Google Display Benchmarks for B2B
B2B Display: $130.36 CPA (highest). Use for ABM awareness and remarketing, not direct lead gen.
Updated July 2026.
Data vintage warning: the benchmark figures below trace to WordStream studies from 2018–2019 — the most recent large public study of this channel. Treat them as historical reference points, not current market rates. For context, 2026 vendor-grade aggregates put Display CPC around ~$0.44 (vendor estimate).
Google Ads · Display
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.46% |
| CPC | $0.79 |
| CVR | 0.80% |
| CPL / CPA | $130.36 |
What the numbers mean
B2B Display shows the highest CPA ($130.36) with minimal direct response performance. This isn't surprising: B2B buyers don't impulse-click display ads to buy enterprise software. However, Display has a role in account-based marketing (ABM) for staying visible to target accounts during their 211-day average journey. The key is using Display for remarketing known accounts and building awareness, not expecting lead gen. LinkedIn often delivers better B2B targeting at similar or better costs.
Year-over-year change
Highest CPA on Display—limited direct response value for B2B
How to act on this
Limit Display to remarketing known accounts and ABM awareness—don't expect lead gen. Test LinkedIn for B2B targeting by job title and company size. Use account-level targeting in DV360 or programmatic for ABM campaigns. Track view-through brand lift, not just click conversions.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only