01
Destination and date
Ads that match the destination and travel dates people search for convert far better.
How much do Google Ads cost for travel?
In 2026 the median campaign paid US$2.14CA$3.00 per click and US$44.70CA$62.67 per lead — 33% below the all-industry median.
- Cost per click
- US$2.14CA$3.00
- 61% below all industries
- Cost per lead
- US$44.70CA$62.67
- 33% below all industries
- Click-through rate
- 9.32%
- 40% above all industries
- Clicks that become leads
- 5.83%
- 29% below all industries
What a budget buys
Clicks and leads at the median.
Clicks use the median cost per click; leads use the median cost per lead. Each is a separate median, so the two won’t match exactly.
| Monthly budget | Clicks | Leads |
|---|---|---|
| US$1,000 | ≈ 467 | ≈ 22 |
| US$2,500 | ≈ 1,168 | ≈ 56 |
| US$5,000 | ≈ 2,336 | ≈ 112 |
| US$10,000 | ≈ 4,673 | ≈ 224 |
| Monthly budget | Clicks | Leads |
|---|---|---|
| CA$1,000 | ≈ 333 | ≈ 16 |
| CA$2,500 | ≈ 833 | ≈ 40 |
| CA$5,000 | ≈ 1,666 | ≈ 80 |
| CA$10,000 | ≈ 3,333 | ≈ 160 |
When it pays back
How many leads must become customers?
At the median cost per lead, one customer from this many leads covers the ad spend. Any better and the ads make money.
| A customer is worth | Break even at |
|---|---|
| US$500 | 1 in 11 leads |
| US$1,000 | 1 in 22 leads |
| US$2,500 | 1 in 55 leads |
| US$5,000 | 1 in 111 leads |
| US$10,000 | 1 in 223 leads |
| A customer is worth | Break even at |
|---|---|
| CA$500 | 1 in 7 leads |
| CA$1,000 | 1 in 15 leads |
| CA$2,500 | 1 in 39 leads |
| CA$5,000 | 1 in 79 leads |
| CA$10,000 | 1 in 159 leads |
Who this covers
Travel
- Hotels & resorts
- Tour operators
- Travel agencies
- Vacation rentals
- Transportation
Examples of businesses in this category — our grouping, not the report’s.
How we’d run it
02
Book direct
Make direct booking easy and highlight why it’s better than a third-party site.
03
Plan around booking windows
People book weeks or months ahead — advertise in the booking window, not the travel window.
Questions
How much does a Google Ads click cost for travel?
The 2026 median was US$2.14 per click in the US — about CA$3.00 at the October 22, 2026 exchange rate. That’s 61% below the all-industry median of US$5.42.
What does a lead cost for travel in Canada?
Converted from the US median, about CA$62.67 per lead (US$44.70 in the US). The report has no separate Canadian figures, so treat it as a guide — local competition and your landing page move it up or down.
How many leads does US$2,500 a month buy?
At the median cost per lead, about 56 leads a month in the US, or 40 for CA$2,500 in Canada. A stronger landing page and faster follow-up can lift that well above the median.
Similar costs
- Automotive — For Sale US$44.26CA$62.06 per lead
- Sports & Recreation US$44.26CA$62.06 per lead
- Physicians & Surgeons US$40.04CA$56.14 per lead
Source
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 convert the US medians at 1.4021 CAD per USD (Bank of Canada, October 22, 2026); the report has no separate Canadian data.
Want results better than the median?
Tell us what a customer is worth. We’ll come back with a budget, a channel plan and the numbers we expect it to return.