100+ Facebook Ads Benchmarks for Healthcare in 2026 (CPC, CTR, CVR & CPM)

What are the Facebook Ads benchmarks for healthcare in 2026?

Healthcare Facebook Ads benchmarks for 2026: lead campaigns cost $1.68 per click for physicians and $5.70 for dentists, convert at 6.07% to 7.98%, and produce leads for $27 to $62. CPM swung from $27.44 to $42.53 in under a year.

US Healthcare Facebook & Instagram Ads Benchmarks for 2026

Signal	KPI	Benchmark	Scope notes	Primary source
Facebook lead campaigns	CPC / CTR / CVR / CPL	$1.68 CPC / 4.18% CTR / 6.41% CVR / $32.14 CPL	Physicians & Surgeons	LocaliQ, Facebook Advertising Benchmarks for 2026 (updated September 2026)
Facebook lead campaigns	CPC / CTR / CVR / CPL	$5.70 CPC / 1.62% CTR / 6.07% CVR / $61.56 CPL	Dentists & Dental Services	LocaliQ 2026
Facebook lead campaigns	CPC / CTR / CVR / CPL	$1.84 CPC / 3.09% CTR / 7.98% CVR / $27.11 CPL	Health & Fitness	LocaliQ 2026
Facebook lead campaigns	CPC / CTR / CVR / CPL	$1.80 CPC / 2.70% CTR / 8.54% CVR / $27.39 CPL	All industries	LocaliQ 2026
Facebook traffic campaigns	CPC / CTR	$0.61 CPC / 1.90% CTR	Physicians & Surgeons	LocaliQ 2026
Facebook traffic campaigns	CPC / CTR	$0.61 CPC / 1.55% CTR	Dentists & Dental Services	LocaliQ 2026
Facebook traffic campaigns	CPC / CTR	$0.64 CPC / 1.86% CTR	Health & Fitness	LocaliQ 2026
Facebook traffic campaigns	CPC / CTR	$0.60 CPC / 1.93% CTR	All industries	LocaliQ 2026
Facebook CPM	Period average, healthcare	~$30.30 (global baseline $20.60)	All countries, not US-only; values run July 2025 to July 2026	Superads, Facebook Ads healthcare CPM (all countries)
Google Search	CPC / CTR / CVR / CPL	$5.64 CPC / 6.07% CTR / 8.09% CVR / $66.02 CPL	All healthcare, comparison anchor; data October 2024 to September 2025	LocaliQ, Healthcare Search Ads Benchmarks (data October 2024 to September 2025)

How to use this table: if CPC and CTR look normal but cost per action is high, fix the conversion path. If CTR sits below median, fix creative. If CPM jumped, budget for volatility (section D) before anything else.

100+ Facebook Ads Benchmarks for Healthcare Clinics in 2026

A) Facebook CPC benchmarks

Summary: physician and surgeon lead campaigns pay $1.68 per click; dentists pay $5.70. Category matters more than platform (LocaliQ, Facebook Advertising Benchmarks for 2026, updated September 2026).

