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

November 24, 2021

Let's say you're running ads for your healthcare business. You can identify your top-performing campaigns in relation to your other campaigns or time periods, but what about in relation to other businesses in your vertical? 

Or let's say you're a healthcare business considering running ads. How much can you expect to pay, and for what kinds of results?

Understanding industry averages is crucial for ensuring you are, or will be getting, the most out of your advertising budget.

healthcare advertising benchmarks

That's why we've partnered with LOCALiQ to provide the very healthcare advertising benchmarks you're looking for! With this data, you can understand your full ROI potential and set the right goals to reach it. So let's dive in.

About these healthcare benchmarks

This benchmark data report covers the following metrics for search, display, and social advertising across 11 healthcare subcategories: 

  • Average click-through rate (CTR)
  • Average cost per lead (CPL)
  • Average cost per click (CPC)
  • Average conversion rate
  • Average monthly spend

Search ads

Not in the healthcare industry? Check out our 2021 paid search ad benchmarks for every industry

search advertising benchmarks for healthcare businesses 2021
Subcategory Average Cost Per Lead Average Click-Through Rate Average Cost Per Click Average Cost Per Call Average Monthly Spend
Hospitals & Clinics $33.45 5.68% $3.63 $34.47 $1,500
Assisted Living, Elder & Home Care Services $50.91 6.36% $4.22 $56.26 $1,250
Health Clubs & Gyms $40.85 4.96% $3.78 $47.94 $1,050
Personal Fitness & Trainers $54.90 5.50% $3.16 $62.18 $1,000
Diet & Weight Loss Centers/ Products $75.19 5.16% $6.42 $115.58 $2,000
Hearing Aids & Care $71.52 5.19% $6.05 $75.19 $1,500
Opticians, Glasses & Contacts $22.65 6.06% $4.01 $22.42 $1,200
Addiction Recovery $57.97 6.34% $7.77 $68.03 $1,250
Chiropractic Care $57.97 4.09% $5.42 $60.95 $1,025
Massage Therapy $15.80 8.49% $1.73 $16.12 $500
General Dentistry $43.38 4.47% $6.42 $48.91 $1,500

 

We know that consumer intent is highest when on search, but did you know that in the healthcare industry, a whopping 88% of consumers transition directly from online search to phone call? Given the exceptionally high conversion rates from phone calls in this vertical, businesses are wise to establish prominence in search results through healthcare search advertising. And according to these benchmarks, the investment is well worth it.

For search ads across all healthcare subcategories, we found:

  • An overall average cost per lead of $47.69, ranging from $15.80 (massage therapy) to $75.19 (diet and weight loss).
  • An overall average click-through rate of 5.66%, ranging from 4.09% (chiropractic care) to 8.49% (massage therapy).
  • An overall average cost per click of $4.78, ranging from $1.73 (massage therapy) to $7.77 (addiction recovery).
  • An overall average cost per call of $55.28, ranging from $16.12 (massage therapy) to $115.58 (diet and weight loss).

When you consider average prices for routine visits from these subcategories, these average costs per lead and per call promise a high ROI. For example, the average price for a routine dental visit is $127, so paying under $50 for a call or lead is highly profitable. 

Head here to see search advertising benchmarks across all industries for 2021. 

Display ads

display advertising benchmarks for healthcare businesses 2021
Subcategory Average Cost Per Lead Average Click-Through Rate Average Cost Per Click Average Monthly Spend
Hospitals & Clinics $127.74 0.13% $3.03 $800
Assisted Living, Elder & Home Care Services $23.34 0.11% $5.37 $500
Health Clubs & Gyms $125.21 0.15% $4.01 $750
Personal Fitness Trainers $116.75 0.10% $6.11 $500
Diet & Weight Loss Centers/ Products $77.48 0.11% $5.58 $1,000
Addiction Recovery $116.75 0.14% $4.22 $500
General Dentistry $116.75 0.12% $5.16 $750

 

Unlike search ads, display ads are visual assets that allow you to stand out from competitors and create a more memorable impression. And when targeted at people who have already visited your site (retargeting display ads), or who are browsing sites like yours (contextual display), you can be sure you're building brand awareness with the right people. 

