Your next great ad starts here.

Save inspiration. Build better campaigns.

Get Started for Free

PRODUCT

Pricing

Find your perfect plan

Book a demo

Take a guided product tour

RESOURCES

Blog

Ideas and practical insights

FAQ

Answers to your questions

COMPANY

About us

Get to know AdBacklog

Contact

Ad Benchmarks 2026

CPC, CTR, CPM, conversion rate and ROAS benchmarks for every major ad channel, compiled from the most reliable 2025–2026 sources. Updated November 2026.

Every number links to its source in the full guide.

Headline benchmarks by channel

Google Ads (Search)

CPC

$5.42

CTR

6.64%

CVR

8.18%

CPL

$66.69

US medians, Apr 2025–Mar 2026, WordStream by LocaliQ.

Read the full guide →

Facebook Ads

Traffic CPC

$0.60

Traffic CTR

1.93%

Lead CVR

8.54%

CPL

$27.39

US, WordStream by LocaliQ.

Read the full guide →

Instagram Ads

CTR

0.65%

CPC

$2.82

CPM

$18.25

CPL

$138

B2B advertisers, 2025, Metadata.io.

Read the full guide →

TikTok Ads

CPM

$4.08

CTR

0.61%

CPA

$17.07

ROAS

1.51

Ecommerce medians, Aug 2025–Jul 2026, Triple Whale.

Read the full guide →

LinkedIn Ads

CTR

0.67%

CPC

$9.39

CPM

$63.19

CPL

$202

B2B, 2025, Metadata.io.

Read the full guide →

YouTube Ads

Skippable view rate

74.0%

North America, Q2 2025, Strike Social.

Read the full guide →

Google Shopping & PMax

Shopping CPC

€0.31–0.35

PMax CPC

€0.37–0.42

EU ecommerce, Q4 2025–Q1 2026, SMEC.

Read the full guide →

Microsoft Ads

CPC

$1.54 vs $2.93 on Google (−47%)

Same 73 advertisers, 12 months, SmartSites.

Read the full guide →

Pinterest Ads

CPM

$4.67 (directional)

Oct 2025, Focus Digital, low-confidence source.

Read the full guide →

Reddit Ads

CTR, CPC, CPM, CVR and CPA ranges by industry.

Read the full guide →

Spotify Ads

No reliable public CPM or CTR benchmark exists yet. Here’s how to set your own baseline.

Read the full guide →

All benchmark guides

Benchmarks

November 6, 2026

Pinterest Ads Benchmarks 2026: CPM, CTR & What the Data Says

Benchmarks

November 6, 2026

Pinterest Ads Benchmarks 2026: CPM, CTR & What the Data Says

Benchmarks

November 5, 2026

Spotify Ads Benchmarks 2026: What We Know About CPM & Results

Benchmarks

November 5, 2026

Spotify Ads Benchmarks 2026: What We Know About CPM & Results

Benchmarks

November 4, 2026

Microsoft Ads Benchmarks 2026: CPC, CTR & Bing vs Google

Benchmarks

November 4, 2026

Microsoft Ads Benchmarks 2026: CPC, CTR & Bing vs Google

Benchmarks

November 3, 2026

Facebook Ads Benchmarks 2026: CPC, CTR, CPM & CPL by Industry

Benchmarks

November 3, 2026

Facebook Ads Benchmarks 2026: CPC, CTR, CPM & CPL by Industry

Benchmarks

October 30, 2026

Instagram Ads Benchmarks 2026: CTR, CPC, CPM & Reels Data

Benchmarks

October 30, 2026

Instagram Ads Benchmarks 2026: CTR, CPC, CPM & Reels Data

Benchmarks

October 28, 2026

YouTube Ads Benchmarks 2026: View Rate, CPM Trends & CTR

Benchmarks

October 28, 2026

YouTube Ads Benchmarks 2026: View Rate, CPM Trends & CTR

Benchmarks

October 27, 2026

Google Shopping Ads Benchmarks 2026: CPC, ROAS & PMax Data

Benchmarks

October 27, 2026

Google Shopping Ads Benchmarks 2026: CPC, ROAS & PMax Data

Benchmarks

October 21, 2026

TikTok Ads Benchmarks 2026: CPM, CTR, CPA & ROAS by Industry

Benchmarks

October 21, 2026

TikTok Ads Benchmarks 2026: CPM, CTR, CPA & ROAS by Industry

Benchmarks

September 22, 2026

Google Ads Benchmarks 2026: CPC, CTR, CVR & CPL by Industry

Benchmarks

September 22, 2026

Google Ads Benchmarks 2026: CPC, CTR, CVR & CPL by Industry

Benchmarks

August 26, 2026

LinkedIn Ads Benchmarks 2026: CPC, CTR, CPM & Cost per Lead

Benchmarks

August 26, 2026

LinkedIn Ads Benchmarks 2026: CPC, CTR, CPM & Cost per Lead

Benchmarks

January 5, 2026

Reddit Ads Benchmarks Per Industry (2026)

Benchmarks

January 5, 2026

Reddit Ads Benchmarks Per Industry (2026)

Benchmarks

April 8, 2025

Google Ads Benchmarks Per Industry (2025)

Benchmarks

April 8, 2025

Google Ads Benchmarks Per Industry (2025)

How to use these benchmarks

Compare like with like: same channel, objective, region and period.

Diagnose the funnel in order: CPM → CTR → conversion rate → CPA.

Build your own baseline over time.

Read the step-by-step benchmarking method →

Frequently asked questions

What is a good CTR for paid ads in 2026?

It depends on the channel: US Google Search campaigns had a median CTR of 6.64% (WordStream by LocaliQ), B2B LinkedIn ads 0.67% (Metadata.io) and ecommerce TikTok ads 0.61% (Triple Whale). Compare against your own channel and objective.

What is a good CTR for paid ads in 2026?

Which ad channel has the lowest CPM?

Among the channels covered here, TikTok had the lowest median ecommerce CPM at $4.08 (Triple Whale, Aug 2025–Jul 2026), while LinkedIn B2B CPMs averaged $63.19 (Metadata.io, 2025).

Which ad channel has the lowest CPM?

Among the channels covered here, TikTok had the lowest median ecommerce CPM at $4.08 (Triple Whale, Aug 2025–Jul 2026), while LinkedIn B2B CPMs averaged $63.19 (Metadata.io, 2025).

Is Microsoft Ads cheaper than Google Ads?

In a panel of 73 advertisers running both, Microsoft Ads CPCs were 47% lower ($1.54 vs $2.93, SmartSites), with less volume.

Is Microsoft Ads cheaper than Google Ads?

In a panel of 73 advertisers running both, Microsoft Ads CPCs were 47% lower ($1.54 vs $2.93, SmartSites), with less volume.

Where do these numbers come from?

From large published datasets such as WordStream by LocaliQ, Triple Whale, Metadata.io, Optmyzr, SMEC and Dreamdata. Each guide links every number to its source, region and period.

Where do these numbers come from?

From large published datasets such as WordStream by LocaliQ, Triple Whale, Metadata.io, Optmyzr, SMEC and Dreamdata. Each guide links every number to its source, region and period.