Instagram vs Google: Where Med Spa Patients Actually Come From

The Attribution Problem in Med Spa Marketing

A patient sees your Instagram Reel on Tuesday. Googles your clinic name on Thursday. Clicks a Google Ad on Saturday. Books on your website Sunday. Which channel gets credit?

If you say "Google Ads" because that was the last click, you're wrong. If you say "Instagram" because it was the first touch, you're also wrong. The answer is: both channels worked together, and understanding that changes how you allocate budget.

Most med spas overspend on one channel and underspend on the other because they're measuring wrong. Let's fix that.

Google: The Intent Engine

When someone types "Botox near me" or "best med spa in [city]," they're actively looking for a provider. This is high-intent traffic. They've already decided they want the treatment. They're choosing where to get it.

Google captures patients at the decision stage. These leads convert faster, book sooner, and require less nurturing. But they're also more expensive per click and more competitive.

Google's Strengths for Med Spas

• Treatment-specific searches: "lip filler [city]," "Morpheus8 near me," "semaglutide weight loss clinic"
• Google Maps / Local Pack: Patients searching for nearby providers see your GBP first
• High booking intent: 15-25% of Google leads book appointments
• Measurable: Clear path from click to call to booking

Instagram: The Trust Engine

Instagram doesn't capture intent. It creates it. A patient who wasn't thinking about lip filler sees your before/after results, watches your provider explain the process, and starts considering treatment.

Instagram builds the awareness and trust that later converts through Google, direct website visits, or phone calls. Attribution models that ignore Instagram's influence dramatically undervalue it.

Instagram's Strengths for Med Spas

• Visual proof: Before/after content is the #1 decision driver in aesthetics
• Provider trust: Patients want to see the person who'll treat them
• Social proof: Follower count, engagement, and comments signal credibility
• Audience building: Creates a retargetable audience of interested prospects

Patient Journey Simulator

Select a treatment type. See the typical patient journey and which channels matter at each stage.

The Right Budget Split

There's no universal answer, but here's a framework based on your growth stage:

The Content That Works on Each Platform

Google Content Strategy

• Treatment pages: Individual pages for every service (Botox, fillers, CoolSculpting, etc.)
• Location pages: Optimize for "[treatment] + [city]" searches
• Blog content: Educational articles answering patient questions
• Google Business Profile: Weekly posts, photos, Q&A management

Instagram Content Strategy

• Before/afters: 3-4 per week, properly consented and well-lit
• Provider content: Behind-the-scenes, treatment explanations, day-in-the-life
• Patient testimonials: Video reviews and transformation stories
• Educational reels: "What to expect," "myth busting," treatment comparisons
• Seasonal promotions: Event announcements, special offers, membership pushes

Measuring What Actually Matters

Stop measuring vanity metrics. Here's what to track for each channel:

The Bottom Line

Instagram and Google aren't competitors. They're partners. Google captures demand. Instagram creates it. The med spas that win in 2026 invest in both, measure them together, and optimize based on cost per booked patient rather than cost per click or cost per like.

If you're only on one platform, you're leaving patients on the table. Build both engines, track the full journey, and let the data tell you where to invest more.