Related reading: Healthcare Advertising Statistics for Clinics in 2026

• 1. Physicians & Surgeons lead-campaign CPC on Facebook is $1.68. (LocaliQ 2026)
• 2. Dentists & Dental Services lead-campaign CPC is $5.70. (LocaliQ 2026)
• 3. Health & Fitness lead-campaign CPC is $1.84. (LocaliQ 2026)
• 4. The all-industry lead-campaign CPC is $1.80. (LocaliQ 2026)
• 5. Physicians & Surgeons traffic-campaign CPC is $0.61. (LocaliQ 2026)
• 6. Dentists & Dental Services traffic-campaign CPC is $0.61. (LocaliQ 2026)
• 7. Health & Fitness traffic-campaign CPC is $0.64. (LocaliQ 2026)
• 8. The all-industry traffic-campaign CPC is $0.60. (LocaliQ 2026)
• 9. Dentist lead CPC is ~3.39x physician and surgeon lead CPC. (Calculated: 5.70/1.68)
• 10. Health & Fitness lead CPC is ~1.10x physician and surgeon lead CPC. (Calculated: 1.84/1.68)
• 11. Physician and surgeon lead CPC is ~2.75x its traffic CPC. (Calculated: 1.68/0.61)
• 12. Dentist lead CPC is ~9.34x its traffic CPC, the widest objective gap of the three categories. (Calculated: 5.70/0.61)
• 13. Health & Fitness lead CPC is ~2.88x its traffic CPC. (Calculated: 1.84/0.64)
• 14. Google Search healthcare CPC averages $5.64. (LocaliQ, data October 2024 to September 2025)
• 15. Physician and surgeon lead CPC on Facebook is ~29.8% of the Google Search healthcare average. (Calculated: 1.68/5.64)
• 16. Dentist lead CPC on Facebook ($5.70) is ~1.01x the Google Search healthcare average, so the Facebook discount disappears for dental lead campaigns. (Calculated: 5.70/5.64)
• 17. Google Search CPC for Physicians & Surgeons is $4.76, ~2.83x Facebook lead CPC for the same category. (LocaliQ search 2026; Calculated: 4.76/1.68)
• 18. Google Search CPC for Dentists & Dental Services is $8.00, ~1.40x Facebook lead CPC for dentists. (LocaliQ search 2026; Calculated: 8.00/5.70)
• 19. At a $5,000/mo ad budget, physician and surgeon lead CPC implies roughly 2,976 clicks per month. (Calculated: 5000/1.68)
• 20. At the same $5,000/mo spend, dentist lead CPC implies roughly 877 clicks per month. (Calculated: 5000/5.70)
• 21. That is a gap of roughly 2,099 clicks per month for identical spend. (Calculated: 2,976-877)

Stethon take: CPC flatters traffic campaigns and makes Google look expensive. Neither number shows what happens after the click, and cheap clicks rarely become booked patients.

B) CTR by campaign type and category

Summary: physician and surgeon lead campaigns reach a 4.18% CTR versus 1.62% for dentists, a spread wider than the gap between platforms (LocaliQ 2026).

• 22. Physicians & Surgeons lead-campaign CTR is 4.18%. (LocaliQ 2026)
• 23. Dentists & Dental Services lead-campaign CTR is 1.62%. (LocaliQ 2026)
• 24. Health & Fitness lead-campaign CTR is 3.09%. (LocaliQ 2026)
• 25. The all-industry lead-campaign CTR is 2.70%. (LocaliQ 2026)
• 26. Physicians & Surgeons traffic-campaign CTR is 1.90%. (LocaliQ 2026)
• 27. Dentists & Dental Services traffic-campaign CTR is 1.55%. (LocaliQ 2026)
• 28. Health & Fitness traffic-campaign CTR is 1.86%. (LocaliQ 2026)
• 29. The all-industry traffic-campaign CTR is 1.93%. (LocaliQ 2026)
• 30. Physician and surgeon lead CTR is ~2.20x its traffic CTR. (Calculated: 4.18/1.90)
• 31. Health & Fitness lead CTR is ~1.66x its traffic CTR. (Calculated: 3.09/1.86)
• 32. Dentist lead CTR is only ~1.05x its traffic CTR, the smallest objective lift of the three categories. (Calculated: 1.62/1.55)
• 33. Physician and surgeon lead CTR is ~2.58x dentist lead CTR. (Calculated: 4.18/1.62)
• 34. Physician and surgeon lead CTR sits 1.48 percentage points above the all-industry lead CTR. (Calculated: 4.18-2.70)
• 35. Dentist lead CTR sits 1.08 percentage points below the all-industry lead CTR. (Calculated: 2.70-1.62)
• 36. Google Search healthcare CTR averages 6.07%. (LocaliQ, data October 2024 to September 2025)
• 37. Google Search CTR for Physicians & Surgeons is 6.61%, ~1.58x the Facebook lead CTR for the same category. (LocaliQ search 2026; Calculated: 6.61/4.18)
• 38. Google Search CTR for Dentists & Dental Services is 5.66%, ~3.49x the Facebook lead CTR for dentists. (LocaliQ search 2026; Calculated: 5.66/1.62)
• 39. Google Search CTR for Health & Fitness is 5.81%, ~1.88x the Facebook lead CTR for the category. (LocaliQ search 2026; Calculated: 5.81/3.09)

