How much should a med spa spend on marketing?
By the partners at Shefa Atelier ·
The short answer
There is no single right percentage. Set your budget from what a new client is worth to you over time, what it currently costs to acquire one, and how many new clients your providers can actually serve. If you can't measure cost per new paying client yet, fix that before spending more.
Work backwards from capacity and value
- How many new clients can your team serve each month without hurting existing clients?
- What does a typical new client spend in their first year?
- What does each channel currently cost per new paying client?
- How much of that first-year value are you willing to invest to win a client?
Spend follows measurement
Increase spend only where you can see enquiries becoming paying clients. Channels you can't measure aren't necessarily bad, but they deserve a smaller, test-sized budget until you can.
Don't skip the sales side
If consultation conversion or follow-up is weak, more marketing makes the leak bigger. Improving conversion often lowers your effective cost per client more than any change in ad spend.
Our co-founder Roxanne Rittberg brings extensive digital marketing experience to these decisions. We provide strategic advisory services. We do not provide advertising management, content production or full operational execution.
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