{"id":138837,"date":"2024-05-20T07:30:08","date_gmt":"2024-05-20T12:30:08","guid":{"rendered":"https:\/\/localiq.com\/?p=138837"},"modified":"2024-05-20T12:21:44","modified_gmt":"2024-05-20T17:21:44","slug":"search-advertising-benchmarks-for-2021-expert-tips-to-improve-results","status":"publish","type":"post","link":"https:\/\/localiq.com\/blog\/search-advertising-benchmarks\/","title":{"rendered":"Updated Search Advertising Benchmarks for 2024 (+Expert Tips to Improve Results)"},"content":{"rendered":"<p>Even if you\u2019re familiar with search advertising, it can still feel a little magical to see an ad that perfectly matches what you\u2019re searching for on Google or Bing. You\u2019re looking for the best vet in your area, and *poof*&#8211;an ad for \u201cbest vet Dallas\u201d pops right up. It makes searching almost too easy.<\/p>\n<p>And that\u2019s the point. As a business owner, you want to capture these searchers and turn them into customers\u2014especially when <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/local-search-to-store-visit-statistics\/\" target=\"_blank\" rel=\"noopener\">88%<\/a> of searches for a local business result in a call or visit.<\/p>\n<p>It makes search advertising a no-brainer.<\/p>\n<p>What\u2019s not a no-brainer: What to expect from your search advertising campaigns. For instance, what\u2019s the average click-through rate, cost per click, or conversion rate for search ads? Are your results in line with industry averages? What can be done to improve your search advertising results if not?<\/p>\n<p>In partnership with WordStream by LocaliQ, we\u2019ve dug into the data from thousands of our customers\u2019 advertising campaigns across Google Ads and Microsoft Ads to create <a href=\"https:\/\/www.wordstream.com\/blog\/2024-google-ads-benchmarks\" target=\"_blank\" rel=\"noopener\">search advertising benchmarks<\/a> for the top 20+ industries.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226185\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2024\/05\/google-ads-benchmarks-2024-overview.webp\" alt=\"search advertising benchmarks for 2024 \" width=\"980\" height=\"536\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2024\/05\/google-ads-benchmarks-2024-overview.webp 980w, https:\/\/localiq.com\/wp-content\/uploads\/2024\/05\/google-ads-benchmarks-2024-overview-300x164.webp 300w, https:\/\/localiq.com\/wp-content\/uploads\/2024\/05\/google-ads-benchmarks-2024-overview-768x420.webp 768w, https:\/\/localiq.com\/wp-content\/uploads\/2024\/05\/google-ads-benchmarks-2024-overview-480x263.webp 480w\" sizes=\"(max-width: 980px) 100vw, 980px\" \/><\/p>\n<p>These updated search advertising benchmarks are broken down into:<\/p>\n<ul>\n<li><a href=\"#click\">Average cost per click<\/a><\/li>\n<li><a href=\"#rate\">Average click-through rate<\/a><\/li>\n<li><a href=\"#lead\">Average cost per lead<\/a><\/li>\n<li><a href=\"#conversion\">Average conversion rate<\/a><\/li>\n<\/ul>\n<p>Plus, WordStream created helpful charts so you can find what you\u2019re looking for\u2014fast\u2014and compare data from 2023 to this year!<\/p>\n<p>We\u2019re sharing some of the data along with expert insights and tips here. But if you want to check out the full charts and comparisons (which we highly recommend!), download the full report &gt;&gt; <a href=\"https:\/\/localiq.com\/resources\/search-advertising-benchmarks-report\/?cid=Web_LiQ_Any_InContent_Guide_2024GoogleAdsBenchmarks_Download\" target=\"_blank\" rel=\"noopener\">2024 Search Advertising Benchmarks for Your Industry<\/a>.<\/p>\n<div id=\"click\"><\/div>\n<h2>Average cost per click for search advertising<\/h2>\n<p>Search advertising is a cost-effective advertising strategy\u2014and the average cost per click (CPC) really shows that across all industries we looked at, despite a bit of an increase over the last year.<\/p>\n<p>The average CPC for search advertising across all industries in 2024 is $4.66.