Whether you’re doing PPC for the first time or you’ve just signed a new client, it can be daunting to know whether or not you’re doing a good job. Sure, we all want to create unicorn ads that have highest CTRs and the best conversion rates, but what’s a good metric for one industry isn’t necessarily good for another. So what numbers should you be looking to beat in your industry?

We dug into our data to find out! Check out the Google AdWords industry benchmarks our clients are seeing, including:

• Average Click-Through Rate (CTR) in AdWords by industry, for both Search and Display
• Average Cost per Click (CPC) in AdWords by industry, for both Search and Display
• Average Conversion Rate (CVR) in AdWords by industry, for both Search and Display
• Average Cost per Action (CPA) in AdWords by industry, for both Search and Display

You’ll find averages across these AdWords metrics for twenty industries: Advocacy, Auto, B2B, Consumer Services, Dating & Personals, E-Commerce, Education, Employment Services, Finance & Insurance, Health & Medical, Home Goods, Industrial Services, Legal, Real Estate, Technology, and Travel & Hospitality.

(A HUGE thank you to Bekah Wheeler, our partner marketing specialist, who put her considerable graphic design skills to work for these graphics.)