Few fields are advertised as aggressively – or penalised as often – as aesthetic medicine. Discounts, before-and-after collages and bold promises attract clicks in the short term and complaints, takedowns and suspended ad accounts just as fast. This guide shows how to win consultations predictably on Google and Meta while staying inside the tight limits that govern medical advertising.
In brief
- Before-and-after images for surgical and cosmetic procedures are restricted or banned in many markets – treat them as high risk.
- No discount or fear-based advertising, no outcome guarantees, no attributing a condition to the viewer.
- Google captures specific demand (“filler cost”); Meta builds demand and awareness.
- The conversion is the consultation, not the immediate procedure.
- Meta classifies health-and-body advertising strictly – expect rejections and incomplete measurement.
Which treatments pay to advertise
Aesthetic services are paid for privately almost everywhere – willingness to pay is high and so is competition. Order by search intent and value.
| Group | Example searches | Decision | Conversion |
|---|---|---|---|
| Minimally invasive | “anti-wrinkle injections”, “botox cost” | days | Consultation |
| Surgical | “breast augmentation clinic” | weeks to months | Consultation |
| Skin / laser | “laser skin rejuvenation” | days | Booking |
| Hair transplant | “hair transplant cost” | weeks, high value | Consultation |
The red lines of medical advertising rules
Rules are strictest where advertising and medical procedure sit close together. Specifics vary by country, but the pattern is consistent.
- Before-and-after images for surgical and cosmetic procedures are restricted or prohibited in many markets – including for injectables in some.
- No fear or pressure advertising (“before it’s too late”) and no discount countdowns.
- No outcome guarantees and no messaging that downplays risk.
- Testimonials and endorsements are often tightly limited.
Google and Meta complement each other
Google captures people searching for a specific treatment, often already price-aware. Meta reaches people who are not searching yet but are receptive – ideal for awareness and minimally invasive offers. On Meta, phrase everything neutrally and without judging the body, or the ad will be rejected.
Landing page for aesthetic services
- A factual description of the treatment, process, risks and aftercare.
- The treating clinician with their specialist title and qualifications.
- A price range and what is included – no bait offers.
- A clear next step: consultation or call-back, not “book now”.
- No before-and-after sliders; neutral images of the practice and team.
Measure consultations, not procedures
The procedure often happens weeks after first contact. Measure the consultation (call, form, call-back request) as the main conversion and feed actual revenue back later via offline conversions, so Google optimises toward the valuable enquiries.
Expect Meta rejections and measurement gaps
Meta frequently blocks health-and-body topics automatically. Build the ad accounts cleanly, follow the policies strictly, and judge success by real consultations – not only by the ad-account numbers, which consent and iOS limits leave incomplete.
Frequently asked questions
Can I show before-and-after images in ads?
For surgical and cosmetic procedures, usually no – they are restricted or banned in many markets, including for injectables in some. Use neutral images and confirm your local rules.
Can I advertise discounts on botox or fillers?
Discount and promotional advertising for cosmetic procedures is risky and frequently challenged. Advertise the service factually rather than on price.
Why does Meta reject my aesthetic ads?
Meta classifies body-and-health advertising strictly and blocks condition attribution or sensitive images. Phrase and illustrate neutrally.
Which conversion should I measure?
The consultation. The procedure follows later and is fed back via offline conversions.
Is Google or Meta more worthwhile?
Google for specific demand, Meta for awareness and minimally invasive offers. A combination is usually strongest.
Can I advertise with testimonials?
Testimonials are tightly limited in medical advertising in many markets. When in doubt, rely on factual information instead.
Related services
Compliant campaigns for aesthetic medicine
We review your ad accounts and landing pages for performance and compliance, and show where budget leaks.