If you own or manage a clinic or medspa, one question comes up again and again:
“How much should I actually spend on marketing?” 🤔
I get it, it’s one of the hardest parts of building a profitable, scalable practice. Over the years, I’ve helped clinics from start-ups to seven-figure operations build budgets that actually make sense.
After running a aesthetic digital marketing agency, I’ve learned that the right number depends less on what you want to spend, and more on what stage your business is in.
Let’s break this down step-by-step, with data, examples, and a framework that fits real-world medspa unit economics. 👇
💡 Why Revenue-Based Budgeting Works
Medspas operate differently from many service businesses.
You’ve got:
- High gross profit margins (often 70–85%),
- Fast cash turnover, and
- Clients who pay upfront or within 30 days.
That’s why most experts agree you can (and should) invest more heavily into marketing than a typical small business.
According to the American Med Spa Association (AmSpa, 2024), the average medspa invests about 7% of its revenue in marketing.
But top-performing clinics often spend between 8% and 15% and during growth phases, up to 20% isn’t unusual. (AmSpa Industry Report, 2024)
Given that the average medspa profit margin hovers around 20–35% (JoinBLVD, 2024), those numbers make sense.
You’re reinvesting part of your margin to drive faster growth and market share.
⚙️ The KPI Rule That Makes Marketing Scalable
Budget alone doesn’t guarantee growth. Scalability depends on your key performance indicators (KPIs).
Here’s the golden rule I teach every clinic owner:
Marketing is only scalable when your Customer Acquisition Cost (CAC) is lower than your Lifetime Value Gross Profit (LTVGP), and ideally lower than your Average Order Value (AOV).
The sweet spot — the “infinite scalability” zone — is when:
- AOV ≥ 2× CAC,
- You’re getting paid within one billing cycle (≈30 days), and
- You’re not limited by staff or room capacity.
For example, if your average injectable package brings in £250 and your CAC is £100, you’re in an excellent position to scale because you make your money back quickly and can reinvest confidently.
That’s how real growth happens sustainably.
💰 How Much to Spend by Monthly Revenue Stage
Let’s get specific. Your marketing budget should evolve with your monthly revenue and capacity.
| Monthly Revenue | % of Revenue to Marketing | Budget Range | Primary Goal |
|---|---|---|---|
| £0 – £5K | 10–20% | £500 – £1,000 | Build awareness, test offers, prove concept |
| £5K – £10K | 10–15% | £750 – £1,500 | Generate steady leads & fill your diary |
| £10K – £20K | 8–12% | £1,500 – £3,000 | Optimise conversions & start automation |
| £20K+ | 5–10% | £3,000 – £10,000+ | Scale paid ads, retention, and brand authority |
🧩 Why these numbers work:
Spending 10–20% in the early stages helps you buy visibility and data fast.
Once you pass £10K/month, you’re paying for efficiency not just exposure.
Remember, the goal is to make marketing a predictable investment, not a guessing game.
👥 Team Capacity & Outsourcing
Your team setup should grow with your clinic’s revenue.
Here’s a simple structure that works for 90% of practices we’ve worked with:
| Stage | Typical Setup | When to Outsource |
|---|---|---|
| £0 – £5K | Owner-led DIY marketing | Hire freelancers for logo, website, and setup |
| £5K – £10K | Admin or VA helps manage socials | Outsource ads and creative work |
| £10K – £20K | Add part-time marketing support | Outsource SEO, ads, automation setup |
| £20K+ | In-house marketing coordinator | Keep creative internal, outsource paid media & analytics |
As a rule of thumb:
- Outsource high-skill, high-ROI tasks (ads, SEO, automations).
- Keep brand voice and content internal as you scale.
It’s the perfect balance between cost control and quality.
🧭 Where to Allocate Your Entire Marketing Budget
Different channels deliver different speeds and ROI.