C) CVR and cost per lead

Summary: Facebook lead campaigns convert at 6.07% to 7.98% across healthcare categories, below Google Search, yet Facebook CPL is lower in every category compared (LocaliQ Facebook and Search benchmarks, 2026).

• 40. Physicians & Surgeons lead-campaign CVR is 6.41% at a $32.14 CPL. (LocaliQ 2026)
• 41. Dentists & Dental Services lead-campaign CVR is 6.07% at a $61.56 CPL. (LocaliQ 2026)
• 42. Health & Fitness lead-campaign CVR is 7.98% at a $27.11 CPL. (LocaliQ 2026)
• 43. The all-industry lead-campaign CVR is 8.54% at a $27.39 CPL. (LocaliQ 2026)
• 44. Dentist CPL is ~1.92x physician and surgeon CPL. (Calculated: 61.56/32.14)
• 45. Health & Fitness CPL is ~15.7% below physician and surgeon CPL. (Calculated: (32.14-27.11)/32.14)
• 46. At physician and surgeon lead CVR, a campaign needs roughly 15.6 clicks per lead. (Calculated: 1/0.0641)
• 47. At dentist lead CVR, a campaign needs roughly 16.5 clicks per lead. (Calculated: 1/0.0607)
• 48. At Health & Fitness lead CVR, a campaign needs roughly 12.5 clicks per lead. (Calculated: 1/0.0798)
• 49. Google Search healthcare CVR averages 8.09% at a $66.02 CPL. (LocaliQ, data October 2024 to September 2025)
• 50. Google Search for Physicians & Surgeons converts at 12.43%, ~1.94x Facebook lead CVR for the category, at a $40.04 CPL. (LocaliQ search 2026; Calculated: 12.43/6.41)
• 51. Google Search for Dentists & Dental Services converts at 10.67% at a $72.97 CPL. (LocaliQ search 2026)
• 52. Google Search for Health & Fitness converts at 6.94% at a $67.36 CPL. (LocaliQ search 2026)
• 53. Facebook lead CPL for physicians and surgeons ($32.14) is ~19.7% below Google Search CPL for the same category. (Calculated: (40.04-32.14)/40.04)
• 54. Facebook lead CPL for dentists ($61.56) is ~15.6% below Google Search CPL for the same category. (Calculated: (72.97-61.56)/72.97)
• 55. Facebook lead CPL for Health & Fitness ($27.11) is ~59.8% below Google Search CPL for the same category. (Calculated: (67.36-27.11)/67.36)
• 56. At a $5,000/mo spend and the physician and surgeon CPL, an account should expect roughly 156 leads per month. (Calculated: 5000/32.14)
• 57. At the same spend and the dentist CPL, expected leads fall to roughly 81. (Calculated: 5000/61.56)
• 58. At the same spend and the Health & Fitness CPL, expected leads rise to roughly 184. (Calculated: 5000/27.11)
• 59. A Facebook “lead” and a Google Search “lead” are not the same event: Facebook lead campaigns often count a form or on-platform submission, while search counts conversions the advertiser defines, so CPL comparisons across platforms are directional. (Stethon, 2026)

D) CPM and cost volatility

Summary: healthcare Facebook CPM rose from $27.44 (July 2025) to $42.53 (April 2026), cutting impressions about 35% at a flat budget (Superads, all countries; directional).

