For a med spa, the Google Business Profile is often the single most important local SEO asset you have — the thing that most determines whether you appear when patients search "[treatment] near me," which is where most booking-intent searches resolve. It's free, it's high-impact, and the reason it's such a reliable competitive opportunity is that most practices leave it half-built. The practice outranking you in the local map pack usually isn't more sophisticated; it just finished the free work you started and abandoned.
This is general education for owners, not professional advice.