Medicine & Wellness in Google Ads

About This Report

We analyzed 1,060 keywords from the medical and wellness sector — from general clinics to spa and dermatology.

During the study, we discovered a phenomenon we call the “Uncertainty Gap” — the difference between spending with an optimized versus non-optimized account. Its value is 5.9M PLN monthly. That's how much the medical industry overpays in Google Ads every single month.

The Polish health and regeneration services market is an interconnected system. Our analysis shows that success in Google Ads depends on precisely understanding which price and competitive league your facility operates in.

1. Cost Structure: Where Do You Pay the Most Per Click?

In the medical industry, differences between specialties are drastic. The cost of acquiring traffic (CPC) directly correlates with the specialist nature of the service.

Average cost per click (CPC) by category [PLN]

Cost Leaders

Clinics / General Services (2.26 PLN) and Diagnostics / Tests (2.12 PLN) are the most expensive segments — a click here costs more than twice as much as in Wellness.

Cost Efficiency

Wellness / SPA / Hotels is the cheapest segment — only 1.35 PLN per click. For 1,000 PLN you get an average of 740 clicks, while a specialist clinic would get only 442 — 67% less.

2. Market Map: Volume vs. Competition

Understanding market potential requires comparing search volume with the difficulty of breaking through competition.

Market Map: search volume vs competition index. Bubble size = average CPC.

The Power of Wellness

Over 1M monthly searches with a moderate competition index (approx. 53). This is an “ocean of opportunity” for large players with a reach budget.

Specialist Niches

Dermatology — low volume, high competition. A battle for a very specific, determined patient who knows exactly what they're looking for.

General Clinics

Lower volume than Wellness, but a low competition index (approx. 22). Players here focus on quality and the high value of a single patient, not on volume.

3. Where Is the Money Flowing? “Price Wars” in Bidding

The biggest threat to your budget isn't CPC itself, but the spread — the difference between top and bottom bid positions. The larger it is, the more aggressive and unpredictable the bidding.

1. The Frontline: Cardiology and Psychology/Psychiatry

Average spread above 3.00 PLN. Bidding is unpredictable — one strategic mistake can multiply the cost of acquiring a patient many times over.

2. Stability: Ophthalmology

Spread below 1.00 PLN. Allows precise monthly budget planning without the risk of sudden “burning” of funds.

3. Wellness Dominance

A full 46.4% of the entire potential budget of the analyzed market. Poles using Google search for regeneration far more often than hard medical procedures.

4. The Risk of “Blind Bidding”: Volatility Index

In the Clinics and General Services category, the high-to-low rate ratio is 4.3. This is a critical indicator. Without Max CPC limits set, you can pay over 4x more for a patient than your competitor, bidding for the same position. Google's automated systems can drive bids to unprofitable levels in this category without proper constraints.

5. Golden Opportunities (Hidden Gems)

Keywords with high volume (above 5,000 searches/month) and CPC below 2 PLN:

Regeneration: Thai Massage, Spa

High volumes, very low costs. Ideal for building brand awareness with minimal budget risk.

Education & Digitization: E-Health

The cheapest path to building clinic reach and recognition. You acquire the patient at the stage when they're just looking for information.

Strategic Recommendations

Protect Your Budget in General Clinics

With CPC of 2.26 PLN and huge volatility, every mistake costs a fortune. Use only exact match and negative keywords to avoid accidental clicks.

Leverage Wellness as a Funnel

Acquiring a customer for a massage or spa package is 67% cheaper than specialist medicine. Then build retention and offer diagnostics within your facility.

Cardiology and Psychology — Beware of Aggression

Due to the highest spreads (above 3.00 PLN), we advise against an “always first place” strategy. Stable positions 2–3 protect against destructive bidding.

Invest in Diagnostics Wisely

CPC of 2.12 PLN with a small share of total budget (0.3%) means point-like, highly professional competition. A flawless Landing Page is required — a click for 2+ PLN cannot go to waste.