If you’re running Google Ads for a health or wellness business, one of the biggest questions is:
What should I be paying for leads and bookings?
This page breaks down real performance data from health and wellness campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Health & Wellness | 4 | $438,360.30 | 25,430,259.00 | 316,520.00 | 30,030.13 | 1.24% | 9.49% | $1.38 | $14.60 | $0.00 | 0 | 0 |
| 2024 | Health & Wellness | 5 | $572,531.16 | 27,077,514 | 331,052 | 21384.5 | 1.20% | 6.50% | $1.73 | $26.77 | $1,790,585.65 | 312.75% | 1 |
| 2025 | Health & Wellness | 5 | $690,412.45 | 29,253,980 | 423,256 | 25,279.41 | 1.40% | 6.00% | $1.63 | $27.31 | $1,704,858.46 | 247% | 0 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Health & Wellness | Cross-network | $263,016.40 | 215,764.00 | 23,250,076.00 | 11,334.56 | $825,215.20 | 0.93% | 5.25% | $1.22 | $23.20 |
| 2023 | Health & Wellness | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Health & Wellness | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Health & Wellness | Google Display Network | $43.14 | 180.00 | 9,888.00 | 0.00 | $0.00 | 1.82% | 0.00% | $0.24 | inf |
| 2023 | Health & Wellness | Google Search | $172,581.10 | 97,272.00 | 1,982,800.00 | 18,280.57 | $505,033.70 | 4.91% | 18.79% | $1.77 | $9.44 |
| 2023 | Health & Wellness | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Health & Wellness | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Health & Wellness | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Health & Wellness | Search partners | $885.06 | 2,522.00 | 158,120.00 | 393.00 | $383.04 | 1.60% | 15.58% | $0.35 | $2.25 |
| 2023 | Health & Wellness | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Cross-network | $421,243.40 | 278,597.00 | 25,503,292.00 | 15,578.79 | $1,283,928.00 | 1.09% | 5.59% | $1.51 | $27.04 |
| 2024 | Health & Wellness | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Google Display Network | $1,838.61 | 2,953.00 | 345,418.00 | 27.00 | $27.00 | 0.85% | 0.91% | $0.62 | $68.10 |
| 2024 | Health & Wellness | Google Search | $146,219.30 | 47,835.00 | 1,163,356.00 | 5,692.32 | $504,564.00 | 4.11% | 11.90% | $3.06 | $25.69 |
| 2024 | Health & Wellness | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Health & Wellness | Search partners | $142.44 | 122.00 | 22,051.00 | 16.00 | $1,996.33 | 0.55% | 13.11% | $1.17 | $8.90 |
| 2024 | Health & Wellness | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Health & Wellness | Cross-network | $410,218.80 | 264,658.00 | 22,167,092.00 | 15,915.53 | $937,774.29 | 1.19% | 6.01% | $1.55 | $25.77 |
| 2025 | Health & Wellness | Discover | $1,934.67 | 3,135.00 | 102,022.00 | 11.80 | $919.37 | 3.07% | 0.38% | $0.62 | $163.96 |
| 2025 | Health & Wellness | Gmail | $653.84 | 1,888.00 | 34,176.00 | 6.00 | $500.70 | 5.52% | 0.32% | $0.35 | $108.97 |
| 2025 | Health & Wellness | Google Display Network | $54.06 | 77.00 | 12,377.00 | 6.00 | $6.00 | 0.62% | 7.79% | $0.70 | $9.01 |
| 2025 | Health & Wellness | Google Search | $255,044.30 | 82,586.00 | 2,276,136.00 | 9,166.13 | $750,989.46 | 3.63% | 11.10% | $3.09 | $27.82 |
| 2025 | Health & Wellness | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Health & Wellness | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Health & Wellness | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Health & Wellness | Search partners | $397.99 | 569.00 | 43,849.00 | 15.00 | $1,526.59 | 1.30% | 2.64% | $0.70 | $26.53 |
| 2025 | Health & Wellness | YouTube | $22,108.78 | 70,343.00 | 4,618,328.00 | 158.95 | $13,142.05 | 1.52% | 0.23% | $0.31 | $139.09 |
Health and wellness campaigns increasingly leverage multiple networks to support both immediate demand and long-term visibility, while still relying on Search as the primary driver of conversions.
Health and wellness campaigns often generate:
This is driven by:
Compared to many industries:
However, this depends heavily on:
Within this category:
This is not a one-size-fits-all industry.
Across the years:
This makes optimization more important over time.
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
