Benchmarks
Google Ads CPC Benchmarks by Industry
Average cost-per-click, conversion rate, cost-per-lead, and ROAS across 8 industries for 2026 — from ROA Marketing's managed-account data.
| Industry | Avg CPC | Conv. Rate | Cost / Lead | ROAS |
|---|---|---|---|---|
| Legal | $8.67 | 6.1% | $142.13 | 6.8x |
| Home Services | $6.25 | 8.5% | $73.53 | 5.1x |
| Healthcare | $5.90 | 7.2% | $81.94 | 4.3x |
| Finance/Insurance | $4.51 | 5.1% | $88.43 | 3.9x |
| B2B SaaS | $3.80 | 4.8% | $79.17 | 3.2x |
| Education | $2.89 | 6.3% | $45.87 | 5.4x |
| Real Estate | $2.37 | 5.8% | $40.86 | 7.2x |
| E-commerce | $1.16 | 3.2% | $36.25 | 4.6x |
| Cross-Industry Average | $4.44 | 5.9% | $75.64 | 5.1x |
Click any industry for a full breakdown, or model your own numbers with the CPC calculator. To compare Google Ads against Meta for a specific vertical, see the Google Ads vs Meta tool.