Google Ads Statistics for 2026: Costs, Clicks and Conversion Rates

If you’re considering Google Ads, you probably want to know what clicks, leads and conversions should cost.

The problem is that Google Ads performance varies widely by industry, service, location and campaign type. A broad benchmark may say the average cost per click is around $5, but individual searches can cost less than $1 or more than $50.

Below, we review current Google Ads statistics for 2026, including paid search benchmarks and anonymized observations from campaigns managed by Brand House.

General Google Ads Statistics

Let’s start with several broad Google Ads and paid search statistics:

1. The average paid search click-through rate is approximately 6.64%.
2. The average paid search cost per click is approximately $5.42.
3. The average paid search conversion rate is approximately 8.18%.
4. The average paid search cost per lead is approximately $66.69.
5. The Google Display Network reaches more than 90% of Internet users worldwide.
6. The Google Display Network includes more than 2 million websites, videos and apps.
7. Google estimates that businesses receive $8 in combined profit from Google Search and Ads for every $1 spent on Google Ads.

These numbers provide useful context, but they should not be treated as guaranteed results for every advertiser.

Google Ads Performance Statistics

Google Ads performance is commonly measured through click-through rate, conversion rate and cost per conversion.

8. The average paid search CTR is approximately 6.64%.
9. The average paid search conversion rate is approximately 8.18%.
10. A 6.64% CTR means an ad generates approximately six to seven clicks for every 100 impressions.
11. An 8.18% conversion rate means approximately eight out of every 100 clicks produce a tracked action.
12. Branded campaigns often generate higher CTRs than non-branded campaigns because users already recognize the business.
13. Conversion rates can vary significantly based on what the advertiser counts as a conversion.

A conversion may represent a phone call, form submission, appointment request, online purchase or another tracked action.

For Brand House lead-generation campaigns, phone calls generally must last at least one minute before they are counted as conversions. This helps remove accidental or extremely short calls from campaign reporting.

A high CTR does not automatically mean a campaign is successful. The traffic still needs to produce qualified leads, sales or other meaningful outcomes.

Google Ads Cost Statistics

Google Ads costs vary significantly by industry.

14. Arts and entertainment advertisers average approximately $1.63 per click.
15. Restaurants and food advertisers average approximately $2.05 per click.
16. Travel advertisers average approximately $2.14 per click.
17. Finance and insurance advertisers average approximately $3.39 per click.
18. Business service advertisers average approximately $5.87 per click.
19. Health and fitness advertisers average approximately $6.17 per click.
20. Dental advertisers average approximately $8 per click.
21. Home improvement advertisers average approximately $8.33 per click.
22. Legal advertisers average approximately $9.87 per click.

These figures are based on current paid search benchmark data and represent broad industry categories rather than fixed prices.

The same advertiser can pay different amounts depending on:

• Service
• Keyword intent
• Location
• Competition
• Campaign type
• Match type
• Bidding strategy

Businesses in competitive markets such as Los Angeles may also pay more than advertisers targeting smaller cities. Learn more in our guide to PPC costs in Los Angeles.

Google Ads CPC Has Increased Over Time

The average paid search CPC was approximately $2.32 in 2016. By 2026, it had increased to $5.42.

That does not automatically mean Google Ads is less profitable. A more expensive click may still produce a valuable customer, while a cheap click may generate no meaningful business.

The goal should not be to find the lowest CPC possible. The goal should be to generate qualified conversions at a sustainable cost.

Average Google Ads Cost per Lead

The average paid search cost per lead is approximately $66.69.

23. Arts and entertainment leads average approximately $26.84.
24. Automotive repair leads average approximately $29.96.
25. Restaurant and food leads average approximately $30.57.
26. Physician and surgeon leads average approximately $40.04.
27. Dental leads average approximately $72.97.
28. Business service leads average approximately $93.69.
29. Real estate leads average approximately $102.51.
30. Legal leads average approximately $131.63.

Cost per lead is more useful than CPC because it connects ad spend to a customer action.

However, a lead is not always a customer. Businesses should also track lead quality, appointment rates, close rates and revenue.

