$7.85
Average CPC
+49% vs $5.26 average
5.44%
Average CTR
9.08%
Conversion Rate
$83.93
Cost Per Lead
+20% vs $70.11 average
Source: WordStream 2025
Not all dentist keywords cost the same. Here's what you can expect to pay based on search intent:
Signals ready-to-book intent. These searchers have already decided to switch dentists and are looking for availability.
High-ticket service ($3,000-5,000). Cost-focused queries indicate serious consideration, not just browsing.
Urgent need = high conversion rate. These patients will book whoever answers first. Critical for after-hours visibility.
Specific treatment + consultation signals ready to start. Average Invisalign case = $4,000-6,000 revenue.
Lower CPC, captures families = multiple patients per household. Lifetime value of a family exceeds individual patient.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your dentist campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when dentist searches convert best. Lunch hours (11am-1pm) and early evening (5-7pm) when people research during breaks
These keywords drain your budget without delivering quality leads:
Price-sensitive searchers looking for discounted student work. Not your target patient.
Zero ability to pay. These clicks convert to consultations but never to paid treatment.
Career researchers, dental students—not patients.
People looking to avoid professional treatment. Will never book a whitening appointment.
Insurance shoppers, not patient seekers. Let insurance companies pay for these clicks.
At $7.85 per click, here's what you need to generate leads:
Minimum Monthly Budget
$2,500
Recommended Range
$3,000-$6,000/month
At $83.93 CPL and 30% close rate, each new patient costs ~$280 to acquire. Average patient lifetime value = $1,500-3,000 over 5 years. Cosmetic cases ($3,000-15,000) justify higher acquisition costs—separate budget for implants/Invisalign where single case covers 10+ patient acquisition costs.