Google Ads Benchmarks for Healthcare 2026
2026 Google Ads benchmarks for healthcare (physicians): CPC $4.76, CTR 6.61%, CVR 12.43%, CPL $40.04 (‒30% YoY).
Updated July 2026.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 6.61% |
| CPC | $4.76 |
| CVR | 12.43% |
| CPL / CPA | $40.04 |
What the numbers mean
Healthcare is a 2026 efficiency standout: a 12.43% conversion rate and a $40.04 CPL that fell nearly 30% year over year. High patient intent plus better automation produced one of the strongest cost improvements on Search.
Year-over-year change
CPL down ~29.54% YoY — one of the largest decreases of any industry.
What changed in 2026
Improved Smart Bidding signals and AI Overviews filtering out low-intent symptom searches concentrated paid clicks among patients ready to book.
How to act on this
Lock in the gains by feeding booked-appointment conversions to bidding. Mind HIPAA-safe tracking — use Enhanced Conversions configured for healthcare compliance.
Source: LocaliQ/WordStream 2026 report, updated June 1, 2026 · 13,000+ US campaigns across 23 industries (blends Google + Microsoft Ads; data Apr 2025–Mar 2026). Notably, average CPL fell year over year for the first time in five years.