The 300 Women Playbook

Every number in this playbook that describes your clinic is an example. It is shaped like a real one so the math is easy to follow, but you have to put your own numbers in. Wherever you see a tag like this assumption it means replace it.

Every number that describes our campaigns is real and comes from live ad accounts. Those are historical results from specific clinics over specific periods. They are not a promise about yours. Every market, every offer and every clinic is different.

Most clinic owners think of their market as "women in my city". That number is useless. It is too big to plan with and it makes a $150 booking feel expensive when it is not.

So we narrow it down in five steps until what is left is a number you could almost write on a whiteboard.

The five cuts

Every percentage above is an assumption. They are the shape of a typical suburban US metro, not a measurement of yours. Replace them.

What actually limits you

Two things, and neither of them is the size of your market.

Budget is the first one. Across the accounts we run, a booked, deposit paid appointment costs somewhere between $30 and $150. Where you land inside that range is decided almost entirely by the offer, which is what Part 02 is about.

That spread is real and it is published. Two of the screenshots on igxmarketing.com sit at the ends of it: 42 appointments at $27.00 each in October 2025, and 82 appointments at $153.31 each across January and February 2026. Same method, different offers, different markets.

Chairs are the second one. Three hundred new patients in thirty days is more than most clinics can physically treat without hurting the patients they already have. That is a real limit and you should respect it.

But notice what neither of those limits is. Neither of them is "there are not enough women near me". When a clinic books 40 a month, it is almost never because 40 was all that was out there. It is because a few thousand dollars was the budget and 40 was what the calendar could absorb.

This matters because it changes the question you ask. You stop asking whether there is enough demand, which there is, and start asking the only two questions that decide the outcome: what is a booked appointment actually worth to me, and how many can I deliver well? Part 02 sets up the first. The math sheet at the back answers it.

How to get your own radius number in ten minutes

1. Open Meta Ads Manager and start a new ad set. You do not have to publish anything.
2. Set the location to a drop pin on your clinic with a radius, and set the radius to your 20 minute drive.
3. Set gender to women and the age band to your treatment ages.
4. Leave all interests off. Interests make the estimate look better and mean nothing.
5. Read the audience size estimate. That is your cut 2 number, measured rather than assumed.

Then apply your own income and intent assumptions to that figure. Write the final number down. Put it somewhere you will see it when you are deciding whether $120 for a booked appointment is expensive.

Here is the trap almost every clinic falls into. The calendar gets quiet, so someone runs a promotion. Twenty percent off. Then the next quarter it is thirty percent off, because twenty stopped working. Within a year the clinic has trained its own market to wait for the sale, and the brand is worth less than it was.

The way out is not to stop making offers. Women respond to offers. The way out is to change what is on offer.

The ladder

Every offer that works sits on a three step ladder. The ad only ever sells step one.

The entry offer is never a discount on the core treatment. That is the whole trick. You are not selling Botox at a discount. You are selling a first visit that is worth turning up for, and the Botox is priced normally when she gets there.

Eight rules for discounting without looking cheap

1. Discount the entry, never the treatment. A reduced price on your core service tells her your normal price was invented. A valuable first visit tells her nothing about your pricing at all.
2. Always give the price a reason. A new device arriving. A new injector opening her book. A quiet January. A block of seats set aside. A price without a reason reads as desperation. A price with a reason reads as a decision.
3. Take a deposit. Every time. Free reservations are not reservations. A woman who has paid $50 turns up. A woman who filled in a form is still deciding.
4. Make the deposit a credit, never a fee. "$50 to hold your time, taken off the cost of your treatment" is a completely different sentence to "$50 booking fee", and it converts like one.
5. Cap it, and say the cap out loud. "Twelve seats this month" is believable and checkable. "Limited time only" is neither, and everyone has learned to ignore it.
6. Never use the sale words. Sale, deal, cheap, bargain, blowout, percent off. They belong to a different kind of business. Use: reserved, held, credit, seats, first visit, opening list.
7. Anchor once, quietly. State the normal price a single time, in normal type, near the offer. Repeating it or shouting it makes the whole thing feel like a pitch.
8. Let the photography carry the luxury. One real room, natural light, your actual injector. No stock models, no purple gradients, no confetti. The picture decides whether she believes the price before she reads a word.

The words, side by side

Read the right hand column out loud. Nothing in it is a discount, and yet every line is more compelling than the one beside it. That is the entire point of this section.

