Google Ads Conversion Rate Benchmarks: How Do You Stack Up?

Are your Google Ads conversion rates as high as they could be? It‘s a question that plagues marketers and business owners everywhere. You‘re investing valuable time and resources into Google Ads – but without the right benchmarks, it‘s hard to know if that investment is paying off.

The truth is, conversion rates can vary widely depending on your industry, business type, ad spend, and a variety of other factors. And while you should always aim to beat your own past performance, it can be helpful to know how you stack up against similar advertisers.

That‘s where Google Ads conversion rate benchmarks come in. By looking at average conversion rates across industries and types of businesses, you can get a better sense of where you stand and identify areas for improvement.

In this guide, we‘ll share the latest Google Ads conversion rate benchmarks for 2024 and break down the data by:

  • Industry
  • B2B vs B2C
  • Company size
  • Monthly ad spend

We‘ll also dive into what‘s behind the numbers and share our best tips for optimizing your campaigns to boost conversions. Let‘s get benchmarking!

To start, let‘s look at how average conversion rates vary by industry. This data comes from a WordStream study of over 14,000 active Google Ads accounts.

Industry Search Conversion Rate Display Conversion Rate
Advocacy 4.61% 0.37%
Auto 4.11% 0.39%
B2B 3.04% 0.46%
Consumer Services 5.04% 0.36%
Dating & Personals 9.64% 0.72%
E-Commerce 2.81% 0.45%
Education 5.12% 0.73%
Employment Services 4.13% 0.66%
Finance & Insurance 5.10% 0.56%
Health & Medical 4.63% 0.52%
Home Goods 3.68% 0.39%
Industrial Services 2.58% 0.38%
Legal 4.35% 0.59%
Real Estate 3.71% 0.78%
Technology 2.38% 0.84%
Travel & Hospitality 3.55% 0.44%

A few interesting insights jump out from this data:

  • Dating & personals has the highest average conversion rates for both search (9.64%) and display (0.72%). This could be because people searching for dating services are often ready to take action right away, while display ads can be effective for building brand awareness and re-engaging past visitors.

  • E-commerce has some of the lowest average conversion rates at 2.81% for search and 0.45% for display. With so much competition in the e-commerce space, it can be tough to stand out and get that conversion. E-commerce advertisers may need to work harder on targeting the right audiences, creating compelling ad copy, and optimizing their shopping feeds.

  • The average conversion rate for B2B search ads is 3.04%, compared to 5.04% for consumer services. This reflects the longer sales cycle and multiple decision-makers often involved in B2B purchases. B2B advertisers may need to focus more on lead generation and nurturing rather than driving immediate sales.

Of course, these are just averages and your results may vary depending on your unique business and goals. But by knowing the benchmarks for your industry, you can better gauge your own performance and set realistic targets for improvement.

In addition to industry, conversion rates can also vary significantly based on the type of business you‘re running. Here‘s how the data breaks down for B2B vs B2C:

Business Type Search Conversion Rate Display Conversion Rate
B2B 2.58% 0.50%
B2C 4.78% 0.48%

On average, B2C businesses see nearly 2x higher conversion rates on search compared to B2B. This aligns with what we know about the typical B2B buying process being longer and more complex than B2C.

However, the average display conversion rate is nearly identical for B2B and B2C. This suggests that display can be an effective channel for building brand awareness and staying top-of-mind for both types of audiences.

Company size is another factor that can impact your Google Ads conversion rates. Here‘s the breakdown:

Company Size Search Conversion Rate Display Conversion Rate
Small (< 50 employees) 3.28% 0.42%
Medium (50-249 employees) 3.45% 0.70%
Large (250+ employees) 4.11% 0.94%

The data shows that larger companies tend to have higher conversion rates on both search and display. This could be due to factors like bigger budgets, more sophisticated marketing teams, stronger brand recognition, and more established trust with customers.

However, the gap between small and large companies is much wider for display (0.42% vs 0.94%) than for search (3.28% vs 4.11%). This suggests that smaller companies may have more room for improvement with their display campaigns in particular.

