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Average Conversion Rate for Google Ads: 2024 Report

Reports, SEO Blog
Average Conversion Rate For Google Ads

This report shares our Google Ad conversion rate data collected from 121 client accounts between 2018 and 2023. Our dataset included of 76 primarily B2B companies, 24 primarily B2C companies, and 21 companies with a mixed customer base.

We use the same definition of Google Ad Conversion Rate provided by Google themselves:

The Google Ad Conversion Rate is the number of conversions divided that by the number of total ad interactions that can be tracked to a conversion during the same time period, or in other words:

Google Ad Conversion Rate = Number of Conversions Resulting From Ads ÷ Number of Ad Interactions

Using this definition, we found that for our dataset:

The average conversion rate for Google Ads is 4.8%. 

The overall average conversion rate is of limited utility, however, given that per-industry averages range from 1.8% (for IT & Managed Services) to 6.5% (for HVAC). Average conversion rates for each industry in our dataset are provided in the table below:

Google Ad Conversion Rate by Industry

IndustryGoogle Ad Conversion Rate
Addiction Treatment2.1%
Business Insurance3.9%
Financial Services2.4%
Heavy Equipment1.8%
Higher Education2.3%
Industrial IOT3.5%
IT & Managed Services1.6%
Law Firms & Legal Services3.9%
Manufacturing & Distribution2.0%
Medical Device2.4%
Oil & Gas1.8%

Additional Reading

For more statistics on Google Search marketing, both organic (SEO) and paid (PPC), see our reports below:

Requesting a Copy of This Report

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Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.