Google Display Network Benchmarks
2026 Google Display benchmarks: CPC $0.63, CTR 0.46%, CVR 0.57%, CPA ~$75.51. Cheap reach, low intent.
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 Treat them as historical reference points, not current market rates.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 | $0.63 |
| CVR | 0.57% |
| CPL / CPA | ~$75.51 |
What the numbers mean
Display delivers cheap impressions and clicks ($0.63 CPC) but low intent, so conversion sits at 0.57% and CPA around $75.51. Its job is reach and remarketing, not last-click conversion.
Year-over-year change
Costs and conversion remain in line with display norms; no dramatic shifts at the network level.
What changed in 2026
Most Display inventory is now bought inside Performance Max and Demand Gen rather than standalone Display campaigns, so isolated Display reporting is shrinking. Programmatic CPMs vary widely — open Display ~$3, private marketplace ~$8, connected-TV display far higher.
How to act on this
Use Display for retargeting and upper-funnel reach, judged on assisted conversions and view-through, not last-click CPA. Exclude low-quality placements and apps to protect efficiency.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only