Your med spa doesn’t need to reach everyone. it needs to reach the right people, in the right place, at the right time.

One of the biggest mistakes I see med spas make with digital advertising is trying to cast too wide a net. They’ll run broad Google Ads or Meta campaigns, hoping to capture anyone and everyone interested in Botox, fillers, or facials. The result? Wasted spend, irrelevant clicks, and campaigns that look busy but don’t deliver ROI.

The solution is geotargeting: the practice of using paid ads to reach specific audiences within precise geographic areas. When done correctly, geotargeting can turn your campaigns from expensive experiments into hyper-local growth machines.

Here’s how to use Google Ads and Meta Ads to put your med spa in front of the right people, in the right neighborhoods, every single time.

WHY GEOTARGETING MATTERS FOR MED SPAS

Med spas are location-based businesses. Unlike e-commerce, your clients aren’t flying across the country for injectables and fillers (unless you’re Dr. Lee). They’re booking services within a 5-15 mile radius of your spa. That means every ad dollar spent outside of your local catchment area is most likely wasted.

Geotargeting helps you:

Eliminate wasted ad spend on people outside your service radius.
Tailor offers and messaging to local demand (seasonal treatments, city-specific trends).
Compete against other med spas in your market by owning the digital “territory” closest to you.

USING GOOGLE ADS FOR GEOTARGETING

Google is where high-intent searches happen. Someone typing “med spa near me” or “Botox in Henderson, NV” is actively looking for your services. With geotargeted Google Ads, you can position yourself as the clear local choice.

How to use geotargeting on Google Ads:

Set radius targeting: Define a 5-15 mile radius around your spa. Start tight, then expand as you test results.
Use city and zip code targeting: Layer specific zip codes where your highest-value clients live (affluent neighborhoods, areas with complementary businesses like gyms or salons).
Leverage location-specific keywords: Build campaigns around “[service] near me” or [service] in [city name].” Example: “Hydrafacial in Summerlin” or “Botox near Henderson.”
Add location extensions: Ensure your Google Business Profile is linked so your address, phone number, and reviews appear directly in your ads.

Example: If your spa is in Henderson, you don’t need clicks from Los Angeles. By running ads that specifically target “Botox Henderson” or “med spa near Green Valley Ranch,” you eliminate wasted spend and capture only the prospects most likely to convert.

USING META ADS FOR GEOTARGETING

Meta (Facebook + Instagram) is where you create demand. Unlike Google, people aren’t searching for services, they’re scrolling. Your job is to put irresistible offers, visuals, and education in front of them at the right time.

How to use geotargeting on Meta Ads:

Pinpoint location targeting: Choose a radius around your spa or select zip codes where your ideal clients live.
Test by neighborhood demographics: Many med spas thrive by targeting areas with higher disposable income or populations interested in beauty, wellness, and self-care.
Use “people who live in this location”: Avoid wasting money on people just passing through.
Combine with lookalike audiences: Build audiences of people similar to your best clients, but keep the targeting confined to your geographic market.

Creative that works for local ads:

Before-and-after visuals of treatments, labeled with your city.
Seasonal or event-based campaigns: “Glow before pool season in Las Vegas.”
Limited-time local promotions tied to urgency: “This month only - filler specials for Henderson clients.”

LAYERING GOOGLE + META FOR MAXIMUM IMPACT

Here’s where the magic happens; geotargeting isn’t about choosing between Google and Meta. It’s about layering them.

Google Ads = capture intent. Someone searching “lip filler near me” is actively looking, and your ad should be the first thing they see.
Meta Ads = create demand. Someone scrolling Instagram may not be thinking about Botox until they see a geo-targeted ad from your spa with a seasonal promotion or educational content.

When both run together, you cover the funnel: capturing the people searching now and staying top-of-mind with those who will be ready soon.

COMMON MISTAKES TO AVOID

Targeting too broadly. Stick to a radius you can realistically serve.
Ignoring negative keywords. Filter out irrelevant searches like “DIY Botox” or “cheap spa.”
Using generic creative. Ads that say “look younger today” won’t convert as well as “Henderson clients: Botox appointments now open.”
Not optimizing landing pages. Even with great targeting, if your landing page is slow or generic, you’ll lose conversions.

FINAL THOUGHTS

Geotargeting isn’t optional for med spas. It’s the lever that turns digital ads into actual bookings. By combining Google’s intent-driven searches with Meta’s demand creation and layering location-specific targeting across both, you cut waste, sharpen relevance, and own your local market.

If you’re ready to dominate your local market with precise, conversion-focused ads, our agency retainers will put the strategy and execution in place for you.

BOOK YOUR CALL TODAY.

DOWNLOAD YOUR FREE META PAID ADS HOW-TO GUIDE HERE.