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Cosmetic & Aesthetics · why otp

Most advice in this category expired in March 2024.

The euphemisms were withdrawn more than two years ago. Agencies are still recommending them, US playbooks still lead with price and reviews, and 98 of 100 audited Australian clinic sites carried flagged terms. This is a category where being current is the whole service.

What the industry is actually doing

Instagram first, measurement never.

A 2025 survey of more than 200 Australian aesthetic nurses and clinic owners across 160 clinics found 96 per cent naming Instagram as their primary marketing channel, while only 24 per cent tracked their data and used it to inform decisions and only 18 per cent had a marketing strategy at all. Sixty three per cent were not confident they understood their own financial performance.

That context matters, because the most common objection we hear, that Google Ads did not work, is usually being made by a clinic comparing it against a channel whose performance they were not measuring either. The honest diagnosis is nearly always a broken value signal rather than a bad auction.

How we work

Four things specific to aesthetics.

We audit the menu before the campaign
The public booking menu is both a conversion surface and, on the TGA's guidance, a likely advertisement. Fixing it is the first job, and it usually reveals where the conversion data has been going missing as well.
We bid to the year, not the visit
Published Australian group data puts average annual client spend at $969. A clinic bidding to a first visit against a $4.17 click will conclude the channel does not work, and the arithmetic rather than the channel is what is wrong.
We turn off the assets that write themselves
Seller ratings, dynamic images, dynamic sitelinks and automatically generated headlines can produce testimonials, outcome imagery and price claims you never approved, in the one category where all three are prohibited. Those are audited and selectively disabled at account level.
We keep this work in its own account
Higher risk cosmetic advertising carries obligations that medical work does not, including adult content identification on social and asset level identification requirements. Account level settings cannot be applied per campaign, which makes separation practical rather than merely tidy.
What we will not do
Name a prescription medicine in an ad or on a landing page. Publish per unit pricing for one. Build a smile or appearance simulator. Use review carousels, star rating assets or patient stories. Or import the American medspa playbook, which leads with price transparency and user generated content, both of which are unlawful here. If an agency is proposing any of those for an Australian clinic, they are working from overseas material.
Straight answers

Questions clinic owners actually ask

Can you guarantee our cosmetic advertising is compliant?
We can guarantee what we write follows the current TGA position and the September 2025 guidelines, that we will not name scheduled medicines or price them, and that we will not use testimonials or outcome imagery in assets we control. We cannot give legal advice, and there are two risks nobody can guarantee away: Google can generate headlines, images and extensions from your existing site content, and your archive may carry claims from years ago. We audit both and tell you what we find. Note also that whoever authorises the advertising is an advertiser under the guidelines, which includes us.
Our old agency said to use anti-wrinkle injections. Were they wrong?
They were right until March 2024 and have not updated since. The TGA historically allowed indirect references using generic non product specific terms, and then withdrew that permission, stating it no longer expressly permits references to terms such as wrinkle reducing injections or dermal fillers where a reasonable consumer would understand the content promotes a prescription medicine. The change extends to acronyms, nicknames, abbreviations and hashtags. A good deal of Australian agency content still recommends the old approach, which is a reasonable way to identify who has read the current guidance.
How quickly can a cosmetic clinic account produce results?
Live in seven days, with enquiries usually inside the first fortnight, because this category has strong commercial intent and short consideration cycles compared with medical services. The part that takes longer is getting the value signal right, since the argument for the channel rests on annual rather than first visit value, and that needs enough repeat behaviour to demonstrate. Expect a genuine read at about ten to twelve weeks. If the booking menu needs rebuilding first, add time for that, and treat it as compliance work you needed regardless.
Do you work with more than one cosmetic clinic in the same area?
No, one per catchment. This category has particularly dense competition in metropolitan areas, with national chains running 90 to 200 clinics each under private equity and listed ownership, so an independent clinic's advantage is local specificity. Running two clients in the same suburb would erode exactly that advantage for both while we collected two fees. We turn the second one down.
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A campaign partnership built for clinics

Ads that earn their place in your P&L.

A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.

Dedicated account manager

A senior specialist who runs clinic accounts day to day.

Clinic-only specialists

Every keyword, headline and account structure built inside real Australian clinic accounts.

Award-winning team

Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.

When you're ready
We will be too.
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