Google Ads Cost Per Lead Has Increased for 91% of Industries YoY
(Image source: WordStream)
With a 200% average ROI, it’s no surprise that Google Ads is one of the most popular—and competitive—paid advertising channels for businesses big and small.
This is reason enough for advertisers to monitor their performance, but with our most recent benchmark study revealing that cost per lead has increased in 91% of industries year over year, it’s more important than ever.
Our latest Google Ads industry benchmarks report provides the average click-through rate (CTR), cost per click (CPC), conversion rate (CVR), and cost per lead (CPL) for 23 industries. Note that our proprietary platform dynamically shifts budget between search channels on a per-campaign basis, but in aggregate, 80-85% of budget is allotted to Google and 15-20% to Microsoft.
Here are the most important trends to know:
- Cost per lead has increased significantly. 21 of 23 industries saw an increase in cost per lead (CPL) year over year, with an average overall increase of 19%. This is significantly higher than last year’s increase of 5%, in contrast to 2020’s decrease of 4%, but actually similar to 2019’s increase of 21%.
- The biggest increases in CPL were in Arts/Entertainment (+134%), Travel (+69%), and Furniture (+54%); while Education/Instruction (-29%) and Finance/Insurance: (-2%). As we’ll discuss in the key takeaways, inflation appears to be the main driver here.
- Conversion rate has decreased significantly. 91% of industries saw a decrease in conversion rate, with an average overall decrease of 14%. While this is a stronger decrease than last year, it is not far off from 2019’s 12% decrease.
- Cost per click has increased only slightly. Just over half (57%) of the industries we looked saw an increase in CPC, with an average overall increase of 2%. This is in contrast to 2020 and 2021 which saw decreases in CPC (-4% and -1% respectively), but comparable to 2019 when there was a 6% increase.
- Click-through rate has remained stable. While 78% of the industries in our report saw an increase in CTR year over year, there was no overall average change. This is the first time since 2019 that CTR has not increased.
[SPONSORED] Pre-Tested Casino Offers, Guaranteed to Convert??
Tired of casino offers that convert like crap? 💩💩💩
🔥 What if I told you: There’s a team of people who are quietly creating and testing new offers, and ONLY serving you the ones that convert BEST, on a silver platter?
(And throwing away the rest – so you’d never see them…)
This is EXACTLY what Royal Partners is doing – and those juicy, pre-vetted offers are just waiting for you to send traffic!
🔥 What’s more: They’ll even make the creatives for you (just ask!)
Still sitting on the fence? Here are more reasons to run with Royal Partners:
- For the 1st two months after signing up, you get a whopping 70% on RevShare. Valid until 31-Dec-22. (Simply tell your Personal Manager the secret code “STM”!)
- Flagship brands include: Sol, Fresh, Jet, Izzi Casinos. New high-quality casinos coming out all the time.
- Exclusive affiliate offers. Personal rates. Multiple geos in tiers 1, 2, & 3.
- An entire CRM team dedicated to maximizing activity of the players you send, to increase your earnings.
- Huge number of connected payment systems (thanks to the internal PSP team).
- Creatives to help you run your campaigns, including exclusive bonuses, promo codes, no-deposit coupons, geo-targeted banners, localized SEO text, SEO reviews, and much more!
- Retention team that provides you with personal strategies to unleash full traffic potential.
➡️ P. S. Going to the SiGMA conference? Visit Royal Partners at booth number S35!
📰 READ THESE
🤔 PONDER THIS
We live on a planet where every so often, a mountain explodes. And we’re just supposed to be okay with that. Reddit Thread
📼 WATCH THIS
Starting a $500K/Month Epoxy Flooring Business
Wise Coatings brought in more than $100,000 in revenue within the first four months after it opened in 2021. How did this epoxy garage floor business grow so quickly? Founder Brandon Vaughn shares the answer in this interview!
📺 YouTube Channel: UpFlip
FEATURED STM THREAD: Want To Run Financial Offers?
We have a special treat for you this week.
A brand new guide from our bellowed Twinaxe has arrived at STM!
Want to run financial offers? This guide is what you need… if you want to do it the EASY way.
And when we say easy, we mean it. Hear it from the author himself:
“We will start very easy so that even beginners can start making money from it right away.
And when I say very easy I really mean very easy. Once you have finished reading this post you will have a blueprint to start running these campaigns served on a silver platter.”
You know what’s the best about this guide?
It will show you how to profit from financials without the need to use landing pages!
Yes, direct-linked… Want to find out more? No problem, link is below.