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How Much Do Google Ads Cost for Sports & Recreation?

In 2026, Sports & Recreation advertisers pay an average of $2.77 per click on Google Ads Search — that's 42% below the 23-industry average of $4.77. Below are the full 2026 benchmarks with year-over-year change vs 2025.

Real WordStream 2026 data, independently cross-validated
Avg. CPC
$2.77
▲ 5% vs 2025 ($2.64)
CTR
8.75%
▼ 5% vs 2025 (9.19%)
Conv. Rate
7.69%
▲ 1% vs 2025 (7.62%)
Cost / Lead
$44.26
▼ 7% vs 2025 ($47.47)

What these numbers mean for your budget

At $2.77 per click and a 7.69% conversion rate, a Sports & Recreation advertiser needs roughly 13 clicks to generate one lead, landing cost per lead near $44.26 — 32% below the cross-industry average of $64.92. A $1,000/month budget would buy about 361 clicks and roughly 28 leads.

👉 Plug your own spend and revenue into the ROAS calculator, or estimate clicks and leads for any budget with the Google Ads cost calculator.

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Source: WordStream 2026 Google Ads Benchmarks · Data year 2026 (with 2025 YoY) · Google Ads Search · Updated 2026-07-05