Marketing Benchmarks (2026)
Are you overspending on agency retainers? Our Q1 2026 data across 200+ private practices reveals the true Patient Acquisition Cost (PAC) by treatment type.
Average Patient Acquisition Cost (PAC)
PAC is calculated as: (Total Marketing Spend) / (Number of New Patients Started Treatment). This must include agency fees, not just ad spend.
| Treatment Type | Avg PAC (National) | Avg PAC (London/SE) |
|---|---|---|
| General Exam / Hygiene | £45 | £70 |
| Short-Term Ortho (Invisalign) | £180 | £250 |
| Single Implant (Posterior) | £220 | £300 |
| Full Arch / All-on-4 | £650 | £900+ |
The "Lead" Fallacy
Agencies sell "leads" (Cost Per Lead - CPL). A £15 lead for Invisalign looks great on a monthly report. But if your Treatment Coordinator only converts 1 in 15 of those leads into a consultation, and the dentist converts 1 in 3 consults to treatment, your actual PAC is £675. Track starts, not leads.
Channel Breakdown
- Google Ads (PPC): Highest intent, highest cost per click. Best for "Emergency Dentist" and "Implants near me". Requires a strong landing page to convert.
- Meta (Facebook/IG) Ads: Lower intent, lower cost per lead. Excellent for visual treatments (Aligners, Composite Bonding, Whitening). Requires aggressive follow-up by front of house staff within 15 minutes of the lead dropping.
- SEO: Lowest long-term PAC, but takes 6-12 months to yield ROI. The most valuable asset is your Google Business Profile (Reviews).
Internal Marketing
The cheapest patient to acquire is the one you already have. Before spending £2,000/month on Meta ads, ensure you have a robust recall system and are actively asking satisfied patients for Google Reviews.
Next Steps
Ensure your clinical capacity can handle the marketing influx. Calculate your Hourly Rate to ensure your promotional offers (e.g., "Free Consultations") aren't actually costing the practice money in lost clinical time.