How Many Patients Should Your Google Ads Generate Per ₹1 Lakh Spend?
The following benchmarks are for well-run Google Ads accounts with proper attribution (Offline Conversion Upload or Beacon CAPI middleware) in metro India. Non-metro CPAs are typically 30–50% lower.
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The following benchmarks are for well-run Google Ads accounts with proper attribution (Offline Conversion Upload or Beacon CAPI middleware) in metro India. Non-metro CPAs are typically 30–50% lower.
TL;DR
The Real Benchmarks: Cost Per Attending Patient From Google Ads
The following benchmarks are for well-run Google Ads accounts with proper attribution (Offline Conversion Upload or Beacon CAPI middleware) in metro India. Non-metro CPAs are typically 30–50% lower.
| Vertical | Cost Per Lead (CPL) | Lead-to-Patient Rate | Cost Per Attending Patient |
|---|---|---|---|
| IVF | ₹600–1,500 | 8–15% | ₹4,000–12,000 |
| Dermatology | ₹300–800 | 10–18% | ₹2,000–6,000 |
| Hair Transplant | ₹500–1,200 | 8–14% | ₹4,000–10,000 |
| Dental | ₹200–600 | 15–25% | ₹1,000–3,500 |
| Mental Health | ₹400–1,000 | 7–12% | ₹4,000–10,000 |
| Plastic Surgery / Aesthetics | ₹600–1,500 | 8–12% | ₹5,000–15,000 |
Important caveats:
- These assume a functioning calling team converting leads to appointments. A poorly performing calling team can double these numbers.
- These assume Google Ads targeting Treatment Intent keywords (T3) primarily. An account over-indexed on Location Intent (T5) will show worse lead-to-patient rates.
- These are Delhi NCR / Bengaluru / Mumbai benchmarks. Tier 2 cities typically show 30–45% lower CPL with similar or better conversion rates.
What ₹1 Lakh Should Buy You
Using the benchmarks above:
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Dermatology, metro city, well-run account:
₹1,00,000 ÷ ₹550 avg CPL = ~182 leads
182 leads × 14% avg conversion = 25 attending patients
25 × ₹4,000 avg CPL (patient) = ₹1,00,000 ✓
IVF, metro city, well-run account:
₹1,00,000 ÷ ₹1,050 avg CPL = ~95 leads
95 × 11% conversion = 10–11 attending patients
Dental, metro city:
₹1,00,000 ÷ ₹400 avg CPL = ~250 leads
250 × 20% conversion = 50 attending patients
The dental numbers look dramatically better because dental CPLs are lower and conversion rates are higher. But the revenue per patient is also lower — a dental appointment is ₹2,000–6,000 vs a dermatology package at ₹15,000–50,000.
How to Calculate Your Real Number
Step 1: Pull total Google Ads spend for the last 3 months.
Step 2: From your CRM, filter leads tagged as "Google Ads" source. Count the leads for the same 3-month period.
Step 3: From those leads, count how many attended their first appointment.
Step 4: Calculate: Google Ads spend ÷ appointments attended = your cost per attending patient.
Step 5: Compare to the benchmark table above. If you are significantly above benchmark, identify whether the gap is in CPL (targeting issue), lead-to-appointment rate (calling team issue), or show rate (confirmation process issue).
Why Attribution Is the Prerequisite
The calculation above requires knowing which appointments came from Google Ads — which requires proper source tracking.
Without UTM parameters or Offline Conversion Upload, Google Ads only reports on form fills (leads). The appointment and treatment data from the CRM is invisible to Google. You have no way of knowing whether your ₹1 lakh bought you 10 patients or 25.
Beacon closes this gap by feeding CRM appointment and treatment data back into Google Ads as Offline Conversion events. With this in place, the cost per real patient is visible in your Google Ads dashboard — not just the cost per lead.
How Beacon attribution works →
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