Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries. We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including: • Average cost per click • Average click-through rate • Average cost per lead • Average conversion rate Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.

1. [NEW DATA]
Updated Google Ads
Industry Benchmarks
You Must See

2. LOCALiQ is
an all-in-one
marketing
platform to
help you find,
convert
and keep
customers.
PROPRIETARY MARKETING TECHNOLOGY
Our platform runs on optimization technology and AI (informed by
data from 1M+ LOCALiQ campaigns!) that you can’t find anywhere
else. That means unmatched ROI for your business.
FREE TOOLS AT YOUR FINGERTIPS
Wondering how your current online footprint stacks up to that of
your competitors’? Want to identify growth areas based on
customer calls? We can help with that – for free.
MORE TIME TO FOCUS ON RUNNING YOUR
BUSINESS
Our experts manage your entire marketing strategy for you, using
vertical expertise to implement innovative campaigns. And don’t
worry – you’ll have insight into all your progress and can manage new
leads 24/7.
How exactly do we help small
businesses grow and thrive?
Meet

3. Follow Us!

4. Susie Marino
• Content Marketing Specialist | LOCALiQ
• Digital Marketing Consultant | WordStream
• Based in Boston
@SusieMarinoPPC /in/susie-marino129/

5. Agenda
• Our latest data on:
Average CPC
Average CTR
Average CPL
Average CVR
• What these numbers mean for you
• The importance of benchmarking
• How to adjust accordingly

6. OUR DATA

7. • Nearly 20,000 LOCALiQ search ad campaigns
• Businesses of all types and sizes
• North America
• December 17, 2020 – February 17, 2022
• Minimum 72 unique campaigns per category
• Averages = median figures
• USD
The Data Collection Strategy

8. Average
Cost Per
Click

9. Understanding Your CPC
• CPC = Average Cost Per Click
• Based off keyword bids for search queries
• Can vary between campaigns and accounts
• Depends on:
• Keyword average cost
• Industry
• Competition
• The health of your accounts

11. Average
Click-Through
Rate

12. Understanding Your CTR
• CTR = Average click-through rate
• On average, how often does this component pull in a
click?
• Can vary!
• Depends on:
• Ad copy
• Intent match

14. Average
Cost Per
Lead

15. Understanding Your CPL
• CPL = Cost Per Lead
• AKA: cost per acquisition (CPA), cost per action (CPA),
cost per conversion
• Total spend/conversions
• A go-to ROI metric
• Depends on:
• CPC
• Spend, budgets, bids
• Your tracking

17. Average
Conversion
Rate

18. Understanding Your CVR
• CVR = Conversion Rate
• Of all your clicks, how many convert?
• Total clicks/conversions
• Depends on:
• Your ad copy
• Intent/query matching
• Landing page
• Your chosen tracking methods

20. Recap: Why These
Metrics Matter & How
They Tie Together

21. Look at Your Search Marketing Holistically
Start with your Budget
High CPCs? Look
at your:
• Keywords + bids
• Ad copy + Quality Score
• Other networks/channels
High CPL? Look at
your:
• Keywords and bids
• Competitors
• Targeting
Low CVR? Look at
your:
• Landing page
• Offer/CTA
• Targeting
Low CTR? Look at
your:
• Keywords + bids
• Ad copy
• Search queries

23. Final Thoughts

24. Key Takeaways
It may not always be
what you think.
What can search ads do
to help your bottom
line?
Know your industry as
well as you do your own
account performance.
Where one metric
falls another metric
thrives! Know what
works for you.
Know what
matters to
you.
Fuel Your
Overall DMS
Marketing
Strategies
Always have
a back-up
plan!
Benchmarking
is a tool.

25. THANK YOU
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