A repeatable performance + social marketing system, proven first in the hardest market — Miami — then ported across Florida. This page is the example build for the medspa niche; the framework runs on any vertical.
The thesis: leads are not the product. We optimize to cost-per-booked-consult and new-patient CAC against lifetime value — not cheap clicks. Everything below ladders up to this single equation.
Six moves, run in order, for every market and every client. It's a system — medspa is simply today's input. This is the structure you'd get on every account.
Map the category economics, the buyer, the competitive set, the compliance landmines, and the real unit economics — AOV, close rate, rebooking, LTV — before touching an ad account.
Decide the order of markets and offers by difficulty and value. Prove the model where it's hardest, then port the winners to cheaper markets where the same playbook prints better.
Stand up the foundation: tracking (server-side + offline conversions), bilingual landing pages, Google Business Profile, the offer ladder, and a creative bank — before launch, not after.
Go live lean to establish a clean baseline: blended CPL, cost-per-booked-consult, show rate, CAC. No scaling until the funnel math is real, not assumed.
Kill losers fast, feed winners. High creative-test velocity, audience and offer iteration, and a nurture engine that converts the 80%+ of leads that never book on the first touch.
Reinvest the proven system: retargeting, reviews, membership and treatment-recall, and the codified playbook so the next market launches in days, not months.
A medspa isn't an e-commerce store. It's a high-trust, high-LTV, recurring-revenue business with real advertising constraints. The plan is built around all three.
Injectables still anchor revenue, but weight-loss (GLP-1) is the fastest-growing line and a powerful acquisition channel — a large share of GLP-1 patients are new to the practice, then cross-sell into skin-tightening and fillers as they lose volume. We lead acquisition with it, deliberately.
Predominantly women 28–55 (and a fast-growing male + GLP-1 segment), researching on Instagram and Google, deciding on trust and proof. Botox alone rebooks every 3–4 months — recall is where the margin lives.
Average ticket sits near $500–540; a steady Botox patient is worth roughly $9,000 over five years. A $250–300 acquisition cost looks expensive in isolation and is a bargain against that. We hold an LTV:CAC of at least 3:1.
Prove the model in the hardest, highest-value, most competitive market first. Once the creative and funnel win in Miami, they win cheaper everywhere else. Each launch is staggered ~6 weeks so learnings cascade forward.
~70% Hispanic, Spanish-dominant, aesthetics-forward and affluent. Brutal CPMs and dense competition — which is exactly why we start here. Spanish isn't a translation layer; it's the unlock: transcreated ES creative, dedicated ES ad sets, WhatsApp as a channel, bilingual intake, EN/ES landing pages. Win here and the rest is downhill.
Fast-growing, less saturated, friendlier CPMs. We port Miami's winning creative and funnel into better economics — this is where efficiency steps up and the model proves it travels.
Large, mixed, growing market with a tourism + family layer. Mid competition. By now the nurture and retargeting engine is mature, so new-market spend converts faster.
Largest footprint, lowest CPMs, least aesthetics-saturated — a value play. Education-led creative and the lowest CAC of the four. The playbook is fully codified and launches near-instantly.
Foundation and the hardest market first; each new city layered on a proven base; the last six weeks spent compounding and codifying so the system outlives the launch.
Paid for intent and scale; owned/organic for trust and repeat. The two halves feed each other — and both run bilingual in Miami.
Every dollar enters here. The job isn't a lead — it's moving a person up the ladder to where the lifetime value lives.
Pick a monthly ad budget and a city. The funnel and economics recompute live — because a plan that can't model its own math isn't a plan. Toggle and watch.
No vanity metrics. The board sees the chain from spend to treated revenue, every week.
Cost per booked consult + new-patient CAC vs. LTV. The only numbers that decide budget.
Meta Conversions API (server-side), GA4, CallRail call tracking, booking-system integration, offline-conversion upload.
Weekly optimization + creative-test velocity; monthly business review tied to revenue, not impressions.
Offline conversions feed treated-patient value back to Meta + Google for value-based bidding — past the lower-funnel limits.
Ambition with the landmines named up front. Every risk has a mitigation built into the plan.
Illustrative targets at the Mid ($12K/mo) budget. Conservative, defensible, and the basis we'd hold ourselves to.
| Market | Live by | Target CPBC | New patients / mo | Day-180 status |
|---|---|---|---|---|
| Miami | Week 5 | ≤ $130 | ~40 | Scaled + bilingual |
| Tampa | Week 11 | ≤ $105 | ~45 | Scaling |
| Orlando | Week 17 | ≤ $110 | ~42 | Optimizing |
| Jacksonville | Week 23 | ≤ $95 | ~48 | Launched + efficient |
CPBC = cost per booked consult. Figures are planning targets built from 2025–26 medspa benchmarks, not guarantees; they're what we'd instrument against from week one.
This is how I'd think on day one — diagnose the economics, sequence the markets, build the foundation, then compound. Hand me another vertical and the framework holds; only the inputs change. I'd love to build the real version with you.