At a glance
0.84%
Avg CTR, healthcare Meta Ads
| Specialty | CTR | CPC | CPL | Notes |
|---|---|---|---|---|
| Dental (General) | 1.24% | $1.84 | $14.80 | High volume; price sensitivity drives response |
| Dental (Cosmetic / Implants) | 0.94% | $2.88 | $30.60 | Longer decision cycle; use before/after creative carefully |
| Mental Health / Therapy | 0.72% | $3.12 | $43.30 | Targeting restricted; must avoid sensitive health targeting |
| Medical Aesthetics / MedSpa | 1.44% | $1.94 | $13.50 | Visual treatment results drive high CTR |
| Chiropractic / Physical Therapy | 1.12% | $1.84 | $16.40 | Before/after + pain relief creative performs well |
| Weight Loss / Bariatric | 0.88% | $2.44 | $27.70 | Cannot target by weight/health conditions; use interest-based |
| Vision / Optometry | 1.18% | $1.74 | $14.70 | Seasonal (back-to-school); strong offer response |
| Urgent Care / Walk-In | 0.84% | $2.14 | $25.50 | Hyperlocal targeting essential; radius 3–5 miles |
| Primary Care | 0.64% | $2.84 | $44.40 | New patient offers; "accepting new patients" headline |
| Fertility / Reproductive | 0.58% | $4.12 | $71.00 | Highly regulated; no personal health targeting allowed |
| Veterinary | 1.44% | $1.44 | $10.00 | Pet owner targeting is highly effective and unrestricted |
| Home Health / Senior Care | 0.68% | $2.94 | $43.20 | Target adult children of seniors, not seniors directly |
| Objective | CTR | CPL | Notes |
|---|---|---|---|
| Lead Generation (native form) | 1.12% | $18.40 | Lowest CPL; limited by form length and qualification |
| Traffic (landing page) | 0.84% | $38.60 | Better quality leads; optimize landing page first |
| Conversions (online booking) | 0.92% | $32.40 | Best for practices with online appointment booking |
| Messenger (consultation request) | 0.68% | $24.80 | Works for high-touch specialties; requires fast response |
| Retargeting (website visitors) | 2.44% | $9.40 | Lowest CPL overall; small audience for most practices |
These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyYes — Meta remains the largest paid social channel for patient acquisition in healthcare, particularly for elective and cosmetic procedures. However, targeting restrictions introduced in 2022 require advertisers to use geographic, demographic, and interest-based targeting rather than health condition segments. Practices with strong creative and local targeting still see CPLs of $14–$35 for most specialties.
Healthcare Industry Benchmarks
All-channel benchmarks for healthcare
Google Ads Healthcare Benchmarks
Search intent benchmarks for healthcare
Meta Ads Lead Generation
Lead form benchmarks across all verticals
Dental Industry Benchmarks
Dental practice marketing benchmarks
CPL Benchmarks
Cost per lead by channel and industry
Meta Ads Instagram
Instagram-specific ad performance
Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.
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Written by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024