Managing online advertising accounts, whether for lead generation or ecommerce, involves monitoring various metrics. Search impression share helps evaluate performance in Google Ads auctions, engagement rate gauges messaging resonance on Facebook, and click-through rate assesses ad copy effectiveness across both platforms.
These metrics are crucial. For instance, high engagement rates from cold Facebook audiences are essential for building remarketing pools.
However, impressions and clicks alone don’t guarantee success. Otherwise, every small business would thrive.
To achieve substantial returns on online advertising spend, prioritizing high conversion rates and low costs per conversion is paramount. Failing to do so could allow competitors to gain an edge.
A crucial step is defining what constitutes a high Google Ads conversion rate or a good Facebook Ads cost per conversion. Understanding how conversion rate optimization varies by industry is key.
This guide aims to provide essential conversion rate benchmarks to kickstart your conversion rate optimization (CRO) efforts. It covers:
- Average Google Ads conversion rates by industry
- Average Google Ads cost per conversion by industry
- Average Facebook Ads conversion rate by industry
- Average Facebook Ads cost per conversion by industry
- Google Ads mobile conversion rate benchmarks by industry
- Google Ads mobile cost per conversion benchmarks by industry
- Google Shopping (ecommerce) conversion rates by industry
- Google Shopping (ecommerce) costs per conversion by industry
- Bing Ads conversion rate benchmarks by industry
- Bing Ads cost per conversion benchmarks by industry
Let’s dive in!
Conversion Rate Benchmarks for Google Ads
The average conversion rate across Google Ads is 4.40% on the search network and 0.57% on the display network.
The higher average conversion rate on the search network (4.40%) compared to the display network (0.57%) is understandable. Google search users actively seek answers or solutions, while web browsers are simply browsing. Prospects browsing articles or playing games are typically not in a purchasing mood.
Note: We update this data regularly!
Download the PDF of our latest Google Ads Benchmarks report here.
Interestingly, these benchmarks have shifted over time. Previous calculations showed a search network benchmark of 3.75% and a display network benchmark of 0.77%. While the average search conversion rate increased by 17%, the average display conversion rate declined by 26%.
Does this mean display advertising is ineffective? Absolutely not! While conversions and ROI are essential, brand awareness is equally crucial. People rarely search for unfamiliar businesses. Display advertising is vital for maintaining brand visibility, differentiating from competitors, and driving website revisits.
| Industry | Average Google Ads CVR (Search) | Average Google Ads CVR (GDN) |
|---|---|---|
| Apparel | 2.77% | 0.58% |
| Arts & Entertainment | 4.51% | 0.75% |
| Business & Industrial | 3.71% | 0.29% |
| Computers & Electronics | 3.16% | 0.50% |
| Dining & Nightlife | 4.74% | 0.56% |
| Finance | 4.17% | 0.80% |
| Health | 4.63% | 0.75% |
| Hobbies & Leisure | 3.39% | 1.12% |
| Home & Garden | 4.26% | 0.35% |
| Jobs & Education | 4.15% | 0.38% |
| Law & Government | 7.45% | 0.46% |
| Real Estate | 3.40% | 0.36% |
| Retailers & General Stores | 4.23% | 0.53% |
| Sports & Fitness | 3.83% | 0.80% |
| Travel & Tourism | 3.95% | 0.39% |
| Vehicles | 7.98% | 0.51% |
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Average Cost per Conversion for Google Ads
The average cost per conversion across Google Ads is $56.11 on the search network and $90.80 on the display network.
Again, the difference between search ($56.11) and display ($90.80) stems from user behavior. The more motivated a prospect is, the less expensive their conversion.
Industries with longer sales cycles, like Computers & Electronics ($101.40), Law & Government ($85.29), and Business & Industrial ($77.48), tend to have higher average costs per conversion. Products or services requiring extensive consideration (e.g., laptops, legal advice) naturally incur higher conversion costs.
Conversely, driving conversions is more cost-effective in industries like Arts & Entertainment ($36.65), Dining & Nightlife ($35.35), and Hobbies & Leisure ($40.38). The Vehicles industry ($26.17), despite a typically longer sales cycle, likely experiences lower costs due to the urgency associated with car issues.
