At a glance
2.09%
Avg CTR, saaS Google Ads
SaaS benchmarks are misleading without ACV context. A $95 CPA for a $1,200/year product means 7.9% of Year 1 revenue per acquisition — likely unprofitable with standard churn. The same $95 CPA for a $12,000/year product is an extraordinary return. Always evaluate SaaS Google Ads performance as CPA ÷ ACV, targeting a ratio below 0.08 for healthy unit economics.
Note: CPA = cost per free trial sign-up unless stated otherwise.
| SaaS Category | CTR | CPC | Trial CVR | CPA (Trial) |
|---|---|---|---|---|
| Marketing / CRM Tools | 2.41% | $5.97 | 7.2% | $77.14 |
| HR / Payroll Software | 2.14% | $7.58 | 5.8% | $121.72 |
| Project Management | 2.24% | $5.03 | 8.4% | $55.87 |
| Accounting / Finance | 1.87% | $9.07 | 4.4% | $192.21 |
| Cybersecurity | 1.55% | $13.11 | 3.8% | $321.46 |
| Data / Analytics | 1.70% | $10.63 | 4.2% | $235.78 |
| Customer Support / Chat | 2.63% | $5.34 | 7.8% | $63.83 |
| E-commerce Tools | 2.69% | $4.41 | 9.4% | $43.71 |
| Legal Tech | 1.33% | $9.51 | 3.2% | $276.88 |
| Healthcare / MedTech | 1.46% | $11.56 | 2.8% | $384.56 |
| Communication / Video | 2.31% | $4.57 | 8.8% | $48.34 |
| DevOps / Developer Tools | 1.87% | $8.45 | 5.4% | $145.75 |
| Campaign Type | CTR | CPC | Notes |
|---|---|---|---|
| Branded Search | 9.84% | $1.12 | Essential — competitors often bid on your brand |
| Competitor Conquest | 2.44% | $6.84 | Effective with strong comparison landing pages |
| Solution-Aware Keywords | 4.12% | $4.12 | "best CRM software", "project management tool" |
| Problem-Aware Keywords | 3.44% | $3.44 | "how to manage remote teams" — high funnel |
| Remarketing (site visitors) | 2.84% | $1.84 | Retarget pricing page visitors hardest |
| RLSA (Customer Match) | 6.84% | $2.44 | Upsell / expansion revenue from existing users |
| Performance Max | 3.14% | $3.84 | Use with Google Analytics 4 conversion goals |
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 methodologyIt depends entirely on your Annual Contract Value (ACV). A $94 CPA is excellent for a $5,000 ACV product (1.9% of revenue) but marginal for a $200/year tool. Rule of thumb: CPA should be ≤10% of first-year revenue for a healthy LTV:CAC ratio.
SaaS Industry Benchmarks
All-channel benchmarks for SaaS companies
Google Ads Benchmarks
All Google Ads benchmark data
CPA Benchmark
Cross-channel cost per acquisition benchmarks
LinkedIn Ads for B2B
LinkedIn benchmarks for SaaS & B2B
Conversion Rate Benchmarks
CVR benchmarks by channel and industry
LTV:CAC Benchmarks
Health ratios for SaaS growth
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