At a glance
9.83%
Avg CTR, financial services Google Ads
| Product | CTR | CPC | CVR | CPA | Notes |
|---|---|---|---|---|---|
| Auto Insurance | 14.26% | $2.38 | 5.2% | $47.41 | Highest volume in category; comparison shopping intent |
| Home Insurance | 11.91% | $2.62 | 4.2% | $64.40 | Life event-triggered (new home purchase) |
| Life Insurance | 9.83% | $4.85 | 2.8% | $182.23 | High-value leads; long consideration cycle |
| Mortgage / Refinance | 8.45% | $5.22 | 2.3% | $238.18 | Rate-sensitive; peaks when rates shift |
| Personal Loans | 13.29% | $2.13 | 4.7% | $46.86 | Intent-driven; "quick approval" headlines win |
| Credit Cards | 11.91% | $2.99 | 3.6% | $86.93 | Rewards and cashback messaging dominant |
| Savings / CDs | 9.83% | $1.76 | 3.9% | $46.78 | Rate-comparison driven; spike when fed rates high |
| Wealth Management / Investing | 6.37% | $6.09 | 1.5% | $432.02 | Very high AUM per lead; long conversion cycle |
| Tax Services | 16.75% | $1.76 | 5.9% | $31.14 | Extreme seasonality: Jan–Apr drives 70% of year |
| Business Banking / Accounts | 7.75% | $4.23 | 2.3% | $193.05 | B2B financial — LinkedIn often better for this segment |
| Debt Relief / Credit Repair | 13.64% | $1.51 | 6.4% | $24.73 | Compliance-sensitive; high competition |
| Financial Advisor (RIA) | 4.98% | $7.32 | 1.1% | $668.30 | Extremely high LTV per client; AUM-based fees |
| Campaign Type | CTR | CPC | Notes |
|---|---|---|---|
| Branded Search | 8.84% | $1.12 | Protect brand from competitor conquest; high CVR |
| Competitor Conquest | 1.84% | $8.84 | Effective with rate comparison; requires compliance review |
| Product Search (non-brand) | 2.84% | $5.48 | "Best personal loan rates", "car insurance quote" |
| Remarketing | 2.14% | $1.44 | Re-engage form abandoners; typically 3x ROAS vs. cold |
| Life Event Targeting | 3.84% | $3.84 | New homeowners, new parents, retirees — highest relevance |
| Performance Max | 2.44% | $4.84 | Use with CRM customer match for lookalike expansion |
These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
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.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyFinancial services is one of Google's most competitive categories because the lifetime value per customer is enormous — a mortgage customer, insurance policyholder, or wealth management client can be worth $5,000–$50,000+ in revenue. When every player in the industry bids on the same keywords with large budgets, CPCs rise to equilibrium. Auto insurance keywords average $3.84 CPC; wealth management keywords can reach $20+.
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Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.
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Written by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024