Google Ads Releases 2026 Benchmarks
New industry benchmarks for Google Ads performance in 2026 have been released, providing updated averages for key metrics. The data covers cost-per-click (CPC), click-through rate (CTR), conversion rate, and return on ad spend (ROAS). These figures are broken down by industry sector and campaign type, offering a standard for performance measurement.
- Across all industries, the average click-through rate (CTR) for Google Search Ads in 2025 was 6.66%, with Arts & Entertainment having one of the highest at 13.10% and legal services among the lowest. - The average cost-per-click (CPC) saw a significant increase of 10% for most industries in the latest analyses, with the overall average reaching $4.66. Attorneys & Legal Services faced the highest CPCs at $8.94, while Arts & Entertainment had the lowest at $1.72. - The average conversion rate (CVR) across industries for search ads was reported to be 7.52%. Industries with high CVRs included Automotive Repair at 14.67% and Animals & Pets at 13.07%, while Furniture (2.73%) and Finance & Insurance (2.55%) were at the lower end. - B2B and high-value sectors like legal services often see a much higher Cost Per Action (CPA), with averages around $116 and $86 respectively, due to longer customer decision-making cycles. - Performance varies significantly by ad format; the average CTR for high-intent Search Ads is around 3.17%, which is substantially higher than the 0.46% average CTR for Google Display Ads. - While click-through rates improved universally across industries in 2025, conversion rates dropped by over 9%, suggesting a growing disconnect between ad creative and landing page performance for many advertisers. - On average, businesses can expect a return on ad spend (ROAS) of about 200%, which translates to $2 in revenue for every $1 spent on Google Ads. - Global digital ad spending is projected to reach $740 billion in 2025, with mobile advertising accounting for approximately 75% of that total.
