There's no clean industry median for "family practice" the way there is for dermatology or ophthalmology — primary care covers too much ground. So instead of inventing one, here's what one real account of ours actually did.
Name, practice and a number. We'll call you back within one business day and go through your account with you — free, no obligation.
One real client account — four days of advertising, not a specialty-wide median
Primary care covers same-day sick visits, routine physicals, chronic care management and more, often in one practice. Treating all of it as one search intent is the most common mistake.
Someone searching for a same-day sick visit and someone booking a routine annual physical are in completely different moods, with completely different urgency. One campaign, one set of ad copy, and the urgent searcher usually leaves for whoever answers that urgency directly.
Family and primary care patients call to check same-day availability and insurance more than almost any specialty we work with. If those calls aren't tracked, a large share of what the campaign actually produced is invisible to the account.
It's usually the first question, and if the ad or page doesn't address it, the click leaves to go find a practice that does — even one that's otherwise a worse fit.
Same-day urgency and routine/preventive care get sorted apart from the start — they're different searchers with different patience for reading past the first line.
| Search intent | Example terms | Worth bidding on? |
|---|---|---|
| Same-day / urgent | same day doctor appointment walk in clinic near me sick visit doctor today | Yes — highest urgency |
| New patient / preventive | family doctor accepting new patients primary care physician near me annual physical exam near me | Yes — core budget |
| Insurance-qualified | doctor that takes [insurer] near me family practice accepting medicaid | Yes — pre-qualifies the click |
| Comparison / research | primary care vs urgent care do I need a referral to see a specialist | Content-driven, lower bid |
| Free / low-cost | free clinic near me sliding scale doctor | No — negative keyword these |
| Career / unrelated | how to become a family doctor family medicine residency | No — job seekers, not patients |
Live in three business days, then reviewed every working day after that.
Different urgency, different ad copy, different landing pages. A walk-in sick visit and a routine physical shouldn't be competing for the same budget or reading the same page.
So the calls that make up most primary care enquiries are counted, instead of the account bidding against a number that's missing most of what actually happened.
In the ad and on the landing page, not three clicks deep. It's usually the first thing a prospective patient wants to know.
The Mayland account below had no tracking before this campaign — the change wasn't more patients, it was being able to say how many and at what cost, for the first time.
So a wasted search term or a broken tracking tag gets caught the same day, not discovered a month later.
We build the campaigns, install the tracking and run the account for a full month before we charge you anything. Billing starts in month two.
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| Metric | US healthcare median | This account |
|---|---|---|
| Conversion rate | 8.09% | 18.2% |
| Cost per lead | $66.02 | $23.22 |
| Cost per click | $5.64 | $4.22 |
| Sample size | 3,542 campaigns | 44 clicks |
This is one client account, not a specialty-wide benchmark — the bottom row is why we show it as a comparison rather than a claim. Full breakdown and caveats on the results page. Healthcare median: LocaliQ healthcare search advertising benchmarks, updated January 2026, from 3,542 US campaigns, October 2024 to September 2025.
It's from one account — an independent family practice running a Sunday walk-in clinic, drawn from 44 clicks over four days of advertising. We don't have an industry-wide benchmark for family and primary care the way we do for dermatology or ophthalmology, so we're showing you the real number we have rather than inventing a median we don't.
Because we'd rather show you real, verifiable data from an account we actually ran than a number pulled from a report that may not reflect family practice specifically. The full breakdown, including its limits, is on the results page.
Mostly separating same-day/walk-in intent from routine and preventive-care intent, and making sure calls are tracked — primary care books by phone more than almost any other specialty on this site.
We'd rather size that to your appointment capacity on a call than quote a number here without knowing your market. Request a callback and we'll work it out together, free and with no obligation.
Three business days from account access, and the first month of management is free — so you can judge it on your own account's numbers rather than ours.
Leave your name and number. We'll call you back, go through your Google Ads account with you, and tell you plainly what we'd change — what's wasting money, whether the tracking works, and what your cost per patient should be. No charge and no obligation, whatever you decide afterwards.