Typical Google Display Network cost and performance ranges for a US-weighted, cross-industry account, assembled from the published studies listed below. A benchmark says whether your number is unusual; whether it is good depends on margin, deal size, and what counts as a conversion.
| Metric | Typical range |
|---|---|
| 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
Platform profile: Google Ads.
Definitions: measurement terms. Calculators: CPM, CPA, ROAS, and more.
Cite this page:
Agency Echelon. "Google Display Network benchmarks 2026." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/benchmarks/google-display-network/