Average Conversion Rate by Industry (and How to Improve Yours)
Published July 5, 2026
What Is a Good Conversion Rate?
A "good" conversion rate depends heavily on your industry. According to WordStream's 2026 Google Ads Benchmarks, average conversion rates vary from as low as 2.64% (Finance & Insurance) to as high as 16.22% (Animals & Pets). So instead of aiming for a universal number, benchmark against your own vertical.
Average Conversion Rate by Industry (2026 Google Ads Benchmarks)
Here are the average conversion rates for Google Ads (Search) across 23 industries, sourced from WordStream's 2026 report:
| Industry | Average Conversion Rate |
|---|---|
| Animals & Pets | 16.22% |
| Automotive — Repair, Service & Parts | 15.51% |
| Education & Instruction | 13.14% |
| Dentists & Dental Services | 10.67% |
| Beauty & Personal Care | 10.35% |
| Home & Home Improvement | 8.05% |
| Industrial & Commercial | 8.20% |
| Automotive — For Sale | 6.01% |
| Arts & Entertainment | 5.91% |
| Attorneys & Legal Services | 5.55% |
| Business Services | 4.85% |
| Apparel / Fashion & Jewelry | 4.50% |
| Career & Employment | 3.05% |
| Furniture | 2.99% |
| Finance & Insurance | 2.64% |
Note: Data from WordStream 2026 Google Ads Benchmarks.
How to Calculate Conversion Rate
Conversion rate is calculated as:
Conversion Rate = (Conversions / Total Clicks) × 100
For example, if you get 50 conversions from 1,000 clicks, your conversion rate is 5%.
How to Improve Your Conversion Rate
Improving conversion rate involves optimizing your landing pages, ad copy, and targeting. Here are actionable tips:
- Align ad copy with landing page: Ensure the message in your ad matches the landing page content.
- Simplify forms: Reduce the number of fields to lower friction.
- Use clear calls-to-action (CTAs): Make it obvious what users should do next.
- Test different offers: Experiment with discounts, free trials, or guarantees.
- Improve page load speed: Faster pages convert better.
- Add social proof: Include testimonials, reviews, or trust badges.
- A/B test continuously: Test headlines, images, and button colors.
Does Amex Have a Good Conversion Rate?
American Express operates in the Finance & Insurance industry, which has an average conversion rate of 2.64% (WordStream 2026). While Amex's specific rate isn't public, any rate above 2.64% would be considered above average for its vertical.
Does PayPal Have a Good Conversion Rate?
PayPal also falls under Finance & Insurance. With an industry average of 2.64%, PayPal's conversion rate is likely competitive, but exact figures are proprietary.
Does Revolut Have a Good Conversion Rate?
Revolut, a fintech company, is in the Finance & Insurance sector. The benchmark of 2.64% gives context, but Revolut's actual rate is not disclosed.
Does Wise Have a Good Conversion Rate?
Wise (formerly TransferWise) is also in finance. The industry average of 2.64% provides a baseline; Wise's performance relative to that is unknown.
What Is a Conversion Calculator?
A conversion calculator is a tool that helps you compute conversion rate from clicks and conversions, or estimate required clicks to achieve a target number of conversions. Many PPC platforms offer built-in calculators.
How to Do Currency Conversion Calculator?
While not directly related to PPC conversion rates, a currency conversion calculator converts amounts between different currencies using live exchange rates. You can find them on financial websites or use Google's built-in converter.
What Is a Good 3rd Down Conversion Rate?
This is a football (American) statistic, not a marketing metric. In football, a good 3rd down conversion rate is typically above 40%. For marketing, stick to industry benchmarks above.
Key Takeaways
- Benchmark your conversion rate against your specific industry, not a generic average.
- Use the WordStream 2026 data as a reference point.
- Continuously test and optimize your landing pages and ads.
- Conversion rate is just one metric; consider cost per lead and overall ROI.