Google Ads Benchmarks by Industry: CPCs, CTRs and Conversion Rates 2026
"How do my Google Ads results compare to everyone else's?" It's one of the most common questions we hear from clients. Benchmarks aren't a perfect measure — every business is unique — but they give you a valuable frame of reference for assessing whether your campaigns are performing well, poorly, or somewhere in between. Here are the latest 2026 benchmarks across major industries.
How to Use These Benchmarks
Before diving into the data, a few important caveats:
- These are averages. Your actual performance will depend on your specific keywords, geographic targeting, ad quality, and landing page experience.
- Averages include poor performers. Well-optimised accounts regularly beat these benchmarks by 30–50%. If you're at the average, there's room to improve.
- Compare within your vertical. A "good" CPC in legal (£8) would be terrible in retail (£0.80). Context matters enormously.
Search Ads Benchmarks by Industry (2026)
Retail & E-Commerce
- Average CPC: £0.70–£1.80
- Average CTR: 4.5–6.0%
- Average Conversion Rate: 2.5–4.0%
- Average CPA: £25–£55
Professional Services (Legal, Accounting, Consulting)
- Average CPC: £4.00–£12.00
- Average CTR: 3.0–4.5%
- Average Conversion Rate: 4.0–7.0%
- Average CPA: £60–£180
Healthcare & Medical
- Average CPC: £2.50–£6.00
- Average CTR: 3.5–5.0%
- Average Conversion Rate: 3.5–5.5%
- Average CPA: £50–£120
Home Services (Plumbing, Electrical, Cleaning)
- Average CPC: £3.00–£8.00
- Average CTR: 4.0–6.0%
- Average Conversion Rate: 5.0–10.0%
- Average CPA: £30–£80
Finance & Insurance
- Average CPC: £6.00–£25.00
- Average CTR: 2.5–4.0%
- Average Conversion Rate: 3.0–5.0%
- Average CPA: £80–£250
Travel & Hospitality
- Average CPC: £1.00–£3.50
- Average CTR: 5.0–7.5%
- Average Conversion Rate: 3.0–5.0%
- Average CPA: £30–£80
Education & Training
- Average CPC: £2.00–£6.00
- Average CTR: 3.5–5.5%
- Average Conversion Rate: 4.0–7.0%
- Average CPA: £35–£90
Technology & SaaS
- Average CPC: £3.00–£10.00
- Average CTR: 3.0–5.0%
- Average Conversion Rate: 2.0–4.5%
- Average CPA: £60–£200
Shopping Ads Benchmarks (2026)
Shopping and Performance Max campaigns have different benchmark ranges due to their visual format and product-specific targeting:
- Average CPC: £0.30–£1.20 (significantly lower than Search)
- Average CTR: 1.5–3.0% (lower due to higher impression volume)
- Average Conversion Rate: 2.0–4.0%
- Average ROAS: 4:1 to 8:1 for well-optimised campaigns
Key Metrics Explained
Understanding what each metric means and how to interpret it:
CPC (Cost Per Click)
What you pay each time someone clicks your ad. Determined by your bid, Quality Score, and competitive landscape. Lower isn't always better — a higher CPC on a high-converting keyword can be more profitable than a cheap click that never converts.
CTR (Click-Through Rate)
The percentage of people who see your ad and click it. Higher CTRs indicate relevant, compelling ads. CTR below 2% usually signals a problem with ad relevance or targeting. Above 6% is excellent for most industries.
Conversion Rate
The percentage of clicks that result in a desired action (purchase, lead form, phone call). This is influenced by both your ads (are you attracting the right people?) and your landing page (does it convert visitors effectively?).
CPA (Cost Per Acquisition)
The total cost to acquire one conversion. Calculated as total spend divided by total conversions. This is the metric that most directly impacts profitability. Compare your CPA against your customer lifetime value to assess whether your campaigns are profitable.
Display and YouTube Benchmarks
While Search and Shopping are the primary revenue drivers, Display and YouTube campaigns play important roles in awareness and remarketing:
Display Network
- Average CPC: £0.20–£0.80
- Average CTR: 0.3–0.6% (much lower than Search — this is normal for display)
- Average Conversion Rate: 0.5–1.5%
- Best used for: Remarketing, brand awareness, and supporting search campaigns
YouTube Ads
- Average CPV (cost per view): £0.03–£0.15
- Average View Rate: 15–35%
- Best used for: Brand awareness, product demonstrations, and upper-funnel engagement
Factors That Influence Your Benchmarks
- Geographic targeting: London CPCs are typically 20–40% higher than regional UK markets
- Device: Mobile CPCs are generally lower but so are conversion rates (except for calls)
- Time of day: B2B keywords cost more during business hours; consumer keywords peak in evenings
- Seasonality: CPCs spike during peak seasons (Q4 for retail, January for fitness and finance)
- Quality Score: A Quality Score of 8+ can reduce your CPCs by 30–50% versus the average
- Match type: Exact match keywords tend to have higher CTRs and conversion rates than broad match, though broad match can uncover new opportunities
- Landing page quality: Pages that load in under 2 seconds and have clear calls to action consistently outperform industry benchmarks for conversion rate
Performance Max Benchmarks
Performance Max campaigns are increasingly popular, but benchmark data is harder to isolate because PMax blends multiple channels (Search, Shopping, Display, YouTube) into one campaign:
- Average ROAS (e-commerce): 4:1 to 10:1 depending on product category and brand strength
- Average CPA (lead gen): Typically 10–20% higher than pure Search campaigns initially, improving as asset groups mature
- Recommended minimum budget: £50–£100/day to give the algorithm enough data to optimise
PMax performance varies significantly by how well your asset groups are structured and whether you provide strong audience signals. Accounts with customer match lists and detailed audience signals consistently outperform those relying entirely on Google's AI to find the right users.
How to Improve Beyond Benchmarks
If your metrics are below industry averages, focus on these areas:
- Low CTR: Improve ad copy relevance, add extensions, test new headlines
- Low conversion rate: Audit landing pages for speed, clarity, and trust signals
- High CPC: Improve Quality Score, review match types, add negative keywords
- High CPA: Address conversion rate first, then look at CPCs and audience targeting
If you're a small business assessing whether Google Ads is viable, use these benchmarks to estimate your likely CPA and compare it against your customer value. For help calculating the right budget, check our budget calculation guide.
Want to know exactly how your account compares to these benchmarks? Book a free account audit via Calendly with Spires Digital. We'll benchmark your performance, identify opportunities, and show you where professional PPC management can move the needle.
Are these benchmarks for the UK specifically?
Yes, these benchmarks reflect UK Google Ads performance data for 2026. US benchmarks tend to be 15–30% higher for CPCs due to larger market competition. If you're running international campaigns, adjust expectations based on market maturity and competition levels in each geography.
Why are my CPCs higher than these benchmarks?
Several factors can push CPCs above average: targeting competitive keywords in high-demand locations, low Quality Scores (below 5), limited ad copy relevance, or bidding aggressively with automated strategies before you have enough conversion data. An account audit can identify the specific causes for your situation.
How often do Google Ads benchmarks change?
Benchmarks shift annually due to increasing competition, changes in Google's algorithm, and economic factors. CPCs have generally trended upward over time as more businesses advertise. However, improved automation and AI features in Google Ads have helped conversion rates improve simultaneously, partly offsetting CPC increases.
Should I worry if my metrics are below average?
Below-average metrics aren't always a problem — they indicate opportunity for improvement. Focus on conversion rate first (it has the biggest impact on profitability), then CTR, then CPC. Often, improving your landing page experience and ad relevance simultaneously lifts all three metrics.