Industry benchmarks
Average Google Ads + Meta Ads metrics by vertical, as of mid-2026. Use this to check whether your account is above, at, or below the field — then look at the agents flagged on /sample-audit to figure out why.
Sources: aggregated public benchmark reports (WordStream, AdEspresso, Madgicx, Google Industry Benchmarks) plus our own audit data across small-to-mid Shopify + DTC accounts.
Google Ads — Search
| Vertical | CTR | CPC | CVR | ROAS |
|---|---|---|---|---|
| Apparel / fashion | 2.4% | $1.20 | 3.5% | 3.8x |
| Beauty / cosmetics | 2.8% | $1.50 | 4.2% | 4.1x |
| Consumer electronics | 1.9% | $2.10 | 2.1% | 5.2x |
| Food / beverage (DTC) | 3.1% | $1.05 | 4.8% | 3.4x |
| Home goods / furniture | 1.7% | $2.40 | 2.4% | 4.6x |
| Pet supplies | 2.9% | $1.25 | 4.5% | 3.6x |
| SaaS / B2B | 1.6% | $5.80 | 5.2% | N/A (LTV) |
| Local services (plumber/dentist/etc) | 5.1% | $8.50 | 8.0% | 6.0x+ |
| Legal / professional services | 3.5% | $12.40 | 6.5% | 10x+ |
| Education / online courses | 2.3% | $2.90 | 3.0% | 2.8x |
Meta Ads — Feed + Stories
| Vertical | CTR | CPC | CVR | ROAS |
|---|---|---|---|---|
| Apparel / fashion | 1.2% | $0.55 | 2.1% | 3.5x |
| Beauty / cosmetics | 1.6% | $0.72 | 2.8% | 4.0x |
| Consumer electronics | 0.9% | $0.95 | 1.4% | 3.8x |
| Food / beverage (DTC) | 1.4% | $0.48 | 2.6% | 3.0x |
| Home goods / furniture | 0.8% | $0.85 | 1.6% | 4.2x |
| Pet supplies | 1.7% | $0.45 | 3.1% | 3.4x |
| SaaS / B2B | 0.6% | $2.10 | 2.4% | N/A (LTV) |
| Education / online courses | 1.0% | $1.30 | 1.9% | 2.4x |
| Wellness / fitness | 1.5% | $0.68 | 2.2% | 3.1x |
How to read these
- Above the benchmark on CTR but below on CVR → the wrong people are clicking. Your ad is over-broad or your landing page mismatches the ad promise.
- Below CTR but at or above CVR → your audience + landing page are right, but your creative is fatiguing or poorly targeted. Run the creative-refresh agent.
- Above CPC but ROAS is fine → you're in a competitive auction but the lifetime value justifies it. Don't optimize what isn't broken.
- Below benchmark on everything → either account-level Quality Score issues (see this post) or a broken conversion-tracking setup. Check that first.
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