What good actually looks like.
Paid media benchmarks by industry and channel. Ranges — not single-point averages — because reality varies. Derived from our engaged accounts and cross-referenced against public industry reports. Updated quarterly.
Filter by industry
| Channel | Vertical | CPC | CTR | CVR | CPA | ROAS |
|---|---|---|---|---|---|---|
| Google Search | DTC | $0.80 – $2.20 | 4-8% | 2.5-5.5% | $18 – $55 | 3.5× – 6.5× |
| Google Shopping | DTC | $0.30 – $0.90 | 0.9-1.8% | 1.8-4.2% | $16 – $42 | 3.0× – 7.0× |
| Performance Max | DTC | $0.45 – $1.20 | 1.2-2.6% | 2.2-5.0% | $22 – $60 | 3.5× – 6.5× |
| Meta (Facebook/Instagram) | DTC | $0.70 – $1.90 | 1.0-2.2% | 1.4-3.5% | $28 – $75 | 2.5× – 5.0× |
| TikTok | DTC | $0.50 – $1.40 | 0.8-1.8% | 0.9-2.4% | $32 – $85 | 2.0× – 4.5× |
| Google Search | B2B SaaS | $4.50 – $18 | 2.5-5% | 1.5-4% | $180 – $650 | CPL-driven |
| B2B SaaS | $8 – $22 | 0.4-0.9% | 2-6% | $350 – $900 | Pipeline-tied | |
| Meta (Facebook/Instagram) | B2B SaaS | $1.80 – $5 | 0.9-2.1% | 0.6-1.8% | $220 – $700 | Volume-focused |
| Local Services Ads | Local | per-lead | N/A | 18-38% | $18 – $85 | Job-value |
| Google Search | Local | $3.50 – $12 | 4-9% | 4-12% | $28 – $140 | Job-value |
| Meta (Facebook/Instagram) | Local | $0.60 – $1.80 | 1.1-2.4% | 2-6% | $40 – $120 | Job-value |
| Google Search | Lead Gen | $2 – $8 | 3-6% | 3-8% | $40 – $220 | CPL-driven |
| Meta (Facebook/Instagram) | Lead Gen | $0.90 – $2.60 | 1.2-2.8% | 3-8% | $25 – $110 | CPL-driven |
Notes
How to actually use these numbers.
These are ranges, not targets. A DTC brand with strong product-market fit and a 65% gross margin can hit ROAS at the top of the range or above. A brand with a 30% margin selling a commoditized product will struggle to hit the bottom. The range tells you what other accounts in your channel-vertical combination look like.
Below the range means fix something. If your Google Search CVR in DTC is 1.1% and the benchmark range is 2.5-5.5%, you have a landing page problem, an offer problem, or a keyword-to-intent mismatch. Not a bidding problem.
Above the range usually means you are counting wrong. Accounts reporting 8× ROAS on Google Shopping DTC are almost always double-counting brand traffic or benefiting from view-through inflation. Real ROAS at that level exists but is rare — investigate before celebrating.
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