See how your Google Ads Search results compare with your own previous period and with published all-industry medians. Enter four numbers per period and get click-through rate, cost per click, conversion rate and cost per conversion side by side.
Current period
Previous period (optional)
* Medians for Google Search campaigns across all industries, in US dollars, as shown by WordStream’s Google Ads industry benchmarks lookup when we checked in November 2026. For figures by industry, use their lookup. We do not publish benchmark data of our own.
No sign-up, no account access and no e-mail required. Everything runs in your browser; nothing you type is sent to our server.
How to read the comparison
Your own previous period is the benchmark that matters most. It has the same offer, the same market and the same tracking, so a change in it means something actually changed. Compare like with like: the same number of days, and ideally the same month a year earlier if your business is seasonal.
Industry medians are a rough orientation. Click prices in legal or insurance are many times higher than in retail, and a lead form converts differently from an online purchase. Being “behind” the median is a reason to look closer, not proof that the account is badly run; being “better” does not mean it is profitable. Profit depends on your margins, which is what the ROAS and CPA calculators check.
If a metric moved the wrong way
- Click-through rate down: new irrelevant search terms, broader match types, or ads that stopped matching intent.
- Cost per click up: more competition, lower Quality Score, or a bidding target that was loosened.
- Conversion rate down: check tracking first, then landing page changes and traffic mix.
- Cost per conversion up: the combined result of the three above; fix the one that changed most.
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