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 28 industries. Want cross-platform figures spanning Google, Meta and Microsoft Ads? See PPC benchmarks by industry.
What are the Google Ads benchmarks for 2026?
In PPC Chief's consolidated 2026 benchmark dataset, average Google Ads Search performance is $5.26 CPC, 6.7% CTR, 7.5% conversion rate, and $70.11 cost per lead. Use your industry-specific row for accurate expectations because benchmark spread varies widely by vertical.
| Benchmark set | Avg. CPC | Avg. CTR | Avg. CVR | Avg. CPL/CPA |
|---|---|---|---|---|
| PPC Chief consolidated 2026 dataset | $5.26 | 6.7% | 7.5% | $70.11 |
| WordStream Search benchmark | $4.22 | 6.1% | 7.0% | $53.52 |
Scope: Google Ads Search campaign benchmarks unless otherwise noted. Last reviewed May 22, 2026.
Average CPC by Industry in Google Ads (2026)
The average cost per click in Google Ads is $5.26 in PPC Chief's consolidated 2026 benchmark set. Average CPC by industry ranges from $1.6 in Arts & Entertainment to $10.25 in Roofing Services. Use the row for your own industry, because CPC varies widely by competition and customer value.
| Industry | Avg. CPC | Avg. CVR | Competition |
|---|---|---|---|
| Arts & Entertainment | $1.6 | 4.8% | low |
| Restaurants & Food | $2.05 | 7.1% | medium |
| Travel & Hospitality | $2.12 | 5.8% | high |
| Automotive - Sales | $2.41 | 7.8% | high |
| Real Estate | $2.53 | 3.3% | high |
| Sports & Recreation | $2.64 | 7.6% | medium |
| Home Decor & Interior Design | $3.42 | 3.1% | medium |
| Finance & Insurance | $3.46 | 2.5% | high |
| Shopping, Collectibles & Gifts | $3.49 | 3.8% | high |
| Furniture | $3.86 | 2.7% | medium |
| Automotive - Repair & Service | $3.9 | 14.7% | medium |
| Animals & Pets | $3.97 | 13.1% | medium |
| Apparel, Fashion & Jewelry | $4.31 | 4.0% | high |
| Landscaping & Lawn Care | $4.85 | 9.9% | medium |
| Health & Fitness | $5 | 6.8% | high |
| Physicians & Surgeons | $5 | 11.6% | high |
| Career & Employment | $5.16 | 4.3% | high |
| Business Services | $5.58 | 5.1% | high |
| Beauty & Personal Care | $5.7 | 7.8% | high |
| Industrial & Commercial | $5.7 | 7.2% | medium |
| Personal Services | $5.81 | 9.7% | medium |
| Education & Instruction | $6.23 | 11.4% | high |
| Dentists & Dental Services | $7.85 | 9.1% | high |
| Home & Home Improvement | $7.85 | 7.3% | high |
| Plumbing Services | $8.45 | 11.3% | high |
| Attorneys & Legal Services | $8.58 | 5.1% | high |
| HVAC & Air Conditioning | $9.12 | 10.2% | high |
| Roofing Services | $10.25 | 8.2% | high |
CPC benchmarks are medians from PPC Chief's consolidated 2026 dataset; your actual cost per click depends on Quality Score, geography, auction competition, match type, and bidding strategy.
Average Cost Per Lead by Industry in Google Ads
The average cost per lead in Google Ads is $70.11 in PPC Chief's consolidated 2026 benchmark set. CPL ranges from $28.5 in Automotive - Repair & Service to $131.63 in Attorneys & Legal Services. Compare your account to the CPL for your own industry before deciding whether lead costs are too high.