• 60. Healthcare Facebook CPM was $27.44 in July 2025. (Superads, all countries)
• 61. Healthcare Facebook CPM ran at roughly $34.80 across November and December 2025. (Superads, all countries)
• 62. Healthcare Facebook CPM peaked at $42.53 in April 2026. (Superads, all countries)
• 63. The period average healthcare Facebook CPM is roughly $30.30, against a global all-industry baseline of $20.60. (Superads, all countries)
• 64. The April 2026 peak is ~1.40x the period average. (Calculated: 42.53/30.30)
• 65. The period average is ~1.47x the global baseline. (Calculated: 30.30/20.60)
• 66. The CPM rise from July 2025 to the April 2026 peak is $15.09. (Calculated: 42.53-27.44)
• 67. At a flat $5,000/mo budget, the July 2025 CPM implies roughly 182,216 impressions per month. (Calculated: 5000/27.44*1000)
• 68. At the same budget, the April 2026 peak CPM implies roughly 117,564 impressions, a drop of about 64,652 impressions for identical spend. (Calculated: 5000/42.53*1000)
• 69. That is a ~35.5% reduction in impression volume at the same budget between those two months. (Calculated: 1-27.44/42.53)
• 70. Healthcare Facebook CPC averages roughly $1.46 over the same Superads period, against a global baseline of roughly $1.05. (Superads, all countries)
• 71. Healthcare Facebook CTR has a period median of 2.07%, against a global median of 2.04%. (Superads, all countries)
• 72. Healthcare Facebook CPL has a period median of $61.30, against a global average of $44.10. (Superads, all countries)
• 73. Superads reports all countries rather than US-only, and carries no last-updated stamp, so these CPM, CPC, CTR, and CPL figures are directional context next to the US-focused LocaliQ benchmarks. (Stethon, 2026)

Stethon take: no bid strategy fixes a CPM swing. With Customer Match, lookalikes and health-condition remarketing off the table, creative is the main lever Meta leaves healthcare advertisers.

E) Meta vs. Google Search for healthcare

Summary: Google Search wins on CTR and CVR in every category; Facebook lead campaigns win on cost per lead. No single metric should pick the channel (LocaliQ 2026).

• 74. Google Search is the higher-CPC channel for the healthcare average at $5.64, against $1.68 to $1.84 for Facebook lead campaigns in the physician and health-and-fitness categories. (LocaliQ)
• 75. Dentists are the exception: Facebook lead CPC ($5.70) is close to the Google Search healthcare average ($5.64). (LocaliQ; Calculated)
• 76. Google Search carries the higher CTR in every category compared: 6.61% vs 4.18% for physicians and surgeons, 5.66% vs 1.62% for dentists, 5.81% vs 3.09% for health and fitness. (LocaliQ)
• 77. Google Search also carries the higher CVR in every category compared: 12.43% vs 6.41% for physicians and surgeons, 10.67% vs 6.07% for dentists, 6.94% vs 7.98% for health and fitness. (LocaliQ)
• 78. Facebook lead CPL is the lower figure in every category compared: $32.14 vs $40.04, $61.56 vs $72.97, $27.11 vs $67.36. (LocaliQ)
• 79. Facebook and Instagram function as demand-shaping channels: no query exists at the moment of impression, so CTR and CVR run structurally lower even at strong creative quality. (Stethon, 2026)
• 80. The platforms define a lead differently, so a Facebook CPL advantage does not guarantee a cheaper booked patient; compare on booked, kept appointments in the clinic’s own reporting. (Stethon, 2026)

Stethon take: Google captures patients who already searched; Meta shapes demand among people who weren’t searching yet. Judging Meta against Google’s conversion benchmarks is one of the most common mistakes we see in prospect accounts.

F) Compliance benchmarks and the rules that shape Meta performance

Summary: Meta runs three healthcare policy gates and blocks Customer Match, lookalikes and health-condition remarketing, so healthcare accounts lean on broad targeting and creative.

