What are the overall Google Ads benchmarks for 2026?
The 2026 WordStream/LocaliQ study analyzed more than 13,000 US search advertising campaigns across 23 industries running from April 2025 through March 2026.
| Metric | 2026 overall average | What it measures |
|---|---|---|
| Click-through rate | 6.64% | Clicks divided by impressions |
| Cost per click | $5.42 | Spend divided by clicks |
| Conversion rate | 8.18% | Conversions divided by clicks |
| Cost per lead | $66.69 | Spend divided by conversions/leads |
Source: WordStream/LocaliQ 2026 search advertising benchmark study. More than 13,000 US campaigns across 23 industries, April 2025–March 2026.
How did 2026 benchmarks change from 2025?
Overall performance was relatively stable, while conversion rate improved and cost per lead declined.
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| CTR | 6.66% | 6.64% | -0.3% |
| CPC | $5.26 | $5.42 | +3.0% |
| CVR | 7.52% | 8.18% | +8.8% |
| CPL | $70.11 | $66.69 | -4.9% |
What is a good click-through rate in Google Ads?
The 2026 overall average was 6.64%, but industry averages ranged materially. Arts and Entertainment was reported at 12.75%, while Automotive Repair was 5.56%.
| Industry | Average CTR |
|---|---|
| Arts & Entertainment | 12.75% |
| Finance & Insurance | 9.83% |
| Travel | 9.32% |
| Sports & Recreation | 8.75% |
| Business Services | 6.10% |
| Attorneys & Legal Services | 5.87% |
| Dentists & Dental Services | 5.66% |
| Automotive Repair, Service & Parts | 5.56% |
What is a good cost per click in Google Ads?
The 2026 overall average was $5.42. Selected industries ranged from $1.63 in Arts & Entertainment to $9.87 in Attorneys & Legal Services.
| Industry | Average CPC |
|---|---|
| Arts & Entertainment | $1.63 |
| Restaurants & Food | $2.05 |
| Travel | $2.14 |
| Finance & Insurance | $3.39 |
| Business Services | $5.87 |
| Health & Fitness | $6.17 |
| Dentists & Dental Services | $8.00 |
| Home & Home Improvement | $8.33 |
| Attorneys & Legal Services | $9.87 |
What is a good conversion rate in Google Ads?
The 2026 overall average was 8.18%. This combines different industries and conversion definitions.
| Industry | Average CVR |
|---|---|
| Animals & Pets | 16.22% |
| Automotive Repair, Service & Parts | 15.51% |
| Education & Instruction | 13.14% |
| Dentists & Dental Services | 10.67% |
| Beauty & Personal Care | 10.35% |
| Home & Home Improvement | 8.05% |
| Business Services | 4.85% |
| Apparel / Fashion & Jewelry | 4.50% |
| Career & Employment | 3.05% |
| Finance & Insurance | 2.64% |
What is a good cost per lead in Google Ads?
A good cost per lead is below the maximum amount the business can pay while meeting profit and growth goals. The 2026 overall benchmark was $66.69.
| Industry | Average CPL |
|---|---|
| Arts & Entertainment | $26.84 |
| Automotive Repair, Service & Parts | $29.96 |
| Animals & Pets | $31.50 |
| Beauty & Personal Care | $39.25 |
| Business Services | $93.69 |
| Apparel / Fashion & Jewelry | $97.51 |
| Furniture | $106.70 |
| Attorneys & Legal Services | $131.63 |
How do you calculate an allowable cost per lead?
Calculate allowable CPL from sales economics rather than a public benchmark.
Allowable CPL = gross profit per new customer × lead-to-customer rate × target marketing share of gross profit
Illustrative example: gross profit per new customer $4,000 × lead-to-customer rate 10% × target marketing share 30% = allowable CPL $120. A $90 CPL would be above the public all-industry average but below this example company's allowable threshold.
Benchmark diagnostic framework
| If this metric is weak | Do not assume | Check first |
|---|---|---|
| CTR | Ad copy is bad | Query mix, match type, brand share, position, audience intent |
| CPC | Bids are too high | Competition, Quality Score, value per click, geography |
| CVR | Landing page is bad | Conversion definition, query quality, device, speed, offer |
| CPL | Campaign is unprofitable | Qualified rate, close rate, gross profit, customer value |
Related guides: Google Ads Management, Google Ads Audit Checklist, Google Ads Conversion Tracking Audit Checklist, Why Google Ads Budgets Overspend with Target CPA & ROAS, Measure PPC Performance When AI Controls the Auction
Source notes:WordStream, "Google Ads Benchmarks 2026: Competitive Data & Insights for Every Industry," updated May 19, 2026. WordStream/LocaliQ benchmark methodology: 13,000+ US search advertising campaigns, 23 industries, April 2025–March 2026.