Google Ads Cost Per Lead Has Increased for 91% of Industries YoY

With a median 200% return on funding, it’s not stunning that Google Ads is one of the preferred—and best—paid promoting channels for companies massive and small.

This is purpose sufficient for advertisers to remain on prime of their efficiency, however with our newest benchmark research displaying that value per lead has elevated for 91% of industries 12 months over 12 months, it’s extra necessary now than ever.

google ads cost per lead - industries most impacted in 2022

Read on to get the insights you want so you’ll be able to keep aggressive along with your vacation campaigns, plan your 2023 finances, and navigate the difficult economic system.

Key developments

Our newest Google Ads {industry} benchmarks report offers the typical click-through charge (CTR), value per click on (CPC), conversion charge (CVR), and value per lead (CPL) for 23 industries. Note that our proprietary platform dynamically shifts finances between search channels on a per-campaign foundation, however in mixture, 80-85% of finances is allotted to Google and 15-20% to Microsoft.

Here are an important developments to know:

  • Cost per lead has elevated considerably. 21 of 23 industries noticed a rise in value per lead (CPL) 12 months over 12 months, with a median general enhance of 19%. This is considerably larger than final 12 months’s enhance of 5%, in distinction to 2020’s lower of 4%, however truly much like 2019’s enhance of 21%.
  • The greatest will increase in CPL had been in Arts/Entertainment (+134%), Travel (+69%), and Furniture (+54%); whereas Education/Instruction (-29%) and Finance/Insurance: (-2%). As we’ll talk about in the important thing takeaways, inflation seems to be the primary driver right here.
  • Conversion charge has decreased considerably. 91% of industries noticed a lower in conversion charge, with a median general lower of 14%. While it is a stronger lower than final 12 months, it’s not far off from 2019’s 12% lower.
  • Cost per click on has elevated solely barely. Just over half (57%) of the industries we seemed noticed a rise in CPC, with a median general enhance of 2%. This is in distinction to 2020 and 2021 which noticed decreases in CPC (-4% and -1% respectively), however akin to 2019 when there was a 6% enhance.
  • Click-through charge has remained secure. While 78% of the industries in our report noticed a rise in CTR 12 months over 12 months, there was no general common change. This is the primary time since 2019 that CTR has not elevated.


With the exception of click-through charge, 2022’s YoY modifications are much like these of 2019, earlier than the pandemic.

Key takeaways & find out how to adapt

So what’s behind these developments within the information? Why are small companies seeing these impacts and what are you able to do about it? We consider {that a} mixture of elements is at play, together with financial elements and modifications in how Google’s advert platform works.

Here are the first causes as we see it—plus suggestions on find out how to adapt:

1. Inflation is impacting conversion charges

Not solely is the patron value index close to its highest degree in 40 years, however the price of operating a enterprise, of course, has additionally elevated. For instance, many eating places have needed to raise menu prices to counteract rising meals prices. With costs at an all-time excessive, customers have change into extra acutely aware of their spending, particularly for non-essential items and companies. In June, the Washington Post shared that consumers were cutting back on travel and restaurants.

inflation news headlines

This could possibly be bringing down conversion charges and driving up value per lead, and would assist clarify why the industries in our research that noticed the largest will increase in CPC and/or CPL 12 months over 12 months had been Arts/Entertainment, Travel, Furniture, and Apparel/Fashion/Jewelry; and probably additionally why Education/Instruction and Finance/Insurance had been the one two industries that noticed a lower (albeit small) in CPL.

Another issue that’s seemingly at play with the rise in Furniture CPL is supply chain shortages.

Inflation is also inflicting extra advertisers to drag again on advert spend. According to Search Engine Land, Google’s FY22 Q3 earnings confirmed gradual progress for advertisements, and management is attributing the declines to advertisers pulling again on spend. SEL says the gradual progress “could be a warning to advertisers that further budget cuts and higher CPCs could be on the horizon.”

How to adapt

In his article on Marketing During Inflation, Mitchell Leiman, Sr. VP of Strategy and Operations at LocaliQ, reminds us that though inflation is a prime concern amongst small enterprise homeowners, it’s more than likely short-term and there are methods to adapt.