• 81. Meta enforces three healthcare-specific ad policy gates: Personal Attributes, Health & Wellness (restricted), and Personal Health Detail lead-form limits. (Stethon compliance runbook, verified 2026-05-06)
• 82. The Personal Attributes policy prohibits directly asserting or implying a viewer’s health condition in ad copy, such as “Are you depressed?” framing. (Stethon compliance runbook, 2026)
• 83. The Health & Wellness restricted category bans before/after imagery and cure or guarantee language in healthcare ad creative. (Stethon compliance runbook, 2026)
• 84. Meta’s Personal Health Detail rule caps healthcare lead-form fields to name, email, phone, and a maximum of one free-text field. (Stethon compliance runbook, 2026)
• 85. Mental health is not a Meta Special Ad Category; Meta’s categories are financial products and services, employment, housing, and social issues, elections or politics. (Meta Business Help Center; Meta Special Ad Categories documentation, 2026)
• 86. Meta does not name senior living or assisted living in its Special Ad Categories; when an ad markets a residence (a place to live), select Housing, which is how Stethon runs senior-living campaigns. (Meta Special Ad Categories documentation; Stethon compliance runbook, 2026)
• 87. Meta prohibits Customer Match audiences built from health-condition website visitors. (Stethon compliance runbook, 2026)
• 88. Meta prohibits lookalike audiences sourced from health-condition visitor lists. (Stethon compliance runbook, 2026)
• 89. Meta prohibits remarketing to visitors based on health-condition browsing behavior. (Stethon compliance runbook, 2026)
• 90. Permanently banned advertising categories on Meta paid include hCG for weight loss, compounded peptides, NAD+, and stem cell or exosome regenerative claims. (Stethon compliance runbook, 2026)
• 91. A campaign built around a permanently banned substance cannot run on Meta at any budget level, which makes legal-category review a pre-spend gate rather than a creative-review step. (Stethon, 2026)
• 92. Toggling Meta’s Special Ad Category on a mental health campaign by mistake fixes ages at 18 to 65+, includes all genders and removes some demographic, behavior and interest options with no compliance benefit, since mental health was never SAC-eligible. (Meta Special Ad Categories documentation, 2026)

G) What it takes to make Meta work for clinics

Summary: $5,000 a month at the $32.14 physician and surgeon CPL buys about 156 leads before management fees, if the account clears the CPM and compliance floor (LocaliQ 2026).

• 93. A $5,000/mo Meta budget is a practical floor for a healthcare account that needs enough leads inside 30 days to read a creative test. (Stethon Digital Marketing commentary)
• 94. That $5,000 budget, at the physician and surgeon lead CPL of $32.14, buys roughly 156 leads per month before management fees. (Calculated: 5000/32.14)
• 95. Management fees raise the effective cost per lead above the platform CPL: every $1,000 a month of management adds roughly $6.41 per lead at 156 leads a month. (Calculated: 1000/156)
• 96. Across Stethon’s 602-profile healthcare Google Business Profile scan, 34.7% hold a perfect 5.0 rating, a trust signal that also strengthens Meta ad relevance for clinics running matched creative. (Stethon, 2026)
• 97. 76.0% of the same 602 profiles sit at 4.5 or above, meaning most healthcare Meta advertisers enter the auction with a reputation floor already in place. (Stethon, 2026)
• 98. Chiropractic map pack leaders average 295.9 reviews versus mental health’s 100.6, a review-volume gap that also shows up as a trust gap Meta creative has to close with proof elements instead of star ratings alone. (Stethon, 2026)
• 99. Because Meta cannot retarget health-condition visitors, clinics that pair Meta prospecting with a compliant on-site retargeting pool built from non-health-flagged behavior recover some of the lost remarketing lift. (Stethon, 2026)
• 100. Given a CPM swing of $15.09 between July 2025 and the April 2026 peak (Superads, all countries), creative needs a meaningful refresh cadence in 2026 just to hold cost per lead flat. (Calculated synthesis)
• 101. A clinic running below the $5,000/mo spend floor sees CPM swings compound faster, because fixed costs like creative production and compliance review do not shrink with budget. (Stethon, 2026)
• 102. Running traffic campaigns without a matched on-site conversion setup captures the lower CPC ($0.61 for physicians and surgeons) but forfeits the CVR discipline that keeps cost per lead near the $32.14 benchmark. (Stethon, 2026)
• 103. Stethon’s operating position is that Meta budgets below roughly $3,000/mo rarely clear the CPM and compliance-driven cost floor in competitive healthcare specialties, which is why a $5,000/mo budget is the planning point for this report’s math. (Stethon Digital Marketing commentary)