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226187\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024.webp\" alt=\"average cost per click in search advertising for 23 industries\" width=\"2259\" height=\"2560\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024.webp 2259w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-265x300.webp 265w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-904x1024.webp 904w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-768x870.webp 768w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-1355x1536.webp 1355w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-1807x2048.webp 1807w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-1080x1224.webp 1080w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-1280x1451.webp 1280w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-980x1111.webp 980w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-cost-per-click-2024-480x544.webp 480w\" sizes=\"(max-width: 2259px) 100vw, 2259px\" \/><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"300\"><strong>Business category<\/strong><\/td>\n<td width=\"161\"><strong>Avg. cost per click<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Animals &amp; Pets<\/td>\n<td width=\"161\">$3.90<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Apparel \/ Fashion &amp; Jewelry<\/td>\n<td width=\"161\">$3.39<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Arts &amp; Entertainment<\/td>\n<td width=\"161\">$1.72<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Attorneys &amp; Legal Services<\/td>\n<td width=\"161\">$8.94<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 For Sale<\/td>\n<td width=\"161\">$2.34<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 Repair, Service &amp; Parts<\/td>\n<td width=\"161\">$3.39<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Beauty &amp; Personal Care<\/td>\n<td width=\"161\">$3.56<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Business Services<\/td>\n<td width=\"161\">$5.37<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Career &amp; Employment<\/td>\n<td width=\"161\">$4.53<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Dentists &amp; Dental Services<\/td>\n<td width=\"161\">$6.82<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Education &amp; Instruction<\/td>\n<td width=\"161\">$4.39<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Finance &amp; Insurance<\/td>\n<td width=\"161\">$3.00<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Furniture<\/td>\n<td width=\"161\">$3.29<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Health &amp; Fitness<\/td>\n<td width=\"161\">$4.71<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Home &amp; Home Improvement<\/td>\n<td width=\"161\">$6.96<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Industrial &amp; Commercial<\/td>\n<td width=\"161\">$4.95<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Personal Services<\/td>\n<td width=\"161\">$4.95<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Physicians &amp; Surgeons<\/td>\n<td width=\"161\">$4.76<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Real Estate<\/td>\n<td width=\"161\">$2.10<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Restaurants &amp; Food<\/td>\n<td width=\"161\">$2.18<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Shopping, Collectibles &amp; Gifts<\/td>\n<td width=\"161\">$2.61<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Sports &amp; Recreation<\/td>\n<td width=\"161\">$2.34<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Travel<\/td>\n<td width=\"161\">$1.92<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The lowest average cost per click came from Arts &amp; Entertainment at $1.72, while Travel was close behind at only $1.92 per click.<\/p>\n<p>A few other industries, including Real Estate, Auto Sales, and more, had relatively low CPCs under $3.<\/p>\n<p>Kelsie Mixon, a customer success manager for LocaliQ, said CPC is a metric she generally keeps a close eye on.<\/p>\n<p>\u201cIt\u2019s important that we\u2019re constantly checking on the campaigns to make sure our bids are appropriate for each keyword. If our CPC is too high, we won\u2019t be able to prove a valuable <a href=\"https:\/\/localiq.com\/blog\/marketing-roi\/\" target=\"_blank\" rel=\"noopener\">return on investment<\/a>,\u201d she said.<\/p>\n<p>Learn more about <a href=\"https:\/\/localiq.com\/blog\/what-is-cpc\/\" target=\"_blank\" rel=\"noopener\">what CPC is<\/a>, and keep reading for expert tips to control your CPC!<\/p>\n<div id=\"rate\"><\/div>\n<h2>Average click-through rate for search advertising<\/h2>\n<p>In search advertising, your click-through rate (CTR) can tell you a lot. A low CTR might be a sign of a poor offer, insufficient targeting, or <a href=\"https:\/\/www.wordstream.com\/ad-text\" target=\"_blank\" rel=\"noopener\">ad copy in need of optimization<\/a>.<\/p>\n<p>High CTR would tell you that your search ads are connecting with your audience\u2014and driving them to take action.