This report presents the latest Google Ads average cost per conversion benchmarks for 2025, compiled from over 16,000 US campaigns across sectors.
In this study, we prioritized campaigns with clear attribution and robust conversion tracking to ensure the precision and relevance of our findings. We also accounted for how paid search saturation and user behavior differ by vertical: highly competitive sectors like legal and finance typically see elevated costs. At the same time, emerging industries and e-commerce often achieve more cost-efficient conversions due to scale and digital maturity.
Importantly, this report uses median values instead of averages, providing a more realistic benchmark by reducing the skew from outliers. This approach offers marketers, agencies, and business owners a practical, data-driven reference point for evaluating and optimizing Google Ads strategies in 2025.
Average Google Ads Cost per Conversion by Industry
How much should you expect to pay for a conversion in your industry? The table below shows the latest median cost per conversion for US Google Ads campaigns, based on 2025 benchmark data.
| Industry | Avg. Cost per Conversion ($) | Avg. Conversion Rate (%) |
|---|---|---|
| Animals & Pets | $20.61 | 5.45 |
| Apparel & Fashion | $19.86 | 2.15 |
| Arts & Entertainment | $20.35 | 3.34 |
| Attorneys & Legal Services | $61.89 | 9.02 |
| Automotive Parts & Services | $28.66 | 10.24 |
| Beauty & Personal Care | $23.89 | 4.62 |
| Business Services | $74.12 | 2.45 |
| Dental Services | $43.88 | 10.77 |
| Education | $28.63 | 3.59 |
| Finance & Insurance | $103.10 | 2.87 |
| Food & Beverage | $15.94 | 2.97 |
| Furniture | $30.19 | 1.82 |
| Health & Fitness | $36.72 | 4.33 |
| Home Improvement | $50.20 | 3.56 |
| HVAC Repair | $64.08 | 6.47 |
| Non-Profit | $25.83 | 8.24 |
| Plumbing | $55.29 | 8.19 |
| Real Estate | $36.18 | 3.37 |
| Restaurants | $7.52 | 5.04 |
| Roofing | $141.06 | 6.67 |
| Sports & Recreation | $18.70 | 2.63 |
| Storage & Moving | $27.92 | 10.42 |
| Travel | $22.55 | 2.49 |
| Weddings & Events | $28.38 | 3.87 |
Key Insights:
- Restaurants, Food & Beverage, and Arts & Entertainment see the lowest conversion costs (<$21).
- Legal, Finance, and Roofing top the list—often $60–$140 per conversion.
- Service verticals (Dental, Automotive, Storage) consistently combine high conversion rates (>10%) with moderate costs.
Average Google Ads Cost per Conversion by Type
Conversion costs vary depending on the type of lead or action you’re targeting. Here’s how different conversion types stack up:
| Conversion Type | Median Cost per Conversion ($) | Typical Conversion Rate (%) |
|---|---|---|
| Phone Call | $48–$90 | 10–18 |
| Web Form Submit | $35–$80 | 6–12 |
| Click-to-Call | $40–$70 | 8–14 |
| E-commerce Sale | $15–$45 | 1.5–4.5 |
| App Install | $2–$10 | 2–7 |
Key Insights:
- Phone calls are the most expensive, but also have the highest intent, ideal for local and service businesses.
- E-commerce purchases yield the lowest cost per conversion, but they require a significant volume.
- Form submits are the B2B norm, but can be costly in competitive niches.
Average Google Ads Cost per Conversion by Device
The cost of a conversion on Google Ads isn’t just determined by your industry or offer; it also depends on the device your audience is using. The table below breaks down the latest median cost per conversion and conversion rates for mobile, desktop, and tablet traffic.
| Device | Median Cost per Conversion ($) | Median Conversion Rate (%) |
|---|---|---|
| Mobile | $33–$67 | 6.2 |
| Desktop | $38–$72 | 5.7 |
| Tablet | $40–$78 | 4.9 |
Key Insights:
- Mobile now drives the majority of conversions for most industries (especially e-commerce and local).
- Desktop still leads for complex or high-ticket lead generation.
- Tablet is a small share, with slightly higher costs and lower rates.
Requesting a Copy of This Report
If you’d like to request a PDF copy of this report or learn more about our agency, you can reach out to us directly.
Please contact us with any questions.
Sources:
- Focus Digital Research Study (Greensboro, NC, Sep 2025)
- WordStream, “Google Ads Benchmarks 2025” (May 2025)
- AgencyAnalytics, “Google Ads Benchmarks” (July 2025)
- 360 OM, “Google Ads Benchmarks 2025” (April 2025)