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Google Ads Display Averages & Benchmarks

5th February 2020
Thomas Marsden Team

When running any type of advertising campaign it is always beneficial to know what the general averages are to ensure your ads perform at an above rate and provide a return on investment. The following article details the average click through rate, cost per click and conversion rate data we use as a benchmark in all campaigns.

Quick Summary

Display Ad Metric 2020 Average Benchmark
Average Click Through Rate (CTR) 0.46%
Average Cost Per Click (CPC) $0.58
Average Conversion Rate (CVR) 0.77%

Read on for some more detailed explanation.

Numbers to Watch

Of all the metrics available in the Google Ads display network reporting, there are a few simple performance indicators that can be quick indicator to determine if display ads are performing at an above or below average rate.

Display Ads Average Click Through Rate (CTR)

The click through rate takes the total number of clicks and divides it by the by total impressions to give you a percentage value of the portion of times your ad is clicked and is a very valuable indicator of the relevance of your ad.

With the click through rate, we want the percentage to be a high as possible. A high percentage means that your ads are highly targeted and relevant to searches by prospective customers.

As a benchmark, the average click through rate across all industries in 2020 is around 0.46%. For more information on specific industries, see the below table:

Industry Average CTR (Display)
Auto 0.60%
B2B 0.46%
Consumer Services 0.51%
E-Commerce 0.51%
Education 0.53%
Employment Services 0.59%
Finance & Insurance 0.52%
Health & Medical 0.59%
Home Goods 0.49%
Industrial Services 0.50%
Legal 0.59%
Real Estate 1.08%
Technology 0.39%
Travel & Hospitality



Display Ads Average Cost Per Click (CPC)

At one point or another, budget is important to everyone. This metric shows an average on how expensive each click through to your website is.

The average cost per click across all industries in 2020 is around $0.58. For more information on specific industries, see the below table:

Industry Average CPC (Display Ads)
Auto $0.58
B2B $0.79
Consumer Services $0.81
E-Commerce $0.45
Education $0.47
Employment Services $0.78
Finance & Insurance $0.86
Health & Medical $0.63
Home Goods $0.60
Industrial Services $0.54
Legal $0.72
Real Estate $0.75
Technology $0.51
Travel & Hospitality $0.44