Sourced medians and ranges for every channel, industry and metric, so you know whether a number is good before you report it.
Search the benchmark libraryGoogle Ads · Search · all industries
6.11% CTR
median click-through rate
3.2%
25th pct
6.11%
Median
9.8%
75th pct
Stronger
Source, period and sample notes are on each benchmark page.
Start from the platform you run, the business you are in, or the number you were asked about. Every route ends at the same sourced figures.
23 platforms and programs, from Google Ads to podcasts
1,040 industries, each with its own medians
39 metrics, from CTR to LTV:CAC, defined and ranged
The median and the middle half of accounts for each platform's core metrics, written the same way so you can line them up.
CTR 6.11%Middle half of accounts: 3.2% to 9.8%
CPC $4.22Middle half of accounts: $2.10 to $7.50, lower is better
Conversion rate 7.04%Middle half of accounts: 3.5% to 11.2%
CPA $53.52Middle half of accounts: $28 to $95, lower is better
Medians, ranges, and the industries that pull Google Ads up or down, with every figure's source and period on the page.
Open Google Ads benchmarksDental
Google Ads CPA $68.40
Home Services
Google Ads CPA $66.02
SaaS
Google Ads CPA $137.21
Real Estate
Google Ads CPA $116.61
Legal
Google Ads CPA $73.70
Ecommerce
Meta Ads ROAS 3.40x
Restaurants
Meta Ads ROAS 3.60x
Healthcare
Google Ads CPA $78.09
Education
Email open rate 28.5%
Travel
Google Ads CTR 4.68%
B2B Services
LinkedIn CPL $67
Fitness
Meta Ads ROAS 3.00x
All industriesBrighter cells sit higher within their column, so read cost columns the other way round. Each row opens the industry's full page.
| Industry | G Ads CTR | G Ads CPA | G Ads CVR | G Ads CPC | Meta CTR | Meta ROAS | Email Open | LP CVR |
|---|---|---|---|---|---|---|---|---|
| Ecommerce | 2.69% | $45.27 | 2.81% | $1.16 | 1.20% | 3.40x | 18.4% | 2.60% |
| SaaS & Technology | 2.09% | $137.21 | 2.92% | $6.40 | 0.75% | 2.10x | 21.3% | 3.00% |
| Financial Services | 2.91% | $81.93 | 5.10% | $7.15 | 0.56% | 2.30x | 21.8% | 5.01% |
| Healthcare | 3.27% | $78.09 | 3.36% | $5.13 | 0.68% | 1.90x | 23.7% | 3.80% |
| Legal | 3.84% | $73.70 | 6.98% | $8.67 | 0.55% | 1.80x | 22.0% | 4.90% |
| Home Services | 4.28% | $66.02 | 7.98% | $4.42 | 0.92% | 3.20x | 20.1% | 4.10% |
| Automotive | 4.00% | $89.40 | 4.50% | $3.67 | 0.84% | 2.80x | 19.8% | 3.20% |
| Real Estate | 3.71% | $116.61 | 2.47% | $5.71 | 0.80% | 2.20x | 19.2% | 2.40% |
| Dental | 3.52% | $68.40 | 6.10% | $4.18 | 0.78% | 2.60x | 26.4% | 4.50% |
| Education | 3.58% | $72.70 | 3.39% | $4.92 | 0.98% | 2.40x | 28.5% | 3.80% |
| Nonprofit | 4.17% | $31.24 | 4.82% | $2.60 | 1.10% | 3.50x | 25.2% | 5.10% |
| Insurance | 2.48% | $124.32 | 4.20% | $9.14 | 0.61% | 1.80x | 20.4% | 4.60% |
| Travel & Hospitality | 4.68% | $52.30 | 3.90% | $3.12 | 1.05% | 2.90x | 22.1% | 3.50% |
| Restaurant & Food | 3.80% | $38.20 | 5.40% | $2.84 | 1.15% | 3.60x | 27.3% | 4.80% |
| Fitness & Wellness | 3.44% | $58.10 | 4.60% | $3.42 | 1.02% | 3.00x | 24.8% | 4.20% |
| Beauty & Personal Care | 3.18% | $58.80 | 4.22% | $2.94 | 1.20% | 3.10x | 23.4% | 3.90% |
| Construction | 4.12% | $82.60 | 7.20% | $5.28 | 0.88% | 2.90x | 22.0% | 5.40% |
| Pet Care | 3.72% | $52.40 | 4.88% | $2.42 | 1.08% | 3.20x | 28.4% | 4.30% |
| Senior Care | 3.58% | $94.20 | 4.32% | $4.86 | 0.72% | 2.40x | 25.8% | 3.60% |
Hover a metric for its definition. Each one opens a page with its range by channel and industry.
All 39 metricsThe questions marketers type into search, answered with the median and a link to the full range.
Platforms grade on a curve. These numbers don't.Every number ships with its source, its period, and whether it is a median or an average.
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