidding on that name is the part that needs certification. Our Google Ads guide for med spas walks through keywords and audiences.

Photos. The FTC judges an ad by everything in it, "including the text, product name, and any charts, graphs, and other images." A before and after pair makes a claim the same way a headline does. Get written permission for every photo, shoot both in the same light and angle, skip retouching, and label the treatment and the number of sessions.

Reviews and results. When a review or photo shows a specific result, the FTC's endorsement guidance says people will take it as what they can expect. It adds: "Statements like 'Results not typical' or 'Individual results may vary' won't change that interpretation." You need proof the result is typical, or a clear statement of what clients generally get. A small disclaimer under a dramatic photo does not fix it.

Promises. Words like permanent, painless and instant are claims too. Leave them out unless you can back them up. Ask your medical director or a health care attorney about your state's rules on patient photos, consent and provider titles before the page goes live.

Set up the form and the booking path

A person who is ready to book should not have to fill anything out. Google's landing page help also asks for a clear way to contact you, front and center, so you are not paying for clicks that go nowhere.

• Link the book button straight to this treatment in your booking software, so nobody has to scroll a full service list.
• Make the phone number a tap to call, and add a text option if someone can answer it during business hours.
• Keep the form to name, phone, the treatment and a good time to reach them.
• Leave health history and medication questions to the intake inside your booking or charting system. A landing page form is the wrong place for them.
• Send form entries to a phone someone checks, and reply the same day.

If booking lives on another domain, tracking takes one more step. Google says "If your conversion page is on a different domain than your landing page, use the gtag.js domain linker to pass the GCLID to the conversion page." Without it, the bookings can go missing from your ad reports. Our conversion tracking guide has the full setup.

Ask your booking software company what it allows. If a page collects health details, ask your attorney whether HIPAA applies to your business before you add ad tags to that page. Keeping health details off the landing page is the simple way to stay clear of that question there.

Test it on your phone before the ads start

Google's destination rules ask for a site that is functional and easy to navigate, and one person with a phone can check most of that. Do it in this order:

1. Open the page on your own phone over cellular data, away from the office Wi-Fi.
2. Read the first screen. The treatment, the price and a button should all show without scrolling.
3. Tap book and go all the way to a confirmed test appointment, then cancel it.
4. Tap call and text, and confirm they reach the right person.
5. Send a test form and time how long it takes to arrive.
6. Run the page through PageSpeed Insights. Google offers it free, and it shows what is slowing the page down on a phone.
7. Have someone who has never seen the page tell you what it costs and who does the treatment. If they have to hunt, move it higher.

How to tell if the page is working

Published conversion rates for med spa pages disagree with each other and usually come from companies selling the work, so your own numbers are the ones to judge by. Count every booking, call, text and form as a conversion. Then look at what you pay for each one and how many turn into visits on the calendar.

Quality Score is reported for each keyword, and it can hint at a page problem. Your calendar is the better test. How to read your Google Ads numbers explains the rest of the report.

When you want to improve the page, change one thing at a time. Start with the first screen: the headline wording, whether the price shows, and what the button says. A small business may never collect enough bookings for a clean test. If yours gets a handful a month, treat each change as a judgment call, write down the date you made it, and compare a full month before and after. Clicks with no bookings can also come from the wrong searches, so read your search terms report before you rewrite the page.

Sources

• Landing page, Google Ads Help
• Optimize your ads and landing pages, Google Ads Help
• About Quality Score, Google Ads Help
• Destination requirements, Google Ads Policy Help
• Optimise your landing page for your Smart campaign, Google Ads Help
• Prescription drug terms policy, Google Ads Policy Help
• Conversion tracking across domains, Google Ads Help
• Health Products Compliance Guidance, Federal Trade Commission
• FTC's Endorsement Guides: What People Are Asking, Federal Trade Commission

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