For aesthetics clinics and independent practitioners who want more patients to find them on Google, with every page written to the advertising rules on Botox, fillers and under-18s. Local SEO and Google Business Profile work is paid on results: nothing upfront, and nothing until the results we agree with you in writing, before we start, have been met.
+398%more appearances on Google, search and profile counted together
“I’ve tried a lot of other people, spent literally thousands, with really very little return.”
Bradley, BJR Psychotherapypsychotherapy and counselling, Hove
June to July 2026, two months. Source: Google Search Console and Google Business Profile.
Read the full storyThere are no aesthetics figures on this page. Zara Medical Aesthetic joined us in October 2026, too recently to show any. Instead, here is our work for a private psychotherapy practice in Hove and a home care and healthcare staffing agency in London. Each figure runs from the first month we tracked to the best month since, using Google's complete monthly data. Protocol's figure compares clicks a day from Google in the first fortnight of the work (15 to 31 July 2026) with October so far (1 to 18 October, the latest complete data). The source is printed under each.
+121%
more clicks a day from Google: 16 a day when the work began, 35 a day in October
“We’ve seen our online presence increase massively.”
Hastings, Protocol Healthcarehome care and healthcare staffing, London
15 to 31 July against 1 to 18 October 2026. Source: Google Search Console.
Read the full storyNeither is a clinic like yours, so treat these as a comparison, not a forecast, and both are early results, not long-run trends. BJR's 'appearances' add Search Console impressions to views of its Google profile. They measure being seen, not bookings.
It puts your clinic in the map and the search results when someone nearby looks for a treatment you're allowed to promote, then makes the next step a booked consultation. Botox can't be advertised at all, even on your own website. So everything is built around what can be.
You stay in charge of the clinical side. We draft the pages, but every clinical claim sits beside your name and registration, so you or your prescriber should check it before it goes live.
Your Google Business Profile carries the name on your door, with no treatment or town tacked on, because Google's guidelines bar both. One profile, too, not one per treatment. The photos are real: Google's photo rules ask for 'no significant alterations or excessive use of filters'.
Fillers, skin treatments, laser hair removal and the rest each get their own page: what happens, who it suits, the risks, the aftercare and who does it. The advertising code says objective claims must be backed by evidence, so each page says only what you can back up.
The Advertising Standards Authority (ASA) lets you promote a consultation for wrinkles on your website and social media, and wants the consultation, not the treatment, on your home page. The consultation page makes clear that options are discussed first and nothing is given to anyone who isn't suitable.
The Professional Standards Authority tells patients to look before they book. So each practitioner gets a page with their professional registration and, where they have one, a link to their register entry. Google says a lone practitioner working under a clinic's brand is best sharing the clinic's profile.
Each patient gets one simple request to review you, whatever they came in for. Reviews that mention Botox stay on Google, though. The ASA allows testimonials in your own marketing only if they don't refer to Botox or another prescription-only medicine, so those aren't copied to your site or Instagram.
Often the treatment and 'near me'. Google's Keyword Planner puts monthly UK searches for 'laser hair removal near me' at roughly 14,800, averaged across October 2025 to September 2026. 'Lip fillers near me' gets 9,900, 'microneedling near me' 8,100 and 'aesthetics clinic near me' about 3,600.
So treatment pages carry much of the load, and the map carries the rest. On a mobile search from London on 20 October 2026, 'aesthetics clinic near me' showed a map with three clinics above the ordinary results. Each was rated 4.9 or 5.0, from between 165 and 223 Google reviews. Directory and booking sites such as WhatClinic and Treatwell filled most of the listings underneath.
Google's local ranking help page sums it up as relevance, distance and popularity, and counts the number of reviews you have towards how well known you are. You can't move closer to the person searching. You can make your pages match the treatment better, and give more patients the chance to vouch for you.
Demand moves through the year, too. Month by month, 'aesthetics clinic near me' fell to 2,400 searches in December 2025, then reached 4,400 in January and again in March 2026. Laser hair removal and lip filler searches near me dipped and rose in the same months.
Your clinic, your practitioners, consultations, and treatments that aren't prescription-only medicines, such as dermal fillers. Not Botox, and not any other botulinum toxin brand. CAP Code rule 12.12, part of the rulebook the ASA enforces, says prescription-only medicines 'may not be advertised to the public'. The ASA adds that posts on your own website and social media count as ads.
Ranking in the free results doesn't change that. The CAP Code has covered companies' own websites, and other online space they control such as an Instagram profile, since 2011. We treat your Google profile the same way.
Nor is it only Botox. CAP's November 2025 alert to publishers names Dysport and Vistabel among the medicines to watch for. It also lists the weight-loss medicines semaglutide and liraglutide, and hydroxocobalamin, a vitamin B12 injection.
The ASA allows two narrow mentions of Botox on your site. One is as a possible outcome of a consultation. The other is a price list that patients reach only after the consultation pages. Neither goes on the home page, and neither may promote: the ASA wants the plain, factual tone of a patient information leaflet.
A page built to rank for it is out. In April 2023 the ASA upheld a complaint about a booking site's page titled 'Best Botox in London', under rule 12.12. So none of these goes on your site or your profile, even if a rival's carries them:
Ads for cosmetic treatments have to stay away from under-18s, and photos have to show results honestly. CAP Code rule 12.25 has applied since 25 May 2022 to any treatment whose main purpose is to change how someone looks, surgical or not. The ASA says these ads can't appear where under-18s make up 25% or more of the audience, and that includes an influencer's following.