| Industry | Average Google Ads Cost per Conversion (Search) | Average Google Ads Cost per Conversion (GDN) |
|---|---|---|
| Apparel | $52.45 | $62.83 |
| Arts & Entertainment | $36.65 | $70.56 |
| Business & Industrial | $75.48 | $152.03 |
| Computers & Electronics | $101.40 | $124.59 |
| Dining & Nightlife | $35.35 | $81.50 |
| Finance | $71.44 | $84.10 |
| Health | $68.94 | $101.50 |
| Hobbies & Leisure | $40.38 | $35.43 |
| Home & Garden | $52.98 | $129.05 |
| Jobs & Education | $61.41 | $123.81 |
| Law & Government | $85.29 | $133.43 |
| Real Estate | $77.28 | $110.14 |
| Retailers & General Stores | $44.38 | $99.59 |
| Sports & Fitness | $41.09 | $60.86 |
| Travel & Tourism | $27.04 | $115.42 |
| Vehicles | $26.17 | $119.55 |
Conversion Rate Benchmarks for Facebook Ads
The average conversion rate across Facebook Ads is 9.21%.
Facebook Ads are particularly effective for fitness-related businesses. The average advertiser in this industry achieves a conversion rate exceeding 14%!
Advertisers in Education (13.58%), Employment & Job Training (11.73%), and Healthcare (11%) also see strong performance. These industries benefit from Facebook lead ads, allowing prospect qualification without external landing pages.
However, Facebook lead ads aren’t universally effective. Legal (4.64%), Technology (2.31%), and Travel & Hospitality (2.82%) industries, while able to utilize this format, face conversion challenges. Remarketing could be a valuable strategy for these businesses on Facebook.
| Industry | Average Facebook Ads CVR | |—| | Apparel | 4.11% | | Industrial Services | 5.60% | | Technology | 2.31% | | Finance & Insurance | 9.09% | | Healthcare | 11.00% | | Home Improvement | 6.56% | | Education | 13.58% | | Legal | 4.64% | | Real Estate | 10.68% | | Retail | 3.26% | | Fitness | 14.29% | | Travel & Hospitality | 2.82% | | Auto | 5.11% | | Beauty | 7.10% | | Consumer Services | 9.96% | | Employment & Job Training | 11.73% | | B2B | 10.63% |
Average Cost per Conversion for Facebook Ads
The average cost per conversion across Facebook Ads is $18.68.
While the average Education advertiser might pay over $70 per conversion on Google Search, Facebook offers a significantly lower cost of under $8! Although search ad conversions tend to be more valuable, industries like Education ($7.85), Apparel ($10.98), Healthcare ($12.31), Fitness ($13.29), and Real Estate ($16.92) can leverage Facebook for cost-effective, high-funnel conversions.
Unsurprisingly, Technology ($55.21), Home Improvement ($44.66), and Auto ($43.84) advertisers invest more per Facebook conversion. Consumers often turn to Google Search for solutions in these sectors. However, this doesn’t negate the importance of Facebook for brand awareness.
| Industry | Average Facebook Ads Cost per Conversion | |—| | Apparel | $10.98 | | Industrial Services | $38.21 | | Technology | $55.21 | | Finance & Insurance | $41.43 | | Healthcare | $12.31 | | Home Improvement | $44.66 | | Education | $7.85 | | Legal | $28.70 | | Real Estate | $16.92 | | Retail | $21.47 | | Fitness | $13.29 | | Travel & Hospitality | $22.50 | | Auto | $43.84 | | Beauty | $25.49 | | Consumer Services | $31.11 | | Employment & Job Training | $23.24 | | B2B | $23.77 |
Conversion Rate Benchmarks for Mobile Ads on Google
The average mobile conversion rate across Google Ads is 3.48% on the search network and 0.72% on the display network.
Shifting focus to mobile-only performance, we see lower conversion rates compared to desktop. While mobile users are becoming increasingly commercially inclined, desktop remains preferable for providing personal information and making purchases.
However, some industries excel on mobile. Legal advertisers achieve a near 7% search network conversion rate due to call-only campaigns. Hair Salon advertisers thrive on both search and display (5.95%; 4.45%), leveraging appointment booking features and visually appealing imagery.
Conversely, Computers & Electronics (1.92%) and Travel & Hospitality (2.40%) struggle due to user reluctance for large mobile purchases and longer sales cycles leading to non-converting clicks.
| Industry | Average Mobile Google Ads CVR (Search) | Average Mobile Google Ads CVR (GDN) |
|---|---|---|
| Arts & Entertainment | 3.54% | 1.36% |
| Manufacturing | 2.28% | 0.54% |
| Computers & Electronics | 1.92% | 0.31% |
| Finance | 3.50% | 0.41% |
| Healthcare | 4.24% | 0.80% |
| Home & Garden | 2.21% | 0.50% |
| Education | 2.82% | 0.22% |
| Law/Legal | 6.95% | 0.31% |
| Retail | 3.11% | 0.49% |
| Travel & Hospitality | 2.40% | 0.48% |
| Automotive Service & Repair | 4.06% | 0.47% |
| Hair Salons | 5.95% | 4.45% |
| Business Services | 3.16% | 0.43% |
| Internet & Telecom | 3.33% | 0.35% |
| Consulting | 2.04% | 0.30% |
| Nonprofits | 2.63% | 0.37% |
| Transportation | 3.83% | 0.45% |
| Construction | 4.64% | 0.74% |
Average Cost per Conversion for Mobile Ads on Google
The average cost per conversion across Google Ads is $80.89 on the search network and $148.68 on the display network.
