Average Google Ads conversion rate is 7.52% and average cost per lead is $70.11 (WordStream/LocaliQ 2025)
Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "average Google Ads conversion rate" / "Google Ads cost per lead benchmark"
- True origin
- WordStream by LocaliQ — Google Ads Benchmarks 2025
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2025
- Data as of
- 2025 benchmark report
- Last checked
- What the source says
The average conversion rate in Google Ads in 2025 is 7.52%. ... The average cost per lead in Google Ads in 2025 is $70.11.
- Method & sample
- Averages across WordStream/LocaliQ client search campaigns; what counts as a conversion or lead is set by each advertiser.
- Drift between quote and source
- Metric: a 'conversion' can be a call, form or purchase depending on the account
- Scope: client accounts of one agency/software vendor
- Interest
- WordStream (LocaliQ, part of Gannett) sells search and social ad management services and software.
Safe rephrasing
In WordStream/LocaliQ's 2025 benchmarks from its client accounts, Google search ads averaged a 7.52% conversion rate and $70.11 per lead.
Sources we opened
- WordStream — Google Ads Benchmarks 2025 (primary)
Machine-readable: /api/claims/wordstream-google-ads-2025-cvr-7-52-cpl-70-11.json · Last checked 2026-10-16