10 Google Ads Benchmarks for 2025: Examples & Insights

Google Ads benchmarks help you compare your performance to others in your industry. They show what’s typical for metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS). 

If your click-through rate is under 1% or your cost per conversion keeps climbing, benchmarks can help you figure out why. You’ll know when to optimize or scale.

This guide breaks down 10 core benchmarks for 2025. It also includes practical tips and tools like Google Ads reports, GA4, and Bestever to help you improve.

In this article, we’ll cover: 

• What Google Ads benchmarks are 
• 10 metrics to keep in mind
• How to tell if you’re on track
• 4 helpful tools

What are Google Ads benchmarks?

Google Ads benchmarks are average performance numbers based on active campaigns across different industries. They help advertisers compare their results to what others are seeing.

Benchmarks cover key metrics like click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS). For example, shopping, collectibles, and gifts often see CPCs around $2.61, while legal services can pay over $8.94.

Advertising benchmarks give you context. If your numbers fall short, you can spot where to adjust your targeting, bidding, or creative.

You can pull benchmark data from Google Ads reports, agency datasets, or tools like Bestever. The most accurate benchmarks reflect your campaign type, audience, and platform.

10 Google Ads benchmarks

Every Google Ads campaign comes down to a handful of key metrics. These numbers tell you if your ads are reaching the right people, getting clicks, and driving results. 

To get these numbers, we pulled data from recent reports by WordStream, Triple Whale, and AgencyAnalytics. These platforms analyze thousands of active Google Ads campaigns across industries. We focused on averages by campaign type, like search, display, and shopping. That way, the benchmarks reflect how advertisers are performing right now.

Here are 10 Google PPC benchmarks to watch in 2025:

1. Click-through rate (CTR)

CTR measures how often someone clicks your ad after seeing it. It’s one of the clearest signs that your ad is relevant and attention-grabbing. 

A low CTR usually means your keywords, targeting, or creative aren’t connecting with the right audience. It also impacts your Quality Score, which can raise your cost per click.

In 2024, the average CTR across all industries on the Google Search Network is above 6%. The top-performing industry is Arts & Entertainment, at a whopping 13.04%.

If your CTR is far below the average for your vertical, it’s a sign to review your targeting, copy, or offer. Compare against current CTR industry benchmarks to get a clearer picture.

To improve CTR, start by testing new headlines or calls to action. Use language that speaks directly to your audience’s goals. Match your ad text to your keywords and landing page. Responsive ads and ad extensions can also help boost clicks by adding relevance and visibility.

2. Cost per click (CPC)

CPC shows how much you pay for each click on your ad. It’s one of the core metrics that affects your total ad spend and return on investment. A high CPC usually means you’re in a competitive space, or your Quality Score is low. It can also reflect weak targeting or poor ad relevance.

In 2024, the average CPC on the Google Search Network is around $4 to $5. On the Display Network, it drops to $0.63. These numbers are a benchmark for what a good CPC for Google Ads is.

Industries with higher CPCs include legal services ($6.75) and consumer services ($6.40). Lower CPCs appear in ecommerce ($1.16) and travel and hospitality ($1.53).

To know if you're overpaying, compare your CPC against current benchmarks in your niche. If your costs are above average and your conversions are low, you might be targeting broad keywords or bidding too high for low-value traffic.

One of the best ways to lower your CPC is to improve your Quality Score. That means writing more relevant ads, tightening your keyword list, and improving your landing page experience. You can also test lower bids with better targeting to reach high-intent users more efficiently.

3. Conversion rate (CVR)

Conversion rate measures how often someone clicks your ad and then takes action. This action could be a purchase, a sign-up, or a form submission. CVR shows how well your offer and landing page are working together.

A low CVR often means the landing page doesn’t match the ad (or is hard to navigate). It can also mean the traffic isn’t ready to convert.

In 2024, the average conversion rate for Google Ads on the Search Network is around 7%. On the Display Network, it’s 0.77%. Automotive leads the chart at 12.96%, and Animals & Pets follows at 12.03%. Furniture and Finance & Insurance are lower, at 2.53% and 2.78%, respectively.

To improve your CVR, use landing pages that match the ad’s message and keep forms short. Make your call to action clear. Use tools like GA4 to see where users drop off. Bestever can also help by analyzing your ad performance and creative quality.

4. Cost per action (CPA)

Cost per action measures how much you spend to get one result. That result could be a purchase, a sign-up, or a lead. Google Ads also calls this cost per conversion.

