Since over the counter hearing aids went on sale in 2022, the broad hearing aid searches are crowded with online stores and large retailers. The practice wins on the searches that need a professional, which are the hearing test, the fitting and the repair.
The market changed in 2022, and many accounts did not.
The broad product searches are full of people who want to buy a device online. A practice paying for those clicks is competing with stores on price, for visitors who never planned to book an appointment.
A hearing test is the start of a new patient. A repair is a small job that can bring an existing wearer in. They need different bids, and most accounts give them one.
The search is often made by an adult child or a spouse, not by the person with hearing loss. Ads and pages that speak only to the wearer miss the person who is actually booking.
A call asking about battery prices and a call booking a hearing test look the same in most reports. Without call outcomes, the account optimises for the phone ringing.
Built around the services only a professional can deliver.
Hearing tests, hearing aid fittings, repairs and tinnitus run separately, each with its own search terms, bids and page.
Hearing aid searches are limited to local and service intent, with online shopping terms excluded, so the budget is not spent on device shoppers.
Each call traced to its keyword and marked by outcome, without sending patient details to the ad platforms.
Targets set from what a new hearing aid patient is worth over the life of the devices and the follow up care, not from the price of the first visit.
Pages that explain what happens in a hearing test, who performs it and how to book, written for the wearer and for the family. See landing pages and websites.
Tests booked, fittings and repairs reported separately for each clinic.
Ads are written inside the healthcare policies of Google and the health rules of Meta, which limit audiences built on a health condition such as hearing loss.
Average cost per click on Google in the United States. The hearing test search costs more than three times the product search.
| Search term | Monthly searches | Average CPC |
|---|---|---|
| hearing aids | 165,000 | $5.92 |
| over the counter hearing aids | 40,500 | $4.43 |
| hearing aids near me | 33,100 | $9.49 |
| hearing aid cost | 14,800 | $2.87 |
| hearing test near me | 12,100 | $21.39 |
| hearing aid repair near me | 5,400 | $8.11 |
| hearing aid fitting | 3,600 | $8.14 |
Source: Google Ads data for the United States via DataForSEO, read on October 13, 2026. National averages for the last twelve months.
I have not published an audiology case, and I would rather say so than borrow one. This is what is real.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs. Read the case.
I have also worked in paid media in healthcare. Nothing from that work is published on this site. No employer is named, and there are no budgets, results or internal details.
What carries over is the method. Conversions are defined as booked work, calls are tracked to the keyword, and bids are set against what a customer is worth.
I go through the account, the tracking and the path a patient takes from search to appointment and tell you what is broken. The findings are yours whether or not we keep working together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy and landing pages built around how patients actually search, and around what the platform rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Longer reads on this topic from the blog.
Independent audiology practices and hearing clinics with appointment capacity.
Not a fit. Online sellers of over the counter devices, which is ecommerce and a different kind of account.
Yes. Since they went on sale in the United States in October 2022, the broad hearing aid searches have filled with online stores and retailers. Practices now get more from searches that need a professional, such as hearing tests, fittings and repairs.
In October 2026 the United States average was $21.39 for hearing test near me, $9.49 for hearing aids near me, $8.14 for hearing aid fitting and $5.92 for hearing aids. These are national averages, and your market can sit above or below them.
Sometimes, for the brands you fit, and only with local intent. Manufacturer names are trademarks that can restrict ad text, and many of those searches are people looking for the maker or an online price.
They can reach adult children and older adults who are not searching yet, but Meta limits audiences and conversion data for health advertisers. I treat it as a second channel, judged on booked tests you can count in your own schedule.
I have not published an audiology case, so I will not claim one. I have also worked in paid media in healthcare, and the published numbers on this site come from a home services company in Houston. The method is the same one, applied to booked tests and fittings.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.