Google Ads Benchmarks by Country
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Average Google Ads performance in Poland across all industries. Figures in PLN (zł).
Select an industry to highlight it in the table. All figures in PLN (zł).
8 ad channels · 61 countries · 38 industries
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Common questions about Google Ads performance in Poland.
The average CPC for Google Search Ads in Poland is around zł3.05 across all industries. Poland has lower CPCs than mature English-speaking markets, reflecting lower advertiser competition and average order values. High-competition verticals like legal, finance, insurance and property still see significantly higher CPCs than the market average.
A good CTR for Google Search Ads in Poland is typically 2.5–4.5%, with a cross-industry average around 3.1–3.3%. Poland tends to see competitive CTRs in mobile-first verticals like food delivery, gaming and entertainment. Display campaigns will have much lower CTRs (often under 0.5%), so always compare like for like.
Google Ads CPCs in Poland are lower primarily because advertiser competition is lower and consumer average order values are smaller than in mature English-speaking markets. The auction has fewer high-budget international advertisers competing for local-language keywords. As digital advertising adoption grows in Europe, CPCs are gradually increasing year-over-year.
The average Google Ads conversion rate in Poland is approximately 3.2–3.8% across all industries. Conversion rates can be lower than mature markets due to less developed digital payment infrastructure and longer trust-building cycles. Mobile landing page optimisation is especially important in Poland, where a significant share of traffic is mobile-first.
Plan and report in local currency (PLN) when advertising in Poland. Google Ads bills in the currency you set for your account — if it's PLN, all costs will be in PLN. Using USD benchmarks will give you misleading comparisons because the local auction, consumer purchasing power and cost structures differ significantly from the US market.
Benchmarks are reviewed and updated quarterly. The current data reflects 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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