Google AdWords Benchmarks for YOUR Industry

Average Click-Through Rate in AdWords by Industry

The average click-through rate in AdWords across all industries is 3.17% for search and 0.46% for display.
Both of these averages are higher than they were a couple of years ago: Good news for AdWords advertisers and agencies!

Average Click Through Rate (CTR)

Industry
Average CTR (Search)
Average CTR (GDN)
 Advocacy
 4.41%
0.59% 
 Auto
 4.00%
0.60% 
 B2B
 2.41%
0.46% 
 Consumer Services
 2.41%
0.51% 
 Dating & Personals
 6.05%
0.72% 
 E-Commerce
 2.69%
0.51% 
 Education
 3.78%
0.53% 
 Employment Services
 2.42% 
0.59% 
 Finance & Insurance
 2.91%
0.52% 
 Health & Medical
 3.27%
0.59% 
 Home Goods
 2.44%
0.49% 
 Industrial Services
 2.61%
0.50% 
 Legal
 2.93%
0.59% 
 Real Estate
 3.71%
1.08% 
 Technology
 2.09%
0.39% 
 Travel & Hospitality
 4.68%
0.47% 

Average Cost Per Click in AdWords by Industry

 

The average cost per click in AdWords across all industries is $2.69 for search and $0.63 for display.
The news here is good too: These average costs have increased very little over the figures we found a couple of years ago (when the averages were $2.32 and $0.58 respectively).

Average Cost Per Click (CPC)

Industry
Average CPC (Search)
Average CPC (GDN)
 Advocacy
$1.43
$0.62
 Auto
$2.46
$0.58
 B2B
$3.33
$0.79
 Consumer Services
$6.40
$0.81
 Dating & Personals
$2.78
$1.49
 E-Commerce
$1.16
$0.45
 Education
$2.40
$0.47
 Employment Services
$2.04
$0.78
 Finance & Insurance
$3.44
$0.86
 Health & Medical
$2.62
$0.63
 Home Goods
$2.94
$0.60
 Industrial Services
$2.56
$0.54
 Legal
$6.75
$0.72
 Real Estate
$2.37
$0.75
 Technology
$3.80
$0.51
 Travel & Hospitality
$1.53
$0.44

Average Conversion Rates in AdWords by Industry


The average conversion rate in AdWords across all industries is 3.75% for search and 0.77% for display.
Since the last time we compiled this data, search conversion rates have risen slightly, but display conversion rates have fallen slightly, perhaps a sign that display advertisers need to pay more attention to placements and audience optimization.

Average Conversion Rate (CVR)

Industry
Average CVR (Search)
Average CVR (GDN)
 Advocacy
1.96%
1.00%
 Auto
6.03%
1.19%
 B2B
3.04%
0.80%
 Consumer Services
6.64%
0.98%
 Dating & Personals
9.64%
3.34%
 E-Commerce
2.81%
0.59%
 Education
3.39%
0.50%
 Employment Services
5.13%
1.57%
 Finance & Insurance
5.10%
1.19%
 Health & Medical
3.36%
0.82%
 Home Goods
2.70%
0.43%
 Industrial Services
3.37%
0.94%
 Legal
6.98%
1.84%
 Real Estate
2.47%
0.80%
 Technology
2.92%
0.86%
 Travel & Hospitality
3.55%
0.51%

Average Cost Per Action in AdWords by Industry

The average CPA in AdWords across all industries is $48.96 for search and $75.51 for display.

Average Cost Per Action (CPA)

Industry
Average CPA (Search)
Average CPA (GDN)
 Advocacy
$96.55
$70.69
 Auto
$33.52
$23.68
 B2B
$116.13
$130.36
 Consumer Services
$90.70
$60.48
 Dating & Personals
$76.76
$60.23
 E-Commerce
$45.27
$65.80
 Education
$72.70
$143.36
 Employment Services
$48.04
$59.47
 Finance & Insurance
$81.93
$56.76
 Health & Medical
$78.09
$72.58
 Home Goods
$87.13
$116.17
 Industrial Services
$79.28
$51.58
 Legal
$86.02
$39.52
 Real Estate
$116.61
$74.79
 Technology
$133.52
$103.60
 Travel & Hospitality
$44.73
$99.13

Check out the full infographic below:


Google AdWords Benchmarks for YOUR Industry