Med spa and aesthetic marketing · Texas
Texans search the treatment, not the spa: 2,900 a month for “tummy tuck houston” and 2,400 for “botox houston”, both at low difficulty. Outlier was founded in Austin and builds marketing for Texas med spas, plastic surgeons, dermatologists and cosmetic dentists around those searches.
The Texas aesthetics board
Pick a category. Each tile is one treatment in one city: how many people search it each month, what a click costs, and how hard it is to reach page one without paying for it.
Texans search the treatment and the city. Every Botox market in the state sits below difficulty 30.
Houston body procedures carry big volume at low difficulty. Dallas breast augmentation is the exception.
Dermatology is the biggest aesthetic search in each city, and among the hardest to rank for. Laser hair removal pays the most per click.
Veneers are nearly uncontested in Houston and Dallas; implants carry the highest click in Texas aesthetics.
The searches that name the practice type are the most contested in every city. Win the treatments first.
Semrush US keyword database, pulled October 10, 2026. Difficulty is Semrush’s 0 to 100 score for reaching page one organically:Open door 30 or lower,Contested 31 to 55,Fortress over 55.
Open doors
Every search here sits at a difficulty of 25 or lower, against 40 to 59 for “med spa” and “plastic surgeon” in the same cities. A page per treatment wins these; a single services page can’t.
Monthly US searches, Semrush, October 2026. Where Semrush had no bid data for a search, the cost per click shows as no bid data.
The rules that shape Texas aesthetics
Texas tightened its rules for cosmetic procedures and IV therapy in 2025, and federal rules now govern reviews. We build around them; your counsel has the final word.
22 Tex. Admin. Code ch. 169In force since January 2025
Texas Medical Board rules treat neuromodulators, fillers and other nonsurgical cosmetic procedures as medicine, delegated in writing by a physician, and require practices to post who the delegating physicians are. Treatment pages should say who performs what, under whose supervision.
Tex. H.B. 3749 (2025), Jenifer’s LawIn force September 1, 2025
Elective IV therapy outside a physician’s office now has to be given by a physician, physician assistant, advanced practice nurse or registered nurse, with physician oversight. IV menus and booking pages should match how the service is actually delivered.
16 C.F.R. Part 465In force October 21, 2024
The FTC’s rule on consumer reviews and testimonials bans fake reviews, paying for reviews that must be positive, and suppressing negative ones. Review programs should ask every patient, not only the happy ones.
Summaries for marketing planning, not legal advice. Sources: Texas Medical Board rules (22 Texas Administrative Code chapter 169), House Bill 3749 of the 89th Texas Legislature, and the FTC’s Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, checked October 2026.
How we’d run Texas
Houston is the biggest treatment market in the state; Dallas is where the practice-type searches are hardest. This is where we would start in each city, read straight off the board.
The biggest treatment market
“Tummy tuck houston” and “breast augmentation houston” draw 2,900 searches each, at difficulties of 16 and 22; “botox houston” adds 2,400 at 13. Houston rewards a page per treatment.
Where “med spa” is hardest
“Med spa dallas” sits at 49, “plastic surgeon dallas” at 59 and “breast augmentation dallas” at 60. The doors are in the treatments: “mommy makeover dallas” at 11, and “laser hair removal dallas” at 23, the priciest laser click on the board.
Injectables first
“Botox san antonio” draws 1,600 searches at a difficulty of 17, and “med spa san antonio” 1,000 at 41. Injectables are the open door here; the practice-type searches can wait.
Our home market
“Dermatologist austin” draws 2,900 searches but sits at 59; “botox austin” draws 1,300 at 27 and “med spa austin” 880 at 46. Win the treatments first and the practice-type searches next.
What we run for Texas practices
A page for every treatment and city worth winning, with FAQ schema so AI search can cite you.
Aesthetic SEO →Campaigns for the treatments with the best margins, measured on booked consultations rather than clicks.
PPC for aesthetic practices →Online booking, prices where you choose to show them, and before-and-after galleries that load fast on a phone.
Aesthetic web design →Films of the people who treat patients, cut for the site, the map pack and short-form social.
Video production →Procedure pages, galleries and consult flow for surgical practices.
Plastic surgery marketing →Treatment education and real results, with consent, on the channels your patients use.
Social media →Proof in aesthetics
Dr. Jason Emer’s practice, followed by more than a million people on Instagram. Outlier rebuilt the website and runs the engine that turns every video into pages that rank.
Read the EMER MED case study →Keep reading
Questions Texas practices ask us
Twenty minutes, no deck. We read your site, ads and booking path the way a patient would and tell you the three things we would change first.
Not ready to talk? Grade your website free, in about a minute.