The law goes further. Since 1 October 2021, giving Botox or a cosmetic filler injection to anyone under 18 has been a criminal offence in England, and so has booking or arranging one. A parent's permission makes no difference, as the government's guidance for businesses explains. The exception is treatment a doctor has approved, given by a registered doctor, nurse, dentist or pharmacist.
That guidance counts confirming an appointment by phone, online or on social media as making arrangements, and says looking over 18 isn't enough. It suggests checking proof of age before booking and again on the day. So your booking form, and your replies to DMs, should ask for it.
Photos are the other trap. In 2021 the ASA ruled against Instagram ads where a beauty filter exaggerated what a tanning product could do. Its guidance advises clinics against any filter that could exaggerate a treatment's effect. For before-and-after photos, the ASA expects you to hold signed and dated proof that they're genuine and haven't been manipulated.
Because patients are told to check them, and one of them has been told to check its members' websites. The Professional Standards Authority (PSA), which accredits both, warns that 'anyone can offer cosmetic treatments like Botox and lip fillers'. It sends people to the two registers before they book.
The Joint Council for Cosmetic Practitioners (JCCP) covers injectables, fillers, lasers, peels and hair restoration. Save Face lists doctors, nurses and dentists working in clinics it has inspected. The PSA renewed the JCCP's accreditation after a July 2026 assessment, with five conditions. The first is a review of registrants' websites, with action on breaches 'particularly in relation to advertising Prescription Only Medicine'.
If you're on a register, your entry is one more listing that has to match your website and Google profile: the same clinic name, address and practitioners. Each practitioner's page links to their entry, so a patient can check it in one tap. If you're not on one, nothing we write will hint that you are.
Nothing yet, and no start date has been set. In August 2025 the government said clinics giving Botox and fillers will need to meet strict standards to get a licence from their local council. It also said the highest-risk procedures will be limited to qualified healthcare professionals, working for providers registered with the Care Quality Commission.
Its consultation response promised a further public consultation 'early next year', meaning 2026. When we checked gov.uk on 20 October 2026, none had been published. So nobody can yet tell you which treatments a licence will cover, or when you'll need one.
When the rules are published, pages and profiles will need updating to match them. Until then, we won't guess.
Local SEO and Google Business Profile work is paid on results. There is nothing to pay upfront: you pay nothing until the results we agree with you in writing, before we start, have been met.
Websites, ads and social media are quoted separately after the free analysis. How pay on results works
Tell us your trade and area. We record a short video of where you rank, who is above you and what would have to change. It is yours to keep.
If your market is not winnable, we say so. If it is, we agree in writing what a result is and how it is measured, before anything starts.
Your Google Business Profile, the pages that need to rank, citations and reviews. One business per trade per area, so never your rival as well.
Clicks, calls and where you show up, in your own portal, straight from Google. You pay once the agreed results are met.
Yes. Zara Medical Aesthetic joined us in October 2026, too recently for any figures, so the ones above come from psychotherapy and home care, labelled as exactly that. Passing off another sector's numbers as aesthetics results would be the kind of misleading claim this page warns you about.
No. The ban covers your own website and social accounts, so a page that ranks for Botox is still an ad for Botox. Anyone offering to get you ranked for it with clever wording is offering you a breach of rule 12.12. What SEO can do is put your clinic, your practitioners and your consultations in front of people nearby.
There's no price list. What we'd charge turns on your area and on how strong the clinics already ranking there are, and you'll have the number once we've done the free analysis, with no pressure to accept it. For the SEO and Google profile work, your first fee arrives only when the result written into your agreement has been met. The monthly fee that follows has no fixed term. You end it when you like, and walking away before the result is reached costs nothing. More on how pay on results works and what SEO costs in the UK.
Not honestly. The clinics above you in the map might have 200 reviews and years of pages behind them, or neither. The free analysis shows which, and is blunt about it when a market can't be won. No fee falls due in the meantime.
No. We take one clinic per area, because pushing two neighbouring clinics up the same map would mean working against one of them. Ask us, and we'll tell you straight away whether another clinic close by has already taken your area.
We can. The rest of your aesthetics marketing, Instagram and Google Ads included, is priced separately after the free analysis, outside pay on results. The same rules apply there. No Botox in any paid ad or post, and no cosmetic ads where under-18s are a quarter or more of the audience. An influencer's post for you counts as your ad, filters included.
Yes. If you're not on a register, we won't use wording or badges that suggest you are. If you are on one, we make the most of it: your entry linked from your practitioner pages, and your details kept identical across the register, your site and your Google profile.
Yes, provided it's in decent shape. Whoever made it, we'll work with it. Anything on it that breaks the ad rules, such as Botox on the home page, will have to change either way. If the site needs rebuilding, that's a separate quote.
Yes, anywhere in the UK. The advertising rules on this page apply UK-wide. The under-18 law and the licensing plans are England's, so a clinic in Scotland, Wales or Northern Ireland gets pages written to the rules where it practises.
Give us the clinic's town and the treatments you'd most like to fill your diary with. We'll record a short video for your clinic, and you'll have it inside two working days. It shows how you appear for those treatments now, which clinics Google lists above yours, and what you'd need to do to overtake them. It's free, it stays yours even if we never speak again, and if we judge your area unwinnable, it says so.