A health and beauty Google Ads budget should be built from commercial maths, not from a generic monthly figure. Search costs and conversion rates vary sharply between a salon service, an aesthetic treatment and an ecommerce product.
Start with the numbers that matter
Clicks = media budget ÷ CPC
Bookings or purchases = clicks × conversion rate
Customers = enquiries × close rate
Use your own account and CRM data as quickly as possible. Broad market averages are often too blunt to be useful.
Separate campaigns by commercial intent
- High-intent service or treatment searches
- Local “near me” and city searches
- Product-category searches
- Brand or competitor comparisons where appropriate
Each group should have a landing page that matches the ad promise. Sending every click to the homepage makes performance harder to diagnose.
Budget for conversion infrastructure
- Call, form, booking or ecommerce tracking
- Dedicated landing pages
- Search-term and negative-keyword management
- CRM or booking-system attribution
- Creative and copy testing
- Fast follow-up for appointment-led services
Optimise for revenue or qualified bookings
A cheaper lead is not automatically a better lead. For clinics and salons, track booked consultations, attendance and treatment conversion. For ecommerce, track new-customer revenue, margin and repeat purchase.
For broader budget planning, see our health and beauty marketing costs guide.
