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Data & benchmarksThe reference figures of digital marketing
Reliable industry benchmarks to assess your performance and set realistic goals. Each table shows its source, year and method. Amounts converted from USD to euros (indicative rate).
01Google Ads (Search) by industry
| Industry | Click rate | Cost per click | Conversion | Cost / lead |
|---|---|---|---|---|
| Pets & animals | 7.39 % | 3.59 € | 12.03 % | 32.03 € |
| Fashion & jewelry | 6.13 % | 3.12 € | 3.33 % | 76.45 € |
| Arts & entertainment | 13.04 % | 1.58 € | 4.22 % | 41.12 € |
| Legal & lawyers | 5.30 % | 8.22 € | 5.64 % | 132.51 € |
| Automotive (sales) | 8.58 % | 2.15 € | 6.49 % | 39.51 € |
| Automotive (repair) | 5.69 % | 3.12 € | 12.96 % | 25.70 € |
| Beauty & personal care | 6.75 % | 3.28 € | 8.01 % | 44.55 € |
| Business services | 5.62 % | 4.94 € | 5.78 % | 97.19 € |
| Careers & recruiting | 6.79 % | 4.17 € | 5.63 % | 108.49 € |
| Dentists | 5.38 % | 6.27 € | 8.36 % | 79.57 € |
| Education & training | 6.21 % | 4.04 € | 7.91 % | 65.80 € |
| Finance & insurance | 7.71 % | 2.76 € | 2.78 % | 69.86 € |
| Furniture | 6.50 % | 3.03 € | 2.53 % | 109.57 € |
| Health & fitness | 6.88 % | 4.33 € | 7.40 % | 56.64 € |
| Home & improvement | 5.59 % | 6.40 € | 8.62 % | 75.69 € |
| Industrial & commercial | 5.83 % | 4.55 € | 6.84 % | 71.28 € |
| Personal services | 7.95 % | 4.55 € | 8.83 % | 48.74 € |
| Physicians & surgeons | 6.73 % | 4.38 € | 11.08 % | 54.96 € |
| Real estate | 9.20 % | 1.93 € | 2.91 % | 80.37 € |
| Restaurants & food | 8.68 % | 2.01 € | 8.72 % | 27.30 € |
| Shopping & gifts | 7.81 % | 2.40 € | 3.49 % | 38.73 € |
| Sports & recreation | 9.66 % | 2.15 € | 5.35 % | 45.91 € |
| Travel & tourism | 10.16 % | 1.77 € | 5.36 % | 60.74 € |
| All industries (average) | 6.42 % | 4.29 € | 7.04 % | 61.35 € |
Source : WordStream / LocaliQ — 2024 Google Ads Benchmarks (2024)
Method : 17,998 US Search campaigns (Apr 2023–Mar 2024).
02Facebook & Instagram Ads by industry (leads objective)
| Industry | Cost per click | Click rate | Conversion | Cost / lead |
|---|---|---|---|---|
| Legal & lawyers | 7.82 € | 1.61 % | 7.57 % | 96.21 € |
| Automotive (repair) | 3.51 € | 1.08 % | 4.86 % | 74.93 € |
| Beauty & personal care | 2.24 € | 2.26 % | 5.93 % | 38.73 € |
| Business services | 1.40 € | 2.70 % | 8.34 % | 15.59 € |
| Dentists | 3.77 € | 1.54 % | 9.83 % | 29.86 € |
| Education & training | 1.87 € | 2.32 % | 8.49 % | 29.27 € |
| Finance & insurance | 4.20 € | 1.84 % | 5.98 % | 35.04 € |
| Furniture | 1.93 € | 2.36 % | 6.11 % | 36.11 € |
| Health & fitness | 3.03 € | 1.46 % | 5.78 % | 52.81 € |
| Home & improvement | 2.01 € | 1.78 % | 8.87 % | 22.35 € |
| Industrial & commercial | 2.55 € | 1.48 % | 12.03 % | 22.57 € |
| Personal services | 1.78 € | 2.56 % | 9.19 % | 18.85 € |
| Physicians & surgeons | 2.60 € | 2.43 % | 4.81 % | 53.33 € |
| Real estate | 1.25 € | 3.71 % | 9.70 % | 12.76 € |
| Sports & recreation | 1.10 € | 3.74 % | 8.87 % | 13.42 € |
Source : WordStream / LocaliQ — Facebook Ads Benchmarks 2024 (2024)
Method : US Meta (Facebook/Instagram) campaigns, “Leads” objective.
