Performance Benchmarks for Healthcare Google Ads

Performance Benchmarks for Healthcare Google Ads

Where your healthcare practice lands on the search engine results page (SERP) matters.

You want your practice to appear as high on the page as possible, since 90% of searchers click on the first result. With Google Ads, you can claim the best real estate at the top, placing your clinic or practice above the competition and making it more visible to potential patients.

The first place many consumers and potential patients go to research is a search engine.

Even if you have great search engine optimization (SEO) putting your practice near the top of the SERP, Google allows some paid ads to appear above the organic (free) results.

Especially if there’s high competition in your area for the services you offer patients, Google Ads could help your healthcare business break through the organic search results.

Our search engine marketing (SEM) team at 9 Clouds structures our Google Ads benchmarks around measurable data collected directly from Google.

For this post, we looked at three Google Ads benchmarks set by a third-party company, WordStream, which works with more than $14 billion in Google advertising spend each year:

  • Cost per Click (Avg. CPC)
  • Click-Through Rate
  • Conversion Rate

We’ll talk through each of these and see how your healthcare practice’s Google Search Ad strategy stacks up!

Healthcare Cost per Click (CPC): $2.62

Google Ads avg. CPC example

With Google’s click algorithm, your practice’s cost per click (CPC) can fluctuate based on several factors, such as:

  • Quality score
  • Competition
  • How much you’re willing to bid

Because Google Ads are a pay-per-click system, your business will pay only when someone actually clicks on the ad — which will show up when Google deems it relevant to the search.

As of June 2019, advertisers in the health and medical field are right on par with the average Google Search CPC of $2.69 across industries.

Healthcare Click-Through Rate (CTR): 3.27%

Google Ads CTR example

The health and medical industry sits near the top of the pack when it comes to average click-through rate (CTR) on Google Search Ads (just behind the travel, automotive, and dating industries).

CTR is an important metric to watch when measuring your Google Ads success. This metric is measured by taking the number of clicks divided by the number of impressions that the campaign received.

Google pulls CTR, along with several other metrics, into its bidding system that computes CPC. That’s why it’s important to maintain a strong CTR — which we do at 9 Clouds by writing highly relevant ad copy that speaks to the searcher.

If you’re using a templated ad copy that isn’t representative of your own practice’s voice, consider crafting a unique message that will better engage a potential patient.

Healthcare Conversion Rate: 3.36%

Google ads conversion rate example

The third benchmark to watch for Google Ads success is your conversion rate. This is the percentage of goal conversions that were completed from the number of clicks the campaign received.

You can set up the specific goal conversions that are best for your practice in both Google Ads and Google Analytics. These goals may be a service page view, a call to your clinic, or a form submission.

According to WordStream, health and medical conversion rates for Google Search Ads fall right in the middle of the pack across all industries, with the average across all industries at 3.75%.

How Do Your Healthcare Practice’s Google Ads Stack Up?

At 9 Clouds, we’ve worked with many types of healthcare providers — from rural clinics to orthodontists to therapists and more.

Our Google Ads metrics are consistently above the industry benchmarks listed above. (Here’s a case study for proof.)

Craving more data on healthcare marketing benchmarks? You’re in luck! Our agency is compiling a new report that will clearly list all the digital benchmarks your practice needs to know.

Sign up now to be the first to know when the report is released!

Sign Up to Receive the 2020 Healthcare Benchmarks Report ↓

Keep Learning About Healthcare Marketing

In the meantime, does your practice need some expert help to stand out in the search engines? We’d love to help.

Get in touch with us or explore our healthcare marketing resources further.


CPC, CTR, and conversion data courtesy of WordStream