Google Ads benchmarks / SaaS
Google Ads benchmarks for SaaS (2026)
Reference figures for search campaigns in SaaS: cost per click, CTR, conversion rate and cost per conversion, compared with the overall Google Ads average. USD, from public industry reports.
Average CPC
$3.80
what one click costs on average
+41 % vs the overall average
CTR
2.09 %
clicks per 100 impressions
-34 % vs the overall average
Conversion rate
2.92 %
conversions per 100 clicks
-22 % vs the overall average
CPA
$133.52
what one conversion costs on average
+173 % vs the overall average
| Metric | SaaS | Overall average |
|---|---|---|
| Average CPC | $3.80 | $2.69 |
| CTR | 2.09 % | 3.17 % |
| Conversion rate | 2.92 % | 3.75 % |
| CPA | $133.52 | $48.96 |
Source: public industry reports (aggregates of thousands of accounts, search campaigns). They are indicative public reference figures from the United States, published in dollars; AdPredictor's audit puts them next to your figures, converted to your currency. Averages hide a lot: your country, your keywords and your Quality Score can put you far from these figures.
And your account, how does it sit against SaaS?
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Frequently asked questions
Is my CPC normal in SaaS?
The industry reference is $3.80 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.
What is a good CPA in SaaS?
The reference is $133.52 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.
Where do these figures come from?
From public industry reports (WordStream-style) aggregating thousands of advertiser accounts, for search campaigns. They are indicative public reference figures from the United States, published in dollars; AdPredictor's audit puts them next to your figures, converted to your currency. Your account can sit far from the average by country, product or season.
How do I know where my account stands against these figures?
Connect your Google Ads account without touching anything 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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