<\/p>\n<p>The average CTR for search advertising in 2024 across industries is 6.42%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226189\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate.webp\" alt=\"average click-through rate in search advertising for 23 industries\" width=\"2257\" height=\"2560\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate.webp 2257w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-264x300.webp 264w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-903x1024.webp 903w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-768x871.webp 768w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-1354x1536.webp 1354w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-1806x2048.webp 1806w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-1080x1225.webp 1080w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-1280x1452.webp 1280w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-980x1112.webp 980w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-click-through-rate-480x544.webp 480w\" sizes=\"(max-width: 2257px) 100vw, 2257px\" \/><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"300\"><strong>Business category<\/strong><\/td>\n<td width=\"162\"><strong>Avg. click-through rate<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Animals &amp; Pets<\/td>\n<td width=\"162\">7.39%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Apparel \/ Fashion &amp; Jewelry<\/td>\n<td width=\"162\">6.13%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Arts &amp; Entertainment<\/td>\n<td width=\"162\">13.04%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Attorneys &amp; Legal Services<\/td>\n<td width=\"162\">5.30%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 For Sale<\/td>\n<td width=\"162\">8.58%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 Repair, Service &amp; Parts<\/td>\n<td width=\"162\">5.69%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Beauty &amp; Personal Care<\/td>\n<td width=\"162\">6.75%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Business Services<\/td>\n<td width=\"162\">5.62%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Career &amp; Employment<\/td>\n<td width=\"162\">6.79%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Dentists &amp; Dental Services<\/td>\n<td width=\"162\">5.38%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Education &amp; Instruction<\/td>\n<td width=\"162\">6.21%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Finance &amp; Insurance<\/td>\n<td width=\"162\">7.71%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Furniture<\/td>\n<td width=\"162\">6.50%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Health &amp; Fitness<\/td>\n<td width=\"162\">6.88%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Home &amp; Home Improvement<\/td>\n<td width=\"162\">5.59%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Industrial &amp; Commercial<\/td>\n<td width=\"162\">5.83%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Personal Services<\/td>\n<td width=\"162\">7.95%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Physicians &amp; Surgeons<\/td>\n<td width=\"162\">6.73%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Real Estate<\/td>\n<td width=\"162\">9.20%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Restaurants &amp; Food<\/td>\n<td width=\"162\">8.68%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Shopping, Collectibles &amp; Gifts<\/td>\n<td width=\"162\">7.81%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Sports &amp; Recreation<\/td>\n<td width=\"162\">9.66%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Travel<\/td>\n<td width=\"162\">10.16%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Many of the industries we analyzed saw a fairly high average CTR\u2014over 10% for Travel as well as Arts &amp; Entertainment.<\/p>\n<p>To put that into perspective, available data shows an average CTR across all industries for Google Ads <a href=\"https:\/\/clictadigital.com\/what-is-a-good-click-through-rate-ctr-for-google-ads\/\" target=\"_blank\" rel=\"noopener\">between 3-5%<\/a>. Almost every industry listed outperforms that data, putting the average across all industries over 6% (It\u2019s important to note that the data includes both Google Ads and Microsoft Ads, which may also account for higher CTRs).<\/p>\n<p>Every expert we talked to agreed that CTR is a great indicator of how your search advertising campaigns are performing.<\/p>\n<p>\u201cCTR tells you how your ads are performing and can provide valuable information you can use to optimize your search ads to pull in more clicks\u2014and more conversions,\u201d said Susie Marino, PPC expert and LocaliQ senior content marketing specialist.