Google Ads Benchmarks for Fitness 2026
2026 Google Ads benchmarks for health & fitness: CPC $6.17 (~+23% YoY), CTR 5.81%, CVR 6.94%, CPL $67.36.
Updated July 2026.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 5.81% |
| CPC | $6.17 |
| CVR | 6.94% |
| CPL / CPA | $67.36 |
What the numbers mean
Health & fitness saw CPC rise about 23% to $6.17 in 2026, with a 6.94% conversion rate and a $67.36 CPL right around the Search average. Rising competition among studios, apps and coaches pushed click costs up.
Year-over-year change
CPC up ~23.41% YoY; conversion rate near the Search average.
What changed in 2026
A crowded mix of boutique studios, national chains and subscription apps intensified bidding. Seasonal spikes (New Year, spring) amplify the cost pressure.
How to act on this
Plan budget around seasonality and lean on membership LTV to justify the higher CPC. Test lead magnets (free trials, class passes) to lift conversion against rising costs.
Source: LocaliQ/WordStream 2026 report, updated June 1, 2026 · 13,000+ US campaigns across 23 industries (blends Google + Microsoft Ads; data Apr 2025–Mar 2026). Notably, average CPL fell year over year for the first time in five years.