No single channel should do every job.
| Channel | Best role | Main operating risk |
|---|---|---|
| Meta Ads | Create demand with treatment offers and creative | Creative fatigue and low-intent leads |
| Google Ads | Capture active treatment searches | Irrelevant queries and generic pages |
| SEO | Build non-brand discovery over time | Traffic without commercial paths |
| Website | Convert interest with clarity and proof | Sending every visitor to a generic homepage |
| CRM / booking | Turn enquiries into visits and repeats | Slow response and missing follow-up |
Use Meta as a managed creative system.
Epiline generated 2,970 tracked Meta enquiries from January through August 2026 at a weighted media CPL of €5.85. The value is repeatability across offers and seasons—not one low-cost screenshot.
| Period | Tracked Meta enquiries | Weighted media CPL |
|---|---|---|
| Jan–Aug 2026 | 2,970 | €5.85 |
Epiline reporting. Media cost only; enquiries are not automatically booked treatments.
Capture people already comparing treatments.
During the same period, Epiline Google Ads generated 1,343 tracked conversions at approximately $5.35 weighted CPA. Google and Meta use different currencies in the historical source files and should not be combined without an exchange-rate method.
Build visibility before the clinic is chosen.
Epiline’s SEO reporting tracked more than 2,150 non-brand clicks and 275 organic enquiries in January–August 2026. Treatment pages and useful guides created entry points for people researching procedures before choosing a provider.
Sequence channels around the constraint.
- Need immediate active demand: start with Google Search and a treatment page.
- Need more total demand: add Meta with a clear offer and creative cadence.
- Need lower long-term dependence on media: invest in treatment-led SEO.
- Leads are not booking: fix response, CRM and reminders before adding spend.
- Website conversion is weak: repair the destination before scaling either paid channel.
Questions clinic teams ask.
Is Meta or Google better for aesthetic clinics?+
Meta is strong for creating treatment interest; Google is strong for active searches. Many clinics need both, with separate strategies and shared lead-quality reporting.
What is a good aesthetic clinic CPL?+
In Epiline reporting, Meta weighted media CPL was €5.85 for Jan–Aug 2026. This is one observed project result, not a guaranteed market benchmark.
Does SEO work for aesthetic clinics?+
Yes when content targets real treatment and comparison intent and links visitors toward relevant service pages and booking actions.