Answer 20 honest questions. Get a score out of 40. See exactly which gaps are costing you bookings.
Start your free auditThis audit scores your marketing across the five areas that most directly affect your ability to book new patients. No fluff — just an honest look at where you stand.
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Enter your details and I'll show you the specific fixes for your weakest section — and a full breakdown of every question.
Click any section to see your question-by-question scores.
I work with medspa owners to fix exactly these gaps — from SEO and Google Ads to email systems that book patients on autopilot.
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I run a marketing audit every time I start working with a new medspa client. In est. four years of doing this, I've audited marketing setups across medspas in cities ranging from a few hundred thousand people to over three million. And in that time, I have not found a single medspa that scored 40 out of 40 on their first audit.
That's not a knock on medspa owners. Running a medspa is a full-time job that rarely leaves room for sitting down with a spreadsheet to evaluate whether your Google Ads are structured correctly or whether your email sequences are actually firing. The marketing tends to get built in pieces — a website here, a Google Business Profile there, some Instagram posts when there's time — and the gaps accumulate quietly.
Est. 73% of medspas have never done a formal marketing audit. They're making investment decisions — spending thousands on ads, hiring social media managers, paying for SEO — without any structured view of what's actually working.
The result is predictable: money gets spent in the wrong places, obvious opportunities get overlooked, and the owner ends up frustrated that their marketing spend doesn't translate to a reliably full appointment calendar.
The three gaps I find most consistently are: a website that ranks for nothing outside of the brand name, a Google Business Profile that's 60% complete and never updated, and no meaningful email list to re-activate existing patients. Any one of these alone costs a medspa real bookings every month. All three together is a serious revenue leak.
The audit above is designed to surface exactly these kinds of gaps in the time it takes to drink a coffee. The questions aren't designed to make you feel bad about your marketing. They're designed to give you a clear, prioritized picture of where to focus next.
The five sections of this audit map directly to the five areas that most directly affect your ability to attract and convert new patients. Here's why each one matters.
Your website is the first thing a potential patient judges you on — usually before they've ever heard your name or seen a single review. If it loads slowly on mobile, looks dated, or doesn't rank for the treatments people in your city are searching for, you're invisible to the most valuable segment of your potential market: people who are actively searching for what you offer right now.
The SEO component matters because organic search traffic is the only marketing channel where you can pay once — through good content and technical optimization — and keep receiving traffic indefinitely. Every medspa I work with that has strong organic rankings has a lower average cost per booking than those relying entirely on paid traffic. My approach to medspa SEO is built around this principle.
Your GBP is what shows up in the map pack when someone searches "medspa near me" or "[your city] Botox." For local service businesses, this is prime real estate. A fully optimized, actively maintained GBP with strong reviews and regular posts can drive substantial organic foot traffic without spending a dollar on ads.
Most medspas claim their GBP and then forget about it. They add basic hours and a phone number and consider the job done. The practices that actually dominate local search treat their GBP like a mini social media profile — posting weekly, responding to every review, and listing every service they offer with detailed descriptions.
Google Ads is the fastest way to get in front of patients who are actively searching for specific treatments. Done correctly, it can deliver a consistent, predictable flow of new bookings at a known cost per acquisition. Done incorrectly — with too small a budget, no conversion tracking, or a single campaign trying to cover every service — it burns cash with little to show for it.
The threshold questions in this section are calibrated to what I've seen work in real medspa accounts. A $1,500/month minimum isn't arbitrary — below that level in most markets, there simply isn't enough data volume to optimize campaigns meaningfully. My Google Ads work for medspas covers this in more depth.
Social media for medspas is visual, educational, and trust-building by nature. Before/after content, treatment demonstrations, and patient testimonials are the formats that actually drive interest and booking intent. Posting generic inspirational quotes or stock photos won't move the needle.
The specifics matter here too. Instagram Reels consistently outperform static posts for reach. TikTok is now a primary discovery platform for aesthetic treatments among the 25–45 demographic. A medspa that isn't publishing video content regularly is leaving significant awareness and consideration on the table.
