When you’re investing in paid search, it helps to know what “good” looks like. Industry benchmarks for PPC metrics provide useful context for evaluating performance. While every business, audience, and campaign is unique, these averages give a helpful starting point to understand where your ads stand compared to the wider market.
In this article, we’ll outline common PPC industry averages and explain how they can guide expectations, highlight opportunities, and frame meaningful conversations about results.
Key Metrics to Understand
When it comes to measuring the success of your paid ads, a few core metrics provide the clearest picture of how your campaigns are performing. These numbers not only show whether your ads are being noticed, but also whether they’re delivering meaningful results for your business.
Click-Through Rate (CTR)
Click-Through Rate measures the percentage of users who see your ad and then click on it. It’s one of the clearest signals of whether your ads are catching attention and sparking interest.
- Strong CTR = your message is resonating.
- Low CTR = opportunity to improve messaging or targeting.
- Benchmarks vary widely by industry. What’s “good” in one field may be unrealistic in another.
Why it matters: CTR shows whether your ads are engaging enough to get people to take the first step toward your business.
Cost-Per-Click (CPC)
Cost-Per-Click refers to how much your ad costs each time a user clicks on it and is one of the most important
Cost-Per-Click refers to how much you pay each time someone clicks on your ad. It’s a key factor in how far your budget will stretch.
- Higher CPC means fewer clicks for the same spend.
- Lower CPC means more traffic within your budget.
CPC averages differ by industry:
- Competitive fields have a higher CPC.
- Broader-audience industries have a lower CPC.
Why it matters: CPC directly affects how much traffic your budget can buy and helps you set realistic expectations for results.
Conversion Rate
Conversion Rate measures the percentage of users who click your ad and then take a valuable action—such as filling out a form, making a purchase, or scheduling a consultation.
- A high conversion rate means your ads and landing pages are working together effectively.
- A low conversion rate may indicate something in the ad or landing page may need improvement.
- Averages vary significantly by industry.
Why it matters: Conversion Rate ties your ads to business outcomes. It’s not just about clicks—it’s about turning interest into real results.
Average Metrics By Industry
| Industry | CTR | CPC | Conversion Rate |
|---|---|---|---|
| Advocacy | 4.41% | $1.43 | 1.96% |
| Animals & Pets | 6.58% | $3.97 | 13.07% |
| Apparel / Fashion & Jewelry | 6.77% | $4.31 | 3.99% |
| Arts & Entertainment | 13.10% | $1.60 | 4.84% |
| Attorneys & Legal Services | 5.97% | $8.58 | 5.09% |
| Automotive — For Sale | 8.29% | $2.41 | 7.76% |
| Automotive — Repair, Service & Parts | 5.56% | $3.90 | 14.67% |
| B2B | 2.41% | $3.33 | 3.04% |
| Beauty & Personal Care | 5.71% | $5.70 | 7.82% |
| Business Services | 5.65% | $5.58 | 5.14% |
| Career & Employment | 6.57% | $5.16 | 4.33% |
| Cleaning / Maid / Butler Services | 9.01% | $8.50 | 17.65% |
| Construction & Contractors (General) | 6.48% | $5.31 | 2.61% |
| Consumer Services | 2.41% | $6.40 | 6.64% |
| Dating & Personals | 6.05% | $2.78 | 9.64% |
| Dentists & Dental Services | 5.44% | $7.85 | 9.08% |
| Doors & Windows Sales | 5.52% | $8.76 | 4.41% |
| Education & Instruction | 5.74% | $6.23 | 11.38% |
| Electricians & Electrical Contractors | 5.15% | $12.18 | 9.08% |
| Employment Services | 2.42% | $2.04 | 5.13% |
| Finance & Insurance | 8.33% | $3.44 | 5.10% |
| Furniture | 6.11% | $3.86 | 2.73% |
| Garages | 7.25% | $5.75 | 5.66% |
| Handyman Services | 6.51% | $7.10 | 13.45% |
| Health (Fitness) | 7.18% | $5.00 | 6.80% |
| Health (Medical) | 3.27% | $2.62 | 3.36% |
| Heating & Furnaces | 5.97% | $9.30 | 7.48% |
| Home & Home Improvement | 6.37% | $7.85 | 7.33% |
| Home Goods | 2.44% | $2.94 | 2.70% |
| Industrial & Commercial | 6.23% | $5.70 | 7.17% |
| Industrial Services | 2.61% | $2.56 | 3.37% |
| Landscaping | 4.69% | $8.76 | 6.42% |
| Legal | 2.93% | $6.75 | 6.98% |
| Paint & Painting | 6.29% | $13.74 | 10.80% |
| Personal Services | 7.69% | $5.81 | 9.74% |
| Physicians & Surgeons | 6.73% | $5.00 | 11.62% |
| Plumbing | 4.97% | $10.49 | 7.63% |
| Pools & Spas | 5.41% | $5.81 | 10.89% |
| Real Estate | 8.43% | $2.53 | 3.28% |
| Restaurants & Food | 7.58% | $2.05 | 7.09% |
| Roofing & Gutters | 5.66% | $10.70 | 3.70% |
| Shopping, Collectibles & Gifts | 8.92% | $3.49 | 3.83% |
| Sports & Recreation | 9.19% | $2.64 | 7.62% |
| Storage | 8.32% | $7.46 | 4.65% |
| Technology | 2.09% | $3.80 | 2.92% |
| Travel | 8.73% | $2.12 | 5.75% |
| Travel & Hospitality | 4.68% | $1.53 | 3.55% |
| Window Cleaning | 10.04% | $9.12 | 13.58% |
Note: These figures represent industry averages for Search Ads only.
Sources:
- "Google Ads Benchmarks for YOUR Industry" (May 2025)
- "Google Ads Benchmarks 2025: Competitive Data & Insights for Every Industry" (September 2025)
- "2025 Search Ad Benchmarks for Home Services" (August 2025)
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