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) | ||||
| CPC (Search) | ||||
| Conversion Rate | ||||
| Cost/Conversion | ||||
| Search Impression Share |
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 | Lowest B2B CPL, less competition | |
| UCaaS / Telecom | High commercial intent keywords | |
| Healthcare Tech | Expensive but qualified leads | |
| Legal Tech | High CPCs, strong LTV | |
| Logistics / Supply Chain | Consider LinkedIn instead | |
| Digital Workplace | Competitive category, niche down |
B2B E-commerce ROAS Benchmarks
For B2B companies selling products directly online:
| Category | ROAS | Notes |
|---|---|---|
| Commercial Cleaning | Search outperforms PMax | |
| Industrial Supplies | Repeat purchase behavior helps | |
| Office Equipment | B2B + B2C crossover |
Keyword Match Type Performance
| Match Type | Cost/MQL | Volume | Recommendation |
|---|---|---|---|
| Exact Match | Low | Start here for high-intent | |
| Phrase Match | Medium | Expand after exact match works | |
| Broad Match | 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.