He suggests analyzing your prices and revenue margins and discovering methods to chop prices, making use of free and low-cost strategies of advertising, evaluating your money and debt, and elevating costs if it’s good to. You can get extra particulars in his article, in addition to use our value enhance letter ideas and templates.

A full-funnel method may assist with enhancing your conversion charges. Rather than striving simply for bottom-funnel conversions, create campaigns for lower-friction presents to drive consciousness and engagement up-funnel. You can then nurture these leads with e-mail campaigns to construct belief and/or retarget them with lower-funnel presents.

paid offers across the funnel

2. Broad match is broader than ever

Not solely did Google take away modified broad match key phrases final 12 months, however since then it has additionally been pushing for accounts to make use of broad match with Smart Bidding—going as far as to launch a restricted beta check not too long ago that permits advertisers to take away key phrase match varieties altogether on the marketing campaign degree.

broad match targeting beta update

Broader matching is main advertisements to seem for extra queries—together with these with low industrial intent. Since CTR hasn’t modified general, we will collect that individuals are nonetheless clicking on advertisements simply as a lot, however because the intent isn’t there, they’re not changing.

How to adapt

In her article on Google’s push for broad match with Smart Bidding, worldwide paid media advisor and speaker Michelle Morgan recommends utilizing phrase match, precise match, or dynamic search advertisements as an alternative; however that when you do find yourself going with Google’s prompt “upgrade,” to ensure you have sufficient conversion information to begin with, repeatedly evaluation your search queries, be conservative with finances, and set bidding restrictions to begin.

google ads broad match- smart bidding

Devon Anderson, VP of Media Delivery & Automation at LocaliQ factors out that along with the elimination of modified broad match, “We are also seeing phrase match and broad match keywords matching more broadly in general, leading ads to show for competitor searches and irrelevant search phrases if extra precautions are not taken proactively.” To maintain your advertisements showing for the suitable searches, be sure you keep on prime of your key phrase efficiency, repeatedly sustaining your damaging key phrase lists.

3. Search advertisements proceed to get extra aggressive annually

This is par for the course as a result of of the sheer efficacy of Google Ads: Given that 89% of shopping for journeys start with a search engine, it’s no marvel that PPC yields a median ROI of $2 for each $1 spent—and due to this fact not stunning that increasingly more advertisers are utilizing the platform.

In PPCsurvey’s 2022 State of PPC report, 98% of members reported utilizing Google Ads, versus 76% for Facebook and 64% for Instagram. The extra advertisers in any given channel, the upper the competitors, which results in larger bids for fewer clicks per advertiser.

most popular ppc channels

How to adapt

In order to draw the identical quantity of visitors and leads amid the upper competitors, it’s possible you’ll wish to enhance your finances—not simply in 2023 however through the holidays this 12 months. If a rise in finances will not be possible, our article on eight methods to compete in Google Ads with out elevating bids guides you thru enhancing your advert relevance and Quality Score, optimizing your key phrases, analyzing your competitors, and extra.

We additionally advocate utilizing a cross-channel advertising technique, as paid search is commonly simpler when used along side different channels. In her article on the highest 4 promoting channels, for instance, worldwide paid media advisor and speaker (and WordStream alum!) Navah Hopkins recommends utilizing show to construct your audiences, video advertisements for demand gen, and social for enabling “impulses.” You may discover extra cross-channel promoting ideas from Michelle.

Search promoting benchmark information deep dive

So, you realize that prices are up and the explanation why—however what defines a “high” value? What do you have to try for in decreasing yours? Well, let’s begin with the general averages for Google Ads in 2022:

  • Average click-through charge: 6.30%
  • Average value per click on: $2.96
  • Average conversion charge: 7.26%
  • Average value per lead: $40.74

google ads benchmarks overall averages 2022

But whereas general averages assist us to see broader developments, every of these metrics varies broadly once you drill down by {industry}. So within the information that follows, we offer industry-specific information, together with extra insights and ideas, that can assist you higher perceive and enhance your efficiency in relation to your opponents.

