New Free Tools: Check Your AdWords Metrics Against Benchmarks!


Viewing on mobile? Check out our new tools here!

If you’re new to paid search advertising, or just onboarding new clients with your agency, figuring out how to measure success can be challenging. We all want to create ads that have high CTRs and chart-breaking conversion rates, but a good metric in one industry isn’t necessarily good in another—in fact, it can be difficult to know what a good CTR is in your own industry. Which numbers should you be looking to beat?

Our fantastic data scientist Mark Irvine has leveraged our huge data stores to establish AdWords performance benchmarks in four key metrics on both the Search and Display networks:

  • Average Click-Through Rate (CTR)
  • Average Cost per Click (CPC)
  • Average Conversion Rate (CVR)
  • Average Cost per Action (CPA)

Because every business is different, we’ve determined benchmarks for twenty different industries: Advocacy, Auto, B2B, Consumer Services, Dating & Personals, E-Commerce, Education, Employment Services, Finance & Insurance, Health & Medical, Home Goods, Industrial Services, Legal, Real Estate, Technology, and Travel & Hospitality.

How to Use the New Tools

To simplify your search for success, we have created a new set of free tools to accurately calculate how you measure up to the competition based on your current metrics, your network, and your industry. Simply input the metric you want to investigate, select your industry and network, and our free tool will quickly let you know how you measure up! (Big shout-out to our developer Drake McCabe who built the tools.)

Want more info? Use the AdWords Grader to get a full, free report on how you’re doing across 10 key metrics.

What’s a Good Click-Through Rate in AdWords?

Your click-through rate (CTR) is the ratio of clicks to impressions on your AdWords ads. AdWords CTR is important because CTR is a major component of your Quality Score, which determines your cost per click.

Click here to use this tool on your mobile device

What’s a Good Cost Per Click in AdWords?

Your cost per click (CPC) is the price you pay every time someone clicks one of your ads. A low CPC ensures that you’re getting a good return on your AdWords investment.

Click here to use this tool on your mobile device

What’s a Good Conversion Rate in AdWords?

Your conversion rate is the ratio of people who complete your offer or make a purchase out of the total number of people who visit your site or landing page. Conversion rates can vary highly by industry due to the variety of different offers.

Click here to use this tool on your mobile device

What’s a Good Cost Per Action in AdWords?

Your cost per action, or CPA, is the cost required to secure an action (either a sale or a lead) through AdWords. CPA is calculated by dividing your CPC by your conversion rate.

Click here to use this tool on your mobile device

How did you do?!

If you want even more insight into how your AdWords account is performing compared to other advertisers, check out the free AdWords Performance Grader. You’ll get an instant, customized report packed with insights into your performance on ads, landing pages, mobile and more.

Find out how you're REALLY doing in AdWords!

Watch the video below on our Free AdWords Grader:

Visit the AdWords Grader.


Łukasz AdWords
Mar 23, 2017

I wonder if your tool is prepared for other markets, or only US?
Well I cannot get know because your tool seems to not work properly - I got an error - I don't spend any budget, but in fact, I do. Halp guys

Elisa Gabbert
Mar 23, 2017

Hi Lucasz, which tool served you an error so we can look into it?

Mar 24, 2017

This is a great blog, very well explain.but I never use this tool but after reading this article.I cam try once.thanks for sharing.

Apr 12, 2017

Is the conversion rate (specifically for legal), based on enquiries or end conversions?

Jul 12, 2017

Is this being compared to US data?
Is this being compared to 2015, 2016 or 2017 data?

Elisa Gabbert
Jul 13, 2017

It's US data from 2015-2016

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