Between March 2024 and September 2025, our research team conducted a comprehensive analysis of Google Ads’ cost per click performance across 23 major industry sectors, compiling data from thousands of campaigns and millions in advertising spend.
This report presents the most current cost-per-click benchmarks to help businesses optimize their paid search advertising budgets and improve campaign cost efficiency across competitive digital marketing landscapes. Our methodology prioritized campaigns with robust conversion tracking and clear attribution to ensure precision and relevance of findings.
In this report, you’ll find average Google Ads cost per click data organized by:
- Average Google Ads CPC by Industry
- Cost Per Click Performance Tiers by Competitiveness
- Monthly Google Ads CPC Trends
- Strategic CPC Optimization Insights
Average Google Ads Cost Per Click by Industry
The table below shows the latest median cost per click for US Google Ads campaigns across major industry verticals, based on 2025 benchmark data from our proprietary research study.
Average Google Ads Cost Per Click by Industry: 2025
| Industry | Average CPC | Annual Change | Competitiveness Level |
|---|---|---|---|
| Attorneys & Legal Services | $8.58 | -4.03% | High |
| Dentists & Dental Services | $7.85 | +12.4% | High |
| Home & Home Improvement | $7.85 | +18.7% | High |
| Education & Instruction | $6.23 | +41.9% | High |
| Personal Services | $5.81 | +8.9% | Moderate |
| Beauty & Personal Care | $5.70 | +60.1% | Moderate |
| Industrial & Commercial | $5.70 | +5.2% | Moderate |
| Business Services | $5.58 | +11.3% | Moderate |
| Career & Employment | $5.16 | +2.8% | Moderate |
| Health & Fitness | $5.00 | +7.1% | Moderate |
| Physicians & Surgeons | $5.00 | +9.4% | Moderate |
| Apparel / Fashion & Jewelry | $4.31 | +15.2% | Moderate |
| Animals & Pets | $3.97 | +8.7% | Moderate |
| Automotive — Repair & Parts | $3.90 | +6.3% | Moderate |
| Furniture | $3.86 | +12.8% | Moderate |
| Shopping & Collectibles | $3.49 | +33.7% | Moderate |
| Finance & Insurance | $3.46 | +3.2% | Moderate |
| Automotive — For Sale | $2.41 | +1.9% | Low |
| Real Estate | $2.53 | +4.1% | Low |
| Sports & Recreation | $2.64 | -2.4% | Low |
| Travel | $2.12 | +8.9% | Low |
| Restaurants & Food | $2.05 | -6.0% | Low |
| Arts & Entertainment | $1.60 | -7.0% | Low |
Key Insights:
- Legal services maintain the highest average CPC at $8.58, demonstrating the continued premium value of attorney-client acquisition despite a 4% year-over-year decrease.
- Beauty & Personal Care experienced the most dramatic cost increase, at 60.1%, driven by intensified competition from direct-to-consumer brands and the integration of social commerce.
- Arts & Entertainment delivers the lowest CPC at $1.60, offering cost-efficient opportunities for creative industries with strong visual content strategies.
Google Ads CPC Performance Tiers by Competition Level
This breakdown categorizes industries by their competitive intensity and associated cost implications for strategic budget planning.
CPC Performance Tiers by Competition Level: 2025
| Competitiveness Level | CPC Range | Average CPC | Industries Count | Strategy Recommendation |
|---|---|---|---|---|
| High Competition | $6.23 – $8.58 | $7.58 | 4 | Focus on Quality Score optimization and long-tail keywords |
| Moderate Competition | $3.46 – $5.81 | $4.69 | 13 | Balance broad and specific targeting with conversion tracking |
| Low Competition | $1.60 – $2.64 | $2.22 | 6 | Maximize reach with volume-focused bidding strategies |
Key Insights:
- High-competition industries require 3.4x more investment per click than low-competition sectors, emphasizing the importance of conversion rate optimization.
- Moderate-competition categories represent the largest segment with 13 industries, offering diverse opportunities for strategic positioning.
- Low-competition industries offer cost arbitrage opportunities, but they typically require higher-volume campaigns to achieve a significant revenue impact.
Monthly Google Ads CPC Trend Analysis
Understanding seasonal cost fluctuations enables more effective budget allocation throughout the year.
Monthly CPC Trends Across All Industries: 2025
| Month | Average CPC | Monthly Change | Seasonal Factor |
|---|---|---|---|
| January 2025 | $4.89 | +12.3% | Post-holiday budget reset |
| February 2025 | $4.67 | -4.5% | Valentine’s/B2B recovery |
| March 2025 | $4.98 | +6.6% | Spring campaign launches |
| April 2025 | $5.12 | +2.8% | Increased competition |
| May 2025 | $5.31 | +3.7% | Peak retail season |
| June 2025 | $5.45 | +2.6% | Summer shopping surge |
| July 2025 | $5.29 | -2.9% | Mid-summer stabilization |
| August 2025 | $5.18 | -2.1% | Back-to-school preparation |
| September 2025 | $5.67 | +9.5% | Q4 budget allocation |
Key Insights:
- September shows the highest CPI increase at 9.5% as businesses prepare for Q4 holiday campaigns and compete for premium ad placements.
- February represents the most cost-efficient month with a 4.5% decrease, offering budget optimization opportunities for non-seasonal businesses.
- Q2 demonstrates consistent upward pressure with 3.0% average monthly increases, reflecting sustained advertiser demand across industries.
Strategic CPC Optimization Framework
Based on our analysis of $1.2 billion in Google Ads spend, successful cost-per-click management requires industry-specific approaches aligned with competitive dynamics and seasonal patterns.
Industry-Specific CPC Optimization Strategies:
| High-Competition Industries (Legal, Dental, Home Improvement): |
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| Moderate-Competition Industries (Beauty, Business Services, Health): |
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| Low-Competition Industries (Travel, Arts, Food): |
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Sources
- Focus Digital Research Study — Author: Focus Digital — Location: Greensboro, NC — Date: October 2025
- WordStream Google Ads Benchmarks 2025 — Author: Susie Marino, WordStream — Publication Date: September 2025 — Location: Boston, MA
- 360 OM Google Ads Industry Analysis — Author: 360 OM Agency Team — Publication Date: April 2025 — Location: Newcastle, UK
- Promodo PPC Benchmarks Report — Author: Anastasia Marchyshak — Publication Date: March 2025 — Location: Ukraine