Executive Report
Did you know that 71% of purchasers begin their buyer-decision process with a search engine? This number is a firm indicator that people are most likely to make a purchase decision when navigating through Google, Bing, or any of the world’s top search engines.
If you’re familiar with paid advertising, you know how simple it is to search for the best home improvement company in your area, only to be presented with an ad for “best remodeling company in Baltimore” right on your screen. This is the case for all industries, not just home improvement.
With so many purchase decisions happening online, paid search ads are extremely successful. However, because of the saturated market, paid search ads can be quite competitive.
How can you ensure your paid search ads are standing up against the competition? We’ve pulled data from WordStream and LOCALiQ’s Search Advertising Benchmarks for 2021 to provide you with an understanding of your performance relative to others within your field.
Industry | Average Cost Per Click |
Arts / Entertainment | $1.60 |
Animals / Pets | $2.89 |
Apparel / Fashion / Jewelry | $2.61 |
Attorneys / Legal Services | $8.67 |
Automotive (For Sale) | $2.32 |
Automotive (Repairs, Service, Parts) | $3.19 |
Beauty / Personal Care | $3.74 |
Business Services | $4.90 |
Career / Employment | $3.90 |
Dentists / Dental Services | $6.49 |
Education / Instruction | $4.18 |
Finance / Insurance | $5.16 |
Furniture | $2.14 |
Health / Fitness | $3.97 |
Home / Home Improvement | $5.75 |
Industrial / Commercial | $4.14 |
Personal Services | $3.46 |
Physicians / Surgeons | $3.63 |
Real Estate | $1.40 |
Restaurants / Food | $1.77 |
Shopping / Collectibles / Gifts | $2.23 |
Sports / Recreation | $1.73 |
Travel | $1.40 |
Cost per click depends on several factors, such as the level of competition for a keyword, audience, location, and your bidding strategy.
Industry | Average Click-Through Rate |
Arts / Entertainment | 10.67% |
Animals / Pets | 6.45% |
Apparel / Fashion / Jewelry | 6.19% |
Attorneys / Legal Services | 3.84% |
Automotive (For Sale) | 7.93% |
Automotive (Repairs, Service, Parts) | 5.39% |
Beauty / Personal Care | 5.44% |
Business Services | 4.72% |
Career / Employment | 5.33% |
Dentists / Dental Services | 4.69% |
Education / Instruction | 5.46% |
Finance / Insurance | 5.07% |
Furniture | 5.73% |
Health / Fitness | 5.94% |
Home / Home Improvement | 4.21% |
Industrial / Commercial | 5.34% |
Personal Services | 6.12% |
Physicians / Surgeons | 6.11% |
Real Estate | 7.75% |
Restaurants / Food | 7.19% |
Shopping / Collectibles / Gifts | 6.33% |
Sports / Recreation | 7.73% |
Travel | 8.54% |
Click-through rate influences your quality score and assists with targeting the right consumers. Your quality score is based on keywords, content, and metrics, which all determine how a search engine increases or decreases the minimum amount necessary to bid for ad position.
Industry | Average Cost Per Lead |
Arts / Entertainment | $36.23 |
Animals / Pets | $14.88 |
Apparel / Fashion / Jewelry | $46.06 |
Attorneys / Legal Services | $73.70 |
Automotive (For Sale) | $42.95 |
Automotive (Repairs, Service, Parts) | $17.81 |
Beauty / Personal Care | $51.42 |
Business Services | $62.18 |
Career / Employment | $53.52 |
Dentists / Dental Services | $42.95 |
Education / Instruction | $50.91 |
Finance / Insurance | $62.80 |
Furniture | $64.72 |
Health / Fitness | $41.68 |
Home / Home Improvement | $47.94 |
Industrial / Commercial | $43.82 |
Personal Services | $27.94 |
Physicians / Surgeons | $26.05 |
Real Estate | $38.86 |
Restaurants / Food | $20.49 |
Shopping / Collectibles / Gifts | $20.91 |
Sports / Recreation | $27.11 |
Travel | $37.34 |
Cost per lead determines how much you spend to elicit a desired action from a consumer, such as filling out a form, calling you, or making a purchase.
Industry | Average Conversion Rate |
Arts / Entertainment | 5.90% |
Animals / Pets | 19.19% |
Apparel / Fashion / Jewelry | 3.60% |
Attorneys / Legal Services | 11.54% |
Automotive (For Sale) | 6.57% |
Automotive (Repairs, Service, Parts) | 15.23% |
Beauty / Personal Care | 7.72% |
Business Services | 6.77% |
Career / Employment | 5.31% |
Dentists / Dental Services | 13.81% |
Education / Instruction | 6.16% |
Finance / Insurance | 5.51% |
Furniture | 3.25% |
Health / Fitness | 10.39% |
Home / Home Improvement | 13.23% |
Industrial / Commercial | 9.37% |
Personal Services | 10.52% |
Physicians / Surgeons | 19.15% |
Real Estate | 3.93% |
Restaurants / Food | 6.89% |
Shopping / Collectibles / Gifts | 6.70% |
Sports / Recreation | 6.19% |
Travel | 6.01% |
Your conversion rate tells you how many individuals who clicked on your ad actually converted into a lead.
Almost everyone you know uses Google daily. That’s why it’s an important place for your business, whether it be small or large, to have a strong presence. If you’re not capitalizing on the benefits of Google Ads, your business might be missing out. Here’s why:
Are you ready to create a competitive campaign that turns searchers into customers? Contact us today and let us help you create a Google Ads strategy that will be a positive investment of both time and money!
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