PPC Benchmarks
that don't lie.
Derived from $61M+ in managed spend across Google, Meta, and Shopping year-to-date. Not sourced from industry surveys, these are numbers from real accounts we run.
Channel benchmarks.
Google Search Ads
Meta Ads (FB + IG)
Google Shopping
How your vertical stacks up.
| Industry | Avg. CPC | Conv. Rate | Shopping ROAS | Meta CPM |
|---|---|---|---|---|
| Legal (Personal Injury) | $6.75 | 6.98% | N/A, CPL model | - |
| eCommerce (Fashion) | $1.15 | 2.10% | 320% | $9.80 |
| eCommerce (Health & Beauty) | $1.42 | 2.55% | 390% | $10.20 |
| SaaS / B2B Software | $4.88 | 3.80% | N/A, LTV model | $14.50 |
| Home Services | $3.60 | 5.20% | N/A, CPL model | - |
| Music / Entertainment | $0.80 | 1.90% | 280% | $6.40 |
Data from iClick-managed accounts 2024–2025. Industry averages represent well-optimised accounts, not market medians.
Three things most accounts get wrong.
CPMs up 38% on Meta YoY
Most agencies haven't re-baselined ROAS targets since 2022. If your target hasn't moved, you're likely unprofitable.
Check your break-even ROASPMax cannibalizes Shopping in 80%+ of accounts
Without brand exclusion and asset group segmentation, PMax steals cheap branded clicks and inflates ROAS while tanking real revenue.
Read Shopping playbookQuality Score leaks cost 30–200% in CPCs
The median account in our audit pipeline wastes 22% of budget on low-QS keywords. The fix is rarely creative, it's match types and landing page alignment.
Get your 47-point auditHow does your account compare?
47-point written audit. We benchmark your account against these numbers and tell you exactly what to fix.
