Connected2Talent
Google Performance Max — healthcare sector
Channels: Google Ads (Performance Max)
Conversions
37
Cost per conversion
€ 10
Clicks
675
A Performance Max campaign on the healthcare sector ran for six months on a small continuous budget. EUR 370 produced 675 clicks and 37 conversions, or EUR 10 per conversion. CTR held at 1.40% and CPC at EUR 0.55. The campaign mostly captures search intent already present in the market.
| Metric | Value |
|---|---|
| Clicks | 675 |
| Impressions | 50,000 |
| CTR | 1.40% |
| Cost per click | € 0.55 |
| Conversions | 37 |
| Cost per conversion | € 10 |
Against the market
| Metric | This case | Market benchmark |
|---|---|---|
| Cost per conversion | € 10outside the benchmark, favourable side | EUR 150 – EUR 400+ |
| CTR | 1.40%outside the benchmark | 2% – 6% |
| Cost per click | € 0.55outside the benchmark, favourable side | EUR 4 – EUR 12 |
Sources: Meta B2B cost per lead 2026: EUR 100 – EUR 300 generally, EUR 150 – EUR 400+ for recruitment and staffing specifically. Google Search B2B CTR benchmark 2026. Google Search B2B CPC 2026: EUR 3 – EUR 8 generally, EUR 4 – EUR 12 in recruitment and staffing.
Potential ROI
The full potential of the pipeline first, then your own conversion applied to it.
Potential value of the pipeline
€ 2,775,000
If every lead became a client — 37 qualified leads in this case × € 75,000
- Expected value at your rate
- € 138,750
- Estimated new clients
- 1.9
- Return against ad spend
- 375×
Assumptions
- Qualified leads in this case: 37
- Your lead-to-client rate: 5%
- New client — first-year value: € 75,000
- Ad spend in this case: € 370
Source: The value of a new client is a multiple of a single placement. A client hiring three professionals per year at EUR 30,000 gross margin represents EUR 90,000 in annual revenue.
This is a model, not a realised result. Adjust the assumptions to your own margins and placement rate.
Want to know what this means for your agency?
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