Between 5 and 8 percent of clicks, measured click to conversion, is a good Google Search conversion rate in 2026; the cross-industry average sits in that range. Ecommerce purchase rates run lower, 2 to 4 percent, and lead-form rates for services run higher, 10 to 15 percent, because the conversion is easier.
What moves it
The definition of a conversion matters more than the channel: a phone call, a form, a purchase, and a qualified lead are different events. Landing page relevance and speed, query intent, and device mix move the rate; mobile converts lower for most advertisers except local services.
Google Search benchmarks, September 17, 2026
| 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 and every other channel: Google Search benchmarks.
Run your own numbers with the CPA and ROAS calculator.
Cite this page:
Agency Echelon. "What is a good conversion rate for Google Ads?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/what-is-a-good-conversion-rate-for-google-ads/