Wellness · Aesthetics · Meta Ads · Google Ads
Ads for pilates, yoga and aesthetics studios in Lisbon
Reformer studios, yoga studios and aesthetics clinics live on two things: trying and coming back. The right ads bring the first visit. The rest depends on how that first visit is set up.
In this article
Quick answer
For pilates, yoga and aesthetics businesses in Lisbon, what usually works best is an Instagram campaign with a trial class or session offer, aimed at people who live or work within 2 to 5 km, with booking by WhatsApp. Google Ads comes next, for people searching the service by name. For aesthetic treatments, Meta does not accept before-and-after photos or negative statements about appearance.
Lisbon has more and more reformer, yoga and aesthetics studios, many a few minutes apart. People looking for a class or a treatment compare them on Instagram, on reviews and on how easy it is to book.
This article explains the offer that usually brings the most first visits, how to set up the campaign, the rules Meta applies to this sector and the numbers to track.
Part 1
The offer: lower the risk of the first visit
Nobody buys a ten-class pack from a studio they have never tried. The ad sells the first class, not the membership.
- Trial class or session, free or at a token price. The offer that converts best for studios.
- Starter pack (for example, three classes) for people who already know the workout and want to compare studios.
- Initial assessment or consultation at aesthetics clinics, where the treatment is defined afterwards.
That was the logic at a yoga and pilates studio in Príncipe Real: a free trial class on Instagram, then reminders for people who had tried it. Sign-ups tripled and 68% of trial classes turned into memberships. The full case is in our case studies.
Part 2
How to set up the campaign
Simple, close by and easy to book. The three rules that matter most in this sector.
01A short radius
Most people train near home or work. A 2 to 5 km radius around the studio is enough. Further out, you pay for views from people who will not come.
02Video of the real space
A 15-second Reel showing the room, the equipment, the light and the instructor talking to camera sells more than a stock photo. People want to know what it feels like inside.
03Booking by WhatsApp
Asking people to fill in a long form loses half of them. A WhatsApp button with a pre-written message is faster. Optimising for messages also gives Meta the roughly 50 results a week it needs to stabilise.
04Google for people who know what they want
Searches like "reformer pilates Lisbon" or "facial Alvalade" come from people who have already decided. Check in Keyword Planner how many there are in your area, and pair them with a Google Business Profile with recent reviews.
Part 3
Meta’s rules for wellness and aesthetics
This sector has its own rules. A rejected ad costs days of paused campaign.
- No before-and-after for cosmetic products, procedures and treatments. Meta’s health and wellness policy does not allow them.
- No negative statements about appearance, such as "tired of cellulite?" or questions that point out flaws in the viewer’s body.
- No close-ups of body areas in weight-loss ads, such as pinching fat.
Part 4
The numbers that tell you if it pays
Likes and followers do not pay the studio rent. These three numbers do.
If a membership costs €90 and a client stays six months on average, she is worth €540. Paying €15 per trial class, with half staying, gives €30 per new client. The numbers work comfortably. Our guide on how much to spend on Google Ads and Meta Ads walks through this calculation.
Summary for your studio
Sell the first visit, close by, with easy booking.
- Offer. Trial class or session, or an initial assessment for aesthetics.
- Campaign. Instagram within 2 to 5 km, video of the real space and WhatsApp.
- Measure. Cost per new client, compared with what she is worth in a year.
Frequently asked questions
How much should a pilates studio in Lisbon spend on ads?
To start, €300 to €500 a month of Instagram ad spend on a trial-class campaign is usually enough for bookings every week. Management is paid separately if you do not do it yourself.
Can I show before-and-after photos in aesthetics ads?
Not on Meta. Its health and wellness policy does not allow before-and-after images for cosmetic products, procedures and treatments. Show the space, the practitioner and testimonials described positively.
Is Instagram or Google better for a yoga studio?
Usually Instagram first, because the decision is visual and based on proximity. Google Ads helps next, for people searching "yoga" or "pilates" with the neighbourhood name.
Does Kune work with studios and aesthetics clinics?
Yes. We manage Meta Ads and Google Ads for wellness businesses in Lisbon, including yoga and pilates studios. Plans range from €400 to €1,100 a month, with no minimum term, and ad spend is paid separately.
Sources: Meta, health and wellness advertising standards · Meta Business Help Center, learning phase · Google, Keyword Planner
