B2B Google Ads Benchmarks 2026

Real performance data from B2B Google Ads campaigns. Search, Display, and Performance Max benchmarks based on campaigns across SaaS, Healthcare, FinTech, and more.

Search CTR
1.30%
Range: 1.04-1.70%
Average CPC
$6.29
Range: $2.88-$8.38
Conversion Rate
0.31%
Range: 0.05-0.70%
Cost/Conversion
$606
Range: $332-$1,075

Google Ads Performance Rating Scale

Metric Poor Average Good Excellent
CTR (Search) < 0.80% 0.80 - 1.20% 1.20 - 2.00% > 2.00%
CPC (Search) > $12 $7 - $12 $3 - $7 < $3
Conversion Rate < 0.15% 0.15 - 0.40% 0.40 - 1.00% > 1.00%
Cost/Conversion > $800 $500 - $800 $250 - $500 < $250
Search Impression Share < 30% 30 - 50% 50 - 70% > 70%

Search vs Performance Max

For B2B lead generation, traditional Search campaigns consistently outperform Performance Max on efficiency metrics.

Search Campaigns
553% ROAS
Better for B2B lead gen
VS
Performance Max
436% ROAS
Better for e-commerce
42 Agency Insight: Exact match keywords deliver 2x better cost per MQL than phrase match ($1,200 vs $2,800). For B2B, start with exact match on high-intent terms like "[product] demo," "[product] pricing," and "[competitor] alternative" before expanding to phrase match.

Cost per Conversion by Industry

Industry Google Search CPL Key Insight
Construction Tech $150 - $300 Lowest B2B CPL, less competition
UCaaS / Telecom $200 - $400 High commercial intent keywords
Healthcare Tech $800 - $1,100 Expensive but qualified leads
Legal Tech $900 - $1,500 High CPCs, strong LTV
Logistics / Supply Chain $1,500 - $3,000 Consider LinkedIn instead
Digital Workplace $1,000 - $3,000 Competitive category, niche down

B2B E-commerce ROAS Benchmarks

For B2B companies selling products directly online:

Category ROAS Notes
Commercial Cleaning 499% Search outperforms PMax
Industrial Supplies 350 - 450% Repeat purchase behavior helps
Office Equipment 300 - 400% B2B + B2C crossover

Keyword Match Type Performance

Match Type Cost/MQL Volume Recommendation
Exact Match $1,200 Low Start here for high-intent
Phrase Match $2,800 Medium Expand after exact match works
Broad Match $4,000+ High Only with Smart Bidding + data

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Methodology

These benchmarks are based on real campaign data from B2B clients managed by 42 Agency from 2022-2026. Data comes directly from Google Ads exports, not surveys. Includes Search, Display, and Performance Max campaigns across multiple industries.