NightshiftDirect

Industry

Local search for med spas

A med spa sells treatments people research carefully and book on trust. Before calling, a client can read your treatment pages, your reviews and your Business Profile, and a promised result or an out-of-date menu on any of them can cost you the booking. This page sets out how we handle each one and what we leave out.

By NightshiftDirect Research. Updated .

Treatment pages that stay within what you can support

Someone weighing injectables, laser hair removal or a skin treatment wants to know what it is, who performs it, what it feels like, how long recovery takes and what it costs. When the page answers those, they can decide without calling around, and the free scan flags treatment pages too short to do it (C2). A page that promises flawless skin makes a claim nobody can back for every client.

So we write from what you can support: who on your staff performs the treatment, what a consultation involves, downtime as your medical director describes it, and your price or range if you publish one. We never write that a treatment will produce a result. Every medical claim needs your sign-off before it is published, and the page waits on a staging copy for your approval.

Before and after photos follow the same rule. We use them only when you supply them, you have the right to publish them, and you approve each one for the page.

Reviews in a medical setting

The FTC's final rule bans fake reviews, including AI-generated ones, reviews bought on the condition that they come out positive or negative, and reviews from staff or insiders that hide the connection (Federal Trade Commission). Knowing violators face civil penalties.

Google's own policy is stricter about how you ask. It bars offering anything in exchange for a review, a discount on the next treatment included, and bars asking only the clients you expect to be happy (Maps content policy). So after each visit every client gets the same request, in wording we draft, with no reward and no screening, and we never ask your staff to post one.

Replies need the care any medical practice takes over patient information. No reply confirms that the reviewer was treated at your spa or names a treatment or a result, and a complaint is moved to a phone call with your manager. Drafts are ready inside one business day, and a draft answering an unhappy client who describes a reaction, a price or a missed appointment waits for your approval.

Your own booking system sends the review requests, so client details stay with you. We sign no business associate agreement, the contract that sets out what a vendor may do with client health information, and we hold no client contact lists. Booking works the same way: the booking link or form on your site comes from your own booking provider, which we link or embed, so client health details never pass through our systems. None of this is legal advice, only general information.

Review Engine, on its own or inside Local, Growth or Authority, is the same plan at the same price for a med spa: we draft the request wording, draft a reply to every review within one business day and monitor your reviews, and your own booking system sends the requests.

A Business Profile that matches your menu

List the services you offer, under the names clients search for, and nothing you have stopped doing. A profile that still shows a laser treatment you dropped last spring sends someone to your door for something you cannot sell them. Keep the business name clean as well: Google's guidelines say it should carry no unnecessary information, so treatments go in the services list and your name stays your name (Google Business Profile guidelines).

Each week we keep the profile current: the services and prices you choose to show, hours including any late evenings, photos of your treatment rooms when you send them, and a post about what is new.

No Local Services Ads category for med spas

Google's Local Services Ads, which bill by the lead, list no medical spa category in the United States (Google Local Services Help). If someone offers to put your med spa into Local Services Ads, ask which category it would run under and whether that category describes what you sell.

The same list does include a Facial Spa category (Google Local Services Help), which names a facial spa, not a medical practice.

What paid search costs

LocaliQ's 2026 search advertising benchmarks, which we use on our other industry pages, publish no med spa category (LocaliQ). Its nearest categories are Beauty & Personal Care and Physicians & Surgeons, and each describes only part of what a med spa does.

We also looked for a med spa benchmark that says what data it was built from, and found none. So this page quotes no cost per click or cost per lead. If you already run search ads, your own ads account holds the only figure that matters to you: what a booked consultation cost last month.

What we check first

For a med spa we start with the treatment pages, where a client makes up their mind, then look at the questions and images on them and at how quickly someone can book once they have decided.

Which plan fits

For one spa, start on Local. It keeps the profile current each week and drafts the review request your booking system sends after every visit, and its two local pages a month can each take a treatment you want to be found for.

Growth adds four articles a month, so over time each treatment can have one of its own, along with technical fixes and a report that asks AI assistants what your clients ask and records whether your spa is named. Authority fits a spa group or a long treatment menu: it includes everything in Growth, plus eight articles a month and a full AI search program.

A second spa takes the Additional location add-on, and so does each one after it.

Local

$1,250/mo

GBP Care and Review Engine, citation cleanup, two data-backed local pages a month, map-pack tracking and a monthly report against your day-one baseline.

Or request to start

Authority

$3,750/mo

Everything in Growth, plus eight articles a month, a full AI-search program, a quarterly data study with local press outreach, and conversion fixes.

Or request to start

One client per business category per metro area on the Local, Growth and Authority plans. A metro area is a U.S. Census core-based statistical area. For a law firm, each practice area counts as its own business category. A law firm holds only the practice area its plan covers at each location, named in writing when the work starts; a second practice area takes a plan of its own.

Starting assumptions for the scan

Value of a new customer
$900
Visitors who become customers
5%

Starting assumptions, not benchmarks. Replace them with your own numbers. They are what the scan starts from when you choose Med spa. How the estimate works.

What we do not promise

Questions

Can you write that our treatments get results?

No. We describe the treatment, who performs it and the recovery your medical director describes. A promised outcome is a claim you cannot support for every client.

Can we give clients a discount for leaving a review?

No. Any reward breaks Google's policy on reviews, and a discount or a free add-on counts (Maps content policy). What you can do is ask every client the same way, and we set that up for you.

Can we put before and after photos on the site?

Yes, if the photos show your own clients, you have the right to publish them, and you approve each one. We will not use stock photos or a manufacturer's photos as if they were your results.

Why does this page show no ad cost figures?

Because we found no med spa figure that says what data it rests on, and a number borrowed from a different kind of business would mislead you.

We run spas in two towns. What does that change?

Each spa needs its own Business Profile and its own reviews, so the second one takes the Additional location add-on.

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