Free tool
New patient cost calculator: what does a new patient cost you?
Change any number to match your practice. The defaults come from published data, and each one links to its source.
Your numbers
- Clicks a month
- 500
- Leads a month
- 53.4
- Booked appointments a month
- 32
- New patients who show
- 25.6
- Cost per lead
- $75
- Cost per booked appointment
- $125
- Cost per new patient
- $156
- First-year production from new patients
- $108,066
- Return on ad spend
- 27x
Estimates from the inputs. Real results depend on your market, season and how fast calls are answered.
How the numbers work
Cost per lead is your click cost divided by your conversion rate. Divide by your booking rate for cost per booked appointment, then by your show rate for cost per new patient. Return on ad spend is first-year production divided by ad spend.
Where the defaults come from
The $8.00 click cost and 10.67% conversion rate are WordStream's 2026 dental medians across 13,474 US campaigns.1 The $4,220 figure is average gross production per new patient from Sikka data on more than 12,500 practices, published in 2016.2 Booking and show rates are starting assumptions. Replace them with your own.
Procedure campaigns change the maths
Implant clicks cost several times a cleaning click, and so does the case value. That is why we set bids by procedure, not one average.
See what a new patient really costs you, and whether your tracking is leaking data.
Free 15-point audit: wasted spend, procedure split, a tracking privacy check and 5 call reviews. Loom video in 3 business days.