2026 Data
Google Ads Benchmarks by Industry
How does your Google Ads performance compare? See 2025 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
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%
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Apparel, Fashion & Jewelry
$4.31
Avg. CPC
6.8%
Avg. CTR
4.0%
Avg. CVR
$101.49
Avg. CPL
CPC -18%CTR +2%
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Arts & Entertainment
$1.6
Avg. CPC
13.1%
Avg. CTR
4.8%
Avg. CVR
$30.27
Avg. CPL
CPC -70%CTR +97%
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Attorneys & Legal Services
$8.58
Avg. CPC
6.0%
Avg. CTR
5.1%
Avg. CVR
$131.63
Avg. CPL
CPC +63%CTR -10%
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Automotive - Repair & Service
$3.9
Avg. CPC
5.6%
Avg. CTR
14.7%
Avg. CVR
$28.5
Avg. CPL
CPC -26%CTR -17%
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Automotive - Sales
$2.41
Avg. CPC
8.3%
Avg. CTR
7.8%
Avg. CVR
$38.86
Avg. CPL
CPC -54%CTR +24%
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Beauty & Personal Care
$5.7
Avg. CPC
5.7%
Avg. CTR
7.8%
Avg. CVR
$60.34
Avg. CPL
CPC +8%CTR -14%
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Business Services
$5.58
Avg. CPC
5.7%
Avg. CTR
5.1%
Avg. CVR
$103.54
Avg. CPL
CPC +6%CTR -15%
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Career & Employment
$5.16
Avg. CPC
6.6%
Avg. CTR
4.3%
Avg. CVR
$62.8
Avg. CPL
CPC -2%CTR -1%
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Dentists & Dental Services
$7.85
Avg. CPC
5.4%
Avg. CTR
9.1%
Avg. CVR
$83.93
Avg. CPL
CPC +49%CTR -18%
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Education & Instruction
$6.23
Avg. CPC
5.7%
Avg. CTR
11.4%
Avg. CVR
$90.02
Avg. CPL
CPC +18%CTR -14%
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Finance & Insurance
$3.46
Avg. CPC
8.3%
Avg. CTR
2.5%
Avg. CVR
$83.93
Avg. CPL
CPC -34%CTR +25%
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Furniture
$3.86
Avg. CPC
6.1%
Avg. CTR
2.7%
Avg. CVR
$121.51
Avg. CPL
CPC -27%CTR -8%
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Health & Fitness
$5
Avg. CPC
7.2%
Avg. CTR
6.8%
Avg. CVR
$62.8
Avg. CPL
CPC -5%CTR +8%
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Home & Home Improvement
$7.85
Avg. CPC
6.4%
Avg. CTR
7.3%
Avg. CVR
$90.92
Avg. CPL
CPC +49%CTR -4%
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Industrial & Commercial
$5.7
Avg. CPC
6.2%
Avg. CTR
7.2%
Avg. CVR
$85.63
Avg. CPL
CPC +8%CTR -6%
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Personal Services
$5.81
Avg. CPC
7.7%
Avg. CTR
9.7%
Avg. CVR
$53.52
Avg. CPL
CPC +10%CTR +15%
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Physicians & Surgeons
$5
Avg. CPC
6.7%
Avg. CTR
11.6%
Avg. CVR
$56.83
Avg. CPL
CPC -5%CTR +1%
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Real Estate
$2.53
Avg. CPC
8.4%
Avg. CTR
3.3%
Avg. CVR
$100.48
Avg. CPL
CPC -52%CTR +27%
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Restaurants & Food
$2.05
Avg. CPC
7.6%
Avg. CTR
7.1%
Avg. CVR
$30.27
Avg. CPL
CPC -61%CTR +14%
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Shopping, Collectibles & Gifts
$3.49
Avg. CPC
8.9%
Avg. CTR
3.8%
Avg. CVR
$47.94
Avg. CPL
CPC -34%CTR +34%
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Sports & Recreation
$2.64
Avg. CPC
9.2%
Avg. CTR
7.6%
Avg. CVR
$47.47
Avg. CPL
CPC -50%CTR +38%
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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
| Industry | Avg. CPC | Avg. CTR | Avg. CVR | Avg. CPL | Competition |
|---|---|---|---|---|---|
| Animals & Pets | $3.97 | 6.6% | 13.1% | $31.82 | medium |
| Apparel, Fashion & Jewelry | $4.31 | 6.8% | 4.0% | $101.49 | high |
| Arts & Entertainment | $1.6 | 13.1% | 4.8% | $30.27 | low |
| Attorneys & Legal Services | $8.58 | 6.0% | 5.1% | $131.63 | high |
| Automotive - Repair & Service | $3.9 | 5.6% | 14.7% | $28.5 | medium |
| Automotive - Sales | $2.41 | 8.3% | 7.8% | $38.86 | high |
| Beauty & Personal Care | $5.7 | 5.7% | 7.8% | $60.34 | high |
| Business Services | $5.58 | 5.7% | 5.1% | $103.54 | high |
| Career & Employment | $5.16 | 6.6% | 4.3% | $62.8 | high |
| Dentists & Dental Services | $7.85 | 5.4% | 9.1% | $83.93 | high |
| Education & Instruction | $6.23 | 5.7% | 11.4% | $90.02 | high |
| Finance & Insurance | $3.46 | 8.3% | 2.5% | $83.93 | high |
| Furniture | $3.86 | 6.1% | 2.7% | $121.51 | medium |
| Health & Fitness | $5 | 7.2% | 6.8% | $62.8 | high |
| Home & Home Improvement | $7.85 | 6.4% | 7.3% | $90.92 | high |
| Industrial & Commercial | $5.7 | 6.2% | 7.2% | $85.63 | medium |
| Personal Services | $5.81 | 7.7% | 9.7% | $53.52 | medium |
| Physicians & Surgeons | $5 | 6.7% | 11.6% | $56.83 | high |
| Real Estate | $2.53 | 8.4% | 3.3% | $100.48 | high |
| Restaurants & Food | $2.05 | 7.6% | 7.1% | $30.27 | medium |
| Shopping, Collectibles & Gifts | $3.49 | 8.9% | 3.8% | $47.94 | high |
| Sports & Recreation | $2.64 | 9.2% | 7.6% | $47.47 | medium |
| Travel & Hospitality | $2.12 | 8.7% | 5.8% | $73.7 | high |
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 2025 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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