Benchmarks
April 7, 2025
Google Ads Benchmarks Per Industry (2025)
Curious how your Google Ads performance compares to others in your industry? Knowing the latest benchmarks can help you evaluate your campaigns, spot opportunities, and make smarter decisions. In this post, we break down the most recent global benchmarks for 2025 across key Google Ads campaign types: Search, Display, Shopping, and Performance Max.
We focus on four essential metrics:
Click-Through Rate (CTR): The percentage of users who clicked your ad after seeing it.
Cost Per Click (CPC): The average amount you pay for each click on your ad.
Conversion Rate (CVR): The percentage of clicks that resulted in a conversion (like a purchase or lead).
Cost Per Action (CPA): The average cost to generate one conversion.
Search Ads Benchmarks by Industry
Search ads appear in Google’s search results and typically capture high-intent users. On average, Search campaigns see strong CTRs and conversion rates—but CPCs can be higher depending on competition.
Industry | Avg. CTR | Avg. CPC | Avg. CVR | Avg. CPA |
|---|---|---|---|---|
Apparel & Fashion | 6.5% | $2.72 | 1.6% | $45.00 |
Legal Services | 4.8% | $9.21 | 7.0% | $86.00 |
Automotive | 8.8% | $2.08 | 5.7% | $33.50 |
B2B Services | 5.1% | $5.47 | 4.9% | $116.00 |
Education | 6.4% | $4.10 | 7.1% | $72.70 |
Finance & Insurance | 6.2% | $4.01 | 4.1% | $81.90 |
Health & Fitness | 6.4% | $4.18 | 8.4% | $78.00 |
Home Services | 4.8% | $6.55 | 10.2% | $87.10 |
Real Estate | 8.9% | $1.55 | 2.9% | $116.60 |
Travel & Hospitality | 10.0% | $1.63 | 3.9% | $44.70 |
Insight: Industries like travel, real estate, and automotive enjoy high CTRs, but may vary in conversion efficiency. Sectors such as legal, B2B, and home improvement tend to have higher CPAs due to longer decision-making processes or higher competition.
Display Ads Benchmarks by Industry
Display ads appear across Google’s Display Network (websites, apps, and YouTube). Engagement is generally lower than with search ads, but CPCs are also much cheaper.
Industry | Avg. CTR | Avg. CPC | Avg. CVR | Avg. CPA |
|---|---|---|---|---|
Automotive | 0.60% | $0.58 | 1.2% | $23.70 |
B2B Services | 0.46% | $0.79 | 0.8% | $130.40 |
E-commerce | 0.51% | $0.45 | 0.6% | $65.80 |
Education | 0.53% | $0.47 | 0.5% | $143.40 |
Finance & Insurance | 0.52% | $0.86 | 1.2% | $56.80 |
Health & Medical | 0.59% | $0.63 | 0.8% | $72.60 |
Legal Services | 0.59% | $0.72 | 1.8% | $39.50 |
Real Estate | 1.08% | $0.75 | 0.8% | $74.80 |
Technology | 0.39% | $0.51 | 0.9% | $103.60 |
Travel & Hospitality | 0.47% | $0.44 | 0.5% | $99.10 |
Insight: Display campaigns work well for brand awareness and remarketing. While CTRs are lower, certain industries—like real estate and legal—can still achieve solid conversion rates and efficient CPAs with the right targeting.
Shopping Ads Benchmarks by E-commerce Category
Shopping ads are ideal for e-commerce businesses, showing product images, titles, and prices directly in search results.
Category | Avg. CTR | Avg. CPC | Avg. CVR | Avg. CPA |
|---|---|---|---|---|
Health & Beauty | 0.74% | $0.87 | 2.8% | $35.90 |
Clothing & Apparel | 0.76% | $0.69 | 2.7% | $19.30 |
Home & Garden | 0.90% | $0.58 | 1.3% | $58.00 |
HVAC & Climate | 1.12% | $0.47 | 3.3% | $7.30 |
Automotive Supplies | 1.20% | $0.56 | 1.3% | $54.80 |
Tech & Electronics | 0.55% | $0.89 | 2.2% | $75.90 |
Art & Music | 0.76% | $0.34 | 1.8% | $19.00 |
Insight: Shopping ads often drive lower-cost traffic than search, especially in visual or consumer-friendly categories. HVAC and automotive supplies see the best performance, with high conversion rates and low CPAs.
Performance Max Benchmarks (General)
Performance Max campaigns combine Search, Display, YouTube, Gmail, and Shopping placements into one goal-based campaign. Because they blend formats and audiences, averages vary by business type.
Metric | Performance Max (Average) |
|---|---|
CTR | ~1.0% |
CPC | ~$0.60 |
CVR | ~2.0% |
CPA | ~$29–$30 |
Insight: Performance Max campaigns typically outperform standard Display campaigns in both CTR and conversion rates, with a CPA slightly lower than traditional Shopping campaigns. These campaigns are ideal for advertisers with strong creative assets and well-defined goals.
Final Thoughts
Benchmarks are useful guidelines—not fixed goals. Your business, audience, and offer are unique, and performance depends on many factors like targeting, ad quality, and website experience. Still, by comparing your metrics to these industry averages, you can spot where you're over- or underperforming and adjust accordingly.
If your CTR is lower than average, your ad copy or targeting might need work. If your CPA is much higher than the norm, consider reviewing your landing pages, conversion tracking, or bidding strategy. And if you’re beating the benchmark—congrats! That’s your cue to scale.
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