Get the scoop on how digital ads are performing across 20 industries with the latest benchmarks below! Please note that these figures serve as benchmarks, and actual results may vary based on various factors unique to each campaign and industry. Advertising trends in 2024 show notable shifts across Google and Facebook Ads, with evolving metrics highlighting opportunities and challenges for businesses.The latest performance data reveals significant shifts in digital advertising metrics, highlighting where businesses can optimize for better ROI.

Click-Through Rate (CTR)

  • Google Ads: CTR increased year-over-year for 70% of industries, with an average rise of 5%. This signals growing audience engagement, with some sectors seeing standout growth.
  • Facebook Ads: CTR trends were mixed. Lead Ads saw CTR declines in 80% of industries, though the overall average nudged upward. On the other hand, Facebook’s Traffic Objective rebounded with CTR increases in 65% of industries, reversing last year’s declines.

Cost Per Click (CPC)

  • Google Ads: CPC rose for 86% of industries, averaging a 10% increase. Real Estate, Sports & Recreation, and Personal Services led with jumps exceeding 25%.
  • Facebook Ads: CPC for Lead Ads climbed in 80% of industries but remained affordable at $1.88, far below Google’s $4.66. Facebook’s Traffic Objective saw CPC drops in 78% of industries, emphasizing cost stability.

Conversion Rates (CVR)

  • Google Ads: CVR dipped for 12 out of 23 industries, though the average decline was just 1%. Sectors like Finance & Insurance (-32.4%) and Dentists (-19.57%) faced larger drops, while Apparel (+112%) and Career Services (+81%) surged.
  • Facebook Ads: CVR improved in 67% of industries using Lead Ads, with standout increases for Real Estate, Dentists, and Industrial/Commercial Services.

Cost Per Lead (CPL)

  • CPL increased for 60% of industries on Facebook, averaging $21.98—substantially lower than Google’s $66.69. However, Facebook’s Lead Ads achieved YoY CPL reductions, signaling stronger cost-efficiency in driving leads.

The Big Picture

  • Google Ads: Driving higher CTRs, Google excels in visibility and engagement but comes with rising CPCs and fluctuating CVRs.
  • Facebook Ads: Despite CTR declines for Lead Ads, Facebook remains a cost-effective powerhouse with lower CPCs, reduced CPLs, and stable lead-gen efficiency.

Together, Google and Facebook create a winning combination: Google delivers reach and engagement, while Facebook keeps lead acquisition costs in check. Smart advertisers will leverage both platforms to balance visibility with cost efficiency.

See below for benchmarks from different industries from industry aggregator WordStream!

Google Ads Benchmarks: Paid Search

google ads benchmarks 2024

Social Ads Benchmarks: Meta

2024 fb benchmarks chart Leads