A good CPA for Google Ads is $28 or lower, which puts you in the top quarter of advertisers. The median is $54, so anything below that beats at least half of accounts, and $95 or higher is the bottom quarter. It varies by industry, from $31 in nonprofit to $137 in saas.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | CPA |
|---|---|
| Good (top quarter) | 28 or lower |
| Median | 54 |
| Bottom quarter | 95 or higher |
| Strongest accounts | <$20 |
| Industry | Median CPA |
|---|---|
| Automotive | 44 |
| Ecommerce | 45 |
| Home Services | 66 |
| Legal | 74 |
| Healthcare | 78 |
| Education | 73 |
| Financial Services | 82 |
| Real Estate | 117 |
| SaaS | 137 |
| B2B Services | 108 |
| Nonprofit | 31 |
| Insurance | 125 |
| Dental | 68 |
A good CPA for Google Ads is $28 or lower, which puts you in the top quarter of advertisers. The median is $54, so anything below that beats at least half of accounts, and $95 or higher is the bottom quarter. It varies by industry, from $31 in nonprofit to $137 in saas.
The median CPA for Google Ads is $54 in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land below it and half above it.
No. $95 is the bottom-quarter line for Google Ads: three in four advertisers do better. Aim for the median, $54, first.
Google search ads report through Google Ads, so the same benchmark applies: $28 or lower is good, and the median is $54.
The strongest accounts reach <$20. Treat that as a ceiling to learn from rather than a target for every campaign.