A med spa in France. One Meta ad account. €620 spent over six weeks in 2026.
Here's exactly what that money did. Not a survey. Not an industry average we pulled off someone else's blog. Our own campaign, our own numbers, measured in the ad account and the CRM.
One clinic, one market we know well. We're not going to call it "the French med spa benchmark" — it isn't one. But it's real, it's traceable, and you can check the method line by line. That's more than you can say for most of the numbers floating around this industry.
What does a med spa actually pay per lead on Meta in 2026?
€3.21 per lead.
That's €620 in ads divided by 193 leads. For context, the med spa lead costs you see thrown around sit at €30 to €80. So this isn't a magic trick — it's what a tightly-run campaign in a market with low ad competition can do.
And it didn't start at €3.21. The first few days ran closer to €4 a lead. Then the number fell, week over week, toward €2. That drop isn't luck. That's Meta's delivery system learning who actually fills out the form, and getting cheaper as it learns. €3.21 is the blended average across the whole run — the early expensive days included.
The number on the invoice is an average that hides a curve. The curve goes down.
The full funnel, in one table
Here's the whole thing, top to bottom. This is the part most agencies would never show you.
| Stage | Number | |---|---| | Ad spend | €620 | | Leads | 193 | | Cost per lead | €3.21 | | Appointments booked | 111 | | Clients closed | 88 | | Average client value | €500 | | Revenue | €44,000 | | Return per €1 spent | ~€71 | | Time to first lead | 1h27 |
Read it from the top and the story tells itself. €620 goes in. 88 paying clients come out. €44,000 in revenue.
Every €1 we spent on ads came back as about €71.
Leads are cheap. What happens next is the whole game.
A €3.21 lead means nothing if it never books. So here's the part that actually pays the rent.
- 193 leads came in.
- 111 booked an appointment. That's 58%.
- 88 closed into paying clients. That's 79% of the people who booked, and 46% of every lead.
That close rate is high, and there's a reason: a med spa appointment is most of the way to a sale already. The person knows the service, knows the price, and picked a time. They show up to get it done.
But none of that happens if the lead sits for three hours before anyone calls. The €3.21 didn't make the money. The fast, organized follow-up between the form and the chair made the money.
If you're getting cheap leads but they don't book, the gap is in your follow-up, not your ad spend.
So what did €620 actually produce?
88 clients. At an average client value of €500, that's €44,000 in revenue.
Put the two numbers next to each other. €620 in. €44,000 out. About €71 back for every €1.
And the first lead, for the record, came in 1 hour 27 minutes after we switched the ads on. The ads launched in the morning; the first person raised their hand before lunch.
How we measured it (so you can argue with it)
Credibility is in the method, so here's ours:
- Source: our own Meta ad account and the CRM for one French med spa. Nothing modeled, nothing projected.
- Window: six weeks of live ads in 2026.
- CPL: total ad spend ÷ leads, counted in the CRM and de-duplicated by email and phone — not Meta's inflated dashboard number.
- Booking: a lead who scheduled an appointment. Close: a client who showed and paid, tagged in the CRM.
- Revenue: closed clients × €500 average client value. Not a forecast.
- Scope: one vertical, one market. Not a survey.
Your 30-Second Audit
Three honest questions about your own med spa ads:
- Do you know your real cost per lead — de-duplicated humans, not Meta's inflated count?
- Of your last 100 leads, how many actually booked, and how many showed and paid?
- If a lead comes in at 9 a.m., how long before someone actually talks to them?
If any of those gave you pause, book a free audit. We'll pull your real numbers the same way we pulled these — even if you never work with us.
€3.21 a lead is nice. 88 clients is the point.