Google Ads Benchmarks 2025: Key CTR, CPC, CPA & Conversion Rates
- adtech oztoi
- Jul 21
- 3 min read
If you're running Google Ads, it's important to know how your performance compares to others in your industry. Are your click-through rates (CTR) on track? Are you paying too much per conversion? This guide breaks down the latest Google Ads benchmarks with examples, tables, and tips to help you improve.
Overall Google Ads Performance
Let’s start with the average performance across Search Ads and Display Ads:
Metric | Search Ads | Display Ads |
CTR (Click-Through Rate) | 3.17% | 0.46% |
CPC (Cost Per Click) | $2.69 | $0.63 |
Conversion Rate | 2.81% | 0.59% |
CPA (Cost Per Acquisition) | $45.27 | $65.80 |
What this means
Search Ads usually perform better because people are actively looking for something.
Display Ads are better for building awareness, not driving conversions directly.
Search Ads Benchmarks by Industry
Here’s a look at how Search Ads perform across different industries.
CTR (Click-Through Rate)
Industry | Average CTR |
Dating & Personals | 6.05% |
Travel | 4.68% |
Advocacy | 4.41% |
Technology | 2.09% |
B2B Services | 2.41% |
Tip: If your CTR is under 2%, it might be time to tweak your ad copy or targeting.
CPC (Cost Per Click)
Industry | Average CPC |
E-commerce | $1.16 |
Travel | $1.53 |
Legal | $6.75 |
Consumer Services | $6.40 |
Technology | $3.80 |
Tip: Legal and tech are expensive industries—make sure you’re targeting high-intent keywords.
Conversion Rate
Industry | Conversion Rate |
Dating & Personals | 9.64% |
Legal | 6.98% |
Consumer Services | 6.64% |
Home Goods | 2.70% |
Real Estate | 2.47% |
Tip: Anything around 2–4% is average. If you're below that, improve your landing page or offer.
CPA (Cost Per Acquisition)
Industry | CPA |
Auto | $33.52 |
Travel | $44.73 |
E-commerce | $45.27 |
Tech | $133.52 |
B2B Services | $116.13 |
Tip: Higher CPA isn’t always bad—if your product has a high value, you can still be profitable.
Google Shopping Ads
Shopping Ads work differently from Search and Display. Here are the averages:
Metric | Average |
CTR | 0.86% |
CPC | $0.66 |
Conversion Rate | 1.91% |
CPA | $38.87 |
By Industry
Industry | CTR | Conversion Rate | CPA |
Automotive Supplies | 1.20% | - | - |
HVAC | 1.12% | 3.30% | $7.28 |
Medical Supplies | - | 2.94% | - |
Art & Music | - | - | $19.03 |
Industrial/Chemical | - | - | $91.21 |
Tip: Google Shopping works well if your product feed is well-optimized and you use product-specific targeting.
Google Display Ads
Display ads are great for retargeting and brand awareness.
Metric | Average |
CTR | 0.46% |
CPC | $0.63 |
Conversion Rate | 0.57% |
CPA | $75.51 |
Tip: These ads aren't meant to convert like Search Ads. Use them to bring people back to your site or for remarketing.
YouTube Ads
Video ads on YouTube offer some of the lowest costs for exposure.
Metric | Average |
CPM | $3.53 |
CPC | $0.49 |
CPV | $0.03 |
CTR | 0.65% |
Tip: YouTube is ideal for storytelling and brand exposure. Focus on strong hooks and creative content.
How to Use These Benchmarks
Here’s how to make the most of this data:
Compare smartly
Don’t just compare your numbers to the average—look at your industry and campaign type.
Find problems fast
Low CTR? Improve your ad headlines or targeting.
High CPC? Improve quality score or try new keywords.
Low conversions? Fix your landing pages.
Optimize consistently
Keep testing new ads, adjusting bids, and refining your audience.
Track ROI
Use CPA to decide if your ads are profitable. Even if you have high CPCs, you can win with good conversion rates.
Final Thoughts
Google Ads benchmarks give you a reality check—but they’re just a starting point. Your best results come from constant testing and smart adjustments.
Aim for >2% CTR on Search
Keep your CPA under your target ROI
Don’t stress if you're above or below average—just focus on improving week by week
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