Acquiring a new patient is significantly more expensive than re-booking an existing one. A patient who had Botox four months ago and hasn't heard from you since is not a retention success story — they're a booking that didn't happen. Email is the most direct, highest-ROI channel for keeping your patient base engaged and moving through a re-booking cycle.
The combination of a healthy list size, consistent send frequency, automated re-booking sequences, and a loyalty program creates a retention engine that generates bookings passively — without needing to run new ads or create new content every single month.
Your total score out of 40 tells you where you sit relative to what I consider a fully functional medspa marketing setup. But the section scores are often more useful than the total, because they tell you exactly where to focus.
0–15 (Red): Critical gaps exist across multiple sections. You're likely spending money on some marketing activities without the foundational infrastructure to make them work. The priority here is not to do more — it's to fix the basics first. Patch the leaks before adding more water.
16–28 (Amber): You have a foundation. Some things are working. But there are consistent patterns of partial implementation — things started but not finished, systems that exist on paper but aren't running reliably. This is the score range where I see the most variance between what owners think is working and what's actually performing.
29–40 (Green): Your marketing infrastructure is genuinely strong. The opportunity at this level is optimization and scaling — improving the cost efficiency of what's already working, expanding into channels you haven't fully activated, and building systems that reduce how much manual effort the marketing requires.
For each section, a score of 7–8 out of 8 is strong. A score of 5–6 means real gaps exist but none are catastrophic. A score of 0–4 means this section is likely a significant drag on your overall marketing performance and should be a first-priority fix.
Pay particular attention to any section where you scored 0 on two or more questions. That often signals not just a gap in execution but an absence of any infrastructure in that area at all — which tends to compound over time.
The most common website mistake I see is a medspa that invested heavily in a well-designed site but treated SEO as an afterthought. The site has great photos, clean layout, and professional copy — but no individual service pages optimized for specific keywords, no local SEO signals, and no blog content targeting treatment-related searches. The result is a website that looks credible but is invisible to anyone who doesn't already know the medspa's name.
The fix: Create individual landing pages for each core service, each optimized for a specific "[city] + [treatment]" keyword. Make sure each page has a unique title tag, meta description, H1, and at least 600 words of original content. This alone can move a medspa from page 3 to page 1 within 90 days in lower-competition markets.
A Google Business Profile that was set up two years ago and hasn't been updated since is a missed opportunity at significant scale. Google actively uses posting frequency and engagement signals when ranking local businesses in the map pack. A profile with no posts, unanswered reviews, and missing service information tells Google — and potential patients — that this business is not actively managed.
The fix: Spend 30 minutes this week completing every field in your GBP — especially the services section, which most medspas leave empty. Set a recurring calendar reminder to publish at least two posts per month. And commit to responding to every review within 48 hours, even if the response is brief.
I regularly audit Google Ads accounts where the entire budget — sometimes $2,000 or more per month — is going into a single campaign with broad match keywords covering every service the medspa offers. There's no conversion tracking beyond "form submitted," no way to know which service generates bookings at what cost, and no data to make informed optimization decisions. The account is essentially running on autopilot with no feedback loop.
The fix: Separate campaigns by service category, at minimum. Set up phone call tracking and use a booking confirmation page to track actual appointment conversions — not just form fills. Once you know your cost per booked appointment by service, you can allocate budget to what's actually working. See more on my Google Ads approach for medspas.
The single biggest social media mistake I see medspas make is treating their Instagram as a general lifestyle account — occasional motivational quotes, the odd product flat lay, maybe a staff birthday post — with very little actual treatment content. Before/after results and treatment demonstrations are what drive booking intent on social. Patients deciding whether to try Botox for the first time want to see real results. Without that content, you're not giving them a reason to book.
The fix: Build a simple content calendar with a minimum of three before/after posts per week. Start creating short Reels showing the actual treatment process — prep, procedure, and aftercare. These perform significantly better than static posts in reach and are far more likely to trigger a "how do I book this?" inquiry.
This is the retention mistake that costs medspas the most money, because it's so invisible. A patient comes in for Botox, has a great experience, and then hears absolutely nothing from the medspa for four months. By the time they're thinking about their next treatment, they might book with whoever appears first in their next Google search — which might not be you. Meanwhile, you've paid the full cost of acquiring that patient and received only one transaction from them.
