Sources

Google Ads Benchmarks by Industry (2024)

WordStream / LocaliQ · 2024

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Credibility
8/10
Sample size
20,000
Year
2024
Cited rows
11

Methodology

Aggregated analysis of 20,000+ WordStream and LocaliQ client Google Ads accounts across 23 industry verticals. Reports click-through rate, cost-per-click, conversion rate, and cost-per-action by vertical. Conversion rate measured as landing page conversion events / clicks (visitor-to-lead metric). Updated annually.

Coverage

Paid search visitor-to-lead conversion rates across 23 industries including Legal, Finance, Healthcare, B2B Services, E-commerce, Technology, Travel, Automotive, Real Estate, Home Services. Primary source for industry-level visitor-to-lead benchmarks. Note: covers paid traffic specifically; organic traffic rates are typically 1.5-2.5x higher.

Primary source for

Metrics where this study is the canonical citation:

Visitor-to-Lead Rate

Industries citing this source

B2B Services (Agencies, Consulting)1 cited row: V→LeadSaaS (B2B Software)1 cited row: V→LeadEcommerce (D2C Retail)1 cited row: V→LeadFintech (Consumer Finance)1 cited row: V→LeadHealthTech (Non-YMYL — appointment booking, telehealth)1 cited row: V→LeadTravel (Booking, Hotel, Airline)1 cited row: V→LeadAutomotive (Dealers, Parts, Services)1 cited row: V→LeadInsurance (Consumer Aggregators, Quote Sites)1 cited row: V→LeadLegalTech (Legal Services Platforms)1 cited row: V→LeadEdTech (Online Courses, LMS)1 cited row: V→LeadNon-profit (Donation, Volunteer signup)1 cited row: V→Lead