In 2026, a lead from Facebook or Instagram ads costs a medical practice about $32 on average, and a lead from Google search ads costs about $40, according to WordStream and LocaliQ's latest benchmark data. Below are those industry averages for healthcare categories, real results from Ignite Marketing campaigns for specialty practices, and the follow-up numbers that decide how many of those leads become patients.
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These figures are for Meta lead campaigns, from WordStream and LocaliQ's 2026 Facebook Ads Benchmarks.
| Category | Click-through rate | Cost per click | Conversion rate | Cost per lead |
|---|---|---|---|---|
| Physicians & Surgeons | 4.18% | $1.68 | 6.41% | $32.14 |
| Health & Fitness | 3.09% | $1.84 | 7.98% | $27.11 |
| Dentists & Dental Services | 1.62% | $5.70 | 6.07% | $61.56 |
| All industries | — | — | 8.54% | $27.39 |
These figures cover Google Ads search campaigns from April 2025 to March 2026, from WordStream and LocaliQ's 2026 Google Ads Benchmarks.
| Category | Click-through rate | Cost per click | Conversion rate | Cost per lead |
|---|---|---|---|---|
| Physicians & Surgeons | 6.61% | $4.76 | 12.43% | $40.04 |
| Health & Fitness | 5.81% | $6.17 | 6.94% | $67.36 |
| Dentists & Dental Services | 5.66% | $8.00 | 10.67% | $72.97 |
| All industries | 6.64% | $5.42 | 8.18% | $66.69 |
Google search ads reach people who are already searching for care, so they convert well but cost more per click. Facebook and Instagram ads cost less per lead but reach people earlier in their decision, so follow-up matters even more.
These are results from Ignite Marketing client campaigns, published with each client's case study.
| Specialty | Client and channel | Results | Derived benchmark |
|---|---|---|---|
| Chiropractic | Moss Family Chiropractic, Facebook lead ads with a new patient voucher | 52 leads and 7 new patients in two weeks from $221.75 in ad spend; 13.46% conversion rate from cold traffic | $4.26 per lead; about $32 per new patient; 13% of leads became patients in the first week |
| Chiropractic and wellness | Health 1st Center, Facebook ads for a $21 new patient offer and a patient dinner event | 237 qualified leads and 77 new patients in three months | 32% of leads became patients |
| Scoliosis | Scoliosis Reduction Center, SEO, content and Facebook ads in English and Spanish | 5,372 qualified leads over three years, including 2,865 from Facebook ads; 80+ contact-form submissions a month | Organic content became a steady lead source alongside paid ads |
Cost per lead only tells half the story. In its benchmark report, call-tracking company Liine analyzed 325,000 new patient inquiries from specialty healthcare practices and found that 27% of new patient leads came through web forms. Practices that automatically called new web-form leads booked appointments for 55% of them, compared with 19% for practices that didn't.
In other words, fast follow-up can nearly triple the number of patients you get from the same ad spend. That is why every Ignite Marketing campaign includes follow-up sequences and front-desk training, not just ads.
Work backward from the number of new patients you want. For example:
Your numbers will vary with your market, offer, specialty and season. Treat the averages above as a starting point, then track your own cost per lead and cost per new patient.
In 2026, WordStream and LocaliQ report an average of $32.14 per lead for Physicians & Surgeons on Facebook lead campaigns and $40.04 on Google search ads. A cost per lead below those averages is good, as long as the leads turn into booked patients.
Facebook and Instagram ads are usually cheaper per lead. Google search ads cost more per click but reach people who are actively searching for treatment. Many practices use both.
It depends heavily on follow-up. In Liine's data, practices that called web-form leads automatically booked 55% of them, versus 19% for practices that didn't. In Ignite Marketing campaigns, 13% to 32% of leads became patients.
Want to see how your practice compares? Book a free strategy session.