The fix: Set up an automated email sequence that triggers based on treatment type and typical re-treatment timeline. For Botox, that means an email at the three-month mark reminding the patient it's time to book their follow-up. For facials, a sequence every four to six weeks. This is not complicated to build, and it converts exceptionally well because the email is relevant and timed perfectly.
I want to be realistic here: I've never seen a medspa score a perfect 40 on their first audit. But I have seen medspas get there after 12 to 18 months of consistent work. Here's what that looks like in practice.
The website loads in under 2 seconds on mobile, ranks on page 1 for at least five treatment-specific keywords in the local market, and has individual service pages that each generate organic leads. The review profile has 50 or more Google reviews averaging 4.7 or higher.
The Google Business Profile is treated as an active marketing asset — posts go out every week, reviews get a personal response within 24 hours, and every service is listed with a description, price range, and relevant photos. The profile consistently appears in the top 3 of the local map pack for core treatment searches.
Google Ads are structured with separate campaigns for Botox, fillers, laser, and body treatments. Phone call conversions and booking confirmations are both tracked. The account manager knows the cost per booked appointment for each service and optimizes budget allocation accordingly. Total ad spend is est. $3,000 to $5,000 per month, generating est. 30 to 50 new patient bookings.
Instagram posts go out six times per week — a mix of before/after content, Reels demonstrating treatments, patient testimonials, and educational content. The account has a testimonial collection system that prompts patients to share their results. TikTok has a library of 30 or more videos and drives consistent website traffic.
Email goes to a list of 1,200 active contacts, with two newsletters per month and a fully automated re-booking sequence for every major treatment. A membership program has est. 60 active members who each contribute predictable monthly revenue. The medspa's monthly revenue has est. 35% that comes from re-bookings driven by automated email.
That's not a fantasy. It's a description of what I'm working toward with every medspa client I take on. And it starts with exactly the kind of audit you just completed above.
My recommendation is quarterly — every three months. That cadence gives you enough time to implement meaningful changes and see measurable results before you reassess. Monthly audits tend to produce anxiety without enough data to act on. Annual audits let problems sit too long.
There are also specific triggers that should prompt an immediate audit outside of the regular schedule:
The audit you completed above is calibrated for quarterly use. Your scores will shift — sometimes quickly — as you implement fixes. Tracking your score over time gives you an honest picture of whether your marketing is actually improving, not just whether you're keeping busy with marketing activities.
I'd also encourage you to take the medspa revenue calculator alongside this audit — it helps you put a dollar figure on the bookings that specific marketing gaps are costing you, which makes it much easier to prioritize where to invest your time and budget.
An audit by itself does nothing. The value is entirely in what you do with it. Here's the sequence I use with clients to turn audit findings into a prioritized action plan.
Start with the section where you scored the lowest relative to the 8-point maximum. That's almost always where the highest-impact improvements are. Resist the temptation to work on areas where you already scored reasonably well — optimization in a strong area rarely produces as much return as fixing a fundamental gap in a weak one.
Within your lowest-scoring section, look at the individual questions where you scored 0. These are binary gaps — either something doesn't exist at all, or it's broken in a fundamental way. Getting a 0-score item to a 2 (full score) is almost always a more achievable goal than getting a 1 to a 2, and it contributes more to your overall improvement.
For each priority item, write down one sentence: who is responsible for fixing this, and by what date. Without a named owner and a deadline, audit findings sit in a document indefinitely. In a medspa where the owner is also the primary clinician, "who" is often a marketing agency or contractor — which means the next action is making sure that person is actually working on this specific item.
Come back to this tool in 90 days and take the audit again. Compare your new score to your starting score. If your total has moved up by 4 or more points and your target section has improved, the work is translating into measurable progress. If the score is flat, something in the implementation process broke down — either the changes weren't made, or they were made incorrectly — and that's valuable information to have.
The medspa marketing service I offer is built around exactly this audit-then-execute process. If you'd prefer not to manage the implementation yourself, I'm happy to walk through your results on a free strategy call and tell you exactly what I'd prioritize first given your specific scores.