Short answer: In our view, the med spa marketing ideas that work show each treatment to adults when people search for it. On Meta, ads for cosmetic procedures must be targeted to people at least 18 years or older, and they can show a before and after transformation. Write about the treatment, not the person, plan around busy months and offer nothing for reviews.
Before you read: These are Meta’s ad policies, a Google review policy and an FTC rule on endorsements, summed up for med spas. This is not legal advice, only general information: check your own ads, photos and reviews with your attorney.
Before and after photos in Meta ads
Meta’s health and wellness policy allows ads for cosmetic procedures such as dermal fillers, injectable treatments, chemical peels, micro-needling and laser or light treatments.
Those ads must be targeted to people at least 18 years or older. When they are, Meta allows ads that depict a before and after transformation.
The same policy bans statements of inferiority about physical appearance: terms, descriptions or questions that attack someone’s appearance, specific body parts or hygiene.
In a health context, it also rejects clickbait, such as promises of specific outcomes within a set timeframe without disclaimers or qualifiers. Our guide to Facebook ads policy explains why Meta rejects ads and what to do next.
Under the FTC’s Endorsement Guides, a result one customer describes in an ad will likely be read as what others can generally achieve. Our guide to HIPAA and social media covers that rule and the written authorization patient photos need.
Write about the treatment, not the person
Meta’s personal attributes policy doesn’t allow ads that assert or imply things about the people who see them, including their age or physical health.
Its examples of what not to write include “Ready to upgrade your skin to look younger?” Ads should focus on the benefits of the product or service, Meta says.
Meta allows “you” and “your” without a personal attribute. In our view, “Laser hair removal, with appointments this week” passes, and a question about the viewer’s age or wrinkles doesn’t.
Prescription weight loss follows Meta’s drug rules
Ads for weight loss products and services must also be targeted to people 18 or older. For weight loss products that require a prescription, Meta points to its drugs and pharmaceuticals policy, with its own location targeting and written permission requirements.
Plan each treatment around its busy months
| Search term | Quietest month | Peak month |
|---|---|---|
| “botox” | 2,400 | 5,400 in September 2026 |
| “med spa” | 1,900 | 5,400 in September 2026 |
| “laser hair removal” | 3,600 | 5,400 in January and March 2026 |
| “coolsculpting” | 590 | 880 in January, March and April 2026 |
Google Ads Keyword Planner, read on November 7, 2026: searches per month in the Miami-Fort Lauderdale area, for each of the last 12 months.
Searches for “botox” and “med spa” were highest in September 2026, more than double their slowest month. Laser hair removal searches peaked in January and March 2026. Before those campaigns, our guide to laser hair removal marketing covers what the ads can claim and the audiences Google and Meta allow.
In our view, a treatment’s ads and posts should start before its busy months, so they’re running when searches rise.
Ask every client for a review
Google’s Maps policy counts a review influenced by free goods or services as incentivized, so a free add-on treatment counts too. Our guide to getting more Google reviews explains how to ask every customer, the same way.
Turn ad clicks into booked treatments
Our guide to Facebook lead ads explains how instant forms work and how to set one up.
Each treatment also needs a page people find on Google. Our SEO for med spas page explains how we write a page for each treatment people look up in your area.
How to plan a month of med spa marketing
- Pick the treatments whose busy months come next, from your bookings or from Keyword Planner.
- Target every ad for a cosmetic treatment to people 18 or older.
- Write about the treatment and its benefit, with no question about the viewer’s age, skin or body.
- Use before and after photos only with written authorization, and only with results your clients can generally expect.
- Send each ad to a page, a lead form or a WhatsApp chat for that treatment.
- Ask every client for a review the same way, and offer nothing for it.
Steps 2 and 3 follow Meta’s policies. The other steps are our advice, drawn from the rules above.
Before an ad goes live
- The ad targets people 18 or older.
- No line asserts or implies anything about the viewer, such as their age, health or skin.
- Before and after photos show results your clients can generally expect.
- Each photo has the client’s written authorization.
- The ad leads to a page, a form or a chat for that treatment.
- Review requests offer nothing in exchange.
RememberOn Meta, cosmetic treatment ads must target people 18 or older and can show before and after results. Write about the treatment, not the person, and offer nothing for reviews.
Our marketing for med spas runs Facebook and Instagram ads that end in a WhatsApp chat, and Google Search campaigns in an account in your name.
What med spas ask about these ideas
Can a med spa use before and after photos in Facebook ads?
Yes, if the ad is targeted to people 18 or older. Meta’s health and wellness policy allows cosmetic procedure ads that depict a before and after transformation. The FTC adds that a result shown in an ad will likely be read as what others can generally achieve.
Can my med spa ad talk about looking younger?
Not about the viewer. Meta lists “Ready to upgrade your skin to look younger?” among its examples of ads that refer to age, which its personal attributes policy doesn’t allow. Write about the treatment and its benefit instead.
Can a med spa advertise prescription weight loss on Facebook?
Meta’s health and wellness policy sends weight loss products that require a prescription to its drugs and pharmaceuticals policy, with its own location targeting and written permission requirements. Weight loss ads must also target people 18 or older.
When do med spa searches peak in Miami?
Keyword Planner shows September 2026 as the month with the most searches for “botox” and “med spa” around Miami and Fort Lauderdale. For laser hair removal, the peak came in January and March 2026.
Do med spa ads on Facebook have to target adults?
Yes. Meta’s health and wellness policy says ads promoting or marketing cosmetic products, procedures or surgeries must be targeted to people at least 18 years or older. The same goes for weight loss products and services.
Sources
Read on November 7, 2026. From Meta’s Transparency Center: Health and Wellness, Privacy Violations and Personal Attributes. From Google’s Maps User Generated Content Policy Help: Incentivized or Biased Reviews. From the Federal Trade Commission’s Endorsement Guides on eCFR: 16 CFR 255.2, Consumer endorsements. From our site: our marketing for med spas and SEO for med spas pages, and our guides to HIPAA and social media, Google reviews, Facebook lead ads and Facebook ads policy.