Freelance Google Ads & Meta Ads For Spas And Wellness
Spa days, massages, thermal cures and retreats: advertising should fill your time slots and your stays, and sell your gift vouchers when people look for a present.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Spas And Wellness In The EU, In Numbers
Saunas, massage centres, thermal spas: their activity as Eurostat measures it, then the month when people search most for a spa, a spa gift voucher or a wellness break on Google.
Saunas, Massage And Thermal Spas
NACE code 96.04
Physical well-being activities
121,351companies in the EU
Eurostat publishes no final figure for this country.
1.7 people per company on average
€8.1 billion in turnover
Most searched month: August and September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE code 96.04, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS code 81219, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS code 812190, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 784 and 785 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 code 9604 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Spas And Massage
Spa Gift Vouchers
Spa Breaks And Retreats
100500
Spa Gift VouchersSpa Breaks And RetreatsSpas And Massage
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: spas and massage in August and September, spa gift vouchers in December, spa breaks and retreats in January. Spa Gift Vouchers: December brings 3.6 times the searches of April.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “spa”, “spa near me”, “day spa”, “massage near me”, “spa vouchers”, “spa gift voucher”, “spa gift card”, “spa day gift”, “spa break”, “spa hotel”, “wellness retreat” and “yoga retreat”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Spas And Massage
Spa Gift Vouchers
Spa Breaks And Retreats
October 2025
91
36
74
November 2025
88
57
67
December 2025
88
100
73
January 2026
95
34
100
February 2026
91
34
74
March 2026
88
43
68
April 2026
82
28
56
May 2026
100
30
56
June 2026
94
29
55
July 2026
100
34
56
August 2026
100
31
67
September 2026
100
29
55
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Spas And Massage “massage near me”€0.38 to €1.52
Spa Gift Vouchers “spa vouchers”€0.79 to €2.07
Spa Breaks And Retreats “spa hotel”€0.31 to €0.89
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Spas & Wellness · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandSpa And Treatments · Your BrandMassages, steam room and gift vouchers. Book your slot online.
MaGoogle MapsIllustration
Y
SponsoredYYour brandSpa And Treatments · Your BrandSpa · 0.6 miles awayCallWebsite
YYouTubeIllustration
A break just for youAd · Your brand
Up nextTour of a city centre spa
SponsoredSpa And Treatments · Your Brand
DDiscoverIllustration
A break just for you
YYour brand · SponsoredSpa And Treatments · Your Brand
MGmailIllustration
YSponsoredYour brandSpa And Treatments · Your BrandMassages, steam room and gift vouchers. Book your slot online.
WWebsites and appsIllustration
A break just for youYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Massages, steam room and gift vouchers. Book your slot online.
A break just for you
Spa And Treatments · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
A break just for you
Learn more→
CChatGPTIllustration
what spa voucher makes a good birthday gift?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandSpa And Treatments · Your BrandMassages, steam room and gift vouchers. Book your slot online.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
165,000searches a month for “spa”, in the UK
Searches a month in your industry, in the UK
“spa”165,000
“spa vouchers”5,400
“spa break”60,500
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. I worked with an organiser of wellness and outdoor retreats in Spain, whose guests, mostly from the UK and Northern Europe, book online. My method stays the same for a spa, a thalassotherapy centre or a retreat: ads that speak about what your guests experience, and measurement that follows each booking and each gift voucher with its value. I work directly with you.
The 3 Paid Media Projects For Spas And Wellness
Sell Relaxation, Within A Clear Framework
In France and in Spain, falsely claiming that a service can cure illnesses is deemed a misleading commercial practice (French Consumer Code, article L121-4; Spanish Unfair Competition Law, article 23). Google also rejects claims that present an unlikely result as the likely outcome. Your ads talk about the moment and the place, and your guests know what they book.
The Gift Voucher, A Sale Of Its Own
Christmas, Valentine's Day, Mother's Day: the person who buys a voucher gives a moment to someone else. Gift campaigns speak to the giver, and each voucher sold is recorded with its value, long before the visit is booked.
Stays That Are Planned Ahead
A thalassotherapy break, a thermal cure or a retreat is planned ahead, often from another region or another country. Campaigns follow your guests' language and country, and tracking follows each request to the confirmed booking, even when it ends on your booking tool.
The Method, Applied To Spas And Wellness
1
Audit Of Your Services And Seasons
Massages, packages for two, vouchers, stays: the real demand for each one in your area, and the calendar of gift occasions.
2
Ads Reviewed With You
Accurate messages about the moment, the place and the relaxation, approved with you before anything runs.
3
Campaigns By Service And By Occasion
Google Search on the services people look for in your area, Meta to show the place, and voucher campaigns before each gift occasion.
4
Measuring And Steering By Value
Bookings, calls and vouchers are recorded with their value, and the budget follows the services and stays that bring in the most.
Frequently Asked Questions From Spas And Wellness Businesses
Can My Ads Talk About The Benefits Of A Massage?
Yes, as long as they stay on what your guests experience: the relaxation and the moment you offer them. Google rejects ads from businesses that pretend to provide medical help when they don't, and Meta blocks custom audiences and custom conversions that suggest a specific health condition, such as arthritis or diabetes. So I name audiences and conversions after the service or the stay, and I review every ad that mentions benefits with you before it runs.
When To Launch Gift Voucher Campaigns?
Before the peak: the calendar above shows that in the UK, spa gift vouchers are searched most in December. Campaigns ramp up a few weeks before.
What About Thermal Spas, Thalassotherapy Centres And Retreats?
The method stays the same, the goal changes. In France, a thermal establishment uses water from authorised mineral springs to treat patients (Public Health Code, article R1322-52), and this therapeutic use is recognised and authorised by the prefect, the State's local representative (article L1322-1). I recommend separating the thermal cure, which follows this framework, from the relaxation stay, which is sold like a spa. A thalassotherapy centre or a retreat sells a stay: campaigns follow the country and language of its guests, and tracking goes all the way to the confirmed booking.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Wellness Business
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
