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2026 Data
Updated February 18, 2026

Google Ads Benchmarks by Industry

How does your Google Ads performance compare? See 2026 benchmarks for CPC, CTR, conversion rates, and cost per lead across 23 industries.

$5.26
Avg. CPC
6.7%
Avg. CTR
7.5%
Avg. CVR
$70.11
Avg. CPL

What are good Google Ads benchmarks in 2026?

In our 2026 benchmark dataset, average Google Ads performance is $5.26 CPC, 6.7% CTR, 7.5% conversion rate, and $70.11 cost per lead. Use your industry-specific page for accurate expectations because benchmark spread varies widely by vertical.

Select Your Industry

Animals & Pets

$3.97
Avg. CPC
6.6%
Avg. CTR
13.1%
Avg. CVR
$31.82
Avg. CPL
CPC -25%CTR -1%
View benchmarks

Apparel, Fashion & Jewelry

$4.31
Avg. CPC
6.8%
Avg. CTR
4.0%
Avg. CVR
$101.49
Avg. CPL
CPC -18%CTR +2%
View benchmarks

Arts & Entertainment

$1.6
Avg. CPC
13.1%
Avg. CTR
4.8%
Avg. CVR
$30.27
Avg. CPL
CPC -70%CTR +97%
View benchmarks

Attorneys & Legal Services

$8.58
Avg. CPC
6.0%
Avg. CTR
5.1%
Avg. CVR
$131.63
Avg. CPL
CPC +63%CTR -10%
View benchmarks

Automotive - Repair & Service

$3.9
Avg. CPC
5.6%
Avg. CTR
14.7%
Avg. CVR
$28.5
Avg. CPL
CPC -26%CTR -17%
View benchmarks

Automotive - Sales

$2.41
Avg. CPC
8.3%
Avg. CTR
7.8%
Avg. CVR
$38.86
Avg. CPL
CPC -54%CTR +24%
View benchmarks

Beauty & Personal Care

$5.7
Avg. CPC
5.7%
Avg. CTR
7.8%
Avg. CVR
$60.34
Avg. CPL
CPC +8%CTR -14%
View benchmarks

Business Services

$5.58
Avg. CPC
5.7%
Avg. CTR
5.1%
Avg. CVR
$103.54
Avg. CPL
CPC +6%CTR -15%
View benchmarks

Career & Employment

$5.16
Avg. CPC
6.6%
Avg. CTR
4.3%
Avg. CVR
$62.8
Avg. CPL
CPC -2%CTR -1%
View benchmarks

Dentists & Dental Services

$7.85
Avg. CPC
5.4%
Avg. CTR
9.1%
Avg. CVR
$83.93
Avg. CPL
CPC +49%CTR -18%
View benchmarks

Education & Instruction

$6.23
Avg. CPC
5.7%
Avg. CTR
11.4%
Avg. CVR
$90.02
Avg. CPL
CPC +18%CTR -14%
View benchmarks

Finance & Insurance

$3.46
Avg. CPC
8.3%
Avg. CTR
2.5%
Avg. CVR
$83.93
Avg. CPL
CPC -34%CTR +25%
View benchmarks

Furniture

$3.86
Avg. CPC
6.1%
Avg. CTR
2.7%
Avg. CVR
$121.51
Avg. CPL
CPC -27%CTR -8%
View benchmarks

Health & Fitness

$5
Avg. CPC
7.2%
Avg. CTR
6.8%
Avg. CVR
$62.8
Avg. CPL
CPC -5%CTR +8%
View benchmarks

Home & Home Improvement

$7.85
Avg. CPC
6.4%
Avg. CTR
7.3%
Avg. CVR
$90.92
Avg. CPL
CPC +49%CTR -4%
View benchmarks

Home Decor & Interior Design

$3.42
Avg. CPC
5.9%
Avg. CTR
3.1%
Avg. CVR
$108.57
Avg. CPL
CPC -35%CTR -12%
View benchmarks

HVAC & Air Conditioning

$9.12
Avg. CPC
5.8%
Avg. CTR
10.2%
Avg. CVR
$89.06
Avg. CPL
CPC +73%CTR -13%
View benchmarks

Industrial & Commercial

$5.7
Avg. CPC
6.2%
Avg. CTR
7.2%
Avg. CVR
$85.63
Avg. CPL
CPC +8%CTR -6%
View benchmarks