03Email marketing by category
| Industry | Open rate | Click rate | Unsub. |
|---|---|---|---|
| Business & finance | 31.35 % | 2.78 % | 0.15 % |
| Nonprofits / NGOs | 40.04 % | 3.27 % | 0.18 % |
| Education & training | 35.64 % | 3.02 % | 0.18 % |
| E-commerce | 29.81 % | 1.74 % | 0.19 % |
| All industries (average) | 35.63 % | 2.62 % | 0.22 % |
Source : Mailchimp — Email Marketing Benchmarks by Industry (2023-2024)
Method : Campaigns ≥ 1,000 subscribers; opens affected by Apple MPP (prefer clicks).
04SEO: click-through rate by Google position
| Google position | Click rate |
|---|---|
| 1 | 39.80 % |
| 2 | 18.70 % |
| 3 | 10.20 % |
| 4 | 7.20 % |
| 5 | 5.10 % |
| 6 | 4.40 % |
| 7 | 3.00 % |
| 8 | 2.10 % |
| 9 | 1.90 % |
| 10 | 1.60 % |
Source : First Page Sage — Google Click-Through Rates by Ranking Position (2025)
Method : Meta-analysis (Backlinko, Sistrix, LocalIQ…); SERP without AI Overview.
06Online reviews & local listing
Source : BrightLocal — Local Consumer Review Survey 2024 (2024)
Method : Representative panel of 1,141 consumers (2024).
07Website conversion rates by industry
| Industry | Conversion rate |
|---|---|
| Automotive (sales) | 7.90 % |
| Legal & lawyers | 7.90 % |
| Software / SaaS | 7.60 % |
| Education & training | 6.30 % |
| Finance & insurance | 6.30 % |
| Marketing & advertising | 6.20 % |
| Professional services (B2B) | 6.10 % |
| Construction & engineering | 4.90 % |
| Beauty & personal care | 3.50 % |
| Real estate | 2.80 % |
| Retail & e-commerce | 2.40 % |
| Health & social | 2.30 % |
| Travel & tourism | 1.90 % |
| All industries (average) | 5.13 % |
Source : Ruler Analytics — Conversion Rate Benchmarks by Industry (2024-2026)
Method : 110M+ sessions, 5M+ conversions; multi-touch attribution (online+offline).
08Advertising by platform: average costs compared
| Platform | Cost per click | CPM (1,000 views) | Click rate | Conversion |
|---|---|---|---|---|
| Google Ads | 4.29 € | — | 6.42 % | 7.04 % |
| Facebook / Instagram | 2.74 € | 10.12 € | 2.19 % | 7.76 % |
| 5.15 € | 30.36 € | 0.55 % | 4.50 % | |
| YouTube | 1.15 € | 7.36 € | 0.65 % | 0.60 % |
| TikTok | 0.92 € | 8.43 € | 0.90 % | 1.00 % |
| 0.92 € | 4.60 € | 0.50 % | 3.00 % |
Source : LocaliQ · Mega Digital · WebFX · Triple Whale · Cometly — Social & video ad benchmarks (2024-2025)
Method : Platform averages (all industries), cross-checked across sources. YouTube: click-equivalent CPC derived from CPV/CPM.
Frequently asked questions
What is a “good” cost per click?
It depends on the industry (see the Google Ads table). A high CPC, as in legal, can still be very profitable if a customer is worth a lot.
Where does this data come from?
From recognized public sources (WordStream/LocaliQ, Mailchimp, First Page Sage, RivalIQ, BrightLocal, Ruler Analytics), shown under each table with the year and method.
Are the amounts in euros?
Yes: converted from USD (US sources’ currency) at an indicative rate. Percentages are universal.
05Social media: median engagement by platform
Source : Rival IQ — 2024 Social Media Industry Benchmark Report (2024)
Method : Median engagement = (reactions+comments+shares) ÷ followers.