Microsoft (Bing) Ads Cost by Industry
What does advertising on Microsoft Advertising (formerly Bing Ads) cost? Below are search benchmarks — CPC, CTR, conversion rate and cost per lead — across 23 industries.
ℹ️ These are combined Google & Microsoft Ads benchmarks
WordStream's benchmark report publishes a single combined "Microsoft and Google Ads" figure per industry — it does not break out Bing-only numbers. So the values below represent the joint Google + Microsoft Search benchmark, not an independently measured Bing-only dataset. In practice Microsoft Ads CPCs often run somewhat lower than Google due to less competition, but the published benchmark is reported together.
| Industry | Avg. CPC vs 2025 | CTR | Conv. Rate | Cost / Lead |
|---|---|---|---|---|
| Attorneys & Legal Services | $9.87 ▲15% | 5.87% | 5.55% | $131.63 |
| Home & Home Improvement | $8.33 ▲6% | 6.47% | 8.05% | $90.92 |
| Dentists & Dental Services | $8.00 ▲2% | 5.66% | 10.67% | $72.97 |
| Personal Services | $7.17 ▲23% | 7.16% | 12.34% | $54.60 |
| Health & Fitness | $6.17 ▲23% | 5.81% | 6.94% | $67.36 |
| Business Services | $5.87 ▲5% | 6.10% | 4.85% | $93.69 |
| Industrial & Commercial | $5.87 ▲3% | 6.57% | 8.20% | $75.19 |
| Career & Employment | $5.81 ▲13% | 5.88% | 3.05% | $67.36 |
| Education & Instruction | $4.81 ▼23% | 7.56% | 13.14% | $77.48 |
| Physicians & Surgeons | $4.76 ▼5% | 6.61% | 12.43% | $40.04 |
| Beauty & Personal Care | $4.62 ▼19% | 6.75% | 10.35% | $39.25 |
| Apparel / Fashion & Jewelry | $4.44 ▲3% | 6.64% | 4.50% | $97.51 |
| Automotive — Repair, Service & Parts | $4.35 ▲12% | 5.56% | 15.51% | $29.96 |
| Shopping, Collectibles & Gifts | $4.14 ▲19% | 8.28% | 4.01% | $49.40 |
| Animals & Pets | $4.06 ▲2% | 7.49% | 16.22% | $31.50 |
| Furniture | $3.97 ▲3% | 6.57% | 2.99% | $106.70 |
| Finance & Insurance | $3.39 ▼2% | 9.83% | 2.64% | $74.44 |
| Real Estate | $3.22 ▲27% | 7.61% | 3.70% | $102.51 |
| Sports & Recreation | $2.77 ▲5% | 8.75% | 7.69% | $44.26 |
| Automotive — For Sale | $2.27 ▼6% | 8.28% | 6.01% | $44.26 |
| Travel | $2.14 ▲1% | 9.32% | 5.83% | $44.70 |
| Restaurants & Food | $2.05 ▲0% | 6.83% | 8.05% | $30.57 |
| Arts & Entertainment | $1.63 ▲2% | 12.75% | 5.91% | $26.84 |
Compare with Google Ads cost by industry → or see how each platform bills →