See more examples in our guide to the average Google Ads cost per lead by industry.

Dental Google Ads Statistics

Dental advertising is one of the more expensive paid search categories.

31. The average dental CPC is approximately $8.
32. The average dental conversion rate is approximately 10.67%.
33. The average dental cost per lead is approximately $72.97.

Those numbers are reasonable as broad dental benchmarks, but individual dental services can perform very differently.

In campaigns managed by Brand House:

34. General dentistry clicks have averaged around $5.
35. Cosmetic and restorative services have often ranged from approximately $10 to $16 per click.
36. Some higher-intent specialty searches have exceeded $20 per click.
37. Dental conversion rates have remained close to 10% in one anonymized campaign.

This means the published $8 dental average is not necessarily wrong. It combines many services into one category.

A practice advertising general cleanings may pay less than the average. A practice targeting wisdom tooth removal, root canals, emergency care or cosmetic procedures may pay considerably more.

Higher Dental CPC Can Still Produce Better Results

The most expensive dental clicks do not always produce the highest lead costs.

In one campaign, a specialty service with a CPC above $20 converted at more than twice the account’s overall rate. Another service had a lower CPC but a much higher cost per conversion because fewer visitors contacted the practice.

This is why dental advertisers should evaluate:

• CPC
• Conversion rate
• Cost per lead
• Lead quality
• Patient value

Dental Local Services Ads Statistics

Dental Local Services Ads can also generate lead costs above $100 in competitive markets.

38. In one recent Brand House campaign, dental Local Services Ads calls averaged approximately $110 per lead.

This is a campaign observation rather than a national average. Local Services Ads pricing changes based on location, competition, service category and lead availability.

Addiction Treatment Google Ads Statistics

Addiction treatment advertising is harder to benchmark because most large datasets do not provide a separate category for detox, residential treatment, PHP, IOP and other levels of care.

Based on industry estimates and campaign observations:

39. Addiction treatment clicks may range from approximately $15 to $90.
40. Broader or lower-intent traffic can cost only a few dollars or less.
41. Competitive local, detox and facility-related searches can cost $30 to $50 or more per click.
42. Account-wide CPC can remain much lower when high-intent Search traffic is combined with lower-cost traffic.

The cost difference is often driven by intent.

A broad search about alcoholism or recovery may not indicate that the user is ready to contact a treatment center. A search for detox or residential treatment in a specific city usually shows stronger commercial intent.

Why Local Rehab Keywords Cost More

More expensive addiction treatment searches often include:

• A specific city or state
• “Near me” language
• Detox services
• Residential treatment
• Immediate placement
• A competing facility name
• Insurance-related intent

Several treatment providers may compete for a limited number of prospective patients in the same location, which can increase CPC.

Search and Performance Max Costs Differ

Search and Performance Max clicks should not be combined without context.

Search campaigns focus on queries entered directly into Google. Performance Max can distribute ads across several types of Google inventory.

Lower-cost Performance Max traffic can reduce the account-wide CPC even when high-intent Search terms remain expensive.

Addiction Treatment Conversion Tracking Has Limits

For addiction treatment campaigns, Brand House generally counts calls lasting at least one minute and more depending on campaign and completed forms as conversions.

A tracked lead is not automatically:

• A qualified patient
• A completed verification of benefits
• A clinically appropriate admission
• A completed enrollment

Admissions can depend on insurance eligibility, clinical fit, bed availability, call-center coverage and the person’s willingness to enter treatment.

Attribution can also be lost when people use incognito browsing, switch devices, send links to family members or call later through another channel.

Learn more in our guide to rehab Google Ads or review our addiction treatment PPC services.

Ecommerce Google Ads Statistics

Ecommerce campaigns often have lower CPCs than competitive lead-generation industries.

In one ecommerce campaign managed by Brand House:

43. Average CPC remained below $1.
44. Conversion rate was approximately 4%.
45. Cost per conversion remained below $20.

Those results may appear efficient, but ecommerce profitability depends heavily on the product.