<\/p>\n<p>Amy Bishop, owner of PPC agency <a href=\"https:\/\/cultivativemarketing.com\/\" target=\"_blank\" rel=\"noopener\">Cultivative Marketing<\/a>, said that while CTR is a good metric to measure, it shouldn\u2019t be the main indicator of PPC success.<\/p>\n<p>\u201cI generally advise that CPC and CTR are health metrics. They\u2019re important to keep a pulse on and to use as levers to achieve <a href=\"https:\/\/localiq.com\/blog\/marketing-plan-goals-objectives-for-small-businesses\/\" target=\"_blank\" rel=\"noopener\">your goals<\/a>. However, they aren\u2019t KPIs. Focusing too much on CPCs or CTR as a KPI can be detrimental, so it\u2019s important that bettering these metrics is never at the expense of more important metrics like return on advertising spend,\u201d she said.<\/p>\n<p><span class=\"s1\">\ud83d\udca1 Want a deeper look at your Google Ads performance? Try WordStream&#8217;s Google Ads Grader for actionable insights and next steps &gt;&gt; <a href=\"https:\/\/www.wordstream.com\/google-adwords?cid=Web_WS_InContent_PPC_GoogleAdsGrader_LocaliQ_AWGrader&amp;utm_source=localiq&amp;utm_medium=blog&amp;utm_campaign=incontent_links&amp;utm_content=gag\"><span class=\"s2\">Get your free audit now!<\/span><\/a><\/span><\/p>\n<div id=\"lead\"><\/div>\n<h2>Average cost per lead for search advertising<\/h2>\n<p>Cost per lead (CPL) is an essential <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2021\/09\/07\/ppc-reporting\" target=\"_blank\" rel=\"noopener\">PPC metric<\/a> for your search advertising campaigns. It measures more than just an action taken on your ad\u2014it shows how much you spend for a user to click on your ad and contact you in some way, whether by phone, chat, form fill, or email.<\/p>\n<p>The average CPL for search advertising in 2024 is $66.69.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226190\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead.webp\" alt=\"average cost per lead in search advertising for 23 industries\" width=\"2258\" height=\"2560\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead.webp 2258w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-265x300.webp 265w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-903x1024.webp 903w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-768x871.webp 768w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-1355x1536.webp 1355w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-1806x2048.webp 1806w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-1080x1224.webp 1080w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-1280x1451.webp 1280w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-980x1111.webp 980w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/2024-google-ads-benchmarks-cost-per-lead-480x544.webp 480w\" sizes=\"(max-width: 2258px) 100vw, 2258px\" \/><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"300\"><strong>Business category<\/strong><\/td>\n<td width=\"162\"><strong>Avg. cost per lead<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Animals &amp; Pets<\/td>\n<td width=\"162\">$34.81<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Apparel \/ Fashion &amp; Jewelry<\/td>\n<td width=\"162\">\u00a0$83.10<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Arts &amp; Entertainment<\/td>\n<td width=\"162\">\u00a0$44.70<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Attorneys &amp; Legal Services<\/td>\n<td width=\"162\">\u00a0$144.03<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 For Sale<\/td>\n<td width=\"162\">\u00a0$42.95<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 Repair, Service &amp; Parts<\/td>\n<td width=\"162\">\u00a0$27.94<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Beauty &amp; Personal Care<\/td>\n<td width=\"162\">\u00a0$48.42<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Business Services<\/td>\n<td width=\"162\">\u00a0$105.64<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Career &amp; Employment<\/td>\n<td width=\"162\">\u00a0$117.92<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Dentists &amp; Dental Services<\/td>\n<td width=\"162\">\u00a0$86.49<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Education &amp; Instruction<\/td>\n<td width=\"162\">\u00a0$71.52<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Finance &amp; Insurance<\/td>\n<td width=\"162\">\u00a0$75.94<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Furniture<\/td>\n<td