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In this blog, we’ve listed the metrics for the top CPC industry benchmarks that advertise on Google Ads and Microsoft Advertising based on our tool’s gathered data.

The market is constantly changing, and if you want to get a real handle on your PPC success, now more than ever is the time since Google Ads is also ever-changing. 

Use our tool’s most recent Google Ads Industry Benchmarks study to discover how you match up against the competition and raise your performance. You’ll find out more about KPI metrics like:

  • Average Cost per Click
  • Average Conversion Rate
  • Average Click-through Rate
  • Average Cost per Conversion

Search Ads Industry Benchmarks for Google Ads

The table below shows you the typical costs associated with clicks, average conversion rate for Google Ads, leads, google ads CTR benchmarks, and conversions for search advertisements across 20 different industries.

google ads ppc industry benchmarks search campaigns

Breaking down the data shown right above, we can note the top 5 industries with the most cost-effective Average Cost per Click are the following:

  1. Clothing and Apparel: $1.01
  2. Retail & General Merchandising: $1.09
  3. Jewelry: $1.46
  4. Food & Groceries: $1.86
  5. Beauty & Personal Care: $2.83

Next, the top 5 industries with the highest Average Conversion Rates include:

  1. Vehicle Repair & Maintenance: 25.45%
  2. Dental Services: 20.84%
  3. Home Furniture: 18.66%
  4. Building Construction and Maintenance: 13.43%
  5. Yard, Garden & Patio: 13.01%

For Average Click-through rates, we have these 5 industries as showing the highest CTR:

  1. Industrial Goods and Manufacturing: 12.83% 
  2. Legal: 12.46%
  3. Education: 12.39%
  4. Dental Services: 12.22%
  5. Pets & Animal Veterinary: 12.06%

Lastly, the top cheapest cost per acquisition, we have to give it to these five industries:

  1. Clothing & Apparel: $18.25
  2. Pets & Animal Veterinary: $22.68
  3. Jewelry: $25.93
  4. Food & Groceries: $32.16
  5. Vehicle Repair & Maintenance: $33.51

Search and Shopping Campaigns Industry Benchmarks for Microsoft Advertising

microsoft advertising ppc industry benchmarks search shopping

The graph above shows how 14 specific industries perform within the Microsoft Advertising Network. We can see that the top 5 cheapest clicks or Average CPC comes from the following:

  1. Pets & Animals Veterinary: $0.65
  2. Food & Groceries: $0.73
  3. Vehicle Dealers: $0.75
  4. Jewelry: $0.96
  5. Insurance: $1.08

On the other hand, the costly clicks come from these other 5 industries:

  1. Pest & Weed Control: $8.89
  2. Yard, Garden & Patio: $6.06
  3. Building Construction & Maintenance: $2.73
  4. Dental Services: $2.54
  5. Legal: $1.94

Now, let’s switch up to the highest Average Conversion Rates and assess the industries that fall at the top of this chart:

  1. Legal: 13.82%
  2. Home Furniture: 9.28%
  3. Pest & Weed Control: 5.81%
  4. Jewelry: 4.01%
  5. Insurance: 3.37%

It is worth noting here that the Legal Industry, although it has a higher Avg. CPC than most industries, it still proves highly profitable to pay those extra cents since the Avg. CVR is the highest within Microsoft Advertising. We can say the same thing for the Pest & Weed Control industry, as well. 

And with the case of both the Jewelry and Insurance industry, their performance in Microsoft Advertising shows that the cost-per-clicks are cost-effective, and their conversion rates are higher than the usual industry benchmarks with that mix of two significant performance metrics.

Then, the industries that are showing lower average rates to convert on Microsoft Advertising’s Search Network are:

  1. Vehicle Dealers: 0.90%
  2. Industrial Goods & Manufacturing: 1.01%
  3. Dental Services: 1.37%
  4. Health Care Services: 1.40%
  5. Food & Groceries: 1.45%

Moving on to the next set of metrics shown in the graph above, we have Search Average Click-through Rate or Avg CTR. Most clicked on industries on Microsoft Search Advertising Network are the following:

  1. Dental Services: 4.11%
  2. Home Furniture: 3.99%
  3. Legal: 3.65%
  4. Advertising & Marketing: 3.28%
  5. Health Care Services: 2.55%

Whereas the lower clicked-through industries are:

  1. Pets & Animal Veterinary: 1.30%
  2. Jewelry: 1.33%
  3. Vehicle Dealers: 1.34%
  4. Yard, Garden & Patio: 1.66%
  5. Food & Groceries: 1.83%

One thing we must mention is that even if the Jewelry industry has one of the lower Avg CTR’s, it doesn’t necessarily mean that it’s not performing well, since we’ve seen that their Avg CVR is up there. 