Click to leap to a selected metric:

Note that you’ll find all of the charts on this report grouped collectively in our Online Advertising Benchmarks hub page.

Average click-through rate in Google Ads, 2022

Click-through rate is the percentage of ad impressions that result in a click, and helps to indicate how relevant your ad is to the audience it’s reaching. A click-through rate of 1% means that 1 out of every 100 people who see your ad click on it.

Click-through rate is important because it is used to determine your expected click-through rate, which is factored into your Quality Score, which impacts your cost per click.

The average click-through rate for Google Ads in 2022 is 6.30%.



Industries with the lowest click-through rates include Apparel/Fashion/Jewelry, Shopping/Collectibles/Gifts, and Furniture at 2-4%. Furniture and Apparel had the lowest CTRs last year, while Shopping/Collectibles/Gifts was further up on the list.

Industries with the highest average click-through rates are the same as last year: Arts/Entertainment, Sports/Recreation, and Travel—all above 10%.

The variation in CTRs can likely be attributed to differences in user intent and decision-making depending on what industry they’re shopping in. For example, in the Arts/Entertainment category, a person seeking out a specific show or venue may be more inclined to click through on a result, while in the Apparel/Fashion/Jewelry category, a person shopping for shirts may do more browsing.

Plus, product searches tend to return more ad results per page (up to 30 Shopping advertisements on desktop and as much as 15 on cell), which might result in decrease CTR per advert; and the product photographs permit a person to resolve with out clicking whether or not the product is what they need.

google shopping ads on the SERP

Average click-through charge: YoY

Year over 12 months, 78% of the industries on this report noticed a rise in CTR. However, in mixture for all industries in whole, there was no change in CTR.



Industries with the largest decreases in CTR embody Shopping/Collectibles/Gifts (-51%), Apparel/Fashion/Jewelry (-23%), and Arts/Entertainment (-17%). However, Arts/Entertainment is an outlier to start with, so whereas it had a big drop, it nonetheless had (and has traditionally had) the very best CTR of all of the industries we checked out.

Industries with the largest will increase in CTR embody Career/Employment (+56%), Attorneys/Legal (+32%), and Sports/Recreation (+32%).

How to enhance your click-through charge

If you’re seeing decrease click-through charges than your {industry} common, check out your advert copy and concentrating on. Are there different options, advantages, or emotional tones you’ll be able to check out? Is the messaging extremely related to not simply the key phrase, but additionally the searcher? Keep in thoughts that whereas larger CTR can carry down value per click on, it’ll enhance value per lead if these clicks aren’t related, so it’s possible you’ll wish to revisit your key phrase record to ensure they’re actually related to your online business. You can discover extra methods to enhance your click-through charge right here.

Average value per click on in Google Ads, 2022

How a lot you pay for a given click on in your advert is set in actual time by a fancy method that takes under consideration the competitors degree of the key phrase, your bid, your opponents’ bids, and your advert’s high quality. You can be taught extra in our Google Ads auction infographic.

Your average cost per click, however, is determined by dividing total campaign spend by total number of clicks. As such, higher click-through rates are typically associated with lower costs per click.

The average cost per click in Google Ads in 2022 is $2.96.


Industries with the lowest average cost per click (closer to $1) include Arts/ Entertainment, Apparel/Fashion/Jewelry, and Sports/Recreation. These industries have consistently low CPCs due to their high click-through rates, although Apparel has been closer to $2 or $3 in years past.

Industries with the highest average cost per click ($6-$8) are also consistent with years past, as they tend to have lower click-through rates: Attorneys/Legal Services, Dentists/Dental Services, and Home/Home Improvement.

Average cost per click, YoY

Year over year, 57% of the industries in this report saw an increase in cost per click, with an average overall increase of 2%. Tinuiti additionally discovered a rise in value per click on of 7% YoY in its Q3 report.


The most vital decreases had been in Apparel/Fashion/Jewelry (-53%), Education/Instruction (-27%), and Shopping/Collectibles/Gifts (-26%). As talked about earlier, CTR and CPC are sometimes inversely correlated, however of these three industries, solely Education/Instruction had a rise in CTR 12 months over 12 months.

