Enter conversions and clicks (or visitors) to calculate conversion rate. Add spend to see the cost per conversion, and how many extra conversions a one-point improvement would bring.
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How conversion rate is calculated
Conversion rate = conversions ÷ clicks × 100. 36 conversions from 1,200 clicks is 3%.
Why it is the cheapest lever in PPC
Bids and budgets buy more traffic at the same efficiency. Conversion rate changes the efficiency itself: moving from 3% to 4% is 33% more leads from the same spend. The usual wins are message match between ad and landing page, a faster page, a shorter form, visible proof and one clear call to action.
Before optimising, confirm that tracking is right. Double-counted or missing conversions make every rate on this page meaningless.
Reference point: when we checked WordStream’s Google Ads benchmarks lookup in November 2026, the all-industry medians for search campaigns were a 6.64% click-through rate, $5.42 cost per click, 8.18% conversion rate and $66.69 cost per lead. Industries differ a lot, so compare against your own vertical and your own history first.
Frequently asked questions
What is a good conversion rate?
It depends on the offer and the traffic. A free quote form converts far better than a high-ticket purchase, and brand traffic converts better than cold traffic. Your own trend over time is the most useful benchmark.
Should I use clicks or sessions?
Google Ads uses clicks (interactions); analytics tools use sessions or users. Either is fine if you stay consistent.
Why is my conversion rate low?
The most common reasons are irrelevant search terms, a landing page that does not repeat the promise of the ad, slow mobile load time and forms that ask for too much.