Between March 2024 and April 2025, our research team compiled performance data from over 5,000 Google Ads accounts. This analysis examines return on advertising spend benchmarks across industries, campaign types, and business segments to provide actionable insights for advertisers looking to optimize their Google Ads profitability in 2025.
The following dataset aggregates performance metrics from multiple industry sources, including real-time platforms monitoring Google Ads performance, agency client data, and proprietary research studies conducted throughout 2024 and early 2025.
Below, you will find the average ROAS for Google Ads based on:
- Google Ads ROAS Benchmarks by Campaign Type
- Google Ads ROAS Performance by Industry
- Google Ads vs. Other Advertising Platforms
- Monthly Google Ads Performance Trends
Google Ads ROAS Benchmarks by Campaign Type: 2025
| Campaign Type | Median ROAS | Performance Range | Best Use Cases |
|---|---|---|---|
| Search Campaigns | 5.17 | 2.24 – 11.09 | High-intent keywords, direct response |
| Performance Max | 2.57 | 1.53 – 4.59 | Automated optimization across channels |
| Shopping Campaigns | 2.88 | 1.62 – 5.11 | Product-focused ecommerce businesses |
| Display Campaigns | 0.12 | 0 – 0.80 | Brand awareness, retargeting |
| Video Campaigns | 0.52 | 0.06 – 1.28 | YouTube advertising, brand building |
| Smart Campaigns | 1.72 | 1.72 – 2.47 | Small business automation |
Key Insights:
- Search campaigns continue to deliver the highest ROAS at 5.17:1, significantly outperforming other campaign types due to high-intent user behavior.
- Performance Max campaigns yield solid returns at a 2.57:1 ROAS, with Google’s automated optimization handling bid management and audience targeting.
- Display campaigns focus primarily on awareness rather than direct response, which explains their lower 0.12:1 ROAS but serves important upper-funnel objectives.
Industry-Specific Google Ads ROAS Performance: 2025
| Industry | Average ROAS | Typical CPC Range | Conversion Rate |
|---|---|---|---|
| Legal Services | 4.21 | $6.00 – $9.00 | 7.0% |
| Automotive Sales | 3.85 | $2.12 – $8.29 | 8.3% |
| Healthcare & Medical | 3.64 | $3.17 – $6.45 | 3.6% |
| Business Services | 3.22 | $4.00 – $6.23 | 3.9% |
| eCommerce Retail | 2.81 | $1.05 – $3.46 | 2.8% |
| Real Estate | 2.34 | $2.37 – $4.81 | 2.3% |
| Travel & Tourism | 2.12 | $1.60 – $2.75 | 3.5% |
Key Insights:
- Legal services achieve the strongest ROAS at 4.21:1 despite high cost-per-click rates, driven by exceptional conversion rates and high customer lifetime values.
- Automotive sales demonstrate robust performance at 3.85:1 ROAS with varying sub-categories from parts/service (5.56% conversion rate) to vehicle sales (8.29% conversion rate).
- Healthcare and medical services maintain solid 3.64:1 returns through targeted local and specialty campaigns.
Google Ads vs. Other Advertising Platforms: 2025
| Platform | Median ROAS | Average CPC | Primary Strength |
|---|---|---|---|
| Google Ads | 3.52 | $5.26 | High-intent search traffic |
| Facebook/Meta Ads | 2.21 | $1.72 | Targeted demographic reach |
| LinkedIn Ads | 2.89 | $5.58 | B2B professional targeting |
| YouTube Ads | 2.43 | $3.21 | Video engagement, broad reach |
| Microsoft Ads | 3.18 | $4.12 | Lower competition, quality traffic |
Key Insights:
- Google Ads maintains the highest median ROAS at 3.52:1, outperforming Facebook (2.21:1) and other major platforms.
- While Google’s average CPC of $5.26 exceeds Facebook’s $1.72, the superior intent quality of search-based traffic justifies higher costs through stronger conversion rates.
- LinkedIn achieves a decent ROAS of 2.89:1 for B2B campaigns, although professional targeting commands premium pricing with an average CPC of $5.58.
Monthly Google Ads Performance Trends: 2025
| Month | Median ROAS | Month-over-Month Change | Seasonal Notes |
|---|---|---|---|
| January 2025 | 3.71 | +12.1% | Post-holiday optimization |
| February 2025 | 3.58 | -3.5% | Valentine’s/B2B recovery |
| March 2025 | 3.45 | -3.6% | Spring campaign launches |
| April 2025 | 3.31 | -4.1% | Increased competition |
| Q1 Average | 3.52 | +2.8% vs Q4 2024 | Overall growth trajectory |
Key Insights:
- Google Ads ROAS showed strong recovery in January 2025 at 3.71:1 following typical December declines, as businesses optimized campaigns post-holiday season.
- April 2025 data indicates a 10.59% decrease from March, reflecting increased advertiser competition and budget expansion across industries.
- Despite monthly fluctuations, Q1 2025 maintained positive growth compared to Q4 2024.
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Sources
- Focus Digital Research Study – Author: Focus Digital – Location: Greensboro, NC – Date: October 2025
- Varos Benchmarks Database – Author: Varos Analytics Platform – Publication Date: April 2025 – Location: San Francisco, CA
- First Page Sage ROAS Statistics Report – Author: Evan Bailyn, First Page Sage – Publication Date: February 2025 – Location: Long Island, NY
- DesignRush Google Ads Performance Analysis – Author: Ma. Lorena Gumafelix Emperado – Publication Date: August 2025 – Location: New York, NY
- SEO Design Chicago Google Ads Guide – Author: Scarlet Baker – Publication Date: 2025 – Location: Chicago, IL