Google Ads ROI Calculator
Put in your budget, your cost per click, and how well your site converts — and see exactly how many new patients your ads should be generating, what each one costs you, and whether the numbers actually stack up.
Your Ad Spend
What you spend on Google Ads each month
Typical CPC for your service keywords — check Google's Keyword Planner for accuracy
How Well Your Site Converts
% of people who click your ad and then fill in a form or call — industry average for clinics is 20–35%
% of enquiries that turn into an actual booked appointment
Your Patient Value
Revenue per appointment for the service you're advertising
How many times a new patient typically books in their first year
Estimated annual return on ad spend
+1430%
Every £1 spent returns roughly £15.30 in patient revenue
Clicks per month
200
from £500 spend
Leads per month
50
at 25% click-to-lead
New patients / month
30
at 60% booking rate
Cost per new patient
£17
Less than one appointment — profitable
Monthly revenue from ads
£2.5k
first appointment only
Annual revenue (with rebookings)
£91.8k
360 new patients × 3x visits
Break-even point
You need 6 new patients per month to cover your ad spend. That requires a lead rate of at least 5% at your current booking rate.
These are estimates based on your inputs. Actual results depend on your keywords, landing page quality, and how quickly you follow up with leads. Use this as a planning tool, not a guarantee.
See how Clinic Pro manages Google Ads for clinics →Why most clinic Google Ads underperform
The landing page problem
Most clinics run Google Ads to their homepage. The homepage is designed for everyone, which means it converts nobody particularly well. A dedicated landing page for the service you're advertising typically doubles or triples the click-to-lead rate, which directly changes everything in this calculator.
Speed kills conversions
A one-second delay in page load time reduces conversions by around 7%. On mobile — where most clinic ad clicks land — slow pages are the single biggest reason leads drop off before they enquire. Google also penalises slow landing pages with a lower Quality Score, which means you pay more per click.
Speed of follow-up matters more than most clinics realise
Research consistently shows that responding to an online enquiry within 5 minutes makes you 21x more likely to convert that lead compared to responding after 30 minutes. If your booking process requires a phone call or a manual reply, you're losing patients to whoever responds faster.
Cost per click varies a lot by service
Private GP services: £3–£8 per click. Weight loss / GLP-1: £4–£12. Ear wax removal: £1.50–£4. Travel vaccines: £2–£6. Aesthetics: £2–£10. Using broad match keywords without negative keyword lists wastes a large portion of most clinic ad budgets on searches that will never convert.
How to use this calculator
Start with honest numbers. If you do not know your conversion rates, start with industry averages (20–25% click-to-lead, 50–60% lead-to-booking) and adjust once you have real data from Google Ads conversion tracking. The most valuable number to watch is cost per new patient — if it is less than one appointment value, your ads are profitable from day one, before you count rebookings.