New Paid Search Benchmarks โ€“ 2021

PPC

Wordstream, in partnership with LOCALiQ, released new, up-to-date benchmarks for paid search advertising. This data was collected from 18,316 North-American-based LOCALiQ campaigns in various industries from May 2020 through June 2021.

To keep it simple, we’ve summarized the report to include all-industry averages and ranges, as well as the top 5 highest and lowest performing industries, for the following metrics:

  • Click-through rate
  • Cost per click
  • Cost per lead
  • Conversion rate

Cost per click benchmarks for search advertising across all industries:

The cost per click is the average amount that an advertiser pays for each click on their ad.

Average: $3.53 per click
Range: $1.40. to $8.67 per click
Least Expensive Industries:
Travel
Animals & Pets
Sports & Recreation
Arts & Entertainment
Restaurants and Food
Most Expensive Industries:
Attorneys & Legal Services
Dentists & Dental Services
Home & Home Improvement
Finance & Insurance
Business Services

Click-through rate benchmarks for search advertising across all industries:

The click-through rate is the percentage of ad views that resulted in a click.

Average: 6.18%
Range: 3.84% to 10.67%
Highest Performing Industries:
Arts & Entertainment
Travel
Real Estate
Sports & Recreation
Restaurants & Food
Lowest Performing Industries:
Attorneys & Legal Services
Home & Home Improvement
Dentists & Dental Services
Business Services
Industrial & Commercial

Cost per lead benchmarks for search advertising across all industries:

Also known as cost per action or cost per conversion, this metric is the average amount spent for each completed desired action, such as a phone call, form fill, or purchase.

Average: $41.40 per conversion
Range: $14.88 to $73.70 per conversion
Least Expensive Industries:
Animals & Pets
Automotive Repair, Service & Parts
Restaurants & Food
Shopping, Collectibles & Gifts
Sports & Recreation
Most Expensive Industries:
Attorneys & Legal Services
Furniture
Business Services
Finance & Insurance
Career & Employment

Conversion rate benchmarks for search advertising across all industries:

A conversion rate is the percentage of ad clicks that resulted in an actual purchase of a product or service.

Average: 8.82%
Range: 3.25% to 19.19%
Highest Converting Industries:
Animals & Pets
Physicians & Surgeons
Automotive Repair, Service & Parts
Dentists & Dental Services
Home & Home Improvement
Lowest Converting Industries:
Furniture
Apparel/Fashion & Jewelry
Real Estate
Career & Employment
Finance & Insurance

To read the complete report, including benchmarks for your industry, check out WordStream’s article.

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Did you know that nearly 3 in 4 buyer journeys begin with an online search via a search engine like Google? If you need help setting up or managing your search campaigns, contact AMMO today.