With a staggering $150 average cost per mobile conversion on display, user reluctance and the GDN’s passive nature contribute to high costs. Focusing on high-funnel goals for mobile display advertising is recommended.
Even on search, with higher user intent, mobile costs per conversion are over 60% higher than combined desktop and mobile. Restricting mobile search campaigns to high-intent keywords can be beneficial.
Arts & Entertainment’s success on search ($22.96) is partly attributed to direct product purchases (e.g., tickets) on the SERP. Similarly, Hair Salon ($19.35) benefits from appointment bookings. Automotive Service & Repair ($50.54) likely gains from the urgency of car-related issues.
For Education ($284.78), Consulting ($258.46), and Non-Profit ($308), realistic expectations for mobile display are crucial, with a focus on brand awareness and prompting Google searches.
| Industry | Average Mobile Google Ads Cost per Conversion (Search) | Average Mobile Google Ads Cost per Conversion (GDN) |
|---|---|---|
| Arts & Entertainment | $22.96 | $49.42 |
| Manufacturing | $82.73 | $120.37 |
| Computers & Electronics | $95.13 | $174.83 |
| Finance | $82.58 | $144.87 |
| Healthcare | $95.92 | $99.05 |
| Home & Garden | $105.99 | $156.81 |
| Education | $108.60 | $284.78 |
| Law/Legal | $54.68 | $127.45 |
| Retail | $55.38 | $75.91 |
| Travel & Hospitality | $57.29 | $91.69 |
| Automotive Service & Repair | $50.54 | $85.91 |
| Hair Salons | $19.35 | $170.64 |
| Business Services | $125.60 | $132.17 |
| Internet & Telecom | $140.40 | $154.26 |
| Consulting | $117.75 | $258.46 |
| Nonprofits | $81.70 | $308.00 |
| Transportation | $66.57 | $139.77 |
| Construction | $93.16 | $101.84 |
Google Shopping Conversion Rate Benchmarks by Industry
The average conversion rate across Google Shopping is 1.91%.
Ecommerce advertisers selling low-cost products in competitive industries like Clothing & Apparel (2.70%) and Health & Beauty (2.78%) tend to see higher conversion rates than high-end industries like Chemical & Industrial (0.83%) and Home & Garden (1.31%). However, exceptions exist. For instance, HVAC & Climate Control advertisers (3.30%) excel due to the urgency associated with temperature-related issues.
The average ecommerce conversion rate (1.91%) being roughly half of the general Google Ads search benchmark (3.75%) could be attributed to Google expanding Shopping ads to more high-funnel search queries. Nonetheless, 35% of Google product searches convert within five days, surpassing Amazon’s 20%.
| Industry | Average Google Shopping CVR |
| Clothing & Apparel | 2.70% |
| Arts & Music | 1.77% |
| Chemical & Industrial | 0.83% |
| Computers & Technology | 2.20% |
| Food & Alcohol | 2.16% |
| Medical Supplies | 2.94% |
| Entertainment & Events | 1.98% |
| Home & Garden | 1.31% |
| Educational Supplies | 1.88% |
| Travel & Luggage | 2.07% |
| Automotive Supplies | 1.29% |
| Health & Beauty | 2.78% |
| Office & Business Needs | 2.45% |
| Child & Infant Care | 2.20% |
| Pet Care | 1.07% |
| HVAC & Climate Control | 3.30% |
Google Shopping Cost per Conversion Benchmarks by Industry
The average cost per conversion across Google Shopping is $38.87.
While Shopping ad conversions may be less frequent than standard Google text ads, their cost per conversion is around $10 cheaper.
The willingness to pay for conversions depends on product prices and profit margins. Arts & Music advertisers promoting low-cost items won’t spend heavily per conversion, while Computers & Technology and Chemical & Industrial advertisers, with higher revenue potential, invest more.
