Benchmark your Google Ads. Compare meaningful outcomes.
Compare account performance using consistent conversion definitions. This guide explains what to measure by industry without presenting unverified cost ranges as market data.
SaaS & B2B
| Metric | Calculation | Context |
|---|---|---|
| Cost per qualified demo | Ad spend / qualified demos | Separate booked, attended and sales-qualified demos. Cohort opportunities by enquiry date so a long sales cycle does not make recent leads look unsuccessful. Measurement reference: Google Ads: conversion tracking overview |
Healthcare
| Metric | Calculation | Context |
|---|---|---|
| Cost per attended appointment | Ad spend / attributed attended appointments | Keep enquiry, booking and attendance counts separate. Use aggregated reporting and do not send sensitive patient details to advertising platforms. Measurement reference: Google Ads: conversion tracking overview |
Real Estate
| Metric | Calculation | Context |
|---|---|---|
| Cost per instruction won | Ad spend / attributed instructions won | Separate seller and buyer enquiries. Compare the same location and property segment; property-sale prices are not advertising CPL evidence. Measurement reference: Google Ads: conversion tracking overview |
Legal
| Metric | Calculation | Context |
|---|---|---|
| Cost per acquired matter | Ad spend / attributed acquired matters | Separate enquiries from suitable cases, consultations and accepted matters. Compare like-for-like practice areas and allow for the intake cycle. Measurement reference: Google Ads: conversion tracking overview |
Financial Services
| Metric | Calculation | Context |
|---|---|---|
| Cost per qualified consultation | Ad spend / qualified consultations | Define suitability with the business and its compliance team. Track acquisition separately; avoid treating every form fill as qualified. Measurement reference: Google Ads: conversion tracking overview |
E-commerce
| Metric | Calculation | Context |
|---|---|---|
| Revenue ROAS | Attributed revenue / ad spend | Revenue of $8,000 from $2,000 ad spend gives 4x ROAS. This is an arithmetic illustration, not a market benchmark or profit calculation. Account for returns and margin. Measurement reference: Google Ads: conversion tracking overview |
Home Services
| Metric | Calculation | Context |
|---|---|---|
| Cost per booked job | Ad spend / attributed booked jobs | Compare Search and LSA on booked jobs, not clicks versus raw leads. Keep cancellations and credited charges identifiable. Measurement reference: Google Ads: conversion tracking overview |
Education
| Metric | Calculation | Context |
|---|---|---|
| Cost per enrolled student | Ad spend / attributed enrolled students | Separate enquiries, applications, offers and enrolments. Compare equivalent admissions cycles and account for the delay before enrolment. Measurement reference: Google Ads: conversion tracking overview |
Travel & Hospitality
| Metric | Calculation | Context |
|---|---|---|
| Cost per completed booking | Ad spend / attributed completed bookings | Account for cancellations, refunds and booking margin. Compare equivalent travel periods and acquisition cohorts. Measurement reference: Google Ads: conversion tracking overview |
Methodology note
Reviewed on 3 October 2026. Previous numerical ranges were removed where the cited sources did not substantiate them. References explain measurement, not industry-average costs. No MyLeadsFactory account sample is claimed. Future measured benchmarks will include dates, geography, sample size, conversion definitions and exclusions. Questions? Email info@myleadsfactory.com.
Questions, answered
Are these industry-average costs?
No. These are measurement definitions and planning guidance. Earlier cost ranges have been removed because the linked sources did not substantiate the precise figures. We do not publish an internal market average without a documented sample and methodology.
How do I build a useful benchmark?
Choose a market, date range and conversion definition. Reconcile spend with CRM outcomes, account for conversion delay and compare equivalent cohorts. Keep raw enquiries, qualified leads and acquired customers separate.
What makes an external benchmark comparable?
Check the study date, sample size, geography, channel and conversion definition. Cost per form fill is not comparable to cost per qualified demo or signed client. Missing methodology is a limitation, not evidence that the data matches your business.
Understand your account performance.
Request a review of your conversion definitions, lead quality and reporting. Compare your results on a consistent basis.