Your Google Business Profile is often the first impression your med spa makes. For searches like “lip filler near me,” it can appear above every website, with your rating, photos and a call button. Work through this checklist in order.
1. Setup & Eligibility
- Claim and verify the profile with an owner-controlled Google account, and add your marketing partner as a manager - never hand over ownership.
- Use an eligible address. Google requires a real location where you serve clients during stated hours. Unstaffed virtual offices and co-working desks without signage are not eligible.
- Remove duplicates for the same location, including old profiles from a previous name or address.
- Decide on practitioner profiles for injectors deliberately, since they can compete with the practice profile.
2. Core Information
- Business name exactly as it appears in the real world - on signage, your website and legal documents. No “Botox & Filler” add-ons.
- Address and phone identical to your website footer and major directories.
- Hours, including special hours for holidays and events.
- Website link to your homepage or the location page for multi-location practices.
- Booking link directly to your online booking.
- Description (up to 750 characters) covering what you offer, your providers and your area, written for people rather than keywords.
- Opening date and attributes such as accessibility features and appointment requirements.
3. Categories & Services
- Primary category: usually “Medical spa.” Choose what your business is, not what it has.
- Secondary categories: only accurate ones, such as “Laser hair removal service” or “Skin care clinic.” Fewer, accurate categories are better than many loosely related ones.
- Services: add every treatment you offer, grouped logically, with a short description for each.
- Check competitors’ categories for ideas - but add a category only if it truly applies.
4. Photos & Video
- Logo and cover photo that match your brand.
- Exterior photos that help clients find the entrance, and interior photos of reception and treatment rooms.
- Team photos of injectors and providers.
- Before-and-after images only with written patient consent and in line with platform policies.
- Add new photos monthly to keep the profile active.
5. Reviews
- Automate review requests through your booking software after appointments, with a direct review link.
- Never incentivize, gate or fake reviews. The FTC’s Consumer Reviews and Testimonials Rule prohibits fake reviews, buying reviews and review suppression, and Google’s policies prohibit incentivized reviews.
- Respond to every review - but never confirm someone is a patient or mention any treatment details. A safe response: “Thank you for the kind words. We’re so glad you enjoyed your experience with our team.”
6. Posts & Updates
- Publish weekly posts on new treatments, events, provider availability and seasonal education.
Monitor profile edits too - Google and users can suggest changes, so review your profile regularly to catch incorrect updates.
7. Website Alignment
Your profile ranks better when your website confirms what it says. Make sure your site has matching name, address and phone, a location page with an embedded map, dedicated treatment pages for your key services, and LocalBusiness or MedicalBusiness schema. See our med spa local SEO service.
8. Tracking Results
- Track what matters: calls, direction requests, website clicks and bookings from the profile, plus geo-grid rankings for your top treatments.
Sources: Guidelines for representing your business on Google; FTC final rule banning fake reviews and testimonials; OCR guidance on responding to online reviews.