For display ads across all healthcare subcategories, we found:

  • An overall average cost per lead of $100.57, ranging from $23.34 (assisted living, elder, and home care) to $127.74 (hospitals and clinics). As you can see, the cost per lead for the assisted living category is a bit of an outlier, bringing down the overall average. 
  • An overall average click-through rate of 0.12%, ranging from 0.10% (diet and weight loss) to 0.15% (health clubs and gyms).
  • An overall average cost per click of $4.78, ranging from $3.03 (chiropractic care) to $6.11 (diet and weight loss). 

These click-through rates pale in comparison to those of search ads, but statistics show that brand awareness leads more customers to convert on all your other marketing efforts—especially your search ads (learn four ways to identify the impact of your display ads on search ads here). So as a "power-up" to all of your strategies that also happens to generate its own clicks and conversions, display ads are a wise investment.

Where can you improve in your account? Find out with our free Google Ads Performance Grader.

Social ads

social advertising benchmarks for healthcare businesses 2021
Subcategory Average Cost Per Lead Average Click-Through Rate Average Cost Per Click Average Monthly Spend
Hospitals & Clinics $116.75 1.39% $0.99 $1,366
Assisted Living, Elder & Home Care Services $70.81 1.90% $1.00 $626
Health Clubs & Gyms $58.56 1.53% $1.93 $500
Personal Fitness Trainers $77.48 1.56% $2.16 $1,000
Diet & Weight Loss Centers/ Products $70.11 1.68% $1.97 $500
Hearing Aids & Care $116.75 1.22% $1.60 $899
Opticians, Glasses & Contacts $116.75 0.97% $1.07 $500
Addiction Recovery $86.49 1.10% $1.34 $1,000
Chiropractic Care $72.97 1.29% $1.27 $500
Massage Therapy $104.58 1.15% $1.46 $500
General Dentistry $77.48 1.37% $2.44 $500

 

Social media advertising is especially helpful for healthcare businesses since the detailed targeting allows you to segment and hyper-personalize your campaigns—such as by age and interests. Furthermore, healthcare has historically shown higher conversion rates than other verticals on social media. 

For social ads across all healthcare subcategories, we found:

  • An average cost per lead of $88.07, ranging from $58.56 (health clubs and gyms) to $116.7 (for hospitals and clinics, hearing aids and care, and opticians, glasses, and contacts).
  • An average click-through rate of 1.38%, ranging from 0.97% (opticians, glasses, and contacts) to 1.90% (assisted living, elder, and home care). 
  • An average cost per click of $1.57, ranging from $0.99 (hospitals and clinics) to $2.44 (general denistry). 

Social media ads for healthcare businesses have the lowest cost per click averages compared to search and display. Click-through rates are about 10x higher than display, but still four times lower than those of search ads. 

To find out how you can optimize your Facebook ads, use our free Facebook Ads Performance Grader. 

Reach your highest ROI potential with these healthcare advertising benchmarks

Now you can see exactly what a good search ad click-through rate looks like for your massage business, or a solid cost per lead on Facebook for your addiction recovery service. And you can identify what areas of your strategy need improvement and which ones should be harnessed and scaled. For the full report, including tips to improve your performance on each channel, head to LOCALiQ's 2021 Healthcare Advertising Benchmarks Report.

For additional benchmark data, you may be interested in:

Data source

This report is based on a sample of 2,838 North American-based LOCALiQ client campaigns in the healthcare vertical across search advertising, display advertising, and/or social media advertising between May 1, 2020, and June 25, 2021. Each subcategory includes at minimum 10 unique active clients. “Averages” are technically median figures to account for outliers. All currency values are posted in USD.

kristen mccormick wordstream editor

Kristen McCormick

Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in local SEO, copywriting, and conversion optimization, and she finds life to be exponentially more delightful on a bicycle.

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