Europe Dataset

However, while a high click-through rate is typically associated with a lower conversion rate, a low click-through rate does not necessarily mean a higher conversion rate. For example, Business Services has the same (relatively low) average CVR (5%) as Arts & Entertainment, but a much lower average CTR (5% vs. 11%). And while gambling data turkey the average CTR is the same as Dentistry, the average CVR is much lower (5% vs. 13%). This makes sense because people searching for dental services and business services have a clear idea of ​​what they need, so they search less than those searching for Arts & Entertainment, which means a lower average CTR. But because the B2B buying process often involves more than one decision maker, there are more barriers to decision for a customer searching for business services, and therefore a lower conversion rate than for customers searching for dental services.


in buying behavior across industries lead to different benchmark profiles — which is why it’s important to understand industry-specific performance standards to get a true measure of your performance. For more help determining and managing your overall spend, check out our guides on how much Google Ads costs and how to use the Google Ads budget report.