Allocating higher bids to branded Shopping campaigns targeting specific branded search queries can reduce costs. This strategy prioritizes high-converting clicks while spending less on higher-funnel clicks.
| Industry | Average Google Shopping Cost per Conversion |
| Clothing & Apparel | $19.29 |
| Arts & Music | $19.03 |
| Chemical & Industrial | $91.21 |
| Computers & Technology | $75.92 |
| Food & Alcohol | $35.80 |
| Medical Supplies | $19.23 |
| Entertainment & Events | $17.51 |
| Home & Garden | $58.00 |
| Educational Supplies | $30.67 |
| Travel & Luggage | $36.34 |
| Automotive Supplies | $54.76 |
| Health & Beauty | $35.89 |
| Office & Business Needs | $68.55 |
| Child & Infant Care | $49.36 |
| Pet Care | $26.01 |
| HVAC & Climate Control | $7.28 |
Bing Ads Conversion Rate Benchmarks by Industry
The average conversion rate across Bing Ads is 2.94%.
Despite a slightly lower average conversion rate compared to Google Search, Bing Ads shouldn’t be overlooked. It offers access to millions of users and caters to a predominantly desktop audience due to its integration with Microsoft products.
This is advantageous for industries with longer sales cycles. Careers & Employment (6.81%), Finance & Insurance (5.57%), and Real Estate (5.13%) see the highest conversion rates on Bing. Industries with search queries commonly performed on desktops, such as Education (3.55%) and Legal Services (3.58%), also benefit from Bing Ads.
| Industry | Average Bing Ads Conversion Rate |
|---|---|
| Apparel & Accessories | 2.88% |
| Restaurants & Food | 4.42% |
| Financial Services & Insurance | 5.57% |
| Technology | 2.04% |
| Health & Wellness | 2.55% |
| Home & Garden | 2.54% |
| Education | 3.55% |
| Legal Services | 3.58% |
| Real Estate | 5.13% |
| Retail | 2.65% |
| Travel & Hospitality | 1.58% |
| Auto | 1.62% |
| B2C | 4.80% |
| Careers & Employment | 6.81% |
| B2B | 2.64% |
| Home Improvement & Repair | 2.78% |
| Home Services | 3.36% |
| Consumer Electronics | 3.01% |
Bing Ads Cost per Conversion Benchmarks by Industry
The average cost per conversion across Bing Ads is $41.44.
As expected, Bing Ads boasts a lower average cost per conversion compared to Google Search due to reduced competition.
Bing’s older, more affluent user base significantly contributes to lower costs for industries like Home Services ($21.68), Home & Garden ($33.57), and Restaurants & Food ($26.14).
However, this demographic can be challenging for some industries. Technology advertisers ($102.94), for instance, struggle due to the lower tech-savviness of this group.
| Industry | Average Bing Ads Cost per Conversion |
|---|---|
| Apparel & Accessories | $25.16 |
| Restaurants & Food | $26.14 |
| Financial Services & Insurance | $37.30 |
| Technology | $102.94 |
| Health & Wellness | $42.47 |
| Home & Garden | $33.57 |
| Education | $45.90 |
| Legal Services | $56.99 |
| Real Estate | $29.40 |
| Retail | $30.25 |
| Travel & Hospitality | $73.15 |
| Auto | $34.40 |
| B2C | $47.18 |
| Careers & Employment | $23.71 |
| B2B | $54.13 |
| Home Improvement & Repair | $84.85 |
| Home Services | $21.68 |
| Consumer Electronics | $39.85 |
Use Industry Conversion Rate Benchmarks to Your Advantage!
These conversion rate and cost per conversion benchmarks provide valuable insights to outperform competitors across major online advertising channels.
For instance, if your Facebook ad conversions lag behind industry averages, re-evaluate target audiences and offer appeal. Similarly, address higher-than-average Google Shopping costs per conversion by implementing a branded campaign strategy.
Each benchmark category offers actionable insights to improve ROI on online advertising. Get started!
You may also be interested in the following:
- 6 Non-Obvious (Yet Simple) Strategies to Increase Conversion Rates
- 2023 search advertising benchmarks
- 2022 search advertising benchmarks
- 2021 home services advertising benchmarks
- 2021 real estate advertising benchmarks
- 2021 healthcare advertising benchmarks
Data Sources
This report is based on performance data from tens of thousands of US-based nexus-security customer accounts. For details on specific data sets, refer to our Google Ads benchmark report, Facebook Ads benchmark report, Google Ads mobile benchmark report, Google Shopping benchmark report, and Bing Ads benchmark report. Each industry includes at least 30 active customer accounts. “Averages” are median figures to accommodate outliers. All currency values are in USD.