Average Cost Per Lead (CPL) by Industry (2026)
Average Google Ads cost per lead by industry, combining CPC and conversion rate. This is the metric closest to real acquisition cost. The cross-industry average is $64.92. 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
$64.92
| # | Industry | COST PER LEAD vs 2025 |
|---|---|---|
| 1 | Attorneys & Legal Services | $131.63 ▲0% |
| 2 | Furniture | $106.70 ▼12% |
| 3 | Real Estate | $102.51 ▲2% |
| 4 | Apparel / Fashion & Jewelry | $97.51 ▼4% |
| 5 | Business Services | $93.69 ▼10% |
| 6 | Home & Home Improvement | $90.92 ▲0% |
| 7 | Education & Instruction | $77.48 ▼14% |
| 8 | Industrial & Commercial | $75.19 ▼12% |
| 9 | Finance & Insurance | $74.44 ▼11% |
| 10 | Dentists & Dental Services | $72.97 ▼13% |
| 11 | Career & Employment | $67.36 ▲7% |
| 12 | Health & Fitness | $67.36 ▲7% |
| 13 | Personal Services | $54.60 ▲2% |
| 14 | Shopping, Collectibles & Gifts | $49.40 ▲3% |
| 15 | Travel | $44.70 ▼39% |
| 16 | Automotive — For Sale | $44.26 ▲14% |
| 17 | Sports & Recreation | $44.26 ▼7% |
| 18 | Physicians & Surgeons | $40.04 ▼30% |
| 19 | Beauty & Personal Care | $39.25 ▼35% |
| 20 | Animals & Pets | $31.50 ▼1% |
| 21 | Restaurants & Food | $30.57 ▲1% |
| 22 | Automotive — Repair, Service & Parts | $29.96 ▲5% |
| 23 | Arts & Entertainment | $26.84 ▼11% |
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 Conversion Rate by industry
Or see the full Google Ads cost breakdown by industry →