Average Conversion Rate by Industry (2026)
Average Google Ads conversion rate by industry — the share of clicks that turn into a lead or sale. It directly drives your cost per acquisition. The cross-industry average is 7.77%. Data from the WordStream 2026 Google Ads benchmark report, with year-over-year change vs 2025. See the CPA definition for how it's calculated.
Cross-industry average
7.77%
| # | Industry | CONVERSION RATE vs 2025 |
|---|---|---|
| 1 | Animals & Pets | 16.22% ▲24% |
| 2 | Automotive — Repair, Service & Parts | 15.51% ▲6% |
| 3 | Education & Instruction | 13.14% ▲15% |
| 4 | Physicians & Surgeons | 12.43% ▲7% |
| 5 | Personal Services | 12.34% ▲27% |
| 6 | Dentists & Dental Services | 10.67% ▲18% |
| 7 | Beauty & Personal Care | 10.35% ▲32% |
| 8 | Industrial & Commercial | 8.20% ▲14% |
| 9 | Home & Home Improvement | 8.05% ▲10% |
| 10 | Restaurants & Food | 8.05% ▲14% |
| 11 | Sports & Recreation | 7.69% ▲1% |
| 12 | Health & Fitness | 6.94% ▲2% |
| 13 | Automotive — For Sale | 6.01% ▼23% |
| 14 | Arts & Entertainment | 5.91% ▲22% |
| 15 | Travel | 5.83% ▲1% |
| 16 | Attorneys & Legal Services | 5.55% ▲9% |
| 17 | Business Services | 4.85% ▼6% |
| 18 | Apparel / Fashion & Jewelry | 4.50% ▲13% |
| 19 | Shopping, Collectibles & Gifts | 4.01% ▲5% |
| 20 | Real Estate | 3.70% ▲13% |
| 21 | Career & Employment | 3.05% ▼30% |
| 22 | Furniture | 2.99% ▲10% |
| 23 | Finance & Insurance | 2.64% ▲4% |
Source: WordStream 2026 Google Ads Benchmarks
· Data year 2026 (with 2025 YoY) · Updated 2026-07-05
More benchmarks by industry
- Average Cost Per Click (CPC) by industry
- Average Click-Through Rate (CTR) by industry
- Average Cost Per Lead (CPL) by industry
Or see the full Google Ads cost breakdown by industry →