Here’s how to prioritize them based on your clinic’s stage and available capital.
| Channel | Stage | Investment Focus |
|---|---|---|
| Facebook/Instagram Ads | All stages | Fastest lead generation, use local offers and retargeting |
| Google Ads (Search & Local) | £5K+ | Captures high-intent clients searching “fillers near me” |
| SEO & Google Business Profile | £5K+ | Long-term visibility, invest once cash flow is stable |
| Email/SMS Automation | £10K+ | Retain, nurture and reactivate clients |
| Content Creation (Reels, Before & Afters) | All stages | Builds credibility and trust |
| Influencer & Partnership Marketing | £20K+ | Expands local reach and brand authority |
⚡ Channel Speed vs. Capital
| Platform | Speed to ROI | Capital Need | Why It’s Worth It |
|---|---|---|---|
| Meta (FB/IG) Ads | ⚡ Fast | 💰 Low–Medium | Best for quick lead flow |
| Google Ads | ⚡ Fast | 💰 Medium | Converts high-intent searchers |
| SEO | 🐢 3–6 months | 💰 Medium | Builds long-term authority |
| Email/SMS | ⚡ Fast | 💰 Low | Retains and reactivates clients |
| Content | ⚡ Medium | 💰 Medium | Boosts all other channels |
| Influencer/PR | 🐢 Medium | 💰 High | Expands reach and trust |
With limited funds, focus on fast ROI platforms like Meta and Google Ads.
When cash flow is stable, layer in SEO, automation, and partnerships for longevity.
📈 Real-World Example
Let’s say your clinic generates £1M annually (≈£83K/month).
A solid budget would be 10%, or about £8K/month.
Here’s how that budget could look:
- £3,000 → Facebook/Instagram Ads
- £2,000 → Google Ads + Local SEO
- £1,000 → Content (photo/video)
- £1,000 → Email/SMS automations
- £1,000 → Brand, CRM tools, analytics
That setup regularly delivers a 3:1 to 5:1 return on ad spend (ROAS) when tracked correctly, meaning for every £1 spent, you could generate £3–£5 in revenue.
🧮 Key KPI Benchmarks for Medical Spas
| Metric | Target | Why It Matters |
|---|---|---|
| CAC (Customer Acquisition Cost) | Lower than AOV | Core measure of profitability |
| AOV (Average Order Value) | £200–£500 typical | Common medspa baseline |
| LTV (Lifetime Value) | 3–5× AOV | Indicates retention strength |
| ROI on Ad Spend | 3:1 minimum | Healthy scaling threshold |
| Lead-to-Consult Conversion Rate | 15–25% | Reflects lead quality |
| Consult-to-Treatment Conversion Rate | 60–80% | Shows sales strength |
💬 Common Mistakes to Avoid
- Copying bigger competitors.
Start small and scale logically; don’t mimic a £5M clinic’s budget at £5K revenue. - Relying only on ads.
Retention and reactivation are where real profit lives. - Not tracking data.
If you don’t know your CAC, AOV, or ROI — you’re flying blind. - Ignoring capacity limits.
Don’t overspend if you’re already fully booked. Marketing should match available room time.
🧠 From My Own Experience
When I first began helping medspas with growth planning, the biggest pattern I saw was underinvestment. Clinics would spend £200 – £300/month on ads and hope to fill their diary.
One client, a start-up injectables clinic in Manchester, began earning around £6K/month and spent £800/month on Facebook lead ads. With one great offer and strong follow-up, they grew to £18K/month in six months.
They reinvested into automation and Google visibility, and within two years, they were clearing £60K/month, spending just 8% on marketing.
That’s what happens when you tie your budget to your stage and track your KPIs carefully.
🎯 Tips From Our Team
Here are a few proven tactics that consistently move the needle for our medspa clients:
- Use Meta lead forms before full funnels. They convert fast and cost less.
- Automate response times. Reply within 10 minutes, you’ll double bookings.
- Leverage high-quality visuals. Real before-and-after photos beat any stock image.
- Always run one core offer. Consistency drives predictable leads.
- Reinvest your wins. When something works, scale it. Don’t reinvent too soon.
❤️ A Note to You, the Clinic Owner
Running a medspa means wearing every hat (provider, manager, marketer, problem-solver).
It’s a lot. But the right marketing budget brings order to that chaos.
You’ll know exactly how much to spend, where to spend it, and when to scale based on your real numbers, not guesswork.
Final Thoughts
Setting your medspa marketing budget isn’t about spending more — it’s about spending smart.
When your budget aligns with your growth stage and your numbers make sense, marketing stops being a gamble and becomes a predictable growth engine for your clinic.
Because real growth doesn’t come from taking risks, it comes from understanding your numbers and acting strategically.
Ready to see what that looks like for your clinic? Let’s map it out together.
Related Articles