How beauty advertising works
Advertising cosmetics and advertising beauty procedures are different jobs. A skincare brand sells products online and earns on repeat purchases. A clinic gets leads for specific procedures, each with its own cost per lead. We separate campaigns by goal and never mix them in one budget. Creatives must also follow platform rules, and procedures may fall under healthcare advertising law, so we agree the wording before launch.
Channels we use
Meta Ads
Instagram and Facebook for cosmetics sales and procedure leads through messages.
Google Ads
Search for people looking for a product, procedure or clinic in their city.
Retargeting
Bringing back people who viewed a product or wrote but did not finish.
Repeat purchases
Returning customers when a product runs out.
How we launch
- Audit
- Directions and goals
- Creatives
- Moderation
- Launch and report
For clinics, we run several directions at once and track cost per lead for each: skincare, device treatments and injectables all differ in cost. For cosmetics brands, we work with the catalog, retargeting and repeat purchase cycles.
What our experience shows
Leads through messages often work best for clinics, because a question is easier than a phone call. The result also depends on how quickly the administrator replies.
What affects cost per lead
- Service type. Different procedures and products face different competition.
- City. Larger cities are usually more competitive.
- Creatives. They must pass moderation and stay clear.
- Lead handling. It decides how many people actually book.