Kick Ads

Industry Insights

Beauty advertising needs both interest and intent.

Meta is useful for introducing treatments, offers and creative angles. Search captures people who are already comparing treatments, clinics or prices. Strong accounts usually need both roles to work together.

Talk to us View Meta Ads

What Makes This Industry Different

People do not always search before they become interested.

Beauty and aesthetics demand is different from many traditional service categories. A user may first discover a treatment through Meta, then search the treatment or the clinic later when they are ready to compare, which is why Meta and Search should not always be judged separately.

From the Accounts

What the beauty accounts we manage actually show

93 days

Ad-level data behind the creative-fatigue reading

no trend

Movement in cost per enquiry as the ads aged

+24%

Rise in CPM over the same period, offset by click-through

1.4x

Spread in cost per enquiry between treatments that produced any

00Headline finding

We followed one beauty account's ads for a quarter. Cost per enquiry did not rise as they aged.

Most weeks
100
Median week = 100
87
Cheapest week
116
Dearest week
Cost per enquiry by week for ads that ran unchanged for the quarter, indexed to the median week.

In the one beauty account where we hold ad-level data for a full quarter, cost per enquiry did not deteriorate as ads got older. Fourteen ads that ran unchanged for the whole period held their cost per enquiry inside a band of about 15% either side of the median all quarter, with no upward trend. Eight further ads followed from the day they launched cost about 16% less per enquiry in their seventh week than in their first. Cost per thousand impressions did rise, by about a quarter at its peak, but click-through rose with it, from 1.95% to 2.40%, and the higher click-through offset the rise in CPM.

What we do with it

We do not refresh creative on a calendar. We change an ad when its own cost per enquiry moves, which in this account it did not, and we treat a rising CPM on its own as a reason to look at click-through before concluding anything.

Limitations

One account, one market, one objective, so this is not a statement about beauty advertising. The conversion action is a started conversation, not a booked treatment, so fatigue could show up as worse conversations at the same cost and this measurement would never see it. Meta may also be rotating audiences inside the ad set while the creative stays fixed.

One Hong Kong beauty account, HKD, Meta only · 1 Jun to 1 Sep 2026 · cohorts defined before the outcome was looked at

01Treatments

What changes is not the cost of an enquiry. It is whether a treatment produces enquiries at all.

Most treatments
100
Median = 100
82
Cheapest treatment
115
Dearest treatment
Cost per enquiry across the six treatment campaigns that produced enquiries, indexed to the median.

In both aesthetics accounts we manage, the treatments that produce enquiries produce them at similar cost. In the Google account, the six treatment campaigns that produced enquiries sat within about 1.4 times of each other. Four more campaigns ran 586 clicks between them and returned one enquiry each. In the Meta account, six offers spanned about 2.2 times end to end, and the cheapest was not a treatment at all: it was the monthly membership plan.

What we do with it

We look at which treatments generate enquiries before tuning the bidding on any of them, because on this evidence the budget question is which treatments to advertise rather than what to pay for a click. Where a membership or package offer exists, we test it against the single-treatment campaigns instead of assuming the named treatment is the stronger hook.

Limitations

Two accounts. The four campaigns that returned one enquiry each are not measured as expensive, they are unmeasured: a denominator of one supports no cost-per-enquiry figure. Both accounts count a contact click rather than a booked treatment, so none of these are cost per booking, and the membership offer asks less of the person clicking, so a cheaper conversation there is expected.

Two Hong Kong aesthetics accounts, two separate companies, both HKD · conversions to 26 Aug 2026

How these figures were produced

Based on anonymised Google Ads and Meta Ads accounts managed by Kick Ads, Hong Kong beauty and aesthetics, mid-2026. The creative reading comes from a single account, stated as such. Cost and impressions use the full period; conversion figures are shares and ratios between segments measured the same way, because conversion rows in this data are captured early and understate the level. Every conversion action counted here is a contact click or a started conversation rather than a booking.

