Industry-average CPC, CTR, conversion rate, and cost-per-lead across 10 verticals. Use this data to know if your account is winning — or wasting.
Legal has the highest average CPC of any industry at $8.58. Personal injury and DUI keywords regularly exceed $50/click in competitive metro markets. High CPL is offset by large lifetime client value.
Impression Share
Avg Quality Score
Top Keywords
Casaccio Media's Take on Legal Services
Legal has the highest average CPC of any industry at $8.58. Personal injury and DUI keywords regularly exceed $50/click in competitive metro markets. High CPL is offset by large lifetime client value.
See how your account comparesClick any column header to sort. Data sourced from aggregate campaign performance across managed accounts.
| Industry | Avg. CPC↓ | Avg. CTR | Avg. CVR | Avg. CPL | Trend |
|---|---|---|---|---|---|
Legal Services | $8.58 | 5.97% | 5.09% | $131.63 | |
Home & Home Improvement | $7.85 | 6.37% | 7.33% | $90.92 | |
Dentists & Healthcare | $7.85 | 5.44% | 9.08% | $83.93 | |
Education & Instruction | $6.23 | 5.74% | 11.38% | $90.02 | |
Personal Services | $5.81 | 7.69% | 9.74% | $53.52 | |
Business Services | $5.58 | 5.65% | 5.14% | $103.54 | |
Automotive | $3.90 | 5.56% | 14.67% | $28.50 | |
Shopping & Gifts | $3.49 | 8.92% | 3.83% | $47.94 | |
Real Estate | $2.53 | 8.43% | 3.28% | $100.48 | |
Restaurants & Food | $2.05 | 7.58% | 7.09% | $30.27 |
Data sourced from the LocaliQ / WordStream 2025 Search Advertising Benchmarks Report (published February 6, 2026 by Stephanie Heitman), based on thousands of US advertiser accounts across Google Ads and Microsoft Ads. National averages — individual results vary by budget, location, and competition. Trend sparklines are illustrative.
Primary Source
LocaliQ / WordStream 2025 Search Advertising Benchmarks Report, published February 6, 2026 by Stephanie Heitman.
Sample Size
Thousands of US advertiser accounts across Google Ads and Microsoft Ads. Each industry includes a statistically significant sample.
Important Note
These are national US averages. Your results will vary based on budget, location, competition, landing page quality, and account structure.
Full report: localiq.com/blog/search-advertising-benchmarks. Trend sparklines on industry cards are illustrative only and do not represent actual historical data.
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