Botox and filler marketing for Dubai clinics

Advertising that sells the injector, not the discount.

AdGrow runs Botox, Dysport and dermal filler campaigns for clinics in Dubai and across the UAE. Injectables are the most price-advertised treatments in this market and the least price-decided: the patient compares offers, then books with whoever looks safest holding the needle.

So we build these campaigns around the injector and the consultation rather than around a per-unit price, and we hold a separate cost-per-lead target for Botox and for filler because they behave like two different businesses.

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Botox, Dysport, filler, skin boosters DHA and DoH ad review Senior-led account teams

Brands we work with

The anchor number

One treatment,
a threefold spread.

Dermal filler enquiries on the account we manage have cost as little as AED 66 and as much as AED 202. Same city, same platform, same clinic. The spread is the lesson.

A Botox or Dysport enquiry in Dubai typically costs between AED 50 and AED 116. A dermal filler enquiry costs between AED 66 and AED 202. Those are not two points of uncertainty, they are a range that moves inside a single quarter on a single account, and what moves it is almost never the bid.

On a Dubai clinic account we manage, with AED 1M+ of Meta spend across 35 months and more than 16,000 patient leads behind it, the blended average across every treatment is AED 62.72. Filler sits at the top of that account. It is also, per enquiry, the treatment most worth having.

If your own filler cost per lead has tripled without your budget changing, the useful question is not what the auction is doing. It is which of the four things below changed first.

Cost per enquiry, AED. The bar is the band each treatment moves inside on live UAE clinic accounts.

Facial & HydraFacialAED 21–54
Laser hair removalAED 35–56
Botox & DysportAED 50–116
Dermal fillerAED 66–202
Clear alignersAED 72–152

Treatment	Cost per lead	What sets it
Facial & HydraFacial	AED 21 – 54	A low-commitment decision made in a day, which is why it anchors the bottom of every clinic account including this one.
Laser hair removal	AED 35 – 56	A familiar treatment with a price the patient already knows, so the ad is read quickly and acted on quickly.
Botox & Dysport	AED 50 – 116	A repeat treatment with a crowded auction. Cost moves with how the offer is framed, not with how high you bid.
Dermal filler	AED 66 – 202	A higher ticket and a longer research habit. The pool of patients ready to book this week is small, and it is shared.
Clear aligners	AED 72 – 152	A five-figure decision over several months. The most expensive enquiry on the board and often the most profitable one.

Four things move a filler cost per lead, in this order of force. First, the offer frame: a per-syringe price pulls in people shopping syringes, and a consultation framed around the result pulls in people shopping outcomes. Second, the creative subject: an injector on camera outperforms a product shot every time we have tested it, because the anxiety being resolved is about competence. Third, audience breadth: filler audiences starve faster than facial audiences, so a narrow set that worked in month one is the usual culprit in month three. Fourth, the form: every extra field is a filter, which is sometimes exactly what you want.

A single blended target across Botox and filler will hide all four. Judged on one number, the treatment with the better margin looks like the problem.

The method

How we run an
injectables account.

Five decisions do most of the work on a Botox and filler account. None of them happens inside the ad.

The injector is the creative, not the price. Injectables advertising in Dubai is saturated with per-area pricing, which means a price ad now competes with twenty identical price ads and differentiates nothing. A short piece to camera from the doctor who will actually treat the patient answers the question the patient is really asking. It also ages well, because a face does not go out of date the way a seasonal offer does.
Botox and filler get separate campaigns and separate targets. They share a room in your clinic and nothing else. Botox is a maintenance habit with a three-to-four-month cycle; filler is a considered purchase with a six-to-twelve-month one. Run them together and the cheaper treatment eats the budget while the report shows a healthy blended number.
Compliance is designed in, not fixed after rejection. Meta restricts before-and-after imagery and personal-attribute claims, and DHA and DoH rules govern what a licensed clinic may advertise at all. We write the first version to pass both, which is faster than appealing the third version. The constraint is also an advantage: clinics that cannot show a result have to explain one, and explanation converts better than a photograph.
Speed to first reply, measured in minutes. An injectables enquiry is comparing two or three clinics in the same sitting. The clinic that replies inside five minutes is usually the clinic that gets the consultation, regardless of which had the better ad. We instrument this and report it, because it is the cheapest improvement available to most clinics.
The second appointment is where the money is. Botox at three-month intervals and filler at six-to-twelve means the first treatment rarely pays for the acquisition on its own. We set up the recall sequence before we scale the spend, so the account is not permanently buying first-time patients at first-time prices.