Finally, let‘s look at how conversion rates differ based on monthly ad spend. Here‘s the data:

Monthly Ad Spend Search Conversion Rate Display Conversion Rate
$100-500 3.16% 0.27%
$500-1,000 3.07% 0.38%
$1,000-5,000 3.38% 0.53%
$5,000-10,000 3.86% 0.83%
$10,000-50,000 5.24% 1.08%
$50,000+ 7.15% 1.82%

Not surprisingly, advertisers with larger budgets tend to have higher conversion rates. Bigger budgets allow for more ad testing, better audience targeting, and higher ad positions – all of which can translate to more conversions.

The impact of ad spend is most pronounced for high-budget advertisers spending over $50,000 per month. These companies achieve average conversion rates of 7.15% on search and 1.82% on display – well above the overall benchmarks.

However, even smaller advertisers spending $1,000-5,000 per month achieve respectable conversion rates of 3.38% on search and 0.53% on display. This shows that you don‘t necessarily need a huge budget to drive meaningful conversions from Google Ads.

Tips for Improving Your Google Ads Conversion Rates

Now that you know the benchmarks, how can you optimize your own campaigns to boost conversions? Here are some tips:

1. Focus on high-intent keywords.

Conversion rates are typically higher for keywords that show high purchase intent, like "buy," "order," "discount," etc. Prioritize these keywords in your campaigns.

2. Use ad extensions.

Ad extensions give your ads more real estate and provide additional information like site links, callouts, and structured snippets. Ads with extensions typically have higher conversion rates.

3. Create targeted landing pages.

Generic landing pages won‘t cut it. Create unique, relevant landing pages for each ad group that match the ad copy and provide a clear path to conversion.

4. Leverage automated bidding.

Google Ads offers several automated bidding strategies that optimize for conversions, like Maximize Conversions and Target CPA. These can help you get more conversions at a lower cost.

5. Set up offline conversion tracking.

Many conversions happen offline, like phone orders or in-store visits. By importing offline conversions into Google Ads, you can get a more complete picture of performance.

6. Experiment with attribution models.

The default last-click attribution may not tell the full story. Use the Model Comparison Tool to see how different attribution models impact your conversion data.

7. Continually test and iterate.

There‘s no "set it and forget it" in Google Ads. Continually test new ad copy, keywords, audiences, and bidding strategies to see what drives the most conversions.

The Future of Google Ads Conversion Tracking

As we look ahead to 2024 and beyond, conversion tracking in Google Ads will likely evolve in a few key ways:

Greater Focus on First-Party Data

With the demise of third-party cookies, advertisers will need to rely more on their own first-party data for targeting and measurement. Google Ads is already investing in solutions like Customer Match and offline conversion importing to help advertisers activate their first-party data.

More Emphasis on Privacy

At the same time, Google is also working to give users more transparency and control over how their data is used for advertising. Features like the Privacy Sandbox and Federated Learning of Cohorts (FLoC) aim to allow for personalized advertising while protecting user privacy.

Continued Rise of Automation

Google Ads has been steadily rolling out more automated solutions for bidding, targeting, ad creation, and more. Expect this trend to continue as Google uses machine learning to help advertisers drive better results with less manual effort.

Evolution of Conversion Measurement

Last-click attribution will become increasingly insufficient as the customer journey gets more complex. Advertisers will need to take advantage of tools like attribution modeling, data-driven attribution, and conversion lift studies to better understand the true value of their ads.

Navigating these shifts will be crucial for advertisers looking to accurately measure and optimize conversion performance in the years to come. The most successful advertisers will be those who can adapt to the changing landscape and find new ways to drive conversions while respecting user privacy.


Conversion rates are the ultimate measure of success for any Google Ads campaign. By understanding the latest benchmarks and implementing best practices for conversion optimization, you can ensure your campaigns are driving real business results.

But remember, benchmarks are just a starting point. The most important thing is to continually track and optimize your own conversion rates over time.

As the famous management consultant Peter Drucker once said, "If you can‘t measure it, you can‘t improve it." So keep a close eye on your conversion data, stay on top of the latest Google Ads features and best practices, and never stop striving for better results.

Your future customers (and your bottom line) will thank you.