Benchmarks

2025 Google Ads benchmarks from 16,446 campaigns. Average CPC $5.26 (+12.88%), CTR 6.66%, CVR 7.52%, CPL $70.11.

Legal Google Ads: $8.58 CPC (highest), $131.63 CPL. Facebook delivers same leads at $18.17—7x cheaper.

Auto repair leads Google Ads: 14.67% CVR (highest), $28.50 CPL. Emergency intent drives exceptional performance.

B2B Google Ads: $103.54 CPL, 5.14% CVR. Track through 211-day sales cycle to measure true ROI.

Dental Google Ads: $7.85 CPC, 9.08% CVR, $83.93 CPL. Local Services Ads often more cost-effective.

E-commerce Google Search: 8.92% CTR (highest), 3.83% CVR, $47.94 CPA. Shopping campaigns often more efficient.

Real estate: $2.53 CPC (cheap), but 3.28% CVR and $100.48 CPL. Facebook delivers $16.61 leads.

Healthcare Google Ads: 11.62% CVR (strong), $56.83 CPL. Urgent medical intent drives high conversion.

Home improvement: $7.85 CPC, $90.92 CPL. Local Services Ads and Facebook often more cost-effective.

Education: CPC up 41.91% YoY (fastest rising), 11.38% CVR, $90.02 CPL. LinkedIn often cheaper at $64.

Finance: 8.33% CTR (highest) but 2.55% CVR (lowest). High research intent, low immediate conversion.

Fitness: balanced metrics with $62.80 CPL. January resolution season requires 40-50% higher budgets.

Travel: $2.12 CPC (lowest), 8.73% CTR. Intense OTA competition requires branded term protection.

Restaurants: $2.05 CPC, $30.27 CPL. But Facebook delivers $3.16 CPL with 18.25% CVR—far better.

Pets: 13.07% CVR (second-highest), $31.82 CPL. Emotional decisions + recurring services = strong LTV.

Arts & Entertainment: 13.10% CTR (highest), $1.60 CPC (lowest). Most efficient vertical in Google Ads.