Typical Google Search 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 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
Related questions
- What is a good CTR for Google Ads?
- What is a good conversion rate for Google Ads?
- What is a good CPC for Google Ads?
- What is a good CPA?
- What is a good cost per lead?
- How much do Google Ads cost?
Platform profile: Google Ads.
Definitions: measurement terms. Calculators: CPM, CPA, ROAS, and more.
Cite this page:
Agency Echelon. "Google Search benchmarks 2026." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/benchmarks/google-search/