A $20 acquisition cost may be strong for a high-margin product with a large average order value. It may be unprofitable for a low-priced product with expensive shipping and frequent returns.

Ecommerce advertisers should also track:

• Average order value
• Gross profit margin
• Shipping costs
• Returns
• Repeat purchases
• Customer lifetime value

Google Ads ROI Statistics

One of the most commonly repeated Google Ads statistics is that the platform produces an 800% return.

46. Google estimates that businesses receive $8 in profit from Google Search and Ads for every $1 spent on Google Ads.

That does not mean the average Google Ads campaign produces an 8:1 return.

Google’s estimate combines paid advertising with the estimated value of organic Google Search traffic. The calculation also relies on assumptions about paid advertising profit, organic click volume and the value of those clicks.

Actual ROI varies based on:

• Profit margin
• Average customer value
• Branded versus non-branded traffic
• Repeat purchases
• Sales performance
• Offline conversions
• Attribution settings

An account with a large amount of branded traffic may report a high return because many users already know the business.

A company selling a high-margin service may also produce a much higher return than a lower-margin ecommerce advertiser.

There is no single Google Ads ROI benchmark that applies equally to every business.

Why Google Ads Statistics Can Be Misleading

Google Ads benchmark articles frequently disagree because they may use different:

• Years
• Countries
• Industries
• Campaign types
• Advertising platforms
• Conversion definitions
• Attribution windows

Some datasets combine Google Ads and Microsoft Ads. Others mix Search, Display, Shopping and Performance Max.

Older statistics are also frequently republished without their original reporting dates.

Before relying on a Google Ads statistic, check when the data was collected, what campaigns were included and how conversions were defined.

Google Ads Statistics FAQs

What is the average Google Ads CPC?

The average paid search CPC is approximately $5.42. Actual costs vary by industry, service, keyword, location and campaign type.

What is a good Google Ads CTR?

The average paid search CTR is approximately 6.64%. Branded campaigns may perform above that figure, while broader non-branded campaigns may fall below it.

What is a good Google Ads conversion rate?

The average paid search conversion rate is approximately 8.18%. A good conversion rate depends on the action being measured and the value of that action.

What is the average Google Ads cost per lead?

The average paid search cost per lead is approximately $66.69. Industry averages range from less than $30 to more than $130.

What is the average dental Google Ads CPC?

Dental advertisers average approximately $8 per click. In campaigns managed by Brand House, general dentistry traffic has averaged around $5, while some specialty searches have exceeded $20.

How much do addiction treatment keywords cost?

Addiction treatment clicks can range from a few dollars for broader traffic to $30, $50 or more for competitive detox, local and facility-related searches.

Does Google Ads produce an 800% ROI?

Google publishes an $8 economic-impact estimate, but it combines paid advertising with estimated organic Search value. It should not be treated as an observed 8:1 average return across Google Ads campaigns.

Go Beyond Google Ads Statistics

Google Ads benchmarks can help you understand the market, but they cannot tell you exactly what your campaign should cost.

Dental CPC can range from around $5 for general services to more than $20 for specialty searches. Addiction treatment clicks can range from a few dollars to more than $50 based on the location, level of care and search intent.

The goal is not simply to match an industry average. It is to generate qualified leads or sales at a cost the business can sustain.

Use our Google Ads budget estimator to see how CPC and conversion rate can affect projected results, or learn more about PPC management.

Brand House provides Google Ads management services focused on campaign structure, search intent, conversion tracking and measurable business outcomes.

Methodology

The broad paid search statistics in this article are based primarily on a 2026 benchmark study covering 13,474 U.S. Google Ads and Microsoft Ads campaigns running from April 2025 through March 2026. Reported averages are technically median figures.

Brand House observations are based on anonymized campaign data. Results have been rounded, and client names, exact locations, budgets, reporting periods and detailed campaign structures have been omitted.

These examples are provided for context and do not guarantee future performance.

Sources

• 2026 Search Advertising Benchmarks
• Paid Search Benchmark Archive
• Google Display Network Reach
• Google Economic Impact Methodology