Q2 PPC Benchmarks: What campaigns are working best?
Running effective Google Ads campaigns can be one of the most powerful ways to attract new dental patients – but are your campaigns performing as well as they could be?
We’ve analysed PPC data from Q2 across campaigns we manage for dental practices throughout the UK. These benchmarks highlight what’s working, what’s costing more, and where the opportunities lie for practices looking to increase visibility and patient bookings.
This data focuses on primary conversions only – phone calls and contact form submissions. Clicks to online booking systems were not included.
Q2 Averages by Campaign Type
New Patient Campaigns
- Conversion Rate: 11.68%
- Average CPC: £2.24
Emergency Dental Campaigns
- Conversion Rate: 8.73%
- Average CPC: £3.50
Invisalign Campaigns
- Conversion Rate: 4.85%
- Average CPC: £6.63
Dental Implant Campaigns
- Conversion Rate: 3.81%
- Average CPC: £5.66
Cosmetic Dentistry Campaigns
- Conversion Rate: 8.44%
- Average CPC: £2.38
What this means for your practice
Whether you’re already investing in paid search or considering it for the first time, these figures offer a useful benchmark. They show what’s achievable when campaigns are well-structured and optimised – and how performance can vary by treatment type.
- Invisalign and Dental Implants typically require a higher budget to reflect their increased cost per click. These treatments also involve longer decision-making journeys, so combining PPC with email marketing can lead to strong returns.
- New Patient remain one of the most cost-effective ways to generate consistent leads. While the immediate ROI may be lower than premium treatments, the long-term value of a loyal patient often outweighs the initial cost.
- Emergency campaigns convert well when urgency is clearly communicated. Practices that offer good availability, including out-of-hours contact, tend to see strong performance in this area.
It’s also worth noting that practices in more competitive areas, particularly London, often experience higher CPCs. However, these are frequently balanced by better conversion rates when ads are carefully targeted and supported with compelling messaging.
Looking ahead to Q3
As we move into Q3, we’ll be tracking how patient behaviour and search demand evolve – especially in response to seasonality and rising competition. This data will help refine budgets, bidding strategies, and keyword focus for the months ahead.
Thinking about PPC for your practice?
Whether you’re trying to grow new patient numbers or increase uptake of specific treatments like Invisalign, paid search could play a key role in your dental marketing strategy. Get in touch with our team to discuss how PPC could support your practice’s goals.
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