Landscaping & Lawn Care

$4.85
Avg. CPC
6.4%
Avg. CTR
9.9%
Avg. CVR
$49.09
Avg. CPL
CPC -8%CTR -3%
View benchmarks

Personal Services

$5.81
Avg. CPC
7.7%
Avg. CTR
9.7%
Avg. CVR
$53.52
Avg. CPL
CPC +10%CTR +15%
View benchmarks

Physicians & Surgeons

$5
Avg. CPC
6.7%
Avg. CTR
11.6%
Avg. CVR
$56.83
Avg. CPL
CPC -5%CTR +1%
View benchmarks

Plumbing Services

$8.45
Avg. CPC
6.1%
Avg. CTR
11.3%
Avg. CVR
$74.58
Avg. CPL
CPC +61%CTR -8%
View benchmarks

Real Estate

$2.53
Avg. CPC
8.4%
Avg. CTR
3.3%
Avg. CVR
$100.48
Avg. CPL
CPC -52%CTR +27%
View benchmarks

Restaurants & Food

$2.05
Avg. CPC
7.6%
Avg. CTR
7.1%
Avg. CVR
$30.27
Avg. CPL
CPC -61%CTR +14%
View benchmarks

Roofing Services

$10.25
Avg. CPC
5.5%
Avg. CTR
8.2%
Avg. CVR
$125.77
Avg. CPL
CPC +95%CTR -18%
View benchmarks

Shopping, Collectibles & Gifts

$3.49
Avg. CPC
8.9%
Avg. CTR
3.8%
Avg. CVR
$47.94
Avg. CPL
CPC -34%CTR +34%
View benchmarks

Sports & Recreation

$2.64
Avg. CPC
9.2%
Avg. CTR
7.6%
Avg. CVR
$47.47
Avg. CPL
CPC -50%CTR +38%
View benchmarks

Travel & Hospitality

$2.12
Avg. CPC
8.7%
Avg. CTR
5.8%
Avg. CVR
$73.7
Avg. CPL
CPC -60%CTR +31%
View benchmarks

Full Industry Comparison

IndustryAvg. CPCAvg. CTRAvg. CVRAvg. CPLCompetition
Animals & Pets$3.976.6%13.1%$31.82medium
Apparel, Fashion & Jewelry$4.316.8%4.0%$101.49high
Arts & Entertainment$1.613.1%4.8%$30.27low
Attorneys & Legal Services$8.586.0%5.1%$131.63high
Automotive - Repair & Service$3.95.6%14.7%$28.5medium
Automotive - Sales$2.418.3%7.8%$38.86high
Beauty & Personal Care$5.75.7%7.8%$60.34high
Business Services$5.585.7%5.1%$103.54high
Career & Employment$5.166.6%4.3%$62.8high
Dentists & Dental Services$7.855.4%9.1%$83.93high
Education & Instruction$6.235.7%11.4%$90.02high
Finance & Insurance$3.468.3%2.5%$83.93high
Furniture$3.866.1%2.7%$121.51medium
Health & Fitness$57.2%6.8%$62.8high
Home & Home Improvement$7.856.4%7.3%$90.92high
Home Decor & Interior Design$3.425.9%3.1%$108.57medium
HVAC & Air Conditioning$9.125.8%10.2%$89.06high
Industrial & Commercial$5.76.2%7.2%$85.63medium
Landscaping & Lawn Care$4.856.4%9.9%$49.09medium
Personal Services$5.817.7%9.7%$53.52medium
Physicians & Surgeons$56.7%11.6%$56.83high
Plumbing Services$8.456.1%11.3%$74.58high
Real Estate$2.538.4%3.3%$100.48high
Restaurants & Food$2.057.6%7.1%$30.27medium
Roofing Services$10.255.5%8.2%$125.77high
Shopping, Collectibles & Gifts$3.498.9%3.8%$47.94high
Sports & Recreation$2.649.2%7.6%$47.47medium
Travel & Hospitality$2.128.7%5.8%$73.7high

About This Data

These benchmarks are compiled from multiple authoritative sources including WordStream, Store Growers, and Usermaven, combined with our own aggregated client data. The data reflects 2026 Google Ads performance across thousands of accounts.

Important notes:

  • Benchmarks represent averages and your results will vary based on factors like location, competition, ad quality, and account optimization.
  • CPC and CPL figures are in USD. Adjust for your local currency as needed.
  • These benchmarks are for Search campaigns unless otherwise noted. Display, Shopping, and Video campaigns have different typical performance ranges.

How Does Your Account Compare?

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