width=\"162\">\u00a0$119.10<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Health &amp; Fitness<\/td>\n<td width=\"162\">\u00a0$61.56<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Home &amp; Home Improvement<\/td>\n<td width=\"162\">\u00a0$82.27<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Industrial &amp; Commercial<\/td>\n<td width=\"162\">\u00a0$77.48<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Personal Services<\/td>\n<td width=\"162\">\u00a0$52.98<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Physicians &amp; Surgeons<\/td>\n<td width=\"162\">\u00a0$59.74<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Real Estate<\/td>\n<td width=\"162\">\u00a0$87.36<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Restaurants &amp; Food<\/td>\n<td width=\"162\">\u00a0$29.67<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Shopping, Collectibles &amp; Gifts<\/td>\n<td width=\"162\">\u00a0$42.10<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Sports &amp; Recreation<\/td>\n<td width=\"162\">\u00a0$49.90<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Travel<\/td>\n<td width=\"162\">\u00a0$66.02<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>A few industries, including Automotive Repair, Service, &amp; Parts, Restaurants &amp; Food, and Animals &amp; Pets had CPLs under $35. But costs per lead did increase year over year for most industries. This is likely due to more competition, overall inflation, and Google <a href=\"https:\/\/searchengineland.com\/doj-google-search-ad-price-manipulation-440207?mkt_tok=NzI3LVpRRS0wNDQAAAGS8UIiOhOgSesiqq-2oYtShhkIwLj6-iA2cE5IPyF_o6eoyC_l5QHWw9xV-Ml2T2h78LNzinfBLyfDVCv25Pgq16FXroUusnhBLkKPFxK-8KqjLQ\" target=\"_blank\" rel=\"noopener\">increasing advertising prices<\/a>.<\/p>\n<p>For industries with a little higher CPL, such as Attorneys &amp; Legal Services, it&#8217;s important to think about the average lifetime value of a customer. When you consider that number, these costs are fairly low, which further speaks to the effectiveness of search advertising.<\/p>\n<p>Brett McHale, founder of <a href=\"https:\/\/empiricmarketing.com\/\" target=\"_blank\" rel=\"noopener\">Empiric Marketing<\/a>, said that while CPL is important, it ultimately comes down to how the business is converting leads.<\/p>\n<p>\u201cYou can manage higher CPLs if the bottom line is growing,\u201d he said.<\/p>\n<p>Get expert tips to <a href=\"https:\/\/localiq.com\/blog\/increased-search-advertising-costs-tips\/\">maximize results despite increased CPLs<\/a> here.<\/p>\n<div id=\"conversion\"><\/div>\n<h2>Average conversion rate for search advertising<\/h2>\n<p>The conversion rate for search advertising is determined by the number of leads you get divided by clicks.<\/p>\n<p>The average conversion rate for Google Ads in 2024 across industries is 6.96%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226191\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024.webp\" alt=\"average conversion rate in search advertising for 23 industries\" width=\"2258\" height=\"2560\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024.webp 2258w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-265x300.webp 265w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-903x1024.webp 903w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-768x871.webp 768w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-1355x1536.webp 1355w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-1806x2048.webp 1806w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-1080x1224.webp 1080w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-1280x1451.webp 1280w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-980x1111.webp 980w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/google-ads-conversion-rate-2024-480x544.webp 480w\" sizes=\"(max-width: 2258px) 100vw, 2258px\" \/><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"300\"><strong>Business category<\/strong><\/td>\n<td width=\"162\"><strong>Avg. conversion rate<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Animals &amp; Pets<\/td>\n<td width=\"162\">12.03%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Apparel \/ Fashion &amp; Jewelry<\/td>\n<td width=\"162\">3.33%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Arts &amp; Entertainment<\/td>\n<td width=\"162\">4.22%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Attorneys &amp; Legal Services<\/td>\n<td width=\"162\">5.64%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 