For physical therapy clinics, a good organic click-through rate depends entirely on where you rank on Google—and what else appears on the results page. Position #1 typically earns between 19-28% of clicks, though this varies based on whether AI Overviews, Local Packs, or other features are present [1][2][3]. Position #3 drops to around 8-13% [2][4]. Anything beyond page 1? Less than 1% [5].
For Google Ads in healthcare, a CTR between 3-5% is typical, with well-optimized local campaigns reaching 5-7% [6][7][8]. And if you're not showing up in the Local Pack (the map results), you're leaving significant traffic on the table—the top map listing captures roughly 17-24% of clicks on local searches [2].
These are the benchmarks. Let's break down what they mean for your clinic.
Why Click-Through Rate Matters for Your PT Clinic
Click-through rate is simple: it's the percentage of people who see your listing and actually click on it. If 100 people see your website in Google results and 10 click, that's a 10% CTR.
This is the metric that tells you whether your SEO is working. Rankings are great, but rankings without clicks don't put patients on your schedule.
The problem is most clinic owners get marketing reports full of numbers and have no idea what's good versus what's mediocre. Is 8% good? Is 2% terrible? It depends entirely on context—your ranking position, what else appears on the search results page, and whether people are searching your clinic name or generic terms.
Here's how to read those reports like someone who actually knows what they're looking at.
Organic Search CTR Benchmarks: What Position #1 vs. #10 Actually Gets You
Not all rankings are created equal. The difference between position #1 and position #5 isn't a few percentage points—it's the difference between getting patients and getting ignored.
Here's what the data shows:
| Google Position | Average CTR Range | What It Means |
|---|---|---|
| #1 | 19-28% [1][2][3] | About 1 in 4-5 searchers click (varies by SERP features) |
| #2 | 12-15% [1][2] | Roughly half of position #1 |
| #3 | 8-13% [2][4] | Top 3 combined get majority of clicks |
| #5 | 4-6% [2][9] | Still on page 1, but traffic drops fast |
| #10 | 1-2% [2][9] | Bottom of page 1, few scroll this far |
| Page 2 (11+) | <1% each [5] | Effectively invisible |
Why the ranges? Click-through rates have dropped significantly in 2025 due to AI Overviews and other SERP features. One study of 200,000+ keywords found that position #1 CTR dropped from 28% to 19%—a 32% decline—after AI Overviews rolled out [1]. When Google shows additional elements like Local Packs, featured snippets, or AI-generated answers above the organic results, fewer people scroll down to click the traditional blue links.
The takeaway remains the same: the higher you rank, the more clicks you get. Moving from #2 to #1 can nearly double your click-through rate [5]. And being on page 2? That's where websites go to be forgotten. Less than 1% of searchers ever click anything beyond page 1 [5].
If your SEO provider is celebrating rankings on page 2, that's not progress. That's a participation trophy.
Local Pack CTR: The Map Results Most PT Clinics Overlook
Here's something that surprises a lot of clinic owners: traditional organic rankings aren't the only game in town for local searches.
When someone searches "physical therapy near me" or "PT clinic in [your city]," Google typically shows a Local Pack—those three map listings with star ratings, addresses, and phone numbers that appear above the regular website results.
The numbers tell the story:
- Top Local Pack position: 17-24% CTR [2][10]
- When Local Pack appears, organic #1 drops: from ~28% down to ~24% [2]
That means the map results are capturing clicks that would otherwise go to traditional organic rankings. For a local business like a PT clinic, this matters enormously.
Your Google Business Profile determines whether you show up in the Local Pack. Reviews, accurate business information, photos, and regular activity all factor into those rankings.
If you're investing in website SEO but ignoring your Google Business Profile, you're fighting with one hand tied behind your back. I put together a free course on exactly how to optimize this: Google Visibility Blueprint.
Google Ads CTR: What's Normal for Healthcare?
Paid search works differently than organic. When we talk about Google Ads CTR, we're measuring the percentage of ad impressions that resulted in a click—not the share of all searchers.
Here's what's typical:
| Ad Type | Expected CTR Range |
|---|---|
| All industries average | 6.11-6.42% [6] |
| Medical practice (general) | 3.27% [7][8] |
| Medical practice (optimized) | 4-5% [8] |
| Dentists | 5.38% [6] |
| Health & Fitness | 6.88% [6] |
| High-intent local ads | 5-7% [8][11] |
| Non-branded keywords | 3-6% [11] |
| Branded keywords (your clinic name) | 15-30%+ [11] |
A physical therapy clinic running search ads should expect somewhere in the 3-5% range for general campaigns. With proper optimization—good ad copy, tight keyword targeting, location extensions—you might push into the 5-7% range [8]. That's normal. That's healthy.
But here's the reality check: organic listings still generally attract more clicks than ads for the same query. The top paid ad captures only about 2% of all searchers on a results page [2], while the #1 organic result gets 19-28%.
Ads provide immediate visibility while you build organic presence. They're a bridge, not a destination. The long-term goal is earning those organic rankings where the real click volume lives.
Branded vs. Non-Branded Searches: Know the Difference
This is where things get interesting—and where a lot of clinic owners get confused by their own reports.
Branded searches are when someone types your clinic's actual name: "Dizzy Free PT" or "Smith Physical Therapy Indianapolis."
Non-branded searches are generic: "physical therapy near me" or "back pain treatment Fishers IN."
The CTR difference is significant:
| Search Type | Position #1 CTR | Google Ads CTR |
|---|---|---|
| Branded | 30-36% [3][4] | 15-30%+ [11] |
| Non-branded | 19-25% [1][3][4] | 3-6% [11] |
Here's why this matters: branded traffic means someone already knows your name. They were probably going to find you anyway. These aren't new patients discovering you—they're existing awareness converting to a click.
