If you are a doctor considering advertising on Google, the first question is inevitable: “how much do I need to invest to see results?”. The second, almost as important: “can I advertise without violating the Medical Ethics Code?”. This article answers both with real data from campaigns we managed for medical clinics across Brazil.
The CFM Rules for Medical Advertising
Before discussing investment, it is essential to understand the limits. The Federal Council of Medicine (CFM) updated the rules for medical advertising in 2024 (CFM Resolution No. 2,336/2023), and Google also has specific policies for health ads.
What CAN be advertised
- Clinic name, address, phone number, hours
- Specialties and areas of practice registered with the CRM
- Degrees (as long as they are recognized)
- Clinic equipment and facilities
- Educational health content (articles, explanatory videos)
- Prices as long as they are clearly stated and do not constitute unfair competition
What CANNOT be advertised
- Before/after photos of procedures (except on own websites for educational purposes)
- Guarantee of results (“100% guaranteed result”)
- Promotions and discounts (“package with 50% off”)
- Patient testimonials (in paid advertising materials)
- Images that may imply promises of aesthetic results
- Comparative depreciation with other professionals
A specialized Google Ads management in health knows these rules and structures campaigns that convert without exposing the doctor to ethical risks.
Actual CPC by Medical Specialty
The cost per click (CPC) varies drastically between specialties. These are average values observed in 2025-2026 in major Brazilian capitals:
- Specialty | Average CPC | Estimated CPA
- Specialty: Dermatology | Average CPC: R$ 8 – 15 | Estimated CPA: R$ 40 – 80
- Specialty: Plastic Surgery | Average CPC: R$ 15 – 30 | Estimated CPA: R$ 80 – 180
- Specialty: Orthopedics | Average CPC: R$ 6 – 12 | Estimated CPA: R$ 35 – 70
- Specialty: Gynecology | Average CPC: R$ 5 – 10 | Estimated CPA: R$ 30 – 60
- Specialty: Cardiology | Average CPC: R$ 5 – 9 | Estimated CPA: R$ 30 – 55
- Specialty: Psychiatry | Average CPC: R$ 4 – 8 | Estimated CPA: R$ 25 – 50
- Specialty: Ophthalmology | Average CPC: R$ 6 – 12 | Estimated CPA: R$ 35 – 70
CPA = Cost per Acquisition (lead converted into appointment). Considers a conversion rate of 15-20% from click to lead and 40-50% from lead to scheduled consultation.
Budget Structure: How Much to Invest per Month
There is no “magic minimum,” but there is a functional minimum budget based on the search volume of your specialty and region:
Budget by Clinic Size
- Individual practice (1-2 doctors): R$ 2,000 – R$ 4,000/month for Google Ads. Focus on 3-5 high-intent keywords in the operating region
- Medium-sized clinic (3-6 doctors): R$ 4,000 – R$ 8,000/month. Multiple campaigns by specialty + remarketing + brand campaign
- Large clinic or network (7+ doctors): R$ 8,000 – R$ 30,000/month. Broad coverage of specialties, neighborhoods, and acquisition strategies
Where the investment goes
- 60-70% — Clicks on search ads: keywords for procedures and specialties
- 15-20% — Remarketing: display ads for visitors who did not convert
- 5-10% — Brand campaign: protection of the clinic's name against competitors
- 5-10% — Call-only ads: for clinics with good phone conversion
Landing Page Compliance: What Your Page Needs to Have
For medical clinics, the landing page is not just a conversion tool — it is also a compliance document:
- Name of the responsible technical doctor and visible CRM
- Registered specialty (RQE) when applicable
- No promises of results or guarantees of cure
- Terms of use and privacy policy accessible
- Clear information about contraindications (links to educational articles)
A professional website creation designed for medical clinics already delivers all this online — with a design that conveys trust and optimized forms.
ROI: The Numbers That Add Up (or Not)
Let’s look at a real example. A dermatology clinic in São Paulo:
- Monthly investment in Google Ads: R$ 4,000
- Average CPC: R$ 10
- Clicks per month: 400
- Conversion rate (click → lead): 18%
- Leads generated: 72
- Conversion rate (lead → scheduled consultation): 50%
- Scheduled consultations: 36
- Final CPA: R$ 111
- Average ticket of the first consultation: R$ 450
- Revenue generated: R$ 16,200
- ROI: 4x (not counting future returns and procedures)
With professional traffic management + integrated CRM, these numbers are consistent and scalable. The secret is not to spend more — it’s to spend better.
I Want to Advertise My Clinic on Google Ads — Request Proposal
Kaizen Agency — Performance Digital Marketing
Premier Google Partner. We manage Google Ads for clinics and offices with full compliance with CFM regulations. Strategy, execution, and transparent reports. Talk to a specialist.