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Benchmarks / By industry

Google Search Ads Benchmarks by Industry

Average Google Search advertising costs and rates across industries — click-through rate, cost per click, conversion rate and cost per lead. Use them to sanity-check whether your search campaigns are running above or below typical performance for your vertical.

Google Search Ads
Animals & Pets$4.067.49%16.22%$31.50
Apparel, Fashion & Jewelry$4.446.64%4.5%$97.51
Arts & Entertainment$1.6312.75%5.91%$26.84
Attorneys & Legal Services$9.875.87%5.55%$131.63
Automotive — For Sale$2.278.28%6.01%$44.26
Automotive — Repair, Service & Parts$4.355.56%15.51%$29.96
Beauty & Personal Care$4.626.75%10.35%$39.25
Business Services$5.876.1%4.85%$93.69
Career & Employment$5.815.88%3.05%$67.36
Dentists & Dental Services$8.005.66%10.67%$72.97
Education & Instruction$4.817.56%13.14%$77.48
Finance & Insurance$3.399.83%2.64%$74.44
Furniture$3.976.57%2.99%$106.70
Health & Fitness$6.175.81%6.94%$67.36
Home & Home Improvement$8.336.47%8.05%$90.92
Industrial & Commercial$5.876.57%8.2%$75.19
Personal Services$7.177.16%12.34%$54.60
Physicians & Surgeons$4.766.61%12.43%$40.04
Real Estate$3.227.61%3.7%$102.51
Restaurants & Food$2.056.83%8.05%$30.57
Shopping, Collectibles & Gifts$4.148.28%4.01%$49.40
Sports & Recreation$2.778.75%7.69%$44.26
Travel$2.149.32%5.83%$44.70

No CPM column? Google Search ads are priced per click, so cost per click (CPC) — not cost per 1,000 impressions (CPM) — is the meaningful cost benchmark here. CPM applies to impression-based channels like Meta; see the CPM by country table or the CPM calculator.

Figures are averages, not guarantees — verify against your own account data. Last updated June 2026. Source: WordStream / LocaliQ — 2026 Search Advertising Benchmarks.

How to use these benchmarks

Benchmarks are a reference point, not a target. Compare your own Google Search Ads metrics against the industry closest to your business to see where you're ahead or behind — then focus on the gaps. A figure that's far from the benchmark is a prompt to investigate, not proof that something is wrong: your audience, offer, creative and season all move these numbers.

Why these numbers vary

Advertising costs and rates shift with competition, seasonality (many verticals see costs climb in Q4), audience targeting, ad quality and the objective you optimize for. Treat any single benchmark as the middle of a wide range rather than a fixed number, and re-check your own account data regularly.

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