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
| Industry | Google Ad Conversion Rate |
| Addiction Treatment | 2.1% |
| Automotive | 3.6% |
| Biotech | 2.2% |
| Business Insurance | 3.9% |
| Construction | 1.9% |
| eCommerce | 2.8% |
| Financial Services | 2.4% |
| Fintech | 2.8% |
| Healthcare | 5.5% |
| Heavy Equipment | 1.8% |
| Higher Education | 2.3% |
| HVAC | 6.5% |
| Industrial IOT | 3.5% |
| IT & Managed Services | 1.6% |
| Law Firms & Legal Services | 3.9% |
| Manufacturing & Distribution | 2.0% |
| Medical Device | 2.4% |
| Oil & Gas | 1.8% |
| SaaS | 2.4% |
Additional Reading
For more statistics on Google Search marketing, both organic (SEO) and paid (PPC), see our reports below:
- Clickthrough Rates (CTR) for Organic vs Paid Search
- Google Click-Through Rates (CTRs) by Ranking Position in 2024
- SEO vs. PPC Statistics: Conversion Rates Compared
- Digital Marketing Metrics & KPIs for 2024
- Conversion Rate by Traffic Source
- SEO ROI Statistics 2024
- Average SEO Conversion Rate By Page Type
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