For Sale<\/td>\n<td width=\"162\">6.49%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Automotive \u2014 Repair, Service &amp; Parts<\/td>\n<td width=\"162\">12.96%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Beauty &amp; Personal Care<\/td>\n<td width=\"162\">8.01%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Business Services<\/td>\n<td width=\"162\">5.78%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Career &amp; Employment<\/td>\n<td width=\"162\">5.63%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Dentists &amp; Dental Services<\/td>\n<td width=\"162\">8.36%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Education &amp; Instruction<\/td>\n<td width=\"162\">7.91%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Finance &amp; Insurance<\/td>\n<td width=\"162\">2.78%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Furniture<\/td>\n<td width=\"162\">2.53%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Health &amp; Fitness<\/td>\n<td width=\"162\">7.40%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Home &amp; Home Improvement<\/td>\n<td width=\"162\">8.62%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Industrial &amp; Commercial<\/td>\n<td width=\"162\">6.84%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Personal Services<\/td>\n<td width=\"162\">8.83%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Physicians &amp; Surgeons<\/td>\n<td width=\"162\">11.08%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Real Estate<\/td>\n<td width=\"162\">2.91%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Restaurants &amp; Food<\/td>\n<td width=\"162\">8.72%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Shopping, Collectibles &amp; Gifts<\/td>\n<td width=\"162\">3.49%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Sports &amp; Recreation<\/td>\n<td width=\"162\">5.35%<\/td>\n<\/tr>\n<tr>\n<td width=\"300\">Travel<\/td>\n<td width=\"162\">5.36%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Our benchmarks show many industries, including Physicians &amp; Surgeons, Auto Repair, and Animals &amp; Pets have high average conversion rates\u2014over 10%.<\/p>\n<p>The search experts we talked to had mixed advice when it comes to conversion rate\u2014some experts, like Brett, said they counted conversion rate as one of the most important <a href=\"https:\/\/localiq.com\/blog\/ppc-metrics\/\" target=\"_blank\" rel=\"noopener\">PPC metrics<\/a> to measure and a true signifier of success.<\/p>\n<p>\u201cThe cost per lead and that lead\u2019s conversion rate down the <a href=\"https:\/\/localiq.com\/blog\/sales-funnel-template\/\" target=\"_blank\" rel=\"noopener\">sales funnel<\/a> is what is most important to my clients who are running search advertising to get leads,\u201d he said.<\/p>\n<p>Others, like Susie, say they don\u2019t typically look at conversion rate\u2014but rather the number of conversions and revenue coming in as a result of<a href=\"https:\/\/localiq.com\/local-marketing-lab\/ppc\/\" target=\"_blank\" rel=\"noopener\"> local search advertising<\/a>.<\/p>\n<p>Susie noted that the conversion rates our customers are seeing are on the \u201chigher end\u201d from what she\u2019s observed, which speaks to LocaliQ\u2019s technology that <a href=\"https:\/\/localiq.com\/products\/search-ads\/?&amp;itm_source=localiq&amp;itm_medium=blog&amp;itm_campaign=incontent_links\" target=\"_blank\" rel=\"noopener\">optimizes campaigns based on what\u2019s driving conversions<\/a>.<\/p>\n<p>\ud83d\uded1 Download the complete <a href=\"https:\/\/localiq.com\/resources\/search-advertising-benchmarks-report\/?cid=Web_LiQ_Any_InContent_Guide_2024GoogleAdsBenchmarks_Download\">2024 Google Ads Benchmarks Report<\/a> for even more charts, analysis, and insights!<\/p>\n<h2>6 expert tips for better search advertising results<\/h2>\n<p>While benchmarks are a useful tool in identifying what you might expect for your business when running search advertising, it\u2019s important to note that there are multiple factors that influence results. These include budget, location, keywords, and more.<\/p>\n<p>So we asked the PPC experts for their top tips for <a href=\"https:\/\/localiq.com\/blog\/google-ads-optimization-tips\/\" target=\"_blank\" rel=\"noopener\">improving search advertising performance<\/a>. Here\u2019s what they had to say.<\/p>\n<h3>1. Set the right goals for your search ads<\/h3>\n<p>This was the top tip shared by almost every PPC expert we talked to.