The industries with the most important will increase in value per click on had been Travel (+15%) and Arts/Entertainment (+44%). Similar to the above, solely the previous elevated in CTR (-18%) whereas the latter decreased (-17%). We’ll speak extra about what else could possibly be inflicting these modifications later.

How to enhance your value per click on

If your value per click on is larger than what you’re seeing for your {industry}, it’s possible you’ll have to make some enhancements in your keyword-ad-landing web page relevancy. This will assist to enhance your Quality Score, which might decrease your value per click on. Remember, although, that whereas high- intent key phrases are costlier, they’re typically extra precious to your online business and could also be definitely worth the larger value per click on. You can be taught extra methods to decrease your value per click on right here.

Average conversion charge in Google Ads, 2022

Conversion charge is the proportion of clicks in your advert that truly convert, the place a conversion is the completion of the decision to motion of the advert, equivalent to a purchase order or form-fill.

The common conversion charge for Google Ads in 2022 is 7.26%.


Industries with the bottom common conversion charges are the identical as final 12 months: Apparel/Fashion/Jewelry, Furniture, and Real Estate at 1-3%.

Those with the very best common conversion charges embody Dentists/Dental Services, Automotive—Repair/Service/Parts, and Physicians/Surgeons—additionally the identical as final 12 months. Higher conversion charges are typical for these industries as their conversion actions are usually lower-friction than these within the above three industries: It’s a lot simpler for a shopper to name or contact a enterprise to e book an appointment that they may cancel than it’s to purchase a chunk of furnishings or jewellery.

Average conversion charge YoY

Year over 12 months, 91% of industries noticed a lower in conversion charge. The common general lower is -14%.


The solely two industries that noticed small will increase in conversion charges had been Finance/Insurance (+2%) and Education/Instruction (+3%).

The greatest drops in conversion charge had been in Apparel/Fashion/Jewelry (-68%), Arts/Entertainment (-38%), and Shopping/Collectibles/Gifts (-33%).

How to enhance your conversion charge

If your conversion charges are underperforming for your {industry}, test your touchdown pages. Are they optimized for cell? Do they clearly state the advantages of your product/service and make it straightforward for the person to take the motion? You can discover extra touchdown web page optimization ideas right here.

If your touchdown pages are optimized, it’s possible you’ll then wish to be sure that your advertisements and presents are tightly aligned with the intent of the key phrase and your viewers. You can be taught extra in our ideas to enhance conversion charges.

Average value per lead in Google Ads, 2022

Cost per lead is the entire value of a marketing campaign divided by the entire quantity of conversions. It’s often known as value per motion, value per conversion, and value per acquisition.

The common value per lead for Google Ads in 2022 is $40.74.


Industries with the bottom common value per lead embody Automotive Repair/Service/Parts, Physicians/Surgeons, and Sports/Recreation—at $19-24. These industries had the bottom CPLs final 12 months as properly. For the primary two, the low CPL might be attributed to excessive conversion charges; Sports/Rec has a comparatively low conversion charge however its excessive CTR results in decrease value per click on which might additionally maintain CPL down.

Those with the very best common value per lead had been the identical as final 12 months: Attorneys/Legal Services, Furniture, and Business Services—at $87 and above.

Average value per lead YoY

Year over 12 months, 91% of industries noticed a rise in value per lead. The general common enhance is nineteen%


The solely two industries that noticed a lower in value per lead embody Education/Instruction (-29%) and Finance/Insurance (-2%).

The industries with the largest will increase in value per lead embody Arts/Entertainment (+134%), Travel (+69%), and Furniture (+54%).

How to enhance your value per lead

If you’re trying to carry down your value per lead, you’ll want to extend lead quantity and/or decrease your value per click on (utilizing our ideas above).

You may make changes to your bids and budgets. For instance, it’s possible you’ll allocate extra of your finances to campaigns with decrease CPAs, or modify your bids inside a marketing campaign to be larger for occasions of the day or gadgets that convert larger. You can discover extra methods to decrease your CPL right here.

If you are not completely glad along with your search advert outcomes, strive the Google Ads Performance Grader to get a free report card with recommendations on find out how to enhance.

