Average Google Search Advertising CPC & CPA

Beyond looking at your ROAS, there is one way to find out if your campaigns CPC and CPA are good enough. And that’s comparing your numbers to the competition.

For this objective, you can look at these benchmarks shared by LOCALiQ revealing industry average CPC, CPA, CVR, and CTR for different industries, for both Google Ads and Microsoft Ads.

We reported the stats just for the main industries, however, if you don’t find yours, you can check the whole report here.

Let’s dive into the data:

Google Search Average CPC (cost per click)

Business Category Average Cost Per Click
Arts & Entertainment $1.60
Animals & Pets $2.89
Apparel / Fashion & Jewelry $2.61
Attorneys & Legal Services $8.67
Automotive — For Sale $2.32
Automotive — Repair, Service & Parts $3.19
Beauty & Personal Care $3.74
Business Services $4.90
Career & Employment $3.90
Dentists & Dental Services $6.49
Education & Instruction $4.18
Finance & Insurance $5.16
Furniture $2.14
Health & Fitness $3.97
Home & Home Improvement $5.75
Industrial & Commercial $4.14
Personal Services $3.46
Physicians & Surgeons $3.63
Real Estate $1.40
Restaurants & Food $1.77
Shopping, Collectibles & Gifts $2.23
Sports & Recreation $1.73
Travel $1.40

Google Search Average CPC (cost per click)

Google Search Average CPA (cost per lead)

Business Category Average Cost Per Lead
Arts & Entertainment $36.23
Animals & Pets $14.88
Apparel / Fashion & Jewelry $46.06
Attorneys & Legal Services $73.70
Automotive — For Sale $42.95
Automotive — Repair, Service & Parts $17.81
Beauty & Personal Care $51.42
Business Services $62.18
Career & Employment $53.52
Dentists & Dental Services $42.95
Education & Instruction $50.91
Finance & Insurance $62.80
Furniture $64.72
Health & Fitness $41.68
Home & Home Improvement $47.94
Industrial & Commercial $43.82
Personal Services $27.94
Physicians & Surgeons $26.05
Real Estate $38.86
Restaurants & Food $20.49
Shopping, Collectibles & Gifts $20.91
Sports & Recreation $27.11
Travel $37.34

Average CPA

What to do if you’re performing worse than your industry benchmarks?

There are many factors that influence these metrics:

Start by optimizing these variables and see if you can improve.

Software Blade

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