4 Ad Types That Work Best for Healthcare

Search ads, social media ads, display ads, and native ads are the primary ad types that work best for healthcare businesses in 2026. Healthcare marketing requires balancing compliance, patient trust, and cost-effective lead generation. Choosing the right ad type can improve patient acquisition, boost engagement, and maximize ROI. Netpeak US will explore 4 ad types that work best for healthcare organizations in 2026, so that you can use them for your organization. 

Search Ads: Capture High-Intent Patients

Google Ads and Bing Ads remain the top choices for healthcare businesses seeking high-intent leads. According to SEOSandwitch, the average PPC conversion rate for healthcare advertisers is 3.78%. It means that effective search ads can be a useful instrument in your toolkit for appointment bookings and urgent care services.

Search ads work best for:

• Urgent care and primary care clinics

• Specialty services like dental, dermatology, or telehealth

• Patients actively looking for specific treatments

Tip: Use localized targeting and service-specific keywords to connect with patients at the exact moment they need care. We at a full-cycle digital marketing agency Netpeak US can help your healthcare organization create a successful pay per click campaign that attracts the target audience. 

Social Media Ads: Build Awareness and Community

Meta Ads, Instagram, and TikTok are powerful tools for awareness-stage campaigns. According to the 2025 report from Sprinklr, 58% of consumers report discovering new businesses via social media, which outperforms traditional search or TV as a channel for brand discovery. 

Social media ads work best for:

• Promoting wellness programs and preventive care

• Retargeting website visitors or previous patients

• Engaging local communities with educational content

Tip: Combine educational content with clear CTAs to nurture patients through the awareness-to-conversion journey.

Display Ads: Stay Top-of-Mind

Display advertising through Google Display Network or programmatic networks helps healthcare brands maintain visibility. Marketing LTB states that display ads deliver substantial overall visibility: many display formats have a viewability rate of around 65%, meaning the ad is actually seen by users. This stat is nothing to scoff at and should be accounted for. 

Display ads work best for:

• Chronic care programs or elective services where decision cycles are longer

• Brand awareness campaigns targeting specific regions

• Re-engagement campaigns to encourage follow-up appointments

Tip: Use patient-friendly imagery and compliant messaging to ensure trust while staying within healthcare advertising regulations.

Native Ads: Educate Before You Convert

Native advertising platforms allow healthcare brands to deliver content that blends seamlessly with editorial texts. These ads are particularly effective for specialties requiring patient education, like fertility, elective surgery, or chronic disease management.

Native ads work best for:

• Informational blog posts, guides, or videos

• Promoting patient education programs

• Lowering cost-per-click (CPC) while increasing engagement

Tip: Focus on value-driven content that answers patient questions and encourages follow-ups or consultation requests.

Final Note

Choosing the right ad types in 2026 means aligning campaigns with patient intent, service type, and compliance requirements. Combining search, social media, display, and native ads allows healthcare businesses to attract, educate, and retain patients effectively.

FAQ

How many ad types should a healthcare business run at once?

2–3 ad types are usually ideal: one for high-intent search, one for awareness, and one for education or re-engagement.

Which ad type is most cost-effective for patient acquisition?

Search ads typically deliver the most efficient cost-per-acquisition (CPA) when campaigns are optimized.

Can social media ads generate new patient leads?

Yes, social media ads excel at awareness and lead generation, especially when paired with local targeting and educational content.