About the info

This report relies on a pattern of 79,455 North American-based LOCALiQ consumer marketing campaign cycles within the outlined enterprise classes that had been operating search advertisements between October 1, 2021 – September 30, 2022.

Our proprietary platform dynamically shifts finances between search channels on a campaign-by-campaign foundation, however in mixture, roughly 80-85% of finances is allotted to Google and 15-20% to Microsoft.

Each enterprise class features a minimal of 250 marketing campaign cycles. All foreign money values are posted in USD.

You can discover the charts from this report in addition to our earlier benchmark information in interactive format in our Online Advertising Benchmarks web page.

Mobile-friendly charts

Average Google Ads click-through charge in 2022

Business CategoryAvg Click-Through Rate in Google Ads, 2022
Animals & Pets7.62%
Apparel / Fashion & Jewelry2.24%
Arts & Entertainment16.29%
Attorneys & Legal Services4.71%
Automotive — For Sale8.15%
Automotive — Repair, Service & Parts5.75%
Beauty & Personal Care6.16%
Business Services5.51%
Career & Employment6.41%
Dentists & Dental Services5.15%
Education & Instruction8.51%
Finance & Insurance8.88%
Health & Fitness6.39%
Home & Home Improvement3.95%
Industrial & Commercial5.51%
Personal Services (Weddings, Cleaners, and so forth.)7.96%
Physicians & Surgeons7.00%
Real Estate8.85%
Restaurants & Food8.37%
Shopping, Collectibles & Gifts (General)2.45%
Sports & Recreation11.69%


Average Google Ads value per click on in 2022

Business CategoryAvg Cost Per Click in Google Ads, 2022
Animals & Pets2.48
Apparel / Fashion & Jewelry1.04
Arts & Entertainment0.85
Attorneys & Legal Services8.46
Automotive — For Sale1.89
Automotive — Repair, Service & Parts2.71
Beauty & Personal Care3.42
Business Services3.80
Career & Employment3.43
Dentists & Dental Services6.69
Education & Instruction2.68
Finance & Insurance3.41
Health & Fitness3.21
Home & Home Improvement5.74
Industrial & Commercial3.50
Personal Services (Weddings, Cleaners, and so forth.)2.97
Physicians & Surgeons3.17
Real Estate1.51
Restaurants & Food1.49
Shopping, Collectibles & Gifts (General)1.54
Sports & Recreation1.15

Average Google Ads conversion charge in 2022

Business CategoryAverage Conversion Rate in Google Ads, 2022
Animals & Pets9.43%
Apparel / Fashion & Jewelry1.20%
Arts & Entertainment3.34%
Attorneys & Legal Services7.56%
Automotive — For Sale5.47%
Automotive — Repair, Service & Parts13.65%
Beauty & Personal Care7.88%
Business Services4.37%
Career & Employment4.59%
Dentists & Dental Services11.73%
Education & Instruction6.39%
Finance & Insurance5.56%
Health & Fitness8.49%
Home & Home Improvement10.73%
Industrial & Commercial8.41%
Personal Services (Weddings, Cleaners, and so forth.)9.10%
Physicians & Surgeons13.94%
Real Estate3.07%
Restaurants & Food5.50%
Shopping, Collectibles & Gifts (General)3.37%
Sports & Recreation4.86%

Average Google Ads value per lead in 2022

Business CategoryAvg Cost Per Lead in Google Ads, 2022
Arts & Entertainment25.46
Physicians & Surgeons22.74
Automotive — Repair, Service & Parts19.85
Animals & Pets26.25
Sports & Recreation23.57
Restaurants & Food27.18
Personal Services (Weddings, Cleaners, and so forth.)32.66
Health & Fitness37.79
Automotive — For Sale34.53
Real Estate49.25
Industrial & Commercial41.60
Shopping, Collectibles & Gifts (General)45.85
Beauty & Personal Care43.39
Home & Home Improvement53.50
Dentists & Dental Services57.02
Career & Employment74.56
Education & Instruction41.88
Apparel / Fashion & Jewelry86.41
Finance & Insurance61.38
Business Services87.04
Attorneys & Legal Services111.86