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Google Ads Benchmarks by Industry

Median CTR, cost per click, conversion rate and cost per lead for 23 industries, with the change from last year. Enter your own numbers to see where you stand and what to fix first.

Industry

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Use the last 30 to 90 days of Search campaigns only. Fill any of the four. If you leave cost per lead empty, it is worked out as CPC ÷ conversion rate. The benchmarks are in US dollars, so convert your CPC and cost per lead to USD first.

Where this industry sits

Benchmarks

Median cost per lead
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All 23 industries

Google Ads benchmarks by industry. Select a row to see that industry above. Column headers sort the table.

Source: WordStream by LocaliQ, Google Ads Benchmarks 2026 (last updated May 19, 2026). Sample: 13,474 US search campaigns on Google Ads and Microsoft Ads, April 1, 2025 to March 31, 2026, at least 52 campaigns per industry. WordStream's "averages" are medians. All money in USD. Figures captured October 21, 2026.