If you’re running Google Ads for a healthcare or medical practice, one of the biggest questions is:
What should I be paying for patient leads?
Healthcare advertising is competitive and often highly localized. This page breaks down real performance data from healthcare 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 | Healthcare | 6 | $47,440.50 | 394,573.00 | 17,155.00 | 1,798.51 | 4.35% | 10.48% | $2.77 | $26.38 | $0.00 | 0 | 1 | |
| 2024 | Healthcare | 6 | $93,530.52 | 4,131,091 | 62,146 | 17739.2 | 1.50% | 28.50% | $1.51 | $5.27 | $59,890.83 | 64.03% | 1 | |
| 2025 | Healthcare | 7 | $81,158.68 | 1,074,239 | 31,340 | 2,172.98 | 2.90% | 6.90% | $2.59 | $37.35 | $304,927.29 | 376% | 2 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Healthcare | Cross-network | $6,082.76 | 2,802.00 | 213,547.00 | 111.51 | $83.51 | 1.31% | 3.98% | $2.17 | $54.55 |
| 2023 | Healthcare | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Google Search | $27,353.86 | 8,297.00 | 108,220.00 | 257.00 | $156.00 | 7.67% | 3.10% | $3.30 | $106.44 |
| 2023 | Healthcare | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Healthcare | Search partners | $671.09 | 840.00 | 5,733.00 | 3.00 | $2.00 | 14.65% | 0.36% | $0.80 | $223.70 |
| 2023 | Healthcare | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Cross-network | $29,852.60 | 37,875.00 | 3,274,176.00 | 15,388.21 | $23,564.83 | 1.16% | 40.63% | $0.79 | $1.94 |
| 2024 | Healthcare | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Google Display Network | $271.42 | 246.00 | 27,836.00 | 0.00 | $0.00 | 0.88% | 0.00% | $1.10 | inf |
| 2024 | Healthcare | Google Search | $30,395.38 | 10,148.00 | 590,044.00 | 325.00 | $30,325.00 | 1.72% | 3.20% | $3.00 | $93.52 |
| 2024 | Healthcare | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Healthcare | Search partners | $667.85 | 700.00 | 6,712.00 | 11.00 | $3,402.00 | 10.43% | 1.57% | $0.95 | $60.71 |
| 2024 | Healthcare | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Cross-network | $30,539.63 | 9,461.00 | 695,605.00 | 474.00 | $57,997.03 | 1.36% | 5.01% | $3.23 | $64.43 |
| 2025 | Healthcare | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Google Display Network | $140.78 | 497.00 | 12,228.00 | 0.00 | $0.00 | 4.06% | 0.00% | $0.28 | inf |
| 2025 | Healthcare | Google Search | $47,498.27 | 17,549.00 | 333,428.00 | 1,447.98 | $237,029.26 | 5.26% | 8.25% | $2.71 | $32.80 |
| 2025 | Healthcare | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Healthcare | Search partners | $2,980.01 | 3,833.00 | 32,978.00 | 251.00 | $9,901.00 | 11.62% | 6.55% | $0.78 | $11.87 |
| 2025 | Healthcare | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Healthcare campaigns continue to rely heavily on Search for high-intent conversions, while gradually incorporating other networks to support awareness within a more regulated advertising environment.
Healthcare searches are typically:
This leads to:
Compared to legal:
Healthcare campaigns tend to see:
However, results depend heavily on:
Patients are more selective when choosing providers.
This impacts:
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:
