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You’re running ads on Google and Meta (Facebook & Instagram)—but how do you know if your results are actually good? It’s easy to look at your click-through rate (CTR), cost per click (CPC), or cost per acquisition (CPA) and feel unsure. Are you overspending? Are your ads underperforming? Without industry benchmarks, you’re guessing—and guessing can be costly.
That’s why having clear, up-to-date benchmarks for Australian businesses is essential.
Whether you’re in B2B or B2C, knowing how your ads compare to industry standards can help you identify weaknesses, optimise your strategy, and ultimately get better results.
One thing we’ll say is that while industry benchmarks are important to get an idea of where you might want to aim, we don’t often recommend looking at online industry benchmarks because they’re oftentimes inaccurate. The best thing to do is look at your past data if you have it and use that as a benchmark instead.
However, industry benchmarks do have their place, and in this article, you’ll discover:
- The latest Google and Meta Ads benchmarks in Australia for both B2B and B2C businesses.
- What a good CTR, CPC, conversion rate, and CPA look like in your industry.
- How to improve your paid media results if your numbers aren’t where they should be.
If you want to stop wasting ad spend and start making data-driven decisions, this guide will give you the insights you need.
Understanding Key Metrics – CTR, CPC, CVR, and CPA Explained
Before comparing your ad performance to industry benchmarks, it’s important to understand the key metrics used to measure success. Each of these metrics tells a different story about how your ads are performing and where improvements might be needed.
Click-Through Rate (CTR)
CTR measures the percentage of people who see your ad and click on it. A high CTR indicates that your ad is relevant and engaging, while a low CTR may mean your targeting, messaging, or creative needs improvement.
Formula: (Total Clicks / Total Impressions) x 100
For example, if your ad is shown 10,000 times and gets 150 clicks, your CTR is 1.5%.
Cost Per Click (CPC)
CPC tells you how much you are paying for each click on your ad. A lower CPC means you’re getting traffic at a better price, while a high CPC might indicate strong competition or an ineffective ad.
Formula: Total Ad Spend / Total Clicks
If you spend $500 on ads and receive 250 clicks, your CPC is $2.00.
Conversion Rate (CVR)
CVR measures how many people take a desired action after clicking on your ad, such as filling out a form or making a purchase. A high conversion rate means your landing page and offer are compelling, while a low CVR suggests friction in the user journey.
Formula: (Total Conversions / Total Clicks) x 100
If 20 out of 500 visitors complete a purchase, your CVR is 4%.
Cost Per Action (CPA)
CPA tells you how much you’re paying for each conversion, whether it’s a sale, a sign-up, or another valuable action. This is one of the most critical metrics for assessing profitability.
Formula: Total Ad Spend / Total Conversions
If you spend $1,000 on ads and generate 50 sign-ups, your CPA is $20.
Understanding these metrics is the first step in evaluating your paid media performance.
Now, let’s look at the latest Australian benchmarks to see how your numbers compare.
Meta Ads Benchmarks in Australia – B2B vs B2C
Understanding how your Meta (formerly Facebook) ads perform relative to industry standards is crucial for assessing the effectiveness of your campaigns. Below are the key benchmarks for both B2B and B2C sectors in Australia.
Click-Through Rate (CTR)
The average click-through rate (CTR) for Facebook ads across all industries is 0.90%. The average CTR for B2B industries is approximately 0.78%. CTR varies by industry; see below.
| Industry | Average CTR |
| Apparel | 1.24% |
| Auto | 0.80% |
| B2B | 0.78% |
| Beauty | 1.16% |
| Consumer Services | 0.62% |
| Education | 0.73% |
| Employment & Job Training | 0.47% |
| Finance & Insurance | 0.56% |
| Fitness | 1.01% |
| Home Improvement | 0.70% |
| Healthcare | 0.83% |
| Industrial Services | 0.71% |
| Legal | 1.61% |
| Real Estate | 0.99% |
| Retail | 1.59% |
| Technology | 1.04% |
| Travel & Hospitality | 0.90% |
Source: WordStream Facebook Advertising Benchmarks
Cost Per Click (CPC)
The average cost per click (CPC) for Facebook ads across all industries is $1.72. The average CPC for B2B industries is approximately $2.52. CPC varies by industry; see below.
| Industry | Average CPC |
| Apparel | $0.45 |
| Auto | $2.24 |
| B2B | $2.52 |
| Beauty | $1.81 |
| Consumer Services | $3 .08 |
| Education | $1.06 |
| Employment & Job Training | $2.72 |
| Finance & Insurance | $3.77 |
| Fitness | $1.90 |
| Home Improvement | $2.93 |
| Healthcare | $1.32 |
| Industrial Services | $2.14 |
| Legal | $1.32 |
| Real Estate | $1.81 |
| Retail | $0.70 |
| Technology | $1.27 |
| Travel & Hospitality | $0.63 |
Source: WordStream Facebook Advertising Benchmarks
Conversion Rate (CVR)
The average CVR for B2B industries is approximately 0.80%. It also varies by industry, see below.
| Industry | Average Conversion Rate (%) |
| Agency | 3.3 |
| Automotive | 2.0 |
| B2B eCommerce | 3.2 |
| B2B Services | 3.5 |
| B2B Tech | 1.7 |
| B2C eCommerce | 2.0 |
| Cosmetic and Dental | 2.3 |
| Financial | 4.3 |
| Healthcare | 5.6 |
| Industrial | 5.6 |
| Legal | 2.6 |
| Professional Services | 9.3 |
| Real Estate | 1.7 |
| Travel | 4.7 |
The average CVR in B2C is 2.91%. It varies by industry; see below.
| Category | Average Conversion Rate (%) |
| Sports & Recreation | 1.75 |
| Arts & Crafts | 3.79 |
| Baby & Child | 0.99 |
| Cars & Motorcycling | 1.55 |
| Electrical & Commercial Equipment | 2.23 |
| Fashion Clothing & Accessories | 2.44 |
| Food & Drink | 2.37 |
| Health & Wellbeing | 3.62 |
| Home Accessories & Giftware | 2.16 |
| Kitchen & Home Appliances | 2.48 |
| Pet Care | 3.28 |
Source: MacInnis Marketing Industry Benchmark Conversion Rates
Cost Per Action (CPA)
The average cost per action (CPA) for Facebook ads across all industries is $18.68. The average CPA for B2B industries is approximately $116.13. CPA varies by industry; see below.
| Industry | Average CPA |
| Apparel | $10.98 |
| Auto | $43.84 |
| B2B | $23.77 |
| Beauty | $25.49 |
| Consumer Services | $31.11 |
| Education | $7.85 |
| Employment & Job Training | $23.24 |
| Finance & Insurance | $41.43 |
| Fitness | $13.29 |
| Home Improvement | $44.66 |
| Healthcare | $12.31 |
| Industrial Services | $38.21 |
| Legal | $28.70 |
| Real Estate | $16.92 |
| Retail | $21.47 |
| Technology | $55.21 |
| Travel & Hospitality | $22.50 |
Please note that these figures are based on available data and can vary depending on factors such as lead quality, sales processes, and market conditions.
Google Ads Benchmarks in Australia – B2B vs B2C
Below are key benchmarks for both B2B and B2C sectors in Australia, along with their sources.
Click-Through Rate (CTR)
- The average click-through rate in Google Ads across all industries is 3.17% for search and 0.46% for display.
- The average CTR for B2B industries is approximately 2.41% for search ads. .
- CTR varies by industry, see below.
| Industry | Average CTR (Search) | Average CTR (Google Display Network) |
| Advocacy | 4.41% | 0.59% |
| Auto | 4.00% | 0.60% |
| B2B | 2.41% | 0.46% |
| Consumer Services | 2.41% | 0.51% |
| Dating & Personals | 6.05% | 0.72% |
| E-Commerce | 2.69% | 0.51% |
| Education | 3.78% | 0.53% |
| Employment Services | 2.42% | 0.59% |
| Finance & Insurance | 2.91% | 0.52% |
| Health & Medical | 3.27% | 0.59% |
| Home Goods | 2.44% | 0.49% |
| Industrial Services | 2.61% | 0.50% |
| Legal | 2.93% | 0.59% |
| Real Estate | 3.71% | 1.08% |
| Technology | 2.09% | 0.39% |
| Travel & Hospitality | 4.68% | 0.47% |
Source: WordStream Google Ads Industry Benchmarks
Cost Per Click (CPC)
- The average cost per click in google ads across all industries is $2.69 for search and $0.63 for display.
