Use Google Ads campaign-type benchmarks to separate query-led Search from feed-led Shopping, blended Performance Max, and warmer remarketing traffic before you judge efficiency. CTR, CPC, CPA, conversion rate, impression share, and control-by-campaign-type context.
Google Ads campaign-type benchmarks for Search, Shopping, Performance Max, remarketing, and display so teams stop setting one blended target across very different systems.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Search Campaigns | 6.1% | 9.8% | High-intent demand capture with keyword control |
| Shopping Campaigns | 1.6% | 3.1% | Feed-led ecommerce revenue capture |
| Performance Max | 1.2% | 2.4% | Cross-surface automation with blended reach |
| Remarketing / RLSA | 8.1% | 13.7% | Warm-demand recapture and branded assistance |
| Display | 0.3% | 0.8% | Awareness support and lower-intent reach expansion |
The factors that most often explain why a result lands above or below the range.
| Driver |
|---|
| The amount of intent each campaign type can capture directly instead of creating or assisting demand |
| How much control the advertiser keeps over keywords, placements, budgets, and creative inputs |
| Whether the campaign depends on feeds, asset coverage, or historical conversion data to perform |
| How much the channel is serving cold traffic versus warm or returning users |
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.
Because Search, Shopping, Performance Max, and remarketing capture different intent and use different optimization systems, so one blended target usually hides where efficiency is actually coming from.
From the main Google Ads page to campaign types such as Search and Performance Max, and from there to the creative formats that drive those campaigns.