Google Ads benchmarks / Home Services
Reference figures for search campaigns in Home Services: cost per click, CTR, conversion rate and cost per conversion, compared with the overall Google Ads average. USD, from public industry reports.
Average CPC
$2.37
what one click costs on average
-12 % vs the overall average
CTR
3.71 %
clicks per 100 impressions
+17 % vs the overall average
Conversion rate
4.80 %
conversions per 100 clicks
+28 % vs the overall average
CPA
$49.40
what one conversion costs on average
+1 % vs the overall average
| Metric | Home Services | Overall average |
|---|---|---|
| Average CPC | $2.37 | $2.69 |
| CTR | 3.71 % | 3.17 % |
| Conversion rate | 4.80 % | 3.75 % |
| CPA | $49.40 | $48.96 |
Source: public industry reports (aggregates of thousands of accounts, USD, search campaigns). The same references AdPredictor's audit uses. Averages hide a lot: your country, your keywords and your Quality Score can put you far from these figures.
The industry average does not pay your bills: what matters is how much of YOUR spend goes to searches, keywords and locations that never convert. Connect your account read-only and see it in 60 seconds, free and with no card.
The industry reference is $2.37 per click for search campaigns (USD, from public industry reports). But a "normal" CPC depends on your country, your keywords and your Quality Score: half the accounts in the industry pay less and half pay more. What matters is not the average CPC but how much of that spend ends in searches that never convert; that only shows up by reading your account.
The reference is $49.40 per conversion. A CPA is "good" if it sits below what a customer is worth to you, not by comparing with the neighbour: with high margins you can pay above average and profit, with thin margins the average can ruin you.
From public industry reports (WordStream-style) aggregating thousands of advertiser accounts, in USD and for search campaigns. They are the same references AdPredictor's audit uses to compare an account with its industry. They are indicative: your account can sit far from the average by country, product or season.
Connect your Google Ads account read-only and the free audit tells you in 60 seconds your account health and how much of your last 30 days of spend left without bringing a single customer. No card, and nobody calls you.
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