CPA helps you see how efficiently your campaign turns clicks into outcomes. It depends on your cost per click and your conversion rate.

In 2024, the average CPA in Google Ads is $48.96 on the Search Network and $75.51 on the Display Network. Technology, real estate, and B2B often have the highest CPAs, while auto, ecommerce, and travel are usually much lower.

If your CPA is high, review your targeting, ad creative, and landing page to spot where you’re losing conversions. Then, improve your conversion rate. Use clearer calls to action, test simpler forms, or match your landing page more closely to your ad. You can test automated bidding after you’ve collected at least 30 to 50 conversions.

5. Impression share

Impression share is the percentage of times your ad showed compared to the number of times it was eligible to show. Google calculates it as a percentage based on your budget, bids, and ad rank.

A low impression share usually means your budget is limited or your bids aren’t competitive. It can also point to a low Quality Score or broad targeting that spreads spend too thin.

There’s no universal benchmark for impression share because it depends on your campaign goals and strategy. Some campaigns prioritize wide reach, while others focus on narrow, high-intent audiences.

To check your impression share, use the campaign or auction insights reports in Google Ads. These reports show how your visibility compares to your competitors.

If you want to increase your impression share, you can raise your budget, improve your ad relevance, or narrow your targeting. You can also test stronger creatives to improve Quality Score and compete in more auctions.

6. Quality score

Quality score measures how relevant and useful your ad is to the person seeing it. Google scores it from 1 to 10 based on your expected CTR, ad relevance, and landing page experience.

A higher quality score lowers your CPC and improves your ad rank. A lower score makes it harder to win auctions, even if your bids are high.

There’s no official average quality score, but scores under 5 usually mean something’s off with your copy, targeting, or landing page. If your ads aren’t getting impressions or clicks, check your Quality Score first.

You can view your scores in the Keywords tab in Google Ads. The breakdown shows where you’re falling short, whether it’s your ad copy, your landing page, or the match between the two.

To improve your Quality Score, write ads that closely match your keywords. Make sure the landing page is relevant, fast, and easy to navigate. Clear headlines and consistent messaging can also make a big difference.

7. Return on ad spend (ROAS)

Return on ad spend measures how much revenue you earn for every dollar you spend on ads. It’s one of the clearest ways to track profitability.

You calculate ROAS by dividing total revenue by total ad spend. The formula is simple:

ROAS = Revenue ÷ Ad Spend

For example, if you earn $500 from $100 in ad spend, your ROAS is 5.0.

There’s no single benchmark for ROAS. The target depends on your margins, business model, and goals. Ecommerce brands often aim for at least 3.0, while lead generation campaigns may work with less.

If your ROAS is low, you might be spending on low-quality clicks or failing to convert interested users. To improve it, increase your ad relevance and focus on conversion quality. 

Test stronger offers, narrow your audience, or improve your landing page experience. Bestever can also help by breaking down creative performance and highlighting what drives more revenue.

8. Ad rank

Ad rank decides where your ad shows on the search results page. Google calculates it using your bid, quality score, ad extensions, and expected impact.

A higher ad rank gives you better placement and more visibility. Besides considering how much you bid, Google also looks at how relevant and useful your ad is to the person searching.

Google doesn’t share average ad rank scores across industries. What matters most is how your rank compares to competitors in the same auction. You can see this in the auction insights report in Google Ads.

If your ad rank is low, you might be losing impressions to better ads, even with a higher bid. Check your quality score and improve your ad relevance, extensions, and landing page experience. To increase ad rank, use all available extensions, like sitelinks and callouts. Focus on user intent and give people a reason to click.

9. Bounce rate (Post-click landing performance)

Bounce rate measures how often users leave your website without taking any action. In Google Ads, it helps you understand how well your landing page keeps visitors engaged.

A high bounce rate usually means the landing page doesn’t match the ad, loads too slowly, or fails to meet user expectations. This wastes your ad spend and can lower your conversion rate.

There’s no fixed benchmark for bounce rate. In general, rates under 40% are strong, while anything over 60% can signal a problem. Ecommerce and lead gen pages tend to perform better when content is focused and clear.

You can track bounce rate in Google Analytics 4 by using the engagement metrics available under landing page reports. Pair that with campaign data to find weak spots.

To reduce your bounce rate, make sure your landing page matches your ad copy. Keep the layout clean, the message focused, and the call to action clear. Fast load times and mobile-friendly design also help keep users from bouncing.

