Healthcare Advertising Benchmarks for Search, Display, & Social in 2021

Let’s say you’re working adverts for your healthcare enterprise. You can establish your top-performing campaigns in relation to your different campaigns or time durations, however what about in relation to different companies in your vertical?

Or let’s say you’re a healthcare enterprise contemplating working adverts. How a lot are you able to anticipate to pay, and for what sorts of outcomes? Understanding business averages is essential for making certain you’re, or will likely be getting, probably the most out of your promoting price range.

That’s why we’ve partnered with LOCALiQ to supply the very healthcare promoting benchmarks you’re trying for! With this information, you’ll be able to perceive your full ROI potential and set the suitable targets to achieve it. So let’s dive in.

About these healthcare benchmarks

This benchmark information report covers the next metrics for search, show, and social promoting throughout 11 healthcare subcategories:

  • Average click-through charge (CTR)
  • Average value per lead (CPL)
  • Average value per click on (CPC)
  • Average conversion charge
  • Average month-to-month spend

You may examine them to our earlier healthcare advertising and marketing insights!

Search adverts

Not in the healthcare business? Check out our 2021 paid search advert benchmarks for each business

SubcategoryAverage Cost Per LeadAverage Click-Through RateAverage Cost Per ClickAverage Cost Per CallAverage Monthly Spend
Hospitals & Clinics$33.455.68%$3.63$34.47$1,500
Assisted Living, Elder & Home Care Services$50.916.36%$4.22$56.26$1,250
Health Clubs & Gyms$40.854.96%$3.78$47.94$1,050
Personal Fitness & Trainers$54.905.50%$3.16$62.18$1,000
Diet & Weight Loss Centers/ Products$75.195.16%$6.42$115.58$2,000
Hearing Aids & Care$71.525.19%$6.05$75.19$1,500
Opticians, Glasses & Contacts$22.656.06%$4.01$22.42$1,200
Addiction Recovery$57.976.34%$7.77$68.03$1,250
Chiropractic Care$57.974.09%$5.42$60.95$1,025
Massage Therapy$15.808.49%$1.73$16.12$500
General Dentistry$43.384.47%$6.42$48.91$1,500


We know that shopper intent is highest when on search, however do you know that in the healthcare business, a whopping 88% of customers transition immediately from on-line search to telephone name? Given the exceptionally excessive conversion charges from telephone calls in this vertical, companies are smart to determine prominence in search outcomes by means of healthcare search promoting. And in line with these benchmarks, the funding is effectively value it.

For search adverts throughout all healthcare subcategories, we discovered:

  • An total common value per lead of $47.69, starting from $15.80 (therapeutic massage remedy) to $75.19 (eating regimen and weight reduction).
  • An total common click-through charge of 5.66%, starting from 4.09% (chiropractic care) to eight.49% (therapeutic massage remedy).
  • An total common value per click on of $4.78, starting from $1.73 (therapeutic massage remedy) to $7.77 (habit restoration).
  • An total common value per name of $55.28, starting from $16.12 (therapeutic massage remedy) to $115.58 (eating regimen and weight reduction).

When you take into account common costs for routine visits from these subcategories, these common prices per lead and per name promise a excessive ROI. For instance, the common value for a routine dental go to is $127, so paying beneath $50 for a name or lead is extremely worthwhile.

Head right here to see search promoting benchmarks throughout all industries for 2021. 

Display adverts

display advertising benchmarks for healthcare businesses 2021
SubcategoryAverage Cost Per LeadAverage Click-Through RateAverage Cost Per ClickAverage Monthly Spend
Hospitals & Clinics$127.740.13%$3.03$800
Assisted Living, Elder & Home Care Services$23.340.11%$5.37$500
Health Clubs & Gyms$125.210.15%$4.01$750
Personal Fitness Trainers$116.750.10%$6.11$500
Diet & Weight Loss Centers/ Products$77.480.11%$5.58$1,000
Addiction Recovery$116.750.14%$4.22$500
General Dentistry$116.750.12%$5.16$750


Unlike search adverts, show adverts are visible property that will let you stand out from rivals and create a extra memorable impression. And when focused at individuals who have already visited your web site (retargeting show adverts), or who’re looking websites like yours (contextual show), you could be certain you’re constructing model consciousness with the suitable folks.

