Average Google Ads CTR, CPC, conversion rate, CPA and ROAS across 38 industries for 61 countries — all figures in local currency. Select your country below.
38 industries • CTR • CPC • Conversion Rate • CPA • ROAS • Local currency
English-Speaking Markets
Europe
Asia Pacific
Americas
Google Ads benchmarks are industry median performance figures — CTR, CPC, conversion rate, CPA and ROAS — aggregated across thousands of campaigns. They give you a reference point to evaluate whether your campaigns are performing above, at, or below industry norms in your market.
All figures are shown in local currency and adjusted for country-level auction competition. A legal firm in Australia comparing to US benchmarks in USD would get misleading results — these pages show you the right numbers for your market.
CTR
Click-Through Rate
Clicks ÷ impressions. Measures ad relevance and copy effectiveness.
CPC
Cost Per Click
Average cost for one click. Driven by keyword competition and Quality Score.
Conv. Rate
Conversion Rate
Conversions ÷ clicks. Reflects landing page and offer effectiveness.
CPA
Cost Per Acquisition
CPC ÷ conversion rate. The cost to acquire one customer or lead.
ROAS
Return on Ad Spend
Revenue ÷ ad spend. Highly variable — treat as directional only.
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Common questions about Google Ads benchmarks.
Google Ads is a real-time auction — CPCs are driven by how many advertisers compete for the same keywords in the same location. The USA has the highest advertiser density globally, pushing CPCs up significantly. Mature English-speaking markets like Australia, Canada and the UK also see elevated CPCs. Emerging markets have lower advertiser competition and lower average order values, which reduces CPCs in local terms. Comparing your campaigns to benchmarks in your own market and currency gives you the most actionable signal.
A good CTR for Google Search ads is typically 3–5%, with a cross-industry average of around 3.5%. CTR varies significantly by industry — dating, entertainment and food delivery tend to see higher CTRs, while legal, insurance and property typically see lower ones. Display campaigns will have much lower CTRs (often under 0.5%), so always compare like for like.
The average Google Ads conversion rate across all industries is around 4–5%. Industries like dating, food delivery and non-profits tend to see higher conversion rates, while property, flights and insurance see lower rates due to longer consideration cycles. Always define what counts as a conversion in your account before comparing to benchmarks.
Start by comparing your CPC, conversion rate and CPA against the benchmark for your country and industry. A CPC above benchmark usually means low Quality Scores — improve ad relevance, keyword match types and landing page experience. A conversion rate below benchmark points to landing page issues or traffic quality problems. A CPA above benchmark could be a bidding or funnel issue. Use benchmarks as diagnostic signals to prioritise where to focus optimisation effort.
Benchmarks are reviewed and updated quarterly. The current data reflects up-to-date industry aggregates compiled from anonymised campaign data and published industry reports. Individual results will vary based on keyword competition, Quality Score, bid strategy, landing page experience and account structure.
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