AdGrow in numbers

AED 8M+Combined ad spend managed

5.8xAverage ROAS across accounts

25+Brands and clinics

7+ yearsRunning paid ads

What we build

The parts of an
injectables campaign.

Treatment-split campaign structure

One campaign for Botox and Dysport, one for dermal filler, one for skin boosters and polynucleotides if you offer them. Each funded well enough to clear the learning phase on its own rather than sharing a pooled budget.

Injector-led video, shot properly

Our shoot team films the doctor in the clinic: what the treatment does, who it is not for, what the first appointment involves. Three to five pieces per quarter, cut for Reels, Stories and feed, in English and Arabic.

Consultation-first lead forms

The form asks the treatment area, the timeframe and whether the patient has been treated before. Those three answers let the front desk open the call knowing what to say, and they remove the browsers who would never have booked.

Search capture for brand-name demand

People search Botox, Dysport and specific filler brands by name in Dubai. That is bottom-of-funnel intent at a sane cost, and most clinic accounts we audit are not bidding on it at all.

WhatsApp as the first response channel

A Dubai patient answers a message and ignores an unknown number. We route new injectables enquiries into WhatsApp with a templated opener the front desk can send in one tap, then a human continues it.

Recall and retention sequences

Dated reminders built off the treatment interval rather than a generic monthly newsletter, so the three-month Botox patient hears from you in week ten and the filler patient hears from you in month five.

The trap

Why the discount
ad wins the click and loses the case.

A per-area Botox price is the easiest ad in this category to write and the most expensive one to run. It works in the auction: it is concrete, it is comparable, and it earns a cheap click. Then it sets the terms of the conversation it caused.

A patient who arrived on a price arrives expecting that price, which removes the clinic's room to recommend the treatment plan the face actually needs. The consultation becomes a transaction over units. The patient who books on a price also leaves on a price, which is why discount-acquired injectables patients show the weakest return rates in every account we have inherited.

There is a second cost that does not appear on any report. Running a visible discount teaches your existing patients to wait for the next one. A clinic can spend two years building a Botox base that pays reliably every three months and undo it in a quarter of aggressive offers.

The replacement is not a more expensive ad. It is a different promise: a named injector, a clear description of what the appointment involves, and a reason to come now that is about timing rather than price. That ad earns a dearer click and a better patient, and on a treatment worth four figures a year the second number is the one that matters.

The test that settles it in your own account. Run the offer ad and the injector ad to the same audience with the same budget for three weeks, and compare them on consultations attended rather than on cost per lead. We have not yet seen the offer ad win that comparison, but it reliably wins the one most clinics are looking at.

Results

What 35 months
on one account shows.

A multi-branch Dubai aesthetic clinic account, with injectables as one of the treatment lines inside it.

Meta Ads Manager showing lead campaign totals on a Dubai aesthetic clinic account — Lead campaigns inside the account at the time of capture: 14,886 results across 101 ad sets. The account total now stands above 16,000.

Aesthetic clinic · Dubai · Meta

16,000+ patient enquiries on one Dubai clinic account.

A multi-branch Dubai aesthetic clinic account we manage, carrying AED 1M+ of lifetime Meta spend across 35 months. We inherited an account with history and rebuilt it around the booking rather than the lead: one campaign per treatment, each with its own offer and audience, and forms written per treatment instead of per clinic.

Injectables were the line that changed most. Separating Botox from filler gave each a target it could be judged against, and gave the filler campaigns room to run at a cost that looked wrong next to a facial and right next to a filler case.

Botox and filler split into separate campaigns with separate targets
Injector-led video replacing per-area price creative
Filler allowed to run at a cost that looks wrong beside a facial

16,000+ Patient enquiries on the accountAED 1M+ Meta spend across 35 months

Meta Ads Manager results for a UAE clinic lead campaign window — One campaign window on the same UAE account: 1,791 leads at AED 48.38.

UAE clinic · One treatment window

1,791 enquiries at AED 48.38 in one window.