Stethon take: below about $5,000 a month, fixed creative and compliance costs plus the missing audience tools eat too much spend to reach roughly 156 leads. Underfunded healthcare Meta accounts fail on budget, not on the channel.

Methodology of this Facebook Ads healthcare benchmark report

What this is: US-focused Facebook and Instagram healthcare benchmarks from named third-party sources (2024-2026) plus Stethon’s compliance runbook and first-party research, each stat labeled with source and period.

Related reading: 100+ Google Review Statistics for 2026

Primary datasets: (1) LocaliQ, Facebook Advertising Benchmarks for 2026 (updated September 2026): traffic and lead CTR, CPC, CVR and CPL for Physicians & Surgeons, Dentists & Dental Services, Health & Fitness and all industries (no Hospitals row). (2) LocaliQ, 2026 Search Advertising Benchmarks (updated June 2026): the same metrics for search. (3) LocaliQ, Healthcare Search Ads Benchmarks (October 2024 to September 2025): the all-healthcare search average. (4) Superads, Facebook Ads healthcare CPM, July 2025 to July 2026, all countries. (5) Stethon’s paid-ad eligibility runbook (verified 2026-05-06). (6) Stethon’s 602-profile Google Business Profile scan. Earlier Varos (April 2025) and older Superads and LocaliQ figures could not be re-verified and were removed.

Inclusion rules: only figures from the named datasets. “(Calculated)” means simple arithmetic on cited figures. Benchmarks are directional and vary by specialty, market, offer, landing page and tracking; category labels differ by publisher.

Sources

• LocaliQ, Facebook Advertising Benchmarks for 2026 (updated September 2026) (Facebook traffic and lead campaign benchmarks by category)
• LocaliQ, 2026 Search Advertising Benchmarks (updated June 2026) (search benchmarks by category)
• LocaliQ, Healthcare Search Ads Benchmarks (data October 2024 to September 2025)
• Superads, Facebook Ads healthcare CPM (all countries) (healthcare CPM trend, July 2025 to July 2026; directional)
• Meta Business Help Center, Special Ad Category categories
• Stethon Digital Marketing internal healthcare paid-ad eligibility runbook (verified 2026-05-06)
• Stethon Digital Marketing first-party research 2026 (602-profile Google Business Profile scan)

Editorial disclaimer

Produced by Stethon Digital Marketing (healthcare performance marketing). Coverage window: October 2024 through September 2026, with each statistic labeled by its source and data period.

This report is an editorial synthesis of named third-party benchmark studies and Stethon Digital Marketing’s internal compliance runbook and first-party research. It is not legal advice, not medical advice, and not a guarantee of advertising outcomes. Facebook and Instagram advertising performance varies by healthcare specialty, market, creative, and account history, and figures are directional rather than predictive for any individual account. Always consult qualified compliance counsel before launching healthcare advertising campaigns on any platform.

FAQ

What this means for your clinic

Three decisions drive Meta results for clinics: campaign type (traffic buys cheap clicks, lead campaigns buy leads), category (dental leads cost about twice physician leads) and budget (enough spend to absorb CPM swings of $27.44 to $42.53). Stethon’s healthcare paid media program and healthcare Meta Ads program follow that sequence, benchmarked against our all-channel Healthcare Advertising Statistics.

Compare Meta and Google on cost per lead and booked appointments, not CPC or CTR. Facebook lead CPL for physicians ($32.14) beats Google Search ($40.04) despite a lower conversion rate (LocaliQ 2026).