Google Ads for Orthopedic Practices
Google Ads for Orthopedic Practices for patients who now search first.
More patients search 'orthopedic surgeon near me' directly instead of waiting on a primary-care referral, and Google Ads reaches them at that moment. It's a channel that adds to your referral network from physical therapists and athletic trainers, not a replacement for it.
- 10% of ad budget, $450 USD or $600 CAD monthly minimum
- No markup on what you spend with Google
- 30-day guarantee: pay only if it works
Campaign mix
Built for two very different patient timelines.
Call-only ads for acute injury
A fracture or sudden injury is a fast, same-day decision. Call-only ads route directly to your scheduling line instead of asking someone in pain to browse a website first.
Search: elective joint replacement terms
Knee, hip, and shoulder replacement patients research for weeks before booking a consult, and self-referral to a specific search rather than a primary-care referral is a growing pattern worth meeting directly.
Search: sports-injury terms timed to the season
ACL, rotator cuff, and meniscus searches track local sports seasons: fall contact sports, spring track and baseball, and the off-season window when athletes finally book the surgery they've been putting off.
Remarketing for the longer elective decision
Joint replacement patients often compare more than one surgeon before booking. Remarketing keeps your practice in front of someone who's still in that longer research window.
What Google Ads costs for an orthopedic practice.
Average cost per click: $4.76
In the 2026 search advertising benchmarks published by LocaliQ with WordStream, the Physicians & Surgeons category averages $4.76 a click, with real rates shifting by how many specialists in your market bid the same injury and joint terms.
Average conversion rate: 12.43%
12.43% of this category's clicks turn into a call or a form, the benchmark shows. Acute injury searches tend to convert faster than elective ones, which take longer to move from click to booked consult.
What a $3,600 a month budget looks like
At $4.76 a click, $3,600 buys around 756 clicks a month. At a 12.43% conversion rate, that's roughly 94 consult inquiries across both acute and elective campaigns. Our fee is 10% of the budget, but $3,600 falls under our $450 USD minimum, so the fee is $450 USD either way.
Average cost per lead: $40.04
Physicians & Surgeons averages $40.04 a lead as a category, a group that covers far more specialists than orthopedics alone. Joint replacement and sports-injury surgery rank among the highest-value cases in outpatient medicine, so winning even one elective case from a search can justify a full month of spend. Campaigns stay inside Google's Healthcare and medicines advertising policy throughout.
How we set up Google Ads for an orthopedic practice.
01
Tracking before spend
Call tracking and form tracking are both live before the first click is ever paid for, set up the way a healthcare intake requires, so a consult inquiry is counted whether it starts as a call or an urgent-injury click.
02
A landing page per patient path
Acute injury, elective joint replacement, and sports-injury searches each land on a page built for that exact concern, instead of one general 'our services' page that makes every patient dig for their answer.
03
Negatives, search terms, and tracked calls
We review search terms weekly to keep the campaign complementing your referral relationships with PCPs, PT clinics, and athletic trainers rather than fighting them for budget, and confirm every call is tracked to its source.
Google Ads FAQ for orthopedic practices.
Most single-location practices start somewhere between $2,500 and $5,000 a month, split between acute injury and elective campaigns. Your market and surgeon capacity will shape the number we put in your proposal.
Yes, particularly now that self-referral is rising and more patients search directly instead of waiting on a primary-care referral. It adds a channel alongside your existing referral relationships rather than competing with them.
Call-only ads for acute injuries that need a same-day decision, paired with Search for elective joint replacement and sports-injury terms timed to the season. Remarketing helps close the longer elective research window.
Acute injury calls often come in within days of launch. Elective consults, like joint replacement, usually take a few weeks longer as those patients compare surgeons before booking.
We take 10% of your monthly ad budget as our fee, with a $450 USD or $600 CAD minimum, and add no markup to what you spend with Google. There's no setup fee or contract, and our 30-day guarantee waives the fee if the first month doesn't deliver.
See what Google Ads would cost for your practice.
Share your city and your surgeon capacity, and a free proposal built around a real number arrives within one business day.