58 sourced statistics on what Google Ads costs, what it converts, and where the money goes for service businesses. Every figure links to the study it came from.
Google's advertising segment generated $294.68 billion in revenue in 2025, up from $264.5 billion in 2024.
Google Ads has a 90% reach across internet users worldwide, roughly 6 billion people, through Search, Display, and YouTube.
Google's ad revenue has grown 365.74% over the last decade, from $67.39 billion in 2015 to $294.68 billion in 2025.
65% of businesses worldwide rely on Google Ads as their primary pay-per-click advertising platform.
Google Ads search CPC, 2025 to 2026 benchmarks (WordStream / LocaliQ).
The average cost per click across all industries on Google Ads was $5.26 in 2025.
The average cost per click across all industries on Google Ads rose to $5.42 in 2026.
Cost per click increased for 87% of industries on Google Ads in 2025 compared with the prior year.
The overall average cost per click on Google Ads increased 12.88% year over year heading into 2025.
Attorneys and legal services carry the highest average cost per click on Google Ads at $8.58, versus $1.60 for Arts and Entertainment.
Average cost per click on Google Ads has more than doubled in a decade, from $2.32 in 2016 to $5.42 in 2026.
The average cost per lead across all industries on Google Ads was $70.11 in 2025, up 5.13% from $66.69 the year before.
The average cost per lead across all industries on Google Ads fell to $66.69 in 2026, the first year-over-year decline in five years.
Electricians and electrical contractors pay the highest average cost per click among home services categories at $12.18, versus $5.31 for general construction and contractors.
Google Ads search conversion rates (WordStream).
The average conversion rate across all industries on Google Ads was 7.52% in 2025.
The average conversion rate across all industries on Google Ads rose to 8.18% in 2026.
Automotive repair, service, and parts has the highest average Google Ads conversion rate of any industry at 14.67%.
Finance and insurance has the lowest average Google Ads conversion rate of any industry at 2.55%.
65% of industries saw their Google Ads conversion rate improve year over year in 2025.
87% of industries saw their Google Ads conversion rate improve year over year in 2026.
The overall average Google Ads conversion rate increased 6.84% year over year heading into 2025.
Home and home improvement advertisers convert at 7.33% on Google Ads, in line with the all-industry average.
The median conversion rate for B2B companies on paid channels is 2.91%, versus 5.59% for B2C companies.
What one lead costs in Google's local ad products (LocaliQ / trade benchmarks).
Local Services Ads cost per lead for personal injury attorneys averages $249, the highest of any trade tracked.
Local Services Ads cost per lead for locksmiths averages $34, among the lowest of any trade tracked.
More than 90% of Local Services Ads leads arrive by phone call rather than form fill.
Businesses typically get 6-7% of their Local Services Ads spend back in credits for unqualified leads.
The average cost per lead for home services businesses running standard Google Ads was $90.92 in 2025.
Roofing and gutters has the highest cost per lead of any home services category on Google Ads at $228.15.
Pools and spas has the lowest cost per lead of any home services category on Google Ads at $45.15.
Cleaning, maid, and butler services has the highest conversion rate of any home services category on Google Ads at 17.65%.
LocaliQ's home services benchmark report is based on 3,211 US search advertising campaigns, with a minimum of 103 active campaigns per category.
Unbounce's benchmark report is built from 41,000 landing pages, 464 million visitors, and 57 million conversions.
Email is the highest-converting traffic source into a landing page at 19.3% on average, ahead of paid social at 12% and paid search at 10.9%.
Landing pages fed by Google paid search convert at 11.3% on average, 41% better than Bing search ads and 95% better than Yahoo search ads.
83% of landing page visits happen on mobile devices, yet desktop converts 8% better than mobile on average.
Landing pages written at a 5th to 7th grade reading level convert at 11.1%, 56% higher than pages written at an 8th to 9th grade level and more than double the 5.3% rate of professional-level writing.
88% of local business searches on a mobile device end in either a phone call or a store visit within 24 hours.
Across industries, 38% of calls generated by digital marketing turn into a sales lead, and 42% of those leads convert on the call itself.
56% of callers to a business actually speak with a person, rising to 71% answer rates for calls lasting over 30 seconds.
64% of businesses never ask a caller to book an appointment or make a purchase, leaving conversion potential on the table.
Invoca's call conversion benchmarks are drawn from more than 70 million tracked calls and 600 million minutes of conversation.
Google estimates businesses make $2 in revenue for every $1 they spend on Google Ads, an average ROI of 100%.
Shoppers who click on a Google ad are 50% more likely to buy than those who arrive through an organic listing.
For buying-intent keywords, paid ads capture 65% of clicks compared with 35% for organic results.
Google Shopping Ads drive 85.3% of all clicks across combined Google Ads and Shopping campaigns.
Google Shopping Ads carry an average cost per click of $0.66, well below the $5.42 all-industry search average.
The average click-through rate for search ads has grown from 1.35% in 2015 to 6.64% today.
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