Healthcare snapshot
Healthcare benchmarks depend heavily on urgency, local intent, and how much trust is required before a patient is willing to submit or call.
| Service Type | Median CPL | Median CVR | Why It Performs |
|---|---|---|---|
| Dental and orthodontics | $34 | 6.4% | Strong local intent and clear patient needs |
| Physical therapy | $39 | 6.0% | High symptom-driven search intent |
| Telehealth and virtual care | $42 | 5.6% | Simple next step and broad geographic reach |
| Mental health services | $49 | 4.8% | Higher trust burden before submission |
| Hospitals and specialty care | $58 | 4.1% | Complex decision paths and stronger brand effects |
Different healthcare categories prefer different next steps. Calls, booking forms, and telehealth requests should not be blended together in one benchmark target.
| Conversion Path | Median CTR | Median CPL | Best Use |
|---|---|---|---|
| Click-to-call campaigns | 4.2% | $37 | Best for urgent or local service lines |
| Appointment request forms | 3.0% | $44 | Strong for clinics and non-urgent care |
| Insurance verification flows | 2.6% | $51 | Useful for specialty and procedure-driven care |
| Telehealth eligibility requests | 3.4% | $40 | Good fit for remote-first offerings |
The healthcare advantage on Microsoft Ads is less about scale and more about the match between local, research-heavy patient behavior and the platform audience.
Local and symptom-driven intent converts well
Healthcare queries with clear service need often perform well on Bing, especially when landing pages make the next step obvious.
Trust signals matter more than design polish
Provider credentials, insurance details, patient reviews, and clear process explanations usually outperform generic healthcare marketing language.
Call and booking flows should be benchmarked separately
Urgent care calls, dental bookings, and specialty inquiry forms have very different intent and conversion behavior.
Desktop-heavy traffic can improve form completion
Many healthcare forms and insurance-verification paths are still easier to complete on desktop than on mobile.
A benchmark is a range with a story behind it. Read the context before you set a target.Healthcare campaigns usually improve fastest when ad intent, trust modules, and conversion path are tightly matched.
Group campaigns by service line and urgency
Dental, telehealth, mental health, and specialty care should not share one generic benchmark target or landing experience.
Match the landing page to the exact patient intent
Users searching for symptom help, provider comparison, or immediate booking need different messages and different next steps.
Use calls for urgent categories and forms for planned care
A call-first experience works best when immediacy matters; lower-urgency categories often convert more cleanly with booking or request forms.
Front-load credentials, reviews, and insurance information
Trust modules usually raise conversion quality more than generic value propositions in healthcare.
Track booked appointments, not just raw leads
The front-end lead only matters if it converts into a real patient interaction or scheduled visit.
Yes, especially for local healthcare categories where search intent is clear and trust matters. Microsoft Ads often performs better than expected for dental, physical therapy, and telehealth campaigns.
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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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 methodologyWritten by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024
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