What does it actually cost to acquire a private patient through Google Ads in 2026? And how do those costs compare across specialties? We have compiled benchmark data from private clinic PPC campaigns we manage across the UK to give clinic owners and marketing managers a realistic picture of what to expect.
These figures reflect real campaign performance from Q4 2025 and Q1 2026, across specialties including orthopaedics, ophthalmology, cardiology, dermatology, aesthetics, fertility, and audiology.
Average Metrics Across Private Healthcare
Across all private healthcare PPC campaigns we manage, the average benchmarks are:
- Cost per click (CPC): £2.80 – £6.50 depending on specialty and location
- Click-through rate (CTR): 4.2% – 7.8%
- Conversion rate (form/call): 5.5% – 12%
- Cost per enquiry: £35 – £120
- Cost per booked consultation: £80 – £250
These ranges vary significantly by specialty, geography, and competition. London campaigns typically cost 30-50% more per click than regional campaigns, but often convert at similar or higher rates due to higher patient intent and willingness to pay.
Benchmarks by Specialty
Orthopaedics
Orthopaedic PPC is among the most competitive in private healthcare. Keywords like “private knee replacement” and “hip surgery cost UK” attract CPCs of £5-8. However, the lifetime value of an orthopaedic patient is substantial — a single joint replacement can generate £12,000-£18,000 in revenue. Average cost per enquiry: £70-£120.
Ophthalmology
Laser eye surgery and cataract campaigns perform well on Google Ads, with strong search volume and relatively clear intent. CPCs range from £3-6, and conversion rates tend to be higher than average (8-12%) because patients searching for these treatments are typically ready to act. Average cost per enquiry: £35-£75.
Aesthetics & Cosmetic Surgery
Aesthetic PPC is high-volume but requires careful negative keyword management. Searches often mix commercial intent with informational browsing. CPCs are moderate (£2-5) but conversion rates can be lower (4-7%) without strong landing pages. Average cost per enquiry: £40-£90.
Cardiology
Private cardiology PPC is lower volume but extremely high intent. Patients searching for “private cardiologist” are typically experiencing symptoms or have been referred. CPCs of £4-7 with conversion rates of 8-15%. Average cost per enquiry: £45-£85.
Fertility
IVF and fertility PPC is competitive with significant emotional investment from patients. CPCs of £3-6 with longer decision cycles — patients often click multiple times before enquiring. Average cost per enquiry: £60-£110.
What Drives Costs Up
The most common reasons we see private clinics overspending on healthcare PPC are:
- Poor negative keyword lists: Without proper exclusions, you pay for clicks from people searching for NHS treatment, medical definitions, or unrelated conditions
- Generic landing pages: Sending ad traffic to your homepage or a general services page instead of a treatment-specific landing page reduces conversion rates dramatically
- No call tracking: Many clinics cannot attribute phone calls to specific campaigns, meaning they are optimising blind
- Broad match overuse: Broad match keywords in healthcare generate enormous volumes of irrelevant traffic without careful management
- Ignoring ad extensions: Sitelinks, callouts, structured snippets, and location extensions improve CTR by 15-25% at no additional cost per click
What Good Looks Like
The best-performing private clinic PPC campaigns we manage share these characteristics:
- Treatment-specific ad groups with tightly themed keywords
- Dedicated landing pages for each treatment, with clear pricing, consultant info, and a prominent enquiry form
- Full call tracking and form tracking integrated into Google Ads conversion reporting
- Regular search term analysis and negative keyword updates (at minimum weekly)
- Remarketing campaigns to re-engage visitors who did not enquire on their first visit
If your clinic is running Google Ads and you are unsure whether your cost per enquiry is competitive, we offer a free PPC review. We will benchmark your campaigns against the data above and identify where you are overspending.
