2026 Industry Benchmarks
Current advertising performance standards across major channels
Last Updated: September 2026
Best ROAS
3.70x
Google Search
Lowest CPC
$0.20
TikTok
Highest CTR
6.66%
Google Search
Benchmark Comparison Table
Filter by industry/region and click column headers to sort
| Range | |||||||
|---|---|---|---|---|---|---|---|
| Display/Programmatic | All | Global | $10.00 | $0.25 | 0.46% | 2.10x | — |
| Google Search | All | US/CA | $35.00 | $5.26 | 6.66% | 3.70x | CPC $2–$10; e-commerce $0.90–$2.50 |
B2B | Global | $33.80 | $5.58 | 0.44% | 2.30x | CPM $20–$65; CPC $4.50–$7.50+ | |
| Meta (FB/IG) | All | Global | $6.59 | $0.68 | 1.40% | 2.90x | CPM $4–$12 global; US/CA $18–$28 |
| Meta (FB/IG) | E-commerce | Global | $7.47 | $0.68 | 1.38% | 3.20x | — |
| TikTok | All | Global | $4.80 | $0.20 | 0.61% | 2.50x | CPM $3–$15; CPC $0.20–$2 |
| YouTube | All | Global | $3.53 | $0.49 | 0.60% | 3.50x | CPM $3.5–$15; strong thumbnails boost CTR |
Industry Multipliers
Benchmark adjustments based on industry vertical
E-commerce
ROAS Multiplier: 1.2x
Higher conversion rates typical for e-commerce
B2B SaaS
CPC Multiplier: 1.5x
Higher CPCs due to professional targeting
Finance
CPC Multiplier: 2.0x
Premium pricing in highly competitive sector
General
No Multiplier: 1.0x
Standard industry benchmarks apply