Google Ads benchmark data for 2026. Compare performance by channel, industry, and metric.
| Metric | Median | 25th percentile | 75th percentile | Elite |
|---|---|---|---|---|
| CTR (click-through rate) | 6.11% | 3.2% | 9.8% | 12%+ |
| CPC (cost per click) | $4.22 | $2.10 | $7.50 | <$1.50 |
| CVR (conversion rate) | 7.04% | 3.5% | 11.2% | 15%+ |
| CPA (cost per acquisition) | $53.52 | $28 | $95 | <$20 |
| CPM (cost per 1,000 impressions) | $38.40 | $22 | $58 | <$18 |
| ROAS (return on ad spend) | 2.87x | 1.8x | 4.2x | 6x+ |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Home Services | 4.28% | 2.8% | 6.5% |
| Travel | 4.68% | 3.1% | 7.2% |
| Automotive | 4.00% | 2.5% | 6.1% |
| Legal | 3.84% | 2.4% | 6.0% |
| Education | 3.58% | 2.1% | 5.8% |
| Real Estate | 3.71% | 2.2% | 5.9% |
| Financial Services | 2.91% | 1.7% | 4.8% |
| Healthcare | 3.27% | 1.9% | 5.2% |
| Ecommerce | 2.69% | 1.5% | 4.4% |
| SaaS | 2.09% | 1.1% | 3.5% |
| B2B Services | 2.41% | 1.3% | 3.9% |
| Nonprofit | 4.17% | 2.7% | 6.4% |
| Insurance | 3.12% | 1.8% | 4.9% |
| Dental | 3.52% | 2.1% | 5.5% |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Automotive | $43.84 | $22 | $78 |
| Ecommerce | $45.27 | $25 | $82 |
| Home Services | $66.02 | $38 | $105 |
| Legal | $73.70 | $42 | $125 |
| Healthcare | $78.09 | $45 | $130 |
| Education | $72.70 | $40 | $118 |
| Financial Services | $81.93 | $48 | $138 |
| Real Estate | $116.61 | $65 | $195 |
| SaaS | $137.21 | $78 | $225 |
| B2B Services | $108.40 | $60 | $182 |
| Nonprofit | $31.22 | $16 | $55 |
| Insurance | $124.50 | $70 | $215 |
| Dental | $68.40 | $38 | $115 |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Home Services | 7.98% | 4.2% | 12.8% |
| Legal | 6.98% | 3.6% | 11.5% |
| Automotive | 6.03% | 3.1% | 9.8% |
| Financial Services | 5.10% | 2.6% | 8.4% |
| Education | 3.39% | 1.7% | 5.6% |
| Healthcare | 3.36% | 1.7% | 5.5% |
| SaaS | 2.92% | 1.4% | 4.9% |
| Ecommerce | 2.81% | 1.4% | 4.7% |
| Real Estate | 2.47% | 1.2% | 4.1% |
| B2B Services | 3.04% | 1.5% | 5.1% |
| Nonprofit | 4.41% | 2.2% | 7.2% |
| Insurance | 4.88% | 2.5% | 7.8% |
| Dental | 5.82% | 3.0% | 9.2% |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Legal | $8.67 | $5.20 | $14.80 |
| Financial Services | $7.15 | $4.10 | $12.30 |
| SaaS | $6.40 | $3.80 | $10.90 |
| B2B Services | $5.93 | $3.40 | $9.80 |
| Real Estate | $5.71 | $3.20 | $9.50 |
| Healthcare | $5.13 | $2.90 | $8.60 |
| Education | $4.92 | $2.70 | $8.20 |
| Home Services | $4.42 | $2.40 | $7.30 |
| Automotive | $3.67 | $2.10 | $6.20 |
| Ecommerce | $1.16 | $0.60 | $2.10 |
| Nonprofit | $2.11 | $1.10 | $3.80 |
| Insurance | $6.82 | $4.10 | $11.50 |
| Dental | $4.80 | $2.70 | $8.10 |
Google Ads performance varies significantly by industry. The key metrics to benchmark are CTR, CPC, conversion rate, and CPA. For example, Home Services typically sees CTR of 4.28% while SaaS sees 2.09%. Use the industry breakdown tables on this page to find your specific benchmarks.
Benchmarketing updates benchmark data quarterly, combining Benchmarketing platform data with third-party sources including WordStream, Google industry reports, and Databox. The current data reflects Q1 2023 – Q4 2024.
Use the median as your baseline - it tells you where most advertisers in your industry sit. Use the P75 (top 25%) as your performance target. The elite threshold represents the top 10% and is achievable with advanced optimization, mature accounts, and strong creative.
A Quality Score of 7/10 or above is generally considered good. Scores of 8–10 indicate that your ad relevance, expected CTR, and landing page experience are all strong. Quality Score directly impacts your Ad Rank and effective CPC.
The most impactful improvements come from: (1) tightening keyword match types to improve relevance, (2) writing tighter, benefit-focused ad copy, (3) optimizing landing pages for speed and message match, (4) using Smart Bidding with sufficient conversion data, (5) leveraging all applicable ad extensions.