A treatment-led window on the same UAE account, run to a single treatment with one offer and one audience definition. The cost sits below the account's blended AED 62.72 because the treatment sits at the cheaper end of the board, which is the point: the blended number is an average of different products, not a benchmark to hit.

One treatment, one offer, one audience, properly funded
Form rewritten to filter rather than to maximise volume
WhatsApp as the first reply channel

AED 48.38 Cost per enquiry in that window1,791 enquiries, UAE account

Every figure above comes from a live account we manage.

How we work with injectables clinics

Plain language.
Direct access to the buyer.

What you get

A separate cost-per-lead target for Botox and for filler, agreed before we start
Injector-led video shot in your clinic, in English and Arabic
Ad copy written to clear Meta review and DHA rules on the first pass
Speed-to-first-reply reported every week alongside spend
Ownership of the ad account, the creative files and the patient records

What you won't get

A per-area discount ad because it is the easy thing to write
One blended cost-per-lead number covering every treatment you offer
Before-and-after images that put the account at risk of restriction
A lead count with no idea which enquiries became consultations

More on injectables
in this market.

Cost per lead by treatmentWhat a patient enquiry costs in Dubai Before-and-after photos in clinic adsWhat a Dubai clinic may and may not show Skin and facial marketingThe treatment line that feeds injectables Clinic marketing in DubaiThe hub: how we run clinic accounts

BotoxDysportDermal fillerLip fillerSkin boostersPolynucleotidesProfhiloJawline contouring

Questions

What injectables clinics
ask us first.

The useful version of the job is to produce consultations your front desk can confirm, not enquiries that sit in an inbox. In practice that means separate campaigns for Botox and for filler, creative built around the injector rather than a per-area price, copy written to clear both Meta review and DHA rules, lead forms that filter, search capture for people typing treatment brand names, and a reply sequence that reaches the patient within minutes.

Between AED 50 and AED 116 for Botox and Dysport on the account we manage, and between AED 66 and AED 202 for dermal filler. The blended average across every treatment on that account, over 35 months and AED 1M+ of Meta spend, is AED 62.72. Be careful with any agency quoting one flat figure across all treatments: it is an average of different products and it cannot be held to.

Usually one of four things, and rarely the auction. The offer frame may have moved from a result to a unit price; the creative may have moved from a person to a product; the audience may simply have been exhausted, which happens faster on filler than on facials; or the form may have been shortened to chase volume and is now admitting people who were never going to book. Check them in that order.

Not freely. Meta restricts before-and-after imagery and ads that imply personal attributes, and DHA and DoH rules separately govern what a licensed facility may claim in advertising. We write to those constraints from the first draft. It is less of a handicap than it sounds, because a clear explanation of what the appointment involves tends to convert better than an image the patient half distrusts anyway.

You can, and it will earn you a cheap click and a worse patient. A price ad sets the terms of the consultation it causes, which removes your room to recommend a plan, and it trains your existing patients to wait for the next offer. If you want to test it honestly, run it against an injector-led ad to the same audience and compare consultations attended rather than cost per lead.

Plan on six to eight weeks before the numbers mean anything. Meta needs roughly fifty conversions a week before a campaign leaves the learning phase, and a filler campaign reaching that volume needs real budget behind it rather than a share of a pooled clinic budget. Accounts that get judged in week two usually get restructured in week three, which resets the clock again.

Separate creative, usually the same campaign. The Arabic version is not a translation of the English one; the objection it answers is different and the phrasing around the injector matters more. Our team writes both. Splitting the campaign as well is worth it only once the volume on each language can support the learning phase independently.

We look at your account if you have one, or at the market if you do not. You will leave with the cost-per-lead range your treatments should sit in, the campaign structure we would run, what the creative needs to show given the compliance rules, and the benchmarks we would hold ourselves to over the first ninety days. It is a working session, not a pitch.

Botox and filler, Dubai

Ready when
you are.

Book a strategy call. We will look at your injectables campaigns and your booking flow, and build you a plan with a separate target per treatment and the benchmarks we will hold ourselves to over the first ninety days.

Book a strategy call

Senior-led accounts · A target per treatment · Dubai based

One treatment, a threefold spread.

How we run an injectables account.

The parts of an injectables campaign.