Aged Care and Home Care: Google Ads Cost Benchmarks (Australia)
What a click costs in aged care.
At least 64,890 monthly searches across 14 core aged care terms, with pricing in AUD on the 8 terms Google prices. Part of our healthcare Google Ads cost benchmarks, refreshed quarterly.
Every figure on this page is an indicative, auction-based, location-sensitive range, not a quote or a guarantee. Costs move with suburb, season and competition; pull your own catchment before planning a budget.
The numbers
Aged Care keyword pricing, Q3 2026.
Searches/mo (minimum)
64,890+
Core terms only; real demand is largerTop-of-page bid range
$6.54 to $23.99
Weighted average CPC
$6.82
Indicative CPL (derived)
$60 to $90
† Search volume is a third-party clickstream estimate (Australian database, same quarter) because Google withholds planning data on the term. Those rows carry no bid or CPC figures because none exist to publish, and on terms both sources report, the third-party estimates typically run below Google's averages, so treat every daggered volume as conservative.
How to read it
What the aged care numbers are saying.
Aged Care carries the 11th cheapest weighted click price of the 20 priced niches in this dataset at $8.86 top-of-page. The volume concentrates in "aged care near me" at 33,100 searches a month, and the priciest term Google reports is "home care services for elderly" at $23.99. The weighted average CPC sits below the top-of-page estimate, which is the normal pattern: plan on the ceiling. Accounts often land under it as quality score builds, though auction conditions can push the other way.
Read the search volume as a minimum rather than a market size. Google publishes pricing for only 8 of the 14 commercial aged care terms listed; the rest carry third-party volume estimates because Google withholds its planning data, and no keyword set can exhaustively cover every query variation anyway.
The indicative CPL of $60 to $90 is derived, not observed: it applies a typical healthcare click-to-lead conversion rate of 10 to 15 per cent to the weighted click price. A well-built account with a strong offer can land below it; a weak landing page can blow past it. Treat it as a planning anchor and let the account's own data replace it.
Cost per lead calculator
Turn a aged care click price into a cost per lead.
Prefills the click price from this page's benchmark data.
Volume-weighted across the niche's priced keywords. Edit it if you know your own.
How many clicks it takes to produce one enquiry or booking.
Not every enquiry books. How many leads become one patient?
What a typical patient is worth across their whole relationship with the clinic, using your own numbers.
Indicative cost per lead
$89
Inside the Aged Care indicative CPL range of $60 to $90
CPC used
$8.86
Cost per new patient
$177
Patient value multiple
Add value
Clicks per lead
10
At $8.86 a click and 1 in 10 converting, a lead costs about $89. At a 1 in 2 close rate, a new patient costs about $177.
Indicative only. Real CPCs are set by a live auction and move with location, season and competition, and conversion rates depend on the offer, website and account build. This is a planning aid, not a quote or a projection of results.
Aged Care FAQs
Straight answers from the data.
How much does Google Ads cost for an aged care provider in Australia?
In our Q3 2026 pull, top-of-page bids across the 8 priced aged care keywords run from $6.54 to $23.99, with a search-volume-weighted average CPC of $6.82. Every price is set by a live auction and moves with location, season and competition, so treat these as indicative ranges rather than a rate card.
What is a good cost per lead for an aged care provider on Google Ads?
An indicative range of $60 to $90 per lead can be derived from the niche's volume-weighted top-of-page bid of $8.86 at a typical healthcare click-to-lead conversion rate of 10 to 15 per cent. This is a formula-derived planning figure, not an observed benchmark, and a well-built account with a strong offer can land below it.
How much should an aged care provider spend on Google Ads per month?
Google suggests evaluating Smart Bidding over a window containing at least 30 conversions. If you want that read monthly, at the indicative $60 to $90 cost per lead it means roughly $1,800 to $2,700 a month in ad spend. That is evaluation guidance, not a platform minimum. Under roughly $1,500 a month, consolidate: one campaign and a small number of ad groups so the conversion data pools.
Figures are indicative, auction-based ranges from our Q3 2026 dataset, not quotes or guarantees. Nothing on this page reports any specific practice's results.
Keep exploring
Every niche, one dataset.
Bids move suburb by suburb, and the only pull that matters is your catchment. Talk to a team that runs healthcare Google Ads all day, including for aged care providers, and we'll look at the real numbers for your area before you spend a dollar.
Book your strategy call