What ads cost · 2026
What Google Ads cost in your industry.
What a click and a lead typically cost across 23 industries — from arts & entertainment at the low end to attorneys & legal at the top — in US or Canadian dollars. Pick your industry for what a budget buys and when it pays back.
- Cost per click · all industries
- US$5.42CA$7.60
- Cost per lead · all industries
- US$66.69CA$93.51
- Click-through rate · all industries
- 6.64%
- Clicks that become leads · all industries
- 8.18%
Every industry
Find your industry.
Click a column to sort. Each row opens that industry’s page.
| Animals & Pets Veterinary clinics, Groomers, Pet boarding & daycare… | US$4.06CA$5.69 | 7.49% | 16.22% | US$31.50CA$44.17 |
|---|---|---|---|---|
| Apparel / Fashion & Jewelry Clothing brands, Boutiques, Jewellers… | US$4.44CA$6.23 | 6.64% | 4.50% | US$97.51CA$136.72 |
| Arts & Entertainment Event venues, Theatres, Music schools & studios… | US$1.63CA$2.29 | 12.75% | 5.91% | US$26.84CA$37.63 |
| Attorneys & Legal Services Personal injury lawyers, Family law, Immigration… | US$9.87CA$13.84 | 5.87% | 5.55% | US$131.63CA$184.56 |
| Automotive — For Sale Car dealerships, Truck & trailer dealers, Equipment dealers… | US$2.27CA$3.18 | 8.28% | 6.01% | US$44.26CA$62.06 |
| Automotive — Repair, Service & Parts Auto repair shops, Truck & fleet service, Tire shops… | US$4.35CA$6.10 | 5.56% | 15.51% | US$29.96CA$42.01 |
| Beauty & Personal Care Salons & barbers, Spas, Med spas… | US$4.62CA$6.48 | 6.75% | 10.35% | US$39.25CA$55.03 |
| Business Services Accountants & bookkeepers, IT & managed services, Consultants… | US$5.87CA$8.23 | 6.10% | 4.85% | US$93.69CA$131.36 |
| Career & Employment Driver recruiting, Staffing agencies, Trades hiring… | US$5.81CA$8.15 | 5.88% | 3.05% | US$67.36CA$94.45 |
| Dentists & Dental Services General dentistry, Orthodontists, Cosmetic dentistry… | US$8.00CA$11.22 | 5.66% | 10.67% | US$72.97CA$102.31 |
| Education & Instruction Private schools, Tutoring, Trade & driving schools… | US$4.81CA$6.74 | 7.56% | 13.14% | US$77.48CA$108.63 |
| Finance & Insurance Insurance brokers, Mortgage brokers, Equipment & business finance… | US$3.39CA$4.75 | 9.83% | 2.64% | US$74.44CA$104.37 |
| Furniture Furniture stores, Mattress stores, Custom furniture makers… | US$3.97CA$5.57 | 6.57% | 2.99% | US$106.70CA$149.60 |
| Health & Fitness Gyms, Personal trainers, Yoga & pilates studios… | US$6.17CA$8.65 | 5.81% | 6.94% | US$67.36CA$94.45 |
| Home & Home Improvement HVAC, Plumbing, Roofing… | US$8.33CA$11.68 | 6.47% | 8.05% | US$90.92CA$127.48 |
| Industrial & Commercial Manufacturers, Equipment rental & leasing, Commercial contractors… | US$5.87CA$8.23 | 6.57% | 8.20% | US$75.19CA$105.42 |
| Personal Services Cleaning services, Movers, Wedding services… | US$7.17CA$10.05 | 7.16% | 12.34% | US$54.60CA$76.55 |
| Physicians & Surgeons Medical clinics, Specialists, Cosmetic surgery… | US$4.76CA$6.67 | 6.61% | 12.43% | US$40.04CA$56.14 |
| Real Estate Realtors & brokerages, Property management, New developments… | US$3.22CA$4.51 | 7.61% | 3.70% | US$102.51CA$143.73 |
| Restaurants & Food Restaurants, Catering, Bakeries & cafés… | US$2.05CA$2.87 | 6.83% | 8.05% | US$30.57CA$42.86 |
| Shopping, Collectibles & Gifts Gift shops, Collectibles, Online stores… | US$4.14CA$5.80 | 8.28% | 4.01% | US$49.40CA$69.26 |
| Sports & Recreation Golf courses, Sports clubs & leagues, Recreation centres… | US$2.77CA$3.88 | 8.75% | 7.69% | US$44.26CA$62.06 |
| Travel Hotels & resorts, Tour operators, Travel agencies… | US$2.14CA$3.00 | 9.32% | 5.83% | US$44.70CA$62.67 |
Medians from 13,474 US-based Google Ads and Microsoft Ads search campaigns, April 1, 2025 – March 31, 2026. Canadian amounts are the US medians converted at 1.4021 (Bank of Canada, October 22, 2026) — the report has no separate Canadian figures.
Reading the numbers
A benchmark is a starting point, not a quote.
Half of the campaigns in each industry did better than these figures and half did worse. Where you land depends on your city, your offer, your landing page and how fast you answer leads.
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Cost per click
What you pay each time someone clicks your ad. Set by an auction — busier markets and higher-value services cost more.
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Click-through rate
How many people who see the ad click it. Better-matched ads get more clicks, and often a lower cost per click.
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Clicks → leads
How many visitors call, book or fill in a form. This is where the landing page earns its keep.
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Cost per lead
Spend divided by leads — the number that decides whether ads pay. Compare it with what a customer is worth to you.
Source & method
Benchmarks: WordStream by LocaliQ — Google Ads Benchmarks 2026 — 13,474 US-based Google Ads and Microsoft Ads search campaigns, April 1, 2025 – March 31, 2026. Each “average” is a median, to limit the effect of outliers. All amounts in the report are in US dollars.
Canadian figures: the same medians converted to Canadian dollars at 1.4021 CAD per USD (Bank of Canada, October 22, 2026). Actual Canadian costs can differ from US costs; treat them as a guide.
Industry descriptions and tips are our own. We’ll update this page when the next report is published.
Want ads that beat the benchmark?
Tell us your industry and what a customer is worth. We’ll come back with a budget, a channel plan and the numbers we expect it to return.