At a Glance

Kick Ads manages Meta Ads and Google Search for beauty and aesthetics businesses in Hong Kong. Our work can include creative angles and creative refresh, treatment-level Search campaigns, landing page review, WhatsApp and lead form flow, and lead quality reporting against sales feedback.

Diagnostics

What we check first

01

Creative

Treatment angle, offer, format, hook and whether creative is becoming repetitive

02

Search

Brand, treatment, concern and high-intent terms

03

Landing page

Treatment information, pricing context, trust and CTA

04

Lead flow

WhatsApp, Lead Forms, follow-up and available sales feedback

Channels

The campaign mix we usually run for beauty and aesthetics

Before they search

Meta Awareness and reach

Core

This category is discovered rather than searched for, so a reach layer usually has to run before the conversion campaigns work

Creative testing

Core

Performance here moves with the creative more than with the settings, so a steady flow of new hooks and formats is part of the plan

While they are searching

Brand Search

Core

Catches the branded searches that appear while the Meta campaigns are running

Treatment-intent Search

Core

People searching a named treatment are close to booking and should not be reached only through social

While they are comparing

Meta remarketing and Messenger

Support

Re-engages people who watched a video or opened a conversation without booking

What the results tell us

Sales feedback on lead quality

The cheapest lead source is often not the one that books, so the sales team's read on quality decides where budget goes next

Informs the next budget decision

The calendar

The beauty calendar we plan against

Most treatments need a run of sessions before the result shows, so the booking happens months before the occasion. The advertising has to run earlier than the event, not on it.

  1. Jan to Feb

    Chinese New Year. People want to look well before seeing family, and the new-year reset drives body and skin goals.

    We run this from early December, because a course of treatments booked in February is too late for February.

  2. Mar to May

    Wedding season builds, and the pre-summer body and hair-removal window opens.

    Bridal packages need three to six months of lead time, so we advertise them well ahead of the season itself.

  3. Jun to Aug

    Summer. Demand moves to hair removal, sun damage and anything visible.

    Creative changes more than the targeting does. The same audience responds to a different concern in July than in March.

  4. Sep to Oct

    Autumn wedding season, and the start of the run-up to year-end events.

    We restart the bridal and event-facing campaigns here, not in November, for the same lead-time reason.

  5. Nov to Dec

    Year-end parties, plus 11.11 and Black Friday promotions on packages and memberships.

    Package and membership offers usually produce cheaper enquiries than single-treatment ads, so we test the two against each other before deciding.

This calendar comes from running these accounts, not from a measurement. Chinese New Year moves between January and February, so the dates around it shift each year.

One client

An aesthetic medicine clinic · Hong Kong

The problem

Enquiry volume was there but the cost of each one kept climbing, and the account could not show which treatments were carrying it, because everything ran together.

What we changed

We restructured Search and Performance Max so each treatment sat in its own campaign, with its own budget and its own cost target. That made it possible to see which treatments were producing enquiries and which were spending without producing any. Brand terms were pulled into a separate campaign so they stopped lifting the account average, and Performance Max was kept for volume rather than being judged on the same target as the treatment campaigns.

What moved

+92%Leads, year on year
−40%Cost per lead, year on year

Common problems

  • Reusing the same creative for too long
  • Judging Meta only by platform CPL
  • No treatment-specific Search campaigns
  • Generic landing pages
  • Weak follow-up after WhatsApp enquiry
  • Overly aggressive claims in medical-aesthetic advertising
  • No connection between Meta, Search and actual sales feedback

Results

Selected beauty results

View all results

Medical Aesthetics · Hong Kong

6,000+
Leads per year

Cost per lead held steady across the engagement.

Where figures are shown, they are based on anonymised campaign data reviewed by Kick Ads.

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Meta AdsGoogle AdsLead GenerationLanding Page Optimisation

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FAQ

Common questions

Want to improve beauty lead volume and quality?

We can review Meta creative, Search demand, landing pages, WhatsApp flow and sales feedback together.

Talk to us