10. View-through conversions

View-through conversions measure how many people saw your ad but didn’t click, then later converted through another channel. This metric helps you understand the full impact of display and video ads.

Google tracks these when a user sees your ad, doesn’t interact, but converts within a set time window (usually 30 days). It shows how your ads influence behavior, even if they don’t get direct clicks.

There’s no standard benchmark for view-through conversions. They vary by industry, campaign type, and attribution settings. Display and YouTube campaigns often rely on this metric more than search.

If your campaigns include top-of-funnel awareness goals, this number can help justify ad spend that doesn’t produce immediate clicks.

To use this metric effectively, check attribution reports in Google Ads. Combine view-through data with click-through conversions to get a full picture. This helps you avoid pausing ads that are actually helping in the background.

Interpreting benchmarks: How to tell if you’re on track

Benchmarks show how your results compare to others. To get real value from them, you need to consider your goals, audience, and campaign type.

What “average” really means (and doesn’t)

An average shows the midpoint, not the full range. It doesn’t tell you how top campaigns perform or how far off weak ones are. Being close to average doesn’t guarantee strong results. Being above average still leaves room to improve.

Look at trends in your account over time. If your numbers are improving month after month, that often matters more than matching a static industry average.

How to prioritize metrics based on campaign goals

Your goal should guide which metrics matter most. For ecommerce or lead gen, prioritize ROAS and CPA. For brand awareness, focus on impression share, view-through conversions, and CTR.

Don’t get distracted by surface-level performance. A high CTR or low CPC means little if those users never convert.

When to optimize vs. when to scale

If your metrics fall well below your industry’s advertising benchmarks, focus on fixing what’s not working. Improve your landing pages, test new creative, or adjust your targeting.

If your metrics are above average and stable, you may be ready to scale. Increase your budget gradually and watch for shifts in CPA or ROAS. Strong campaigns can often handle more spend without losing efficiency.

The 4 best tools for benchmarking and campaign optimization

You don’t need to guess whether your campaign is on track. The right tools can show you how your performance stacks up, where you’re falling short, and what to fix next. Here are four tools that make benchmarking and optimization easier:

1. Google Ads reports

Google Ads reports show how your campaigns perform across key metrics. You can break down data by keyword, audience, device, location, and more.

These reports let you compare current results to past performance and industry trends. With Google Ads reports, you can spot underperforming ads, shift budget to stronger campaigns, and make fast changes based on live data. You can also access auction insights to see how you stack up against competitors.  

You can access reports by opening the Campaigns tab in Google Ads, then selecting the Reports icon at the top. From there, choose a template or build a custom view.

Key benchmarking features

Here are some of Google Ads reports' key benchmarking features:

• Pre-built columns for CTR, CPC, CVR, ROAS, and more
  
  
• Custom columns to track goals and KPIs
  
  
• Filters for campaign type, audience, or ad group

Why it’s useful for optimization

You can quickly see which ads hit your targets and which need work. It’s especially helpful for tracking branded vs. non-branded campaigns or performance by device.

Ideal for

Google Ads Reports give detailed performance data for search, shopping, and YouTube campaigns, making it easier to compare results across formats.

Pricing

You can access Google Ads reports for free with any Google Ads account.

2. Google Analytics 4

Google Analytics 4 (GA4) tracks how users behave after they click your ad. It shows what they do on your site, how long they stay, and where they drop off.

You can use GA4 to understand how different campaigns perform beyond the click. It helps you spot weak landing pages, measure conversion paths, and segment traffic by source or audience. You can also build funnels and see where users leave before converting.

To access GA4, sign in at analytics.google.com and open the property linked to your site. Use the Reports section to view user engagement, traffic sources, and conversion paths.

Key benchmarking features

Here are some of Google Analytics 4’s key benchmarking features:

• Engagement metrics like bounce rate, time on site, and page depth
  
  
• Conversion tracking with custom goals and events
  
  
• Channel-based comparisons (Google Ads, organic, social, direct)

Why it’s useful for optimization

GA4 shows what happens after the click. You can find broken flows, test new landing page ideas, and see which channels drive the most engaged traffic.

Ideal for

Google Analytics 4 is ideal for marketers who want a full view of user behavior across all traffic sources, not just paid ads.

Pricing

GA4 is free for all users. Google also offers a paid GA4 360 version for enterprise accounts. To learn more about pricing, you’ll need to get in touch with Google.

