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Google Ads Ads Benchmarks
Benchmarks are planning references with sources — never promises of results. Every figure below carries the label the evidence earns: VERIFIED (platform-published or large-sample independent) or CLAIMED (operator/vendor self-report — directional only).
| Subject | Metric | Value | Label | Source |
|---|---|---|---|---|
| All industries — Search | CPC | $5.26 (+13% YoY) | VERIFIED | WordStream/LocaliQ 2025 (16,000+ US campaigns, via Search Engine Land) |
| All industries — Search | CTR | 6.66% | VERIFIED | WordStream/LocaliQ 2025 |
| All industries — Search | CVR | 7.52% | VERIFIED | WordStream/LocaliQ 2025 |
| All industries — Search | CPL | $70.11 | VERIFIED | WordStream/LocaliQ 2025 |
| Attorneys — Search | CPL | $131.63 (highest CPL) | VERIFIED | WordStream/LocaliQ 2025 |
| Attorneys — Search | CPC | $8.58 (highest CPC) | VERIFIED | WordStream/LocaliQ 2025 |
| Furniture — Search | CPL | $121.51 | VERIFIED | WordStream/LocaliQ 2025 |
| Business Services — Search | CPL | $103.54 | VERIFIED | WordStream/LocaliQ 2025 |
| Auto Repair — Search | CPL | $28.50 (lowest CPL) | VERIFIED | WordStream/LocaliQ 2025 |
| Auto Repair — Search | CVR | 14.67% (highest CVR) | VERIFIED | WordStream/LocaliQ 2025 |
| Finance and Insurance — Search | CVR | 2.55% (lowest CVR) | VERIFIED | WordStream/LocaliQ 2025 |
| All industries — Search (2026 secondary figures) | CPC / CVR / CPL | CPC ~$5.42; CVR ~8.18%; CPL ~$66.69 (secondary compilations only — prefer the 2025 primary figures until the 2026 report is read directly) | CLAIMED | WordStream 2026 update via secondary compilations (CLAIMED-secondary, report §5.2) |
What is not published (and not invented here)
- COULD NOT VERIFY: a published Performance Max-specific benchmark set — PMax reporting is blended by design and no equivalent separate dataset was found
- COULD NOT VERIFY: the 2026 WordStream figures from the primary report — only secondary compilations were read in this study
Kronos seeds these from your own first campaigns instead of shipping made-up figures.
Use them
These tables live inside Kronos: the builders plan against them and the audits judge against them, always labelled. See pricing.