Healthcare & Medical Google Ads Benchmarks

Healthcare Google Ads performance varies dramatically by specialty. Cosmetic procedures (rhinoplasty, hair transplants) see CPCs of £6-18 with CVRs of 3-5%. General practice and physiotherapy see CPCs of £1.50-4 with CVRs of 6-9%. The benchmark figures above represent a blended average across private healthcare. **HIPAA and GDPR compliance materially affects tracking.** Standard Google tags can inadvertently pass health-condition URL parameters as conversion data. Server-side tagging with data sanitisation layers is now the baseline requirement for any practice with a compliance obligation — and it typically recovers 15-25% of conversion signal lost to consent mode. **Local Service Ads are reshaping the competitive landscape** for primary care, dentistry, and physiotherapy. The 'Google Screened' badge commands a 35-50% higher click-through rate vs standard Search ads in the same position, and charges per lead rather than per click — typically £12-35/lead depending on specialty and location. **Insurance-seeker traffic inflates CPAs.** Searches like 'does NHS cover [procedure]' and 'private health insurance [treatment]' attract non-converting clicks at the same CPCs as genuine private-pay enquiries. Negative keyword architectures that filter these terms typically improve CPA by 20-30% within 60 days.