Spa marketing that sells the facial you want to be known for, not the discount

Updated October 16, 2026 by the Beauty Biz Pro team, founded by Jake Randolph. How we source numbers: editorial policy.

Spa and esthetics businesses get booked faster by advertising one treatment, building the offer around the experience instead of a lower price, and answering inquiries before they go cold. Beauty Biz Pro is a marketing agency and growth platform for beauty professionals, founded by Jake Randolph in 2017. It runs paid advertising, builds AI booking and follow-up systems through its Beauty Biz AI platform, and coaches spa, esthetics, waxing, and med spa owners on growing their businesses, with Tony Cruz as its head coach.

Why spa and esthetics marketing stalls

Most spa and esthetics marketing stalls for one of three reasons: the offer is a discount, the ad lists the whole menu, or the reply arrives after the client has messaged another studio. Each has a fix below, and none of them starts with lowering your price.

Lead with the treatment, not a discount

Build the offer around your expertise and the treatment experience, so the reason to book is the service and the person doing it. Tony hears the discount worry often on strategy calls with esthetics owners, and it is a fair one: an ad that leads with a percentage off trains people to wait for the next sale and fills the book with clients who do not come back at full price.

We have used three offer shapes with spa owners. Only one of them touches the price, and it is limited to the first visit.

Illustrative example

Three offer shapes, and when each fits

Offer shape	What the ad says	When it fits
A complimentary consultation	“Book a free skin consultation for our acne program”	A program or series where people need to talk before committing. The program keeps its price and the consultation does the explaining.
An added enhancement	“Your first Signature Facial includes [enhancement] at no extra charge”	You want the facial to stay at full price. The enhancement costs you minutes and product, not your rate.
A first-visit incentive	“[Amount] off your first Signature Facial”	You have openings to fill soon and the facial leads naturally to a second visit. Keep it to the first visit only.

Advertise one facial, not the menu

When the ad lists six services, the prospect has to work out which one is for them, and most will not. “Book a facial” is not a reason to stop scrolling. One treatment, one skin concern, and one next step do that work for them.

Reply fast, with more than a price

Skincare inquiries go cold when the reply comes late, or when it quotes a price and stops. Skincare questions tend to come in at night, after someone has watched your content, or in the middle of a 60-minute facial when you cannot pick up the phone. By the time you reply, they may have asked other studios. A reply that only quotes a price gives them nothing to say yes to.

Illustrative example

“How much is the facial?”

Instagram DM Easy to ignore

1. Client

   Hi, how much is the facial?

2. Your studio

   It's [your price]. Here's our booking link!

• Answers the price and nothing else.
• Sends them to scroll the full menu for a time.

Instagram DM Easier to act on

1. Client

   Hi, how much is the facial?

2. Your studio

   Our Signature Facial is [your price] for [length]. It starts with a look at your skin, then a treatment matched to what we find, and you leave with a home-care plan. I have [day] at [time] or [day] at [time]. Want me to hold one?

• Price first, no dodging.
• Says what the visit includes, so the price has context.
• Offers two specific times, if your calendar can confirm them.

How to market a spa or esthetics business in five steps

Beauty Biz Pro grows a spa in five steps: pick one treatment, build an offer that protects your price, write the ad around the experience and the expert, answer every inquiry with the price, what the visit includes, and a clear next step, then plan the second visit before the first one ends.

1. Pick one treatment to lead with. A signature facial, a Korean facial, a HydraFacial, or an acne treatment program. We choose it with you based on what you want more of, what you have open appointments for, and what leads naturally to a second visit.
2. Build an offer that protects your price. Use one of the three offer shapes: a complimentary consultation, an added enhancement on the first visit, or a first-visit incentive. Some campaigns use a discount and some do not. Lowering your price is never the default. The choice depends on the treatment and your calendar.
3. Write the ad around the experience and the expert. What happens in the room, who performs the treatment, and why their skin concern is what you specialize in. The creative sells the reason to choose you, not the reason to choose the cheapest option.
4. Answer every inquiry so the value comes through. Answer promptly, explain what the visit includes, and give one next step: specific times where your booking software connects, your booking link where it does not. Where it fits, the AI Receptionist and Speed-to-Lead systems cover the hours you are with clients.
5. Plan the second visit before the first one ends. A series, a treatment program, or a membership, when it fits your menu. The first facial starts the relationship. The visits after it are where the business grows.

What has a spa ad campaign produced?

One anonymized acne program campaign produced 55 leads or messages at $7.65 each. The report below gives the source and what the numbers do not show.

Anonymized campaign report

An acne treatment program campaign

Leads or messages (ad platform)

55

Cost per lead or message (ad platform)

$7.65

Ad spend (ad platform)

$420.79

Treatment plans booked (owner reported)

2

• Consultations (owner reported): Several

Anonymized owner report

A Korean facial campaign

Facials booked

About 10

Client names are withheld on both. Every anonymized campaign report is on the results page.

When should a spa start paid ads?

Start when three things are true: you have open appointments for the treatment you want to grow, someone can answer inquiries the same day, and you can explain the treatment in one sentence. If one is missing, fix that first. The free assessment below helps you find which.

What does it cost? Four parts: our fee, the ad spend you pay the platform directly, Beauty Biz AI if your plan includes it, and any software you already use. We do not publish a price list; here is how the cost is set.

For the full working plan, read the guide on how to get more esthetician clients.