Three offers you can copy

Each of these is built the same way: a specific first visit, a real reason, a deposit that becomes credit, and a cap. The dollar figures are examples. Put your own prices in.

Here is the part that matters more than the design. When you send traffic to a form, you are asking Meta to find people who fill in forms, and it will. When you send traffic to a page that takes a deposit, and you tell Meta that a deposit is the thing you want, it goes and finds women who pay. Same budget, different woman.

So the page is not just a nicer form. It is the instruction you give the algorithm.

What goes on it, top to bottom

1. One headline that names the treatment and the outcome. Not your clinic name. She does not know your clinic name yet.
2. The offer box. Three lines only: what she gets, what she pays now, what she pays on the day. If a visitor cannot answer those three questions in four seconds, the page is not finished.
3. One real photograph. Your room or your injector. Not a stock image of a woman in a towel. This single element does more for your close rate than any headline you will write.
4. Three proof lines. Short, specific, and true. A number of patients treated, years open, a real review quote. Three is enough. Twelve looks nervous.
5. The booking step, with the deposit inside it. She picks a time and pays in the same flow. If she picks a time and you email her a payment link later, you have rebuilt the lead problem.
6. What happens next, in three lines. Confirmation now, a reminder the day before, what to bring. Certainty is what she is paying for.
7. The refund line, stated plainly. Reschedule freely with 24 hours notice, credit never expires. Say it clearly and more people pay, not fewer.
8. Four questions, answered. Does it hurt, how long does it take, how long does it last, what if it is not right for me. Nothing else.

The offer box, written out

Mechanics that decide whether it works

• Deposit size. Large enough that turning up matters, small enough that it is not a decision. For most US clinics that sits between $50 and $100. Below $25 it stops predicting attendance.
• The card is taken at booking. Not after. This is the single most common place clinics break the system and then conclude it does not work.
• Times she can actually attend. If your only slots are Tuesday at 11am you will blame the ads for a calendar problem.
• Confirmation in under a minute, with the address, the parking situation and the injector's first name.
• A reminder the day before and the morning of. Show rate is not a marketing metric, it is an operations one.
• Tell Meta about the deposit. Fire a purchase or a schedule event on the confirmation page and optimise the campaign for that, not for leads. Without this step the rest of the page is wasted.

Every ad below is written for the injectables offer in Part 02 so you can see the whole thing end to end. Swap the treatment words for skin or body and the structure holds.

Angle 1: the specific outcome

For the woman who knows what she wants and is looking for somewhere to have it done. This is usually the cheapest booking in the account and it is the first one to scale.

Creative direction

Your injector talking to camera in your actual treatment room, no script on screen, 20 to 30 seconds. Phone footage is fine and often beats a produced video. Open on her saying the first line of the primary text.

Angle 2: the objection

For the woman who has been quoted a frightening number somewhere else, or who is scared of looking done. This one usually has the highest value per booking.

Creative direction

Static image of the written plan on the desk, or the injector's hands marking a face chart. Avoid faces mid treatment. Avoid anything that looks clinical enough to be frightening.

Angle 3: the local one

For the woman who needs to know other people like her already go to you. Weakest on day one, strongest after 60 days once you have real reviews to quote.

Creative direction

The front of your clinic, or the room with a real patient in it who has given written permission. Local specificity is the whole point. Name the suburb.

How to run them

• One campaign, one ad set, all three ads. Do not split them into separate ad sets to be fair to them. Let the account decide.
• Optimise for the deposit event, not for leads and not for landing page views.
• Targeting: location, gender, age band. Nothing else. Interests shrink the audience and the algorithm already knows more about who books than you do.
• Judge nothing for the first 7 days. Under about 20 to 30 deposit events a week the account has not learned anything and neither have you.
• Replace the losing creative, never the winning one. Most accounts die because someone got bored of an ad that was still working.

Read this as a scope of work rather than a checklist. Every line is a decision someone has to own, and the two that sink most clinics are not the ones you would expect.

Worked example

Every figure here is an example. The column you care about is the last one.

What you can afford to pay

What it looks like at each level

Same example clinic, three different budgets. The per patient economics do not change. Only the size of the decision does.

The bottom row is the whole in market pool from Part 01. It is on the table because the demand is on the table. Whether you go after it is a budget and staffing decision, and now you have the numbers to make it deliberately instead of by default.

Your turn

Fill this in with your own figures before you spend anything.

If you do not know your show rate or your conversion at the visit, that is the first thing to fix. You cannot buy appointments sensibly without them, and no agency can work it out for you.