In 2025, the average cost per click (CPC) for Google Ads across commercial-intent keywords is approximately $4.22 to $4.51. This varies significantly by industry, with legal and insurance sectors experiencing the highest CPCs, often exceeding $9 per click, while categories like apparel, travel, and restaurants have much lower CPCs, often below $3.
Typical click-through rates (CTR) for Google Search Ads tend to be much higher than Display Ads, with Search Ads CTRs often around 10 times greater due to user intent, though exact average CTR values vary by source and industry.
Regarding conversion costs (cost per acquisition or CPA), ecommerce Search Ads average around $45.27 per conversion, whereas Display Ads conversions cost more, averaging about $65.80. Conversion rates for ecommerce Search Ads are roughly 2.81%, while Display Ads convert at about 0.59%.
Key points to consider:
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Industry impact: Highly competitive industries such as legal, healthcare, and finance have much higher CPCs and CPAs due to intense competition and high customer value.
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Keyword intent: Keywords with location, urgency, or pricing intent (e.g., “near me,” “emergency,” “cost”) tend to command higher CPCs across industries.
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Budget range: Businesses typically allocate from a few hundred to over $10,000 monthly on Google Ads depending on goals and industry competitiveness.
These benchmarks provide a useful framework for evaluating your Google Ads costs, but true campaign success depends on your specific historical performance and profitability goals.
| Metric | Search Ads Average | Display Ads Average |
|---|---|---|
| Cost Per Click (CPC) | ~$4.22 - $4.51 | ~$0.63 |
| Click-Through Rate (CTR) | ~10x higher than Display (varies) | Lower CTR |
| Conversion Rate | ~2.81% (ecommerce) | ~0.59% (ecommerce) |
| Cost Per Acquisition (CPA) | ~$45.27 (ecommerce) | ~$65.80 (ecommerce) |
This data helps benchmark your Google Ads costs and performance against industry averages to optimise your ad spend and campaign strategy.
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