3. Custom dashboards (Looker Studio, Supermetrics)

Custom dashboards like Looker Studio and Supermetrics pull data from platforms like Google Ads, Meta, and YouTube into one reporting view.

You can use these dashboards to create a single view of performance across channels. They help you compare paid and organic traffic and track KPIs in real time. You can also share updates with your team or clients. You decide which metrics to track and how to display them.

To build a dashboard, connect your data sources inside Looker Studio or Supermetrics. You can use built-in templates or create custom layouts using charts, tables, and filters.

Key benchmarking features

Here are some of the key benchmarking features in Looker Studio and Supermetrics:

• Cross-channel performance views (e.g. Google Ads + Meta + Analytics)
  
  
• Custom KPIs like blended CPA, ROAS, or multi-touch attribution
  
  
• Filters by platform, campaign, or date range

Why it’s useful for optimization

You can monitor all your marketing performance in one view. This helps you spot gaps, shift budget, and compare results across platforms without jumping between tools.

Ideal for

Custom dashboards are ideal for teams managing multi-channel campaigns or running reports for clients.

Pricing

Looker Studio is a free tool provided by Google. Supermetrics offers paid plans starting around $29 per month, depending on data sources and usage.

4. Bestever

Bestever helps marketers benchmark and improve their Google Ads creatives using campaign data. It shows what’s working, what’s underperforming, and what to fix next.

You can use Bestever to score each creative based on engagement, clarity, and sales impact. It also shows how each ad performs across channels, helping you track fatigue and audience response. If performance drops, Bestever tells you why and suggests next steps.

To get started, connect your ad account and share your brand’s website or past creatives. Bestever uses that data to generate reports, highlight strong and weak elements, and recommend creative changes.

Key benchmarking features

Here are some of Bestever’s key benchmarking features:

• Creative scoring by engagement, message clarity, and brand fit
  
  
• Fatigue tracking to flag overused or underperforming assets
  
  
• ROAS comparisons by format, hook, or visual element

Why it’s useful for optimization

Bestever helps you improve your creatives using hard data, so you can rely less on assumptions. You can focus your budget on ads that convert and refresh weak ones before performance drops.

Ideal for

Bestever supports marketers running Google, Meta, and LinkedIn ads who want to improve results with better creatives.

Pricing

Bestever offers a 7-day free trial, then pricing starts at $99 per month. Enterprise pricing is also available.

Frequently asked questions

What’s a healthy Google Ads conversion rate?

A healthy conversion rate in Google Ads depends on your industry and offer. Across all industries, the average Google Ads rate for conversion is 3-5% for search and below 1% for display. If your rate is far below those numbers, check your landing page, offer, and ad targeting.

Which metrics matter most for ecommerce campaigns?

For ecommerce, focus on return on ad spend (ROAS), cost per acquisition (CPA), and conversion rate. These metrics show how much revenue your ads generate and how efficiently they convert traffic into sales. Click-through rate and bounce rate also help you spot issues early.

What tools can help me track benchmarks more easily?

Google Ads reports and Google Analytics 4 are useful for day-to-day tracking. For cross-channel views, use Looker Studio or Supermetrics. Bestever adds creative performance insights to help you improve results based on real ad data.

What is considered a strong ROAS in lead gen campaigns?

A strong ROAS for lead gen depends on your business model, but most B2B campaigns aim for 4x to 6x. Campaigns with high-performing creative and clear targeting often reach 7x to 10x. If your ROAS is below 3x, review your funnel steps, conversion path, and audience quality.

Can creative quality impact Google Ads performance?

Yes, creative quality plays a big role in ad performance. Strong creatives improve click-through rate, Quality Score, and even conversion rate. Following creative best practices like clear messaging, strong hooks, and audience alignment can help you lower costs and get better results.

How Bestever can help improve your Google Ads performance

Google Ads benchmarks tell you how your campaigns compare. But if your numbers are low, the next step is figuring out why. That’s where Bestever can help. 

Bestever scores your ads, breaks down every frame, and shows what’s helping or hurting performance. You’ll see which formats drive clicks, which creatives fatigue fastest, and how to improve ROAS with stronger assets.

Here’s how: 

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. Skip the trial and error; your team can start fixing issues right away.
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.

• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Want to improve your creative and beat your Google Ads benchmarks? Let our team show you exactly what to fix and what to double down on.

Schedule a free demo of Bestever now.