Digital marketing benchmarks by industry
Typical Google Ads cost-per-click, lead conversion rate, cost-per-lead and cost-per-customer for Canadian service businesses — a free, sourced reference set you can use to sanity-check your own numbers. All figures are 2024–2025 industry averages, not guarantees.
Benchmark reference table
Cost-per-lead = cost-per-click ÷ conversion rate. Cost-per-customer = cost-per-lead ÷ close rate. Use these as starting points; your real numbers depend on offer, location and landing page.
| Industry | Avg CPC | Conv. rate | Cost / lead | Avg job value | Close rate | Cost / customer |
|---|---|---|---|---|---|---|
| Accounting & Bookkeeping | $6.00 | 7.0% | $85.71 | $1,500 | 25.0% | $343 |
| Auto Repair | $3.50 | 8.0% | $43.75 | $500 | 40.0% | $109 |
| Beauty & Salon | $2.50 | 8.0% | $31.25 | $120 | 40.0% | $78.13 |
| Car Dealership | $2.50 | 5.0% | $50.00 | $1,500 | 10.0% | $500 |
| Catering | $3.50 | 7.0% | $50.00 | $2,500 | 30.0% | $167 |
| Chiropractic | $5.00 | 8.5% | $58.82 | $700 | 35.0% | $168 |
| Cleaning Services | $4.00 | 8.0% | $50.00 | $400 | 35.0% | $143 |
| Construction & Renovation | $6.50 | 6.0% | $108 | $25,000 | 20.0% | $542 |
| Dental & Orthodontics | $6.82 | 8.0% | $85.25 | $1,200 | 35.0% | $244 |
| E-commerce | $1.20 | 2.5% | $48.00 | $90.00 | 35.0% | $137 |
| Education & Coaching | $4.00 | 6.0% | $66.67 | $1,500 | 20.0% | $333 |
| Electrical | $12.18 | 9.1% | $134 | $800 | 45.0% | $298 |
| Event Venues | $4.50 | 6.0% | $75.00 | $6,000 | 25.0% | $300 |
| Financial Services | $8.00 | 5.0% | $160 | $3,000 | 15.0% | $1,067 |
| Fitness & Gyms | $2.80 | 8.0% | $35.00 | $700 | 30.0% | $117 |
| Healthcare & Medical Clinics | $5.50 | 11.0% | $50.00 | $850 | 30.0% | $167 |
| Home Improvement & Remodeling | $6.96 | 6.5% | $107 | $8,000 | 22.0% | $487 |
| HVAC & Home Comfort | $9.68 | 6.6% | $148 | $5,500 | 40.0% | $369 |
| Immigration Consulting | $7.50 | 8.0% | $93.75 | $3,500 | 25.0% | $375 |
| Insurance | $9.00 | 6.5% | $138 | $1,200 | 15.0% | $923 |
| Landscaping | $5.50 | 7.0% | $78.57 | $3,500 | 30.0% | $262 |
| Law Firms & Legal | $8.86 | 7.0% | $127 | $3,500 | 20.0% | $633 |
| Massage Therapy | $3.20 | 9.0% | $35.56 | $120 | 40.0% | $88.89 |
| Med Spa & Aesthetics | $5.50 | 7.0% | $78.57 | $1,200 | 30.0% | $262 |
| Mortgage Broker | $7.00 | 6.0% | $117 | $4,000 | 15.0% | $778 |
| Personal Training | $3.00 | 8.0% | $37.50 | $900 | 30.0% | $125 |
| Pets & Veterinary | $3.50 | 8.5% | $41.18 | $350 | 40.0% | $103 |
| Physiotherapy & Rehab | $4.80 | 9.0% | $53.33 | $650 | 35.0% | $152 |
| Plumbing | $10.49 | 7.6% | $137 | $600 | 45.0% | $306 |
| Professional & B2B Services | $5.00 | 7.0% | $71.43 | $2,500 | 25.0% | $286 |
| Real Estate | $3.50 | 6.0% | $58.33 | $8,000 | 12.0% | $486 |
| Restaurants | $1.80 | 6.0% | $30.00 | $60.00 | 50.0% | $60.00 |
| Roofing | $8.00 | 7.0% | $114 | $11,000 | 25.0% | $457 |
| SaaS | $6.00 | 4.0% | $150 | $1,200 | 15.0% | $1,000 |
| Travel & Hospitality | $2.00 | 4.0% | $50.00 | $800 | 20.0% | $250 |
| Wedding Services | $4.00 | 6.0% | $66.67 | $4,000 | 25.0% | $267 |
Illustrative projections based on 2024–2025 industry-average benchmarks (WordStream/LocalIQ and corroborating sources). Real results vary by offer, location, landing page, season and competition. Not a guarantee of performance.
Sources: WordStream / LocalIQ — Google Ads Benchmarks 2024–2025 · WordStream / LocalIQ — Facebook (Meta) Ads Benchmarks 2024–2025 · Triple Whale, Visible Factors, Sovran — Meta CPM aggregates 2025.
Benchmark questions, answered
It varies widely by industry. A typical Canadian service business sees a Google Search cost-per-click around $2–$9 and a lead conversion rate around 5–9%, which puts cost-per-lead roughly in the $30–$150 range. High-value verticals like legal, financial and home services sit at the higher end. These are representative 2024–2025 benchmarks, not guarantees.
Cost per lead (CPL) = average cost per click ÷ lead conversion rate. For example, a $5 CPC at a 7% conversion rate gives a CPL of about $71. Cost per customer (CAC) then = CPL ÷ close rate — so a 30% close rate on that $71 CPL is roughly $238 per won customer.
No. They are industry-average reference points (sourced from WordStream/LocalIQ 2024–2025 and corroborating sources) to help set expectations. Real results depend on your offer, location, landing page, season, budget and competition. PPC Guru reports against your actual numbers, not averages.