<\/p>\n<p>\u201cStart with your ultimate goal: How will you decide if this campaign is successful? Then build everything around that,\u201d said Amy.<\/p>\n<p>It&#8217;s also important to set realistic and attainable goals based on your unique business. Every business has a different strategy for what a customer is, how they approach getting that customer, and how much they\u2019re willing to pay for that customer.<\/p>\n<p>Think about what this means for your business as you\u2019re <a href=\"https:\/\/localiq.com\/local-marketing-lab\/ppc\/#section3\" target=\"_blank\" rel=\"noopener\">setting your search advertising goals<\/a>.<\/p>\n<h3><strong>2. Run search ads on more than just Google<\/strong><\/h3>\n<p>When it comes to search advertising, many businesses rely on Google Ads alone. While Google Ads is an integral part of a successful search advertising strategy, you can actually get better results by running your search ads across platforms, including Microsoft.<\/p>\n<p>Microsoft Ads (formerly Bing Ads) have been shown to have <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/11\/06\/bing-ads-performance-benchmarks\" target=\"_blank\" rel=\"noopener\">higher conversion rates<\/a>\u2014and the average Bing user has a <a href=\"https:\/\/www.statista.com\/topics\/4294\/bing\/\" target=\"_blank\" rel=\"noopener\">higher average income<\/a> than the average Google user.<\/p>\n<p>Running ads across both search engines also gives you access to more inventory, meaning more opportunities for clicks and conversions.<\/p>\n<p>So when it comes to your search advertising strategy, make sure to run your ads on both Google and Microsoft and optimize your budget for the placements and keywords that work best on each platform.<\/p>\n<h3>3. Choose the right search advertising budget<\/h3>\n<p>It\u2019s no secret that search advertising is all about pay-to-play\u2014it\u2019s known as pay-per-click for a reason! To get the best results, you have to <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/09\/14\/adwords-budget-guide\" target=\"_blank\" rel=\"noopener\">set and optimize the right budget for your search ad campaigns<\/a>. This means understanding what you\u2019ll have to invest to get the results you want.<\/p>\n<p>It&#8217;s important small businesses understand they may not see these results or the same type of results immediately after starting search advertising.<\/p>\n<p>When you have a new account, face low-volume keywords, or have a small budget, these results aren\u2019t realistic. PPC is an investment, and it takes time.<\/p>\n<h3>4. Look for the best keyword opportunities<\/h3>\n<p>Certain keywords may be more expensive and may not be driving the best results for your business. By<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2013\/11\/21\/ppc-keyword-research-guide\" target=\"_blank\" rel=\"noopener\"> identifying the right keyword strategy<\/a>, including a varied mix of keywords and keyword phrases, you can zero in on what\u2019s working to drive the most clicks and calls for your business.<\/p>\n<p>For example, you might be bidding on a broad keyword like \u201clawyer Kansas City,\u201d which is a high-competition and high-cost keyword, when you could narrow your focus to \u201cpersonal injury attorney Kansas City\u201d or try a newer keyword strategy that might help you capture better searches.<\/p>\n<p>This is where small businesses <a href=\"https:\/\/localiq.com\/blog\/ways-small-businesses-can-compete-with-big-businesses\/\" target=\"_blank\" rel=\"noopener\">have an advantage over the big brands<\/a>. Bigger businesses are going to be competing with each other over the biggest and most competitive keywords, so smaller businesses have an opportunity to try for more specific keywords that bigger businesses wouldn&#8217;t consider.<\/p>\n<p>Additionally, Amy suggested choosing <a href=\"https:\/\/localiq.com\/blog\/keyword-research-for-ppc\/\">PPC keywords<\/a> that align with where your customers are in the <a href=\"https:\/\/localiq.com\/blog\/sales-funnel-template\/\" target=\"_blank\" rel=\"noopener\">sales funnel<\/a> as well as their search intent to increase clicks and conversions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-226194\" src=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/keyword-intent-wordstream.jpg\" alt=\"graphic showing different types of keyword intent\" width=\"859\" height=\"600\" srcset=\"https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/keyword-intent-wordstream.jpg 859w, https:\/\/localiq.com\/wp-content\/uploads\/2018\/05\/keyword-intent-wordstream-480x335.