- The average CPC for B2B industries is approximately $3.33 for search ads.
- CPC varies by industry see below.
| Industry | Average CPC (Search) | Average CPC (GDN) |
| Advocacy | $1.43 | $0.62 |
| Auto | $2.46 | $0.58 |
| B2B | $3.33 | $0.79 |
| Consumer Services | $6.40 | $0.81 |
| Dating & Personals | $2.78 | $1.49 |
| E-Commerce | $1.16 | $0.45 |
| Education | $2.40 | $0.47 |
| Employment Services | $2.04 | $0.78 |
| Finance & Insurance | $3.44 | $0.86 |
| Health & Medical | $2.62 | $0.63 |
| Home Goods | $2.94 | $0.60 |
| Industrial Services | $2.56 | $0.54 |
| Legal | $6.75 | $0.72 |
| Real Estate | $2.37 | $0.75 |
| Technology | $3.80 | $0.51 |
| Travel & Hospitality | $1.53 | $0.44 |
Source: WordStream Google Ads Industry Benchmarks
Conversion Rate (CVR)
- The average conversion rate in google ads across all industries is 3.75% for search and 0.77% for display.
- The average CVR for B2B industries is approximately 3.04% for search ads.
- CVR varies by industry, see below.
| Industry | Average CVR (Search) | Average CVR (GDN) |
| Advocacy | 1.96% | 1.00% |
| Auto | 6.03% | 1.19% |
| B2B | 3.04% | 0.80% |
| Consumer Services | 6.64% | 0.98% |
| Dating & Personals | 9.64% | 3.34% |
| E-Commerce | 2.81% | 0.59% |
| Education | 3.39% | 0.50% |
| Employment Services | 5.13% | 1.57% |
| Finance & Insurance | 5.10% | 1.19% |
| Health & Medical | 3.36% | 0.82% |
| Home Goods | 2.70% | 0.43% |
| Industrial Services | 3.37% | 0.94% |
| Legal | 6.98% | 1.84% |
| Real Estate | 2.47% | 0.80% |
| Technology | 2.92% | 0.86% |
| Travel & Hospitality | 3.55% | 0.51% |
Source: WordStream Google Ads Industry Benchmarks
Cost Per Action (CPA)
- The average CPA in google ads across all industries is $48.96 for search and $75.51 for display.
- The average CPA for B2B industries is approximately $116.13 for search ads.
- CPA varies by industry, see below.
| Industry | Average CPA (Search) | Average CPA (GDN) |
| Advocacy | $96.55 | $70.69 |
| Auto | $33.52 | $23.68 |
| B2B | $116.13 | $130.36 |
| Consumer Services | $90.70 | $60.48 |
| Dating & Personals | $76.76 | $60.23 |
| E-Commerce | $45.27 | $65.80 |
| Education | $72.70 | $143.36 |
| Employment Services | $48.04 | $59.47 |
| Finance & Insurance | $81.93 | $56.76 |
| Health & Medical | $78.09 | $72.58 |
| Home Goods | $87.13 | $116.17 |
| Industrial Services | $79.28 | $51.58 |
| Legal | $86.02 | $39.52 |
| Real Estate | $116.61 | $74.79 |
| Technology | $133.52 | $103.60 |
| Travel & Hospitality | $44.73 | $99.13 |
Source: WordStream Google Ads Industry Benchmarks
Please note that these figures are based on available data and can vary depending on factors such as ad quality, targeting precision, and market conditions.
How to Improve Your Paid Media Results
If your paid media performance isn’t meeting expectations, don’t rush to blame the platform.
The key to better results often lies in strategy, targeting, and optimisation rather than simply increasing ad spend.
Focus on Lead Quality, Not Just Volume
Generating clicks is one thing, but are those clicks turning into high-quality leads? A common issue businesses face is attracting unqualified traffic, which drains budget without delivering real results.
If your cost per lead is high but conversions are low, it’s time to refine your targeting and messaging. At RedPandas, we use specific strategies to improve lead quality from your paid media efforts.
Avoid Common Mistakes That Cause Ad Campaigns to Fail
Most businesses struggling with Meta and Google Ads fall into avoidable pitfalls like poor audience segmentation, ineffective ad creatives, and weak landing pages.
Whether it’s Facebook, Instagram, or Google Ads, