Know exactly what Google Ads cost
Free PPC calculators plus real industry, country and platform ad-cost benchmarks — everything you need to plan, price and measure paid search. No sign-up.
Start with a calculator
- ROAS Calculator Measure results: spend + revenue → ROAS, ROI & net profit.
- Google Ads Cost Calculator Plan ahead: budget + CPC → clicks, leads & cost per lead.
- Ad Budget Calculator Work backwards from a lead goal to the budget you need.
- CPC Benchmark Checker Is your CPC above or below your industry average?
Cost benchmarks & guides
Real ad-cost data by industry, country and platform — plus plain-English guides on how each metric and billing model works. All free, sourced and dated.
- Data Google Ads Cost by Industry CPC, CTR, conversion rate & cost per lead for 23 industries (2026).
- Data Google Ads Cost by Country Average CPC across 61 countries, plus a measured USD ranking.
- Data Platform Ad Costs Facebook, TikTok & LinkedIn cost benchmarks by industry.
- Data Microsoft (Bing) Ads Cost Search benchmarks reported combined with Google Ads.
- Data Benchmark Rankings Industries ranked by CPC, CTR, conversion rate and cost per lead.
- Data Landing Page Conversion Rate Median landing page conversion rate by industry (Unbounce).
- Learn How Ad Billing Works Billing models, auctions & minimum budgets for 5 platforms.
- Learn PPC Glossary ROAS, CPC, CPM, CPA, CTR & ROI explained with formulas.
- Trust Data Methodology How we source, tier and cross-validate every number.
Google Ads Benchmarks by Industry (2026)
Average cost-per-click, click-through rate, conversion rate and cost-per-lead across 23 industries on Google Ads Search, with year-over-year CPC change. Sourced from the WordStream 2026 benchmark report.
| Industry | Avg. CPC vs 2025 | CTR | Conv. Rate | Cost / Lead |
|---|---|---|---|---|
| Attorneys & Legal Services | $9.87 ▲ 15% | 5.87% | 5.55% | $131.63 |
| Home & Home Improvement | $8.33 ▲ 6% | 6.47% | 8.05% | $90.92 |
| Dentists & Dental Services | $8.00 ▲ 2% | 5.66% | 10.67% | $72.97 |
| Personal Services | $7.17 ▲ 23% | 7.16% | 12.34% | $54.60 |
| Health & Fitness | $6.17 ▲ 23% | 5.81% | 6.94% | $67.36 |
| Business Services | $5.87 ▲ 5% | 6.10% | 4.85% | $93.69 |
| Industrial & Commercial | $5.87 ▲ 3% | 6.57% | 8.20% | $75.19 |
| Career & Employment | $5.81 ▲ 13% | 5.88% | 3.05% | $67.36 |
| Education & Instruction | $4.81 ▼ 23% | 7.56% | 13.14% | $77.48 |
| Physicians & Surgeons | $4.76 ▼ 5% | 6.61% | 12.43% | $40.04 |
| Beauty & Personal Care | $4.62 ▼ 19% | 6.75% | 10.35% | $39.25 |
| Apparel / Fashion & Jewelry | $4.44 ▲ 3% | 6.64% | 4.50% | $97.51 |
| Automotive — Repair, Service & Parts | $4.35 ▲ 12% | 5.56% | 15.51% | $29.96 |
| Shopping, Collectibles & Gifts | $4.14 ▲ 19% | 8.28% | 4.01% | $49.40 |
| Animals & Pets | $4.06 ▲ 2% | 7.49% | 16.22% | $31.50 |
| Furniture | $3.97 ▲ 3% | 6.57% | 2.99% | $106.70 |
| Finance & Insurance | $3.39 ▼ 2% | 9.83% | 2.64% | $74.44 |
| Real Estate | $3.22 ▲ 27% | 7.61% | 3.70% | $102.51 |
| Sports & Recreation | $2.77 ▲ 5% | 8.75% | 7.69% | $44.26 |
| Automotive — For Sale | $2.27 ▼ 6% | 8.28% | 6.01% | $44.26 |
| Travel | $2.14 ▲ 1% | 9.32% | 5.83% | $44.70 |
| Restaurants & Food | $2.05 ▲ 0% | 6.83% | 8.05% | $30.57 |
| Arts & Entertainment | $1.63 ▲ 2% | 12.75% | 5.91% | $26.84 |
Source: WordStream 2026 Google Ads Benchmarks · Data year 2026 (with 2025 YoY) · 23 industries · Google Ads Search · Updated 2026-07-05
Arrows on the CPC column show year-over-year change vs 2025: ▲ red = cost up, ▼ green = cost down. Google Ads industry benchmarks (Search). Real WordStream/LocaliQ annual report data; not fabricated. Re-verify yearly on new release.
About Google Ads Cost
Google Ads Cost is a free toolkit for anyone who needs to plan, price or measure paid advertising. Whether you're setting your first budget, building a client proposal, or checking whether your cost-per-click is competitive, our calculators and benchmarks turn raw numbers into decisions in seconds — no account, no email and no spreadsheet required.
The 9 free calculators cover the full campaign lifecycle: work out ROAS, ROI and net profit from spend and revenue, translate a budget into expected clicks and leads, reverse-engineer the budget you need to hit a lead goal, or check any metric against your industry average. Every calculator runs entirely in your browser, so your numbers never leave your device.
Behind the tools sits a growing library of real ad-cost data: average CPC, CTR, conversion rate and cost-per-lead across 23 industries, average CPC across 61 countries, and platform benchmarks for Google, Microsoft (Bing), Facebook, TikTok and LinkedIn. Each figure is sourced from published reports (such as the WordStream 2026 benchmark), clearly dated, and graded by authority tier so you always know how much to trust it — see our data methodology for details.