Cost per lead for medical practice Google Ads typically ranges from $15 to $75 depending on specialty and market competition: med spa and dermatology often fall in the $10-25 range, plastic surgery and vein practices commonly run $30-55, and highly competitive urban markets push all specialties toward the higher end of their range. Cost per lead should always be evaluated against patient lifetime value, not in isolation.
Cost per lead from Google Ads varies significantly by specialty, market, and campaign quality. Here are the real benchmarks from accounts we manage, not industry survey estimates.
CPA Benchmarks by Specialty
Plastic surgery: $33–$150 per consultation request. Wide range depending on market, procedure, and landing page quality. Our best plastic surgery result: CPA dropped from $300 to $70 after landing page rebuild.
Med spa: $2–$50 per consultation request. The largest range of any specialty. Our best med spa result: 429 conversions at $2.35 CPA with 36.9% conversion rate. Most well-run accounts land $15–$40.
Dermatology: $7–$27 per consultation request. Our best dermatology result: 304 conversions at $7.86 CPA on a new account.
Ophthalmology: $4–$30 per consultation request. Our best result: 1,919 conversions at $4.98 CPA with 44.5% conversion rate.
Cosmetic dentistry: $16–$46 per consultation request at 15–25% conversion rates.
OB/GYN: $13–$120 per consultation request. Our best result: 81 conversions at $13.56 CPA on an $1,100/month budget.
Hormone therapy: $68–$150 after optimization. We reduced one practice from $290 CPA to $68 through campaign restructuring.
What Drives CPA
The biggest CPA drivers are landing page quality, campaign structure, and conversion tracking accuracy. The practices at the low end of these ranges have procedure-specific landing pages, proper conversion tracking, and campaigns built around high-intent procedure searches. The practices at the high end are sending traffic to homepages and tracking clicks instead of bookings.
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