For show adverts throughout all healthcare subcategories, we discovered:

  • An total common value per lead of $100.57, starting from $23.34 (assisted dwelling, elder, and residential care) to $127.74 (hospitals and clinics). As you’ll be able to see, the associated fee per lead for the assisted dwelling class is a little bit of an outlier, bringing down the general common.
  • An total common click-through charge of 0.12%, starting from 0.10% (eating regimen and weight reduction) to 0.15% (well being golf equipment and gymnasiums).
  • An total common value per click on of $4.78, starting from $3.03 (chiropractic care) to $6.11 (eating regimen and weight reduction).

These click-through charges pale in comparability to these of search adverts, however statistics present that model consciousness leads extra clients to transform on all of your different advertising and marketing efforts—particularly your search adverts (study 4 methods to establish the affect of your show adverts on search adverts right here). So as a “power-up” to your whole methods that additionally occurs to generate its personal clicks and conversions, show adverts are a smart funding.

Where are you able to enhance in your account? Find out with our free Google Ads Performance Grader.

Social adverts

social advertising benchmarks for healthcare businesses 2021
SubcategoryAverage Cost Per LeadAverage Click-Through RateAverage Cost Per ClickAverage Monthly Spend
Hospitals & Clinics$116.751.39%$0.99$1,366
Assisted Living, Elder & Home Care Services$70.811.90%$1.00$626
Health Clubs & Gyms$58.561.53%$1.93$500
Personal Fitness Trainers$77.481.56%$2.16$1,000
Diet & Weight Loss Centers/ Products$70.111.68%$1.97$500
Hearing Aids & Care$116.751.22%$1.60$899
Opticians, Glasses & Contacts$116.750.97%$1.07$500
Addiction Recovery$86.491.10%$1.34$1,000
Chiropractic Care$72.971.29%$1.27$500
Massage Therapy$104.581.15%$1.46$500
General Dentistry$77.481.37%$2.44$500


Social media promoting is particularly useful for healthcare companies for the reason that detailed concentrating on means that you can phase and hyper-personalize your campaigns—reminiscent of by age and pursuits. Furthermore, healthcare has traditionally proven greater conversion charges than different verticals on social media.

For social adverts throughout all healthcare subcategories, we discovered:

  • An common value per lead of $88.07, starting from $58.56 (well being golf equipment and gymnasiums) to $116.7 (for hospitals and clinics, listening to aids and care, and opticians, glasses, and contacts).
  • An common click-through charge of 1.38%, starting from 0.97% (opticians, glasses, and contacts) to 1.90% (assisted dwelling, elder, and residential care).
  • An common value per click on of $1.57, starting from $0.99 (hospitals and clinics) to $2.44 (common denistry).

Social media adverts for healthcare companies have the bottom value per click on averages in comparison with search and show. Click-through charges are about 10x greater than show, however nonetheless 4 instances decrease than these of search adverts.

To discover out how one can optimize your Facebook adverts, use our free Facebook Ads Performance Grader.

Reach your highest ROI potential with these healthcare promoting benchmarks

Now you’ll be able to see precisely what a good search advert click-through charge seems to be like for your therapeutic massage enterprise, or a strong value per lead on Facebook for your habit restoration service. And you’ll be able to establish what areas of your technique want enchancment and which of them ought to be harnessed and scaled. For the complete report, together with ideas to enhance your efficiency on every channel, head to LOCALiQ’s 2021 Healthcare Advertising Benchmarks Report.

For further benchmark information, you could have an interest in:

Data sources

This report is predicated on a pattern of two,838 North American-based LOCALiQ consumer campaigns in the healthcare vertical throughout search promoting, show promoting, and/or social media promoting between May 1, 2020, and June 25, 2021. Each subcategory consists of at minimal 10 distinctive lively shoppers. “Averages” are technically median figures to account for outliers. All forex values are posted in USD.