How Much Should an Aesthetic Clinic Spend on Digital Marketing in the UK?

Start with the economics, not a random monthly number

Before setting spend, estimate the number of additional consultations you want, your consultation-to-treatment conversion rate, average first treatment value and expected repeat value. That gives you a maximum acquisition cost you can test against.

A clinic trying to add five consultations a month requires a different system from a multi-location clinic trying to fill several practitioner diaries.

What are you actually paying for?

Social media management

This covers ongoing content, creative production, publishing and, depending on the package, community management and reporting. Kydos' current social media plans start at £165 per month.

Paid advertising

Agency management and media spend are separate. The amount paid to Google or Meta should be large enough to generate a useful test sample rather than being spread too thinly across many treatments and locations.

SEO

SEO investment is usually more valuable as an ongoing growth asset than a one-off task. Clinics need technical foundations, treatment-page quality, local relevance, internal linking, content and authority.

Website and conversion

If paid traffic lands on weak pages, increasing media spend can simply increase waste. Sometimes the first budget decision should be landing-page or website work rather than more ads.

CRM and follow-up

Lead automation is useful when enquiries are being generated but not contacted consistently. It should support staff, not replace good consultation handling.

Current Kydos package reference

The social media package ladder currently includes Starter at £165/month, Visibility at £255/month, Pipeline at £455/month and Partner at £655/month. Pipeline and Partner add more of the acquisition and follow-up infrastructure, including paid ads management and CRM features, while ad spend remains separate.

A sensible 90-day testing model

1. Month 1: fix measurement, offer, pages and lead handling.
2. Month 2: test one or two acquisition routes with controlled budgets.
3. Month 3: compare cost per qualified enquiry and consultation, then increase spend only where the numbers support it.