In other words, the Jewelry industry might get fewer clicks, but more of those clicks successfully turn into conversions and at a cheap cost per click.

Last but not least, one of the most important metrics we can highlight is Average Cost per Conversion or Avg CPA. In this case, the lower the Avg CPA is, the better, but we’ve already seen that some industries are more costly in general.

Top 5 cheapest Avg CPA industries within the Microsoft Advertising Search Network are:

  1. Legal: $14.22
  2. Home Furniture: $15.03
  3. Jewelry: $24.06
  4. Insurance: $32.14
  5. Pets & Animals Veterinary: $38.90

And the highest cost per conversions (Avg CPA) go to:

  1. Yard, Garden & Patio: $191.03
  2. Dental Services: $186.24
  3. Industrial Goods & Manufacturing: $166.49
  4. Pest & Weed Control: $152.92
  5. Building Construction & Maintenance: $109.26

Shopping and Display Campaigns Industry Benchmarks for Google Ads

google ads ppc industry benchmarks shopping display campaigns

Now on to Shopping campaigns on Google Ads, the first industry benchmark metric we’ll be looking at is Average CPC. For the cheapest ecommerce clicks, we have the following:

  1. Clothing & Apparel: $0.00
  2. Building Construction & Maintenance: $0.44
  3. Retail & General Merchandising: $0.65
  4. Food & Groceries: $1.41
  5. Industrial Goods & Manufacturing: $1.47
  6. Jewelry: $1.60

And the highest cost per click goes to the Home Furniture industry, with $1.89 for each paid click.

Next, on the Shopping Average Conversion Rates per industry in order of highest to lowest, we have:

  1. Home Furniture: 12.57%
  2. Food & Groceries: 2.37%
  3. Clothing & Apparel: 1.36%
  4. Industrial Goods & Manufacturing: 0.74%
  5. Jewelry: 0.56%

And on the sixth place we have a tie with Building, Construction & Maintenance and Retail & General Merchandising with a 0.35% CVR.

For Average Click-through rates, we can see constant trends and some variations per industry as compared to the Avg CVR. The highest to lowest ranking goes as follows:

  1. Home Furniture: 2.08%
  2. Food & Groceries: 1.00%
  3. Building, Construction & Maintenance: 0.95%
  4. Clothing & Apparel: 0.82%
  5. Industrial Goods & Manufacturing: 0.66%
  6. Retail & General Merchandising: 0.64%
  7. Jewelry: 0.34%

And next for Shopping campaigns industry benchmark metrics we have Average Cost per Conversion also known as Avg. CPA. Find them listed below in order from lowest to highest.

  1. Home Furniture: $31.15
  2. Clothing & Apparel: $34.54
  3. Food & Groceries: $59.25
  4. Building, Construction & Maintenance: $127.64
  5. Retail & General Merchandising: $186.70
  6. Industrial Goods & Manufacturing: $197.68
  7. Jewelry: $284.63

Avg. CPC: Listed are the cheapest clicks per industry within the Display Audience Network on Google Ads.

  1. Vehicle Dealers: $0.05
  2. Jewelry: $0.10
  3. Building, Construction & Maintenance: $0.17
  4. Clothing & Apparel: $0.25
  5. Vehicle Repair & Maintenance: $0.34
  6. Advertising & Marketing: $0.40
  7. Legal: $0.47

And here are the Display Avg. Conversion Rates or CVR from highest to lowest.

  1. Advertising & Marketing: 11.34%
  2. Food & Groceries: 4.02%
  3. Pest & Weed Control: 1.29%
  4. Home Furniture: 0.94%
  5. Vehicle Repair & Maintenance: 0.80%
  6. Legal: 0.68%
  7. Yard, Garden & Patio: 0.31%

Display Average Click-through Rates in order from greatest to least.

  1. Building, Construction & Maintenance: 1.50%
  2. Jewelry: 1.31%
  3. Vehicle Repair & Maintenance: 1.12%
  4. Pest & Weed Control: 1.10%
  5. Advertising & Marketing: 0.82%
  6. Clothing & Apparel: 0.65%
  7. Food & Groceries: 0.51%

Last but not least, Avg. CPA in order from least to greatest.

  1. Legal: $0.47
  2. Advertising & Marketing: $3.57
  3. Vehicle Repair & Maintenance: $42.32
  4. Pest & Weed Control: $44.16
  5. Home Furniture: $54.45
  6. Food & Groceries: $59.91
  7. Clothing & Apparel: $67.57

Take these industry benchmarks with you and stay on top of the PPC game in Google Ads and Microsoft Advertising. Plus, knowing these things will help you boost your resource management and ensure that you’re on track with your advertising budget.

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