U.S. Google AdWords CPA 2018, by industry

The timeline shows the average cost-per-action in U.S. Google AdWords between August 2017 and January 2018, broken down by industry. The average CPA for legal AdWords on Google Display Network amounted to 39.52 U.S. dollars in the measured period, whereas the same keywords on search cost 86.02 U.S. dollars per action.

Average cost-per-action (CPA) in Google AdWords in selected industries in the United States between August 2017 and January 2018

SearchGoogle Display Network (GDN)
Consumer Services90.760.48
Dating & Personals76.7660.23
Employment Services48.0459.47
Finance & Insurance81.9356.76
Health & Medical78.0972.58
Home Goods87.13116.17
Industrial Services79.2851.58
Real Estate116.6174.79
Travel & Hospitality44.7399.13
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Release date

June 2018


United States

Survey time period

August 2017 to January 2018

Supplementary notes

Data based on a sample of 14,197 US-based WordStream client accounts in all verticals (representing over $200 million in aggregate AdWords spend) who were advertising on Google AdWords’ Search and Display networks between August 2017 and January 2018. Each industry includes at minimum 30 unique active clients.

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