2026 PPC Benchmarks by Industry.

About this report

Benchmarks drawn from the trailing 12 months of media Taskstics has managed directly — approximately $30M across Google, Meta, LinkedIn, TikTok, and Reddit. We've organized findings by industry and by funnel stage. Numbers are medians, not averages, so one outlier client doesn't skew the picture.

Google Search benchmarks

Industry	Avg CPC	Avg CTR	Avg Conv Rate
B2B SaaS	$9.42	4.1%	6.2%
DTC apparel	$1.84	3.2%	2.1%
Fintech	$12.80	3.8%	4.1%
Legal services	$18.40	4.9%	7.8%
Healthcare	$6.20	3.7%	5.4%
Local services	$7.80	5.8%	9.1%
Education	$4.60	3.9%	5.8%

Meta ads benchmarks (DTC-focused)

Metric	Prospecting	Retargeting
CPM	$14.20	$22.80
CTR (link)	1.4%	2.9%
CPC	$1.05	$0.78
ROAS (purchase)	2.4x	5.8x

LinkedIn ads benchmarks (B2B)

Ad format	CPM	CTR	CPL
Single image	$68	0.42%	$84
Document ad	$74	0.68%	$62
Conversation ad	$180	1.9%	$48
Video ad	$82	0.58%	$96

Three takeaways

• Benchmarks are a sanity check, not a target. Your account can perform meaningfully better than category median with the right creative + attribution setup.
• Conversion rate is the lever. CPC varies narrowly within an industry — but conversion rate ranges 3-5x between accounts. That's where retainer dollars should go.
• Platform ROAS lies. On most clients, server-side tracking recovers 20-40% of attributable conversions that platform pixels miss. Benchmark your true ROAS, not what the platform reports.