U.S. Google AdWords CPA 2018, by industry

Average cost-per-action (CPA) in Google AdWords in selected industries in the United States between August 2017 and January 2018

CharacteristicSearchGoogle Display Network (GDN)
Advocacy 96.55 70.69
Auto 33.52 23.68
B2B 116.13 130.36
Consumer Services 90.7 60.48
Dating & Personals 76.76 60.23
E-commerce 45.27 65.8
Education 72.7 143.36
Employment Services 48.04 59.47
Finance & Insurance 81.93 56.76
Health & Medical 78.09 72.58
Home Goods 87.13 116.17
Industrial Services 79.28 51.58
Legal 86.02 39.52
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Release date

June 2018

Region

United States

Survey time period

August 2017 to January 2018

Supplementary notes

Data based on a sample of 14,197 US-based WordStream client accounts in all verticals (representing over $200 million in aggregate AdWords spend) who were advertising on Google AdWords’ Search and Display networks between August 2017 and January 2018. Each industry includes at minimum 30 unique active clients.

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