| Industry | Avg. CPL | Avg. CPC | Avg. CVR | Competition |
|---|---|---|---|---|
| Automotive - Repair & Service | $28.5 | $3.9 | 14.7% | medium |
| Arts & Entertainment | $30.27 | $1.6 | 4.8% | low |
| Restaurants & Food | $30.27 | $2.05 | 7.1% | medium |
| Animals & Pets | $31.82 | $3.97 | 13.1% | medium |
| Automotive - Sales | $38.86 | $2.41 | 7.8% | high |
| Sports & Recreation | $47.47 | $2.64 | 7.6% | medium |
| Shopping, Collectibles & Gifts | $47.94 | $3.49 | 3.8% | high |
| Landscaping & Lawn Care | $49.09 | $4.85 | 9.9% | medium |
| Personal Services | $53.52 | $5.81 | 9.7% | medium |
| Physicians & Surgeons | $56.83 | $5 | 11.6% | high |
| Beauty & Personal Care | $60.34 | $5.7 | 7.8% | high |
| Career & Employment | $62.8 | $5.16 | 4.3% | high |
| Health & Fitness | $62.8 | $5 | 6.8% | high |
| Travel & Hospitality | $73.7 | $2.12 | 5.8% | high |
| Plumbing Services | $74.58 | $8.45 | 11.3% | high |
| Dentists & Dental Services | $83.93 | $7.85 | 9.1% | high |
| Finance & Insurance | $83.93 | $3.46 | 2.5% | high |
| Industrial & Commercial | $85.63 | $5.7 | 7.2% | medium |
| HVAC & Air Conditioning | $89.06 | $9.12 | 10.2% | high |
| Education & Instruction | $90.02 | $6.23 | 11.4% | high |
| Home & Home Improvement | $90.92 | $7.85 | 7.3% | high |
| Real Estate | $100.48 | $2.53 | 3.3% | high |
| Apparel, Fashion & Jewelry | $101.49 | $4.31 | 4.0% | high |
| Business Services | $103.54 | $5.58 | 5.1% | high |
| Home Decor & Interior Design | $108.57 | $3.42 | 3.1% | medium |
| Furniture | $121.51 | $3.86 | 2.7% | medium |
| Roofing Services | $125.77 | $10.25 | 8.2% | high |
| Attorneys & Legal Services | $131.63 | $8.58 | 5.1% | high |
CPL is calculated from cost per click and conversion-rate benchmarks; your actual lead cost depends on lead definition, geography, Quality Score, offer strength, and conversion tracking quality.
A note from our team
We manage 200+ Google Ads accounts. The benchmarks above are useful, but here is what they hide: the gap between the median and the top quartile in any industry is 3-5x. A "good" legal CPC is $8.58 — but the firms we manage with tight keyword lists and high Quality Scores pay $3.80. Benchmarks tell you where the average sits. Account structure determines which side of average you land on.
Select Your Industry
Animals & Pets
Apparel, Fashion & Jewelry
Arts & Entertainment
Attorneys & Legal Services
Automotive - Repair & Service
Automotive - Sales
Beauty & Personal Care
Business Services
Career & Employment
Dentists & Dental Services
Education & Instruction
Finance & Insurance
Furniture
Health & Fitness
Home & Home Improvement
Home Decor & Interior Design
HVAC & Air Conditioning
Industrial & Commercial
Landscaping & Lawn Care
Personal Services
Physicians & Surgeons
Plumbing Services
Real Estate
Restaurants & Food
Roofing Services
Shopping, Collectibles & Gifts
Sports & Recreation
Travel & Hospitality
How Does Your Account Compare?
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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 |
| Home Decor & Interior Design | $3.42 | 5.9% | 3.1% | $108.57 | medium |
| HVAC & Air Conditioning | $9.12 | 5.8% | 10.2% | $89.06 | high |
| Industrial & Commercial | $5.7 | 6.2% | 7.2% | $85.63 | medium |
| Landscaping & Lawn Care | $4.85 | 6.4% | 9.9% | $49.09 | medium |
| Personal Services | $5.81 | 7.7% | 9.7% | $53.52 | medium |
| Physicians & Surgeons | $5 | 6.7% | 11.6% | $56.83 | high |
| Plumbing Services | $8.45 | 6.1% | 11.3% | $74.58 | high |
| Real Estate | $2.53 | 8.4% | 3.3% | $100.48 | high |
| Restaurants & Food | $2.05 | 7.6% | 7.1% | $30.27 | medium |
| Roofing Services | $10.25 | 5.5% | 8.2% | $125.77 | high |
| 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 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.
If your account is trailing these averages, start with a free PPC pre-audit to pinpoint the specific gaps. You can also explore how our Google Ads management service runs day-to-day, or review the playbook we use for Performance Max campaigns.
How Does Your Account Compare?
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Data sources & methodology
Google Ads benchmark figures are aggregated from third-party industry benchmark studies and cross-referenced against PPC Chief's own account data: £20M+ in managed Google Ads spend and 200K+ leads generated across 15+ years and 200+ accounts. We update the dataset annually; this benchmark set was last reviewed on May 22, 2026. Treat the numbers as directional averages: your actual costs depend on competition, location, Quality Score, match-type strategy, and seasonality.
Scope: Google Ads Search campaign benchmarks unless otherwise noted. PPC Chief's consolidated dataset and the broad WordStream Search benchmark can produce different averages, so compare like-for-like when using these figures.
Primary external sources:
- WordStream: 2026 Google Ads Benchmarks (13,000+ search campaigns across 23 industries)
- Store Growers: Google Ads Benchmarks (2026)
- Google Ads Help: official cost and bidding documentation