Phone-call benchmarks are especially important for local services, healthcare, legal, and high-urgency lead generation where the call itself is the core conversion event. Call-through rate, cost per call, booked rate, and qualified-call rate.
Use these labeled KPIs together instead of judging phone call performance from one headline number. Conversion-sensitive metrics update when you change the conversion type above.
| Metric | Median | Top Quartile | What It Tells You |
|---|---|---|---|
| CTR | 2.4% | 4.1% | Creative and message-to-audience fit |
| CPC | $2.80 | $1.65 | Click acquisition efficiency |
| CVR | 3.4% | 6.2% | Landing-page and offer effectiveness |
| CPA | $82 | $45 | Cost to generate the selected conversion |
| CPM | $12.40 | $7.80 | Auction pressure and reach efficiency |
| ROAS | 3.1x | 5.2x | Revenue efficiency where purchase value is tracked |
Call-through rate, cost per call, booked rate, and qualified-call rate.
| Conversion Type | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Phone Call | 12% | 9.8% | 17.6% | 4.3% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Call answer coverage and speed |
| Urgency of the service need |
| Mobile intent and click-to-call UX |
Phone-call benchmarks are especially important for local services, healthcare, legal, and high-urgency lead generation where the call itself is the core conversion event.
Call benchmarks should be connected to answer rate, call quality, and booked outcomes so media efficiency is not separated from operations.
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), AdLiftr Snapchat Ads Cost Benchmarks (2026), Ad Badger Amazon Advertising Benchmarks (2026). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
They often outperform generic form benchmarks on intent, but their real value depends on answer rate and call handling quality.
Use call rate, cost per call, qualified-call rate, and booked outcome rate together so the benchmark reflects true lead quality.