Non-branded traffic represents actual patient acquisition. Someone searching "vestibular therapy near me" doesn't know you exist yet. Ranking for that query puts you in front of new potential patients.
When you're looking at SEO or ad performance reports, ask whether the results are branded or non-branded. A 25% CTR on branded keywords sounds impressive, but it doesn't tell you much about whether your marketing is bringing in new patients.
This isn't about anyone trying to mislead you. It's just that the numbers mean different things, and understanding the difference helps you make better decisions about where to invest.
How to Use These Benchmarks to Evaluate Your Marketing
Now that you have the numbers, here's how to actually use them:
- Check your rankings first. If you're not on page 1 for your target keywords, CTR conversations are premature. You can't optimize click-through rate on listings nobody sees.
- Segment branded vs. non-branded. Look at Google Search Console or your ad reports to see the breakdown. Growth in non-branded traffic is growth in new patient acquisition.
- Don't ignore Local Pack. If you rank #1 organically but don't appear in map results, you're missing a significant chunk of local traffic. Your Google Business Profile needs attention.
- Context matters for judging performance. A 12% CTR at position #3 is solid. A 12% CTR at position #1 means your title and meta description need work—you're underperforming the benchmark.
- Use ads strategically. A 3-5% CTR on healthcare ads is normal. Use them for immediate visibility and specific campaigns while building the organic presence that delivers better long-term returns.
Frequently Asked Questions
What's a good organic click-through rate for a physical therapy clinic?
It depends on your ranking position and what else appears on the search results page. Position #1 should get 19-28% CTR\, position #3 around 8-13%\, and anything below page 1 is under 1% [1][2][5]. If AI Overviews or Local Packs appear above your listing\, expect the lower end of these ranges. Focus on improving your ranking first—CTR follows.
Is a 5% click-through rate on Google Ads good for healthcare?
Yes\, that's above average. For healthcare search ads\, 3-5% is typical\, with well-optimized campaigns reaching 5-7% [6][7][8]. Branded campaigns (ads on your clinic name) will be much higher at 15-30%\, while generic keyword campaigns will be lower at 3-6% [11]. If you're hitting 5% on non-branded terms\, you're doing well.
Why does my website rank #1 but I'm still not getting many clicks?
Two likely reasons. First, the Local Pack (map results) or AI Overviews might be appearing above your organic listing and capturing clicks—when these features are present, position #1 organic CTR drops from ~28% to ~24% [2]. Check whether you're visible in the Local Pack. Second, your meta title and description might not be compelling enough to earn the click even when people see you.
Should I focus on SEO or Google Ads for my PT clinic?
Both serve different purposes. Organic rankings deliver dramatically better long-term CTR (19-28% vs. 2-5% for ads)\, but they take time to build [2][8]. Ads provide immediate visibility. Most clinics benefit from investing in SEO as the primary strategy while using ads tactically for immediate traffic and specific campaigns.
Key Takeaways
- Position #1 organic gets 19-28% of clicks depending on SERP features; position #10 gets 1-2%; page 2 gets essentially nothing
- CTR has dropped in 2025 due to AI Overviews and other Google features appearing above organic results
- Local Pack matters: The top map result gets 17-24% of clicks and competes directly with organic rankings for local searches
- Google Ads benchmark: 3-5% CTR is normal for healthcare; 5-7% for well-optimized local campaigns
- Branded vs. non-branded: High CTR on branded searches doesn't mean you're acquiring new patients—it means people who already know you are finding you
- Page 1 is the goal: Everything else is optimization after you've achieved basic visibility
If you want help making sense of your clinic's marketing performance—or building the digital presence that actually drives patient acquisition—that's what we do at Behind the Practice.
References
[1] GrowthSRC. "Google Organic CTR 2025: New Study of 200K Keywords." July 2025. https://growthsrc.com/google-organic-ctr-study/
[2] First Page Sage. "Google Click-Through Rates (CTRs) by Ranking Position in 2025." May 2025. https://firstpagesage.com/reports/google-click-through-rates-ctrs-by-ranking-position/
[3] Sitebulb. "Why Branded Queries Matter Now More Than Ever." 2025. https://sitebulb.com/resources/guides/focusing-your-seo-efforts-on-branded-queries-matters-more-than-ever-for-generative-search/
[4] Clicta Digital. "What is the Average Google Click-Through Rate by Position." August 2024. https://clictadigital.com/what-is-the-average-google-click-through-rate-by-position/
[5] Sixth City Marketing. "130+ Search Engine Optimization (SEO) Statistics for 2026." 2025. https://www.sixthcitymarketing.com/seo-facts-and-statistics/
[6] WordStream. "Google Ads Benchmarks 2024: New Trends & Insights for Key Industries." May 2024. https://www.wordstream.com/blog/2024-google-ads-benchmarks
[7] Promodo. "Healthcare Digital Marketing Benchmarks 2025." 2025. https://www.promodo.com/blog/healthcare-digital-marketing-benchmarks-2024
[8] Evolve Healthcare Marketing. "Google PPC Ad Benchmarks for Medical Practices." April 2024. https://ehmresults.com/medical-ppc-google-ads-benchmarks-medical-practices-should-know/
[9] SEO Inc. "How Much Traffic Comes From Organic Search? (2025 Data)." July 2025. https://www.seoinc.com/seo-blog/much-traffic-comes-organic-search/
[10] One Firefly. "2025 Google Click-Through Rates (CTR): Why Search Rankings Matter More Than Ever." March 2025. https://onefirefly.com/expertise/blog/google-click-through-rates-ctr-2025
[11] Adsbot. "What is a Good CTR for Google Ads?" 2024. https://adsbot.co/what-is-a-good-ctr-for-google-ads/
