Facebook and Instagram ads for med spas get approved when they follow four Meta rules: target only people 18 and older, never suggest something is wrong with the viewer's looks, never ask about a condition, and skip promoting prescription drugs by name unless you are certified. Before-and-after photos are allowed for adult audiences.
This is not legal advice. Your medical director and your counsel know your state's rules. The links below are Meta's and the FTC's own pages, so check them for changes before each campaign.
What are Meta's rules for cosmetic procedure ads?
Meta's health and wellness policy and its cosmetic procedures page say ads for cosmetic products, procedures or surgeries must target people at least 18 years old. With that targeting, before-and-after images of general cosmetic procedures are allowed.
- Target 18 and older, every time, in every ad set.
- No statements of inferiority about someone's appearance, body parts or hygiene.
- Before and after is fine for adults, when it shows the procedure honestly.
- Weight loss ads cannot show a close-up of someone pinching fat.
Which words get med spa ads rejected?
Meta's personal attributes policy bars ads that assert or imply things about the viewer, including their physical or mental health. Its own examples: "Do you have diabetes?" is not allowed, while "New diabetes treatment available" is. Add the cosmetic rule against attacking someone's looks, and the pattern is simple: talk about the service, not the viewer's flaws.
Here are example rewrites. They are examples, not guarantees of approval.
| Risky | Safer |
|---|---|
| Hate your double chin? | Chin contouring consults this month |
| Do you have acne scars? | Acne scar treatment, with a free consult |
| Tired of looking old? | Smooth, natural-looking results from our nurse injector |
| Your wrinkles are showing | Wrinkle treatment appointments open this week |
Can you advertise Botox on Facebook?
Carefully. The FDA label says BOTOX Cosmetic is a prescription medicine, and Meta's drugs and pharmaceuticals policy lets only advertisers actively certified with LegitScript run ads that promote prescription drugs. Meta also does not allow prescription drug targeting to anyone under 18.
What that means in practice: many spas advertise the visit, the provider and the treatment area instead of a drug brand. If you want to name a drug in an ad, read Meta's policy first, and ask whether certification makes sense for your spa.
What about testimonials and results?
Real clients only, with written permission, and honest about what is typical. The FTC's endorsement guidance says that if you cannot show an endorser's results are what people generally get, the ad has to make clear what the generally expected results are. Under the FTC's consumer reviews rule, fake reviews and testimonials can bring civil penalties.
- Get written permission for every photo and quote you use.
- Show results from your own clients and providers, never stock or someone else's work.
- If a result is exceptional, say what most clients can expect.
- If HIPAA applies to your spa, ask your counsel what form that permission must take.
What does a med spa lead cost on Facebook?
LocaliQ's 2026 Facebook benchmarks put average lead-campaign costs at $50.91 for Beauty and Personal Care and $32.14 for Physicians and Surgeons. Those are national averages, not Houston numbers or promises.
Example math: $1,500 in ad spend at $50.91 a lead is about 29 leads. If 1 in 3 books a consult and half of those book a treatment, that is about 5 new clients. The booking and close rates are examples; use your own once you have a month of data. Then compare the cost per new client with what a client is worth over a year, not just the first visit.
What should the landing page or form say?
The same thing the ad said, in the same words. If the ad offers a consult, the page books a consult. If the ad shows a price, the page shows the same price.
- Who performs the treatment, with their credentials.
- What the consult covers and how long it takes.
- Your cancellation and deposit policy, in plain words.
- A short form that asks for a name, a phone number and a good time, and no health details.
Custom vs rented vs doing it yourself
| Agency or freelancer | Built and run with Elevate | Doing it yourself | |
|---|---|---|---|
| Ad spend | Paid to Meta directly | Paid to Meta directly | Paid to Meta directly |
| Who knows the rules | Varies a lot | Policy-checked before anything goes live | You, after a rejection |
| Creative | Often stock or templates | Made from your real space, team and results | Phone photos |
| Lead follow-up | Often not included | Tied into text-back and booking | Your front desk, when free |
| Cost | Their fee | A service fee, priced on a free call | Your time |
What should you check before an ad goes live?
Run this list on every ad. It takes five minutes and saves a week of rejections.
- Every ad set targets 18 and older.
- No line attacks the viewer's looks or asks about a condition.
- No prescription drug brand, unless you are certified and approved.
- Before-and-after photos are your own clients, with written permission.
- Results that are not typical say what most clients can expect.
- The landing page or form matches the ad, word for word on price and offer.
- Every lead gets a reply within minutes, by text from your number.
Fast replies matter as much as approval. Read med spa booking software for where those leads should land.
Where to go from here
Book a free call. In 15 to 30 minutes we look at your services, your past ads and how fast leads get answered. Elevate, a Houston AI, software and marketing studio led by Justin Davis, prices its service fee on that call, and ad spend is paid to Meta directly. See our Meta ads page and what we build for Houston med spas and salons.