At about US$8.65 a click for "free hearing test", a hearing clinic can't afford a loose account. Competition sits at 0.84 to 0.93 on the test searches, so it's not an auction you can simply outbid. The work is in choosing which searches deserve your budget and qualifying people before they call.
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The price gap across this market is striking. "Hearing aids" has 9,900 searches at about US$1.75, while "free hearing test" costs nearly five times as much per click. On paper, the first looks like a bargain. In practice, many of those searchers may be researching, so a cheap click isn't necessarily a cheap patient. We don't currently have an audiology client. This is the plan we would run, based on the research below.
We would test both and let booked appointments decide. To do that, the account has to record what each enquiry became: a voucher appointment, a private fitting, an earwax visit or a wasted call.
From The Data
What the hearing care auction looks like
Semrush estimates for Australian searches. Competition runs from 0 to 1.
Test searches are the premium auction
"Free hearing test" (2,400 searches, US$8.65) and "hearing test near me" (4,400, US$7.29) are among the most expensive clicks across the five professions we researched for these pages.
Device searches are crowded but cheaper
"Hearing aids" and "hearing aids cost" both show competition of 1.0, at US$1.75 and US$1.10. Plenty of advertisers, lower price and mixed intent.
Earwax is a low-cost entry point
"Earwax removal" is about US$1.27 on 1,900 searches, and the near-me version US$1.33. It may not pay for itself on one visit, but it can introduce patients to your clinic.
Tinnitus needs care
"Tinnitus treatment" has 5,400 searches at about US$0.53. Cheap, and full of people hoping for a cure. Any ad here must avoid implying one.
How We Run It
How we would build an audiology account
The structure is designed so expensive clicks can't hide inside blended numbers.
Tests, devices, earwax and tinnitus each get their own budget, ads and landing page.
Landing pages that qualify
"Do you hold a pension or veteran card, are you the spouse of someone who does, or are you paying privately?" routes people early, links to the full criteria and states that a Commonwealth Seniors Health Card doesn't qualify.
Honest "free"
If the test is free, the ad and page state the terms, including any conditions. "$0" claims explain who is eligible and what's included.
A negative list for hearing
Online tests, hearing test apps, jobs, audiology courses and repair-only searches are all likely waste, depending on what you offer.
Calls as the main conversion
Older patients often prefer the phone. We track call length and outcome where possible, because a tap on a phone number isn't a lead.
Radius from real patients
Regional clinics may draw from a long way out, while a suburban clinic may not. We set each radius from your own patient postcodes.
What It Costs
What audiology Google Ads costs
DMT's Google Ads management starts from $1,000 a month plus GST, and we recommend at least $2,000 a month in Search spend. For hearing clinics, that minimum deserves a serious look. If test searches really cost US$4.66 to US$8.65 a click, $2,000 buys far fewer clicks than the same budget in most allied health, so we would work out your allowable cost per booked test before launch. The $1,000 tier covers one campaign. A multi-campaign build like the one above starts from $1,500 plus GST, and new landing pages are quoted separately. Ad spend goes directly to Google and is never marked up. Our Google Ads cost guide explains how click prices are set.
Compliance
The rules your ads have to meet
Audiology isn't regulated by Ahpra, but other rules still apply. Consumer law applies to every price and "free" claim. Hearing aids are included in the Australian Register of Therapeutic Goods as medical devices, so ads to the public fall under its Advertising Code: "TGA approved" is banned wording, and device ads must carry a mandatory statement such as "Always read the label and follow the directions for use". The Code also bars endorsements of a device by health professionals and healthcare facilities, so an audiologist recommending a named aid in an ad needs checking. You remain responsible as the advertiser, and this isn't legal advice. Eligibility wording needs to match the Hearing Services Program's published criteria. We review all of this before launch, and we check any assets Google generates automatically.
Keyword and ranking figures: Semrush Australian database, checked 6 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Rankings are a national snapshot, so local results will differ. Voucher rules: Department of Health, checked 6 November 2026. Device advertising: TGA.
Common Questions
Audiology Google Ads, answered
Can we bid against the big hearing networks' names?
You can bid on a competitor's brand term, but you can't use their trademark in your ad text if they object. It's usually expensive and rarely the best first use of a small budget.
Are voucher patients or private patients worth more?
That depends on your own numbers: funded device options, top-ups and fitting fees. We would ask for your figures in the audit, because the answer changes how much you can afford per click.
Do we need ads if we rank well organically?
Often only for the services and suburbs where you don't. Podiatry clicks are far cheaper, so ads make easier sense there. In hearing care we would make the case with your own numbers first.
