Conversion rate benchmarks for your industry (exclusive data!)

Whether you’re in home services, automotive, education, or any vertical in between, managing your business’s online advertising accounts means keeping track of a bunch of different metrics. You use search impression share to judge how well you’re doing in the Google Ads auction. You use engagement rates to see if your messaging is resonating with your meta audience. across both platform, you refer to click-through rates to determine how compelling your ad copy really is.

But here’s the thing: If you want to make a substantial return on your online advertising spend, then go for it High conversion rate And Lower cost per lead is To stay at the top of your mind.

A key step toward driving higher conversion rates and lower costs per conversion is, of course, defining what these things look like. What is the conversion rate of Google ads? What is the cost of meta ads per lead? And how does improving conversion rates change depending on what industry you’re in?

These are the questions we are here to answer. With this guide, we aim to provide the essentials Conversion rate standards You need to get your conversion rate optimization (CRO) efforts off to the right start.

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Conversion rate standards for Google ads

The average conversion rate for Google ads is 7.52%.

✴ Note: We update this data regularly! Download a PDF of our latest Google Ads benchmark report here.

Interestingly, the rates of these changes have changed over the years. The last time we calculated average Google ad conversion rates, we found a benchmark of 6.96%. So, the average Google ADS CVR across all industries actually increased by 6.84% year-over-year.

Google Ads conversion rates vary by vertical, so here’s a more granular breakdown of Google Ads CVR by industry:

⚡ Are there opportunities to optimize your Google Ads for higher conversions? Find out with it instantly Free Google Ads Grader.

What is the conversion cost of Google ads?

The average cost per lead in Google Ads is .170.11.

Take a look at the industries with the highest average cost per lead. In other words, if you’re marketing a product or service that usually takes people a long time to finish (eg, a laptop, legal advice, etc.), you can expect to spend more money per conversion.

At the other end of the spectrum, there are impressive opportunities to make valuable moves in industries such as restaurants and food, and arts and entertainment, which have a CPL of cl 30.27, and not so expensive, and with animals and pets. It has a CPL of 31.82. In terms of automotive-repair, service and parts, average cpl. 28.50, which you’d typically expect to be one with long sales cycles, is the average cost per conversion (in part) of what people are likely to realize right away when it comes to problems with their cars.

Conversion rate benchmarks for Facebook ads

Facebook AD leads campaigns have an average conversion rate of 7.72%.

If you’re responsible for marketing a bakery, bar, catering company, or any other restaurant or food-related business, failing to take advantage of Facebook ads is one Very big Error As you can see, the average advertiser in this industry converts clicks to meaningful actions at a rate of over 18%!

Advertisers in the industries of attorneys and legal services, with a CVR of 10.53%, and education and training, with a CVR of 10.05%, are also doing very well. It’s no coincidence that businesses in each of these industries can benefit from using Facebook Lead Ads. It’s an ad format that enables you to qualify prospects without sending them to an external landing page.

Clearly, however, Facebook Lead Ads are no silver bullet: While advertisers in the furniture (3.77%), physicians and surgeons (4.51%), and home and home improvement (5.22%) industries can certainly benefit from this niche format, they may still struggle to drive conversions. For these businesses in particular, remarketing will be a fantastic use of the Facebook platform.

What is the conversion cost of Facebook ads?

The average cost per conversion in Facebook ads is .6 27.66.

You’ll find that most industries have a lower average CPL for their Meta Ads than their Google Ads CPL. For example, the average educational ad can expect to cough up just over $90 for each conversion on the Google Search Network. For each Facebook conversion, however, the average cost is less than $29! Of course, the conversions you drive with your search ads can be more valuable than the conversions you drive with your Facebook ads. However, if you’re in restaurants and food ($3.16), real estate (.6 16.61), and career and employment (.6 17.64), make sure you’re taking advantage of your ability to drive cheap high-funnel conversions on Facebook.

It’s not entirely surprising that advertisers in the dentists and dental services (.76.71), health and fitness (.9 52.98), and beauty and personal care (.4 51.42) industries are investing a good amount of money per Facebook conversion. Usually, when someone needs a dental solution, they are turning to a Google search. Meanwhile, health and fitness as well as beauty and personal care ads can be highly competitive across meta-platforms. However, to be clear, this doesn’t mean you should ignore the value of using Facebook to spread and maintain brand awareness.

Use industry conversion rate benchmarks to your advantage!

Our goal with these conversion rates and each conversion benchmark is to give you the competitive insight you need to give you a leg up on other businesses in your niche in the major online advertising channels. Data is simple, but it can be powerful all the same.

Each conversion rate category comes with a range of average insights that you can use to drive a better return on your online advertising spend. For more ways to maximize this data and maximize your CVR across platforms, see how our solutions can help!