Benchmarks
Typical cost and performance ranges by channel, assembled from published studies and agency-reported data. Reviewed September 17, 2026. A benchmark tells you whether a number is unusual; it does not tell you whether it is good, which depends on margin, deal size, and what counts as a conversion.
Google Search
| Average CPC | $4.30 to $5.50 across industries; Legal, Insurance, and Financial Services from about $15 to over $23; Ecommerce and Arts under $2 |
| Average CTR | 6 to 7 percent across industries in 2026 studies; under 5 percent in Legal and Industrial, above 9 percent in Dating and Finance |
| Conversion rate | 5.7 to 8.2 percent (click-based) across industries; highly dependent on what counts as a conversion |
| Cost per lead | $67 to $76 blended; $130 to $300 in Legal, Insurance, and Financial Services |
| ROAS | About 4x blended in agency-reported data; ecommerce accounts commonly target 4x to 6x |
Sources: WordStream/LocaliQ Search Advertising Benchmarks 2026, Visionary Marketing 2026 Google Ads benchmark report, ClickMinded Google Ads benchmarks. Full page.
Google Display Network
| Average CPM | $2 to $5 for standard display; higher with vCPM and audience targeting |
| Average CTR | 0.4 to 0.6 percent |
| Conversion rate | 0.5 to 1 percent (click-based); most Display conversions are view-through |
Sources: Affninja Google Ads statistics 2026. Full page.
YouTube
| CPV (skippable in-stream) | $0.03 to $0.10 in most markets; higher for narrow audiences |
| CPM (non-skippable, bumper, Shorts) | $8 to $20 depending on targeting and reservation |
| View rate (skippable) | 15 to 35 percent; creative-dependent |
Sources: Google Ads Help, video campaign metrics. Full page.
Meta (Facebook and Instagram)
| Average CPM | $13 to $14 median in H1 2026, up roughly 20 percent year over year; wide spread from under $3 to over $60 by account and objective |
| Average CPC | $0.70 to $0.80 for traffic campaigns; $1.40 to $1.90 blended and for lead campaigns; $3 or more in SaaS |
| Average CTR | 1.0 to 2.2 percent; 0.6 percent in SaaS, 1.5 percent in pet products |
| Conversion rate | About 1.6 percent (click-based) |
| CPA | About $38 median for ecommerce panels |
| ROAS | About 1.9x median across large ecommerce panels |
Sources: ContentStudio Meta ads benchmarks 2026, Synter Meta Ads CPM benchmark H1 2026, Creatify: what is a good CPC, CPM, and CTR for Meta ads (AdRiseLab and WordStream data). Full page.
TikTok
| Average CPM | $8 to $12 in the US; lower in most other markets |
| Average CPC | $0.50 to $1.50 |
| Average CTR | 0.8 to 1.5 percent |
Public TikTok benchmark studies vary widely; these ranges reflect agency-reported medians and should be treated as approximate.
Sources: TikTok for Business Help Center. Full page.
| Average CPM | $30 to $45 |
| Average CPC | $5 to $9; $10 or more for senior titles in competitive industries |
| Average CTR | 0.4 to 0.7 percent for sponsored content |
| Cost per lead (Lead Gen Forms) | $50 to $150 typical; higher for enterprise targeting |
Agency-reported ranges; LinkedIn does not publish official benchmarks.
Sources: LinkedIn Marketing Solutions Help. Full page.
X
| Average CPM | $5 to $7 |
| Average CPC | $0.30 to $1.00 |
| Average CTR | 0.8 to 1.2 percent |
Agency-reported ranges.
Sources: X Ads Help Center. Full page.
| Average CPM | $2 to $5 |
| Average CPC | $0.10 to $1.50 |
Agency-reported ranges.
Sources: Pinterest Business Help. Full page.
| Average CPM | $3 to $8 |
| Average CPC | $0.30 to $1.00 |
Agency-reported ranges.
Sources: Reddit for Business Help. Full page.
Programmatic display and video
| Display CPM | $1 to $4 open auction; $5 to $15 on private marketplaces and premium publishers |
| Online video CPM | $10 to $25 |
| Native CPM | $3 to $10 |
| Viewability | 60 to 75 percent typical for display after optimization; 70 to 80 percent for video |
Sources: IAB Internet Advertising Revenue Report, ANA Programmatic Media Supply Chain Transparency Study 2023. Full page.
Connected TV
| CPM | $20 to $45 programmatic; $35 to $65 for premium publisher direct and live sports higher still |
| Completion rate | 95 to 98 percent (non-skippable) |
Sources: IAB Digital Video Ad Spend and Strategy Report. Full page.
Audio and podcasts
| Streaming audio CPM | $10 to $20 |
| Podcast CPM (host-read) | $18 to $30 for a 30-second read; $25 to $50 for 60 seconds on established shows |
| Podcast CPM (dynamically inserted) | $12 to $25 |
Sources: IAB Podcast Advertising Revenue Study. Full page.
Amazon Sponsored Products
| Average CPC | $0.90 to $1.50 blended; $2 or more in supplements, beauty, and electronics |
| ACoS | 25 to 35 percent typical; varies by margin and lifecycle stage |
| Conversion rate | 10 to 15 percent for Sponsored Products (Amazon's on-site conversion rates are far higher than off-site) |
Agency-reported ranges.
Sources: Amazon Ads Help. Full page.
How to use a benchmark
Compare your account to the range for your industry and objective, not to the blended average. A CPC above the range with a Quality Score that has not moved means competition rose; a CPC above the range with falling Quality Score means the account decayed. A CPA is judged against the value of what it buys: $300 per lead is cheap for a $50,000 contract and ruinous for a $40 product. And a platform-reported ROAS is that platform's claim; see incrementality and MER before comparing channels on it.
Corrections and additions with a source go to info@agencyechelon.com.