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 859px, 100vw\" \/><\/p>\n<p>\u201cWhile we can\u2019t always perfectly identify a<a href=\"https:\/\/www.semrush.com\/blog\/how-to-use-search-intent-for-your-business\/\" target=\"_blank\" rel=\"noopener\"> searcher\u2019s intent<\/a>, we can make some assumptions about which keywords are likely to result in certain actions,\u201d she said.<\/p>\n<h3><strong>5. Create high-converting landing pages <\/strong><\/h3>\n<p>One of the best ways to improve your click-through rate and your <a href=\"https:\/\/www.wordstream.com\/quality-score\" target=\"_blank\" rel=\"noopener\">Quality Score<\/a> (which is something Google looks at when determining both your <a href=\"https:\/\/support.google.com\/google-ads\/answer\/1752122?hl=en\" target=\"_blank\" rel=\"noopener\">Ad Rank<\/a> and your cost per click) is to optimize your landing pages around your search advertising campaigns.<\/p>\n<p>The more your landing page ties into your search ad copy, the better chance you have at converting. It\u2019s also important for your landing page to have a <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2014\/10\/09\/call-to-action\" target=\"_blank\" rel=\"noopener\">clear call to action<\/a>, load quickly, and be optimized for mobile devices (we\u2019ll talk more about that next!).<\/p>\n<p><a href=\"https:\/\/localiq.com\/blog\/elements-of-high-converting-landing-pages\/\" target=\"_blank\" rel=\"noopener\">Get tips for building high-converting landing pages<\/a>.<\/p>\n<h3>6. Make your search advertising mobile-friendly<\/h3>\n<p>As more and more people search on mobile, this is a crucial piece of a successful search advertising strategy.<\/p>\n<p>Grecia Maness, team lead for client success managers at LocaliQ, said this is her number one tip for clients looking to improve their search advertising campaigns.<\/p>\n<p>\u201cYou need to make sure your website and landing pages are <a href=\"https:\/\/localiq.com\/blog\/mobile-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">mobile-friendly and mobile-optimized<\/a>,\u201d she said. \u201cIt\u2019s a little thing that will really impact your search advertising performance.\u201d<\/p>\n<p>Grecia suggested checking how your landing pages and website perform on mobile if you begin seeing a lag in performance.<\/p>\n<p>\u201cIf I notice conversion rates start dropping, the first thing I do is check the site on mobile. If it isn\u2019t optimized or takes too long to load, I know fixing those issues will bring better results for our search campaigns.\u201d<\/p>\n<h2>What do these search advertising benchmarks mean?<\/h2>\n<p>Search advertising benchmarks can do just that\u2014give you a helpful benchmark to compare your search advertising results. But, as our experts cautioned, the true measure of success is more about how your business is converting the leads you get from search advertising. Use benchmarks as a handy guide and use these tips to fine-tune your search advertising strategy to get the best results for your business.<\/p>\n<p>Need help with your search advertising? <a href=\"https:\/\/localiq.com\/demo?cid=Web_LiQ_Any_InContent_Demo_Blog_Demo\">Get a demo<\/a> to find out how we can help!<\/p>\n<p><input id=\"hippowiz-ass-injected\" type=\"hidden\" value=\"true\" \/><input id=\"hvmessage-toextension-listener\" type=\"hidden\" value=\"none\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>See how your business compares to the competition with this complete breakdown of the latest search advertising benchmarks. <\/p>\n","protected":false},"author":8,"featured_media":210826,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[57],"tags":[],"dipi_cpt_category":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Search Advertising Benchmarks for Every Industry [2024 Data]<\/title>\n<meta name=\"description\" content=\"What&#039;s the average click-through rate, cost per lead, cost per click, and conversion rate for search advertising? Get our exclusive data plus expert tips to improve your search ad campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/localiq.com\/blog\/search-advertising-benchmarks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Search Advertising Benchmarks for Every Industry [2024 Data]\" \/>\n<meta property=\"og:description\" content=\"What&#039;s the average click-through rate, cost per lead, cost per click, and conversion rate for search advertising? 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