Q3 PPC Benchmarks: What’s changed and what it means for your campaigns
Following our Q2 analysis, we’ve reviewed the latest data from Google Ads campaigns we manage for dental practices across the UK. This Q3 benchmark update highlights how performance has shifted over the summer months – offering valuable insights into trends, costs, and opportunities for practices looking to optimise their paid search campaigns.
As before, these figures focus on primary conversions only (phone calls and contact form submissions). Clicks to online booking systems are excluded.
Q3 Averages by Campaign Type
New Patient Campaigns
- Conversion Rate: 12.14% (increased by 3.9%)
- Average CPC: £2.17 (dropped by 3.1%)
Emergency Dental Campaigns
- Conversion Rate: 10.52% (increased by 20.5%)
- Average CPC: £3.71 (increased by 6.0%)
Invisalign Campaigns
- Conversion Rate: 5.84% (increased by 20.4%)
- Average CPC: £5.76 (dropped by 13.1%)
Dental Implant Campaigns
- Conversion Rate: 3.36% (dropped by 11.8%)
- Average CPC: £3.94 (dropped by 30.4%)
Cosmetic Dentistry Campaigns
- Conversion Rate: 6.84% (dropped by 18.9%)
- Average CPC: £1.69 (dropped by 29.0%)
Average Conversion Rate
Average Cost/Click
Comparing Q3 performance to Q2 performance – what’s driving these changes
Several factors may have influenced these Q3 shifts:
- Seasonality: Summer typically brings softer demand for higher-value treatments as patients prioritise holidays and family time. However, urgent and general dentistry campaigns tend to remain stable or even grow.
- Competition: With the dip in demand, some competitors may have reduced budgets during the summer, lowering cpcs in select categories like Cosmetic Dentistry and Implants.
- Consumer Confidence: Improved conversion rates in Invisalign campaigns suggest patients may be nearing the end of their decision-making process, and are increasingly ready to book rather than just browse.
- Continuous Optimisation: We’ve been focusing on location-based targeting, refined ad copy, and call extensions – all of which contribute to stronger conversion performance.
Looking ahead to Q4 and preparing for a quieter quarter
As we move into Q4, search activity tends to slow slightly following the busy summer and early autumn period. Many patients delay elective treatments in the run-up to the festive season, while others wait until the new year to book larger procedures. However, this quieter period offers an excellent opportunity to prepare for stronger performance in early 2026.
Here are a few opportunities to capitalise on:
- Re-engage past leads from Invisalign and Implant campaigns using remarketing or email automation. Need support managing these leads? Speak to us about our lead management platform.
- Promote seasonal offers such as teeth whitening or Invisalign/Implant Open Days ahead of year-end.
- Optimise mobile performance, as more users research and book appointments on their phones – is your website out of date? Is the page speed low?
With CPCs remaining relatively stable and patient intent still steady, Q4 is an ideal time to refine your campaigns, test new ad creatives, and position your practice for a strong start to the new year.
Considering PPC for your dental practice?
Whether your goal is to grow new patient numbers, boost emergency bookings, or increase cosmetic treatment uptake, a well-managed ppc strategy can help. Get in touch with our team to discuss how ppc can support your practice’s growth in Q4 and beyond.
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