How much does Google Ads cost for dentists in Australia?
Google Ads for a dental practice cost two things: the ad spend you pay Google, and a fee if someone manages the account. No standard Australian dental cost per enquiry has been counted as at 27 October 2026. The nearest counted figure is for Australian healthcare, not dental: $95.82 per enquiry across 220 Google Ads Search campaigns from December 2024 to November 2025 (Medico Digital, one agency's own accounts). One regional Queensland dental account paid $85.00 per lead on average from November 2025 to April 2026, with $6,289.95 spent and 74 leads. Two published Google Ads-only management fees in Australia are $525 a month plus GST and 15% of ad spend, and a flat $800 a month plus GST (pages opened 27 October 2026).
Key facts
- Ad spend
- Paid to Google; billed per click
- Management fee
- Paid to whoever runs the account
- Cost per click, Australian healthcare
- $3.72, December 2024 to November 2025 (Medico Digital). Not dental.
- Better measure than cost per click
- Cost per booked new patient
- Figures checked
- 27 October 2026
What are the two costs of Google Ads?
Ad spend is what you pay Google. Google charges per click, and the price of a click is set by an auction, so it varies by search term, suburb and competition. The management fee is what you pay whoever runs the account. It is a separate line.
Ask which one a number is. On this page, cost per enquiry means ad spend divided by enquiries. The management fee is not in it.
Two Australian agency pages opened on 27 October 2026 publish Google Ads-only fees. One shows $525 a month plus GST, plus 15% of ad spend and a $795 plus GST setup fee. The other shows a flat $800 a month plus GST that does not rise with spend. Ad spend is paid to Google on top of both.
What does a click cost?
The nearest counted figure is for Australian healthcare, not dental: $3.72 per click, with a printed range of $2.56 to $4.72. It covers 220 Google Ads Search campaigns from December 2024 to November 2025 (Medico Digital, published 27 November 2025). A click on "emergency dentist" in a busy suburb costs more than one on a quiet term, so use your own account for your own terms.
What does an enquiry cost?
Dental is not counted. There are two nearest figures, and each has its label.
- Healthcare, not dental: $95.82 per enquiry across 220 Google Ads Search campaigns in Australian healthcare, December 2024 to November 2025, with $4,061,276 total spend. This is one agency's own accounts (Medico Digital). The page calls it cost per acquisition. Dentistry is not one of its specialties. The same page gives $45.52 for its spend-weighted view.
- One dental account: $85.00 average per lead, a regional Queensland practice, November 2025 to April 2026 (Marketing Together case study). One account is not a benchmark.
The Queensland account by month:
| Month | Ad spend | Leads | Cost per lead |
|---|---|---|---|
| November 2025 | $998.07 | 10 | $99.81 |
| December 2025 | $1,207.04 | 10 | $120.70 |
| January 2026 | $1,219.31 | 17 | $71.72 |
| February 2026 | $801.75 | 11 | $72.89 |
| March 2026 | $1,219.74 | 14 | $87.12 |
| April 2026 | $844.04 | 12 | $70.34 |
| Total | $6,289.95 | 74 | $85.00 average |
The page does not say what makes a lead "qualified". Two other Australian agency pages opened on 27 October 2026 print ranges of $35 to $90 and $150 to $400 per lead. The ranges do not overlap, and neither page prints a sample size.
What does a booked new patient cost?
It is not counted. To work out your own, divide Google Ads spend by the new patients who booked from that spend. Take the count from the practice software, and use its own flag for a new patient. Booked, not attended: a patient who booked and did not attend stays in the count.
How much should I spend on Google Ads?
Start with the whole marketing budget. Dental practices in the CommBank Health and Australian Dental Association survey spend 3.5% of annual turnover on marketing on average (414 practice decision-makers and influencers, surveyed 27 October to 17 November 2023). See how much a dental practice should spend on marketing, the benchmarks and the best keywords for dental Google Ads.
What should I ask an agency about Google Ads?
- Who owns the ad account? It should be in your name.
- What does the report show? Enquiries and bookings, not only clicks.
- How long is the contract? Ask for the notice period in writing.
- What does the fee cover, and does it rise with ad spend? A flat fee and a percentage of spend are different prices.
How does Shoutout Agents charge for Google Ads?
Always On costs $498 a month per location. It covers Google Ads, Meta ads, Google Search and AI answers, and Google Maps profile care. AI agents do the work and every change is logged. Ad spend is extra and goes straight to Google and Meta. You keep your ad accounts in your own name. It is month to month, with no lock-in. Two or more locations or extra services are quoted as Custom. See pricing, or get the free Google Ads account audit. For the service itself, see Google Ads for dentists.
Results vary. Not a guarantee, and not from one channel alone.Sources
- Medico Digital, 2025 Healthcare Paid Search Benchmarks. Published 27 November 2025, data December 2024 to November 2025. Opened 27 October 2026.
- Marketing Together, Google Ads case study, regional Queensland dental practice. Data November 2025 to April 2026, no page date printed. Opened 27 October 2026. Figures from its results table.
- CommBank Health and the Australian Dental Association, Dental Insights Report 2024. Survey by Fifth Quadrant, 27 October to 17 November 2023.
- The two management fees and the two per-lead ranges are from Australian agency pages opened on 27 October 2026. They are not printed as a benchmark.