How We Cut a Med Spa's Cost Per Lead by 71% With Facebook Ads

A med spa came to us with a problem that's more common than most business owners admit: they were running Facebook ads, getting leads, but paying way too much for them.

Their cost per lead was $31.85. Their cost per booked call was $127. Both numbers were eating into their margins on every client they acquired.

Here's exactly what we changed — and why it worked.

The Client

A med spa offering aesthetic treatments — Botox, fillers, laser services. Good reputation, real results, a team that knew how to close once they got someone on the phone. The problem wasn't the service. It was the funnel.

The Problem

When we audited their campaigns, we found three core issues:

Generic targeting. They were targeting women 25-55 in their metro area. That's too broad. Not everyone in that audience is in-market for aesthetic treatments — and paying to reach people who will never buy is expensive.

A weak funnel. Traffic was going directly to a "call us" page. No lead magnet. No value offer. Just "here are our services, contact us if you're interested." Cold traffic doesn't convert that way.

No optimization loop. The campaign had been running on the same creative for two months. Facebook's algorithm needs fresh creative and regular testing to keep performance up. Without it, costs creep up as the audience fatigues.

What We Did

Audience Strategy

We narrowed targeting significantly. Instead of broad demographic targeting, we layered in behavioral signals — people who had engaged with competitor pages, who had searched for specific treatments, who had visited medical spa websites recently. Narrower audiences cost less and convert better.

We also built lookalike audiences from their existing customer list, which gave Facebook a much better signal for who to show the ad to.

Funnel Architecture

We introduced a lead magnet — a free consultation offer with a clear value statement. Instead of "contact us," we offered "claim your free aesthetic consultation — $150 value." This gave cold traffic a low-commitment first step.

The funnel became: Ad → Lead Magnet Page (optin) → Booking Page (schedule the consultation) → Confirmation. Two steps with a clear value exchange at each stage, rather than a hard ask from the first click.

Creative Testing

We built four ad variants testing different angles: social proof (before/after results), urgency (limited spots), aspiration (how they want to feel), and offer-led (the free consultation front and center). We let Facebook run them simultaneously and cut the underperformers at day 7.

The Results

The numbers speak for themselves:

Campaign: L2C Phase 1 — Website Leads

• 66 website leads
• 9,351 reach, 13,812 impressions
• $598.06 total spend

Funnel performance:

• Lead magnet page: 453 views → 69 optins (18.21% conversion)
• Booking page: 88 views → 27 booked calls (36.99% conversion)

Cost per lead: $9.06 (down from $31.85 — a 71.55% reduction) Cost per booked call: $22.15 (down from $127 — an 82.61% reduction)

Key Takeaways

The funnel matters more than the ad. We didn't use magic creative — we fixed the structure. A lead magnet with real perceived value outperforms a direct call-to-action to cold traffic almost every time.

Narrow targeting beats broad targeting. More impressions to a less qualified audience = higher cost per real lead. Every time.

Creative fatigue is real. If you've been running the same ad for more than 4-6 weeks, your costs are probably rising. Testing new creative isn't optional — it's maintenance.

The booking step matters. Getting a lead is only step one. Our booking page converted at nearly 37% because it was simple, specific, and created urgency. Don't drive hard to capture the lead and then lose them at the booking step.

See all of our campaign results at anth.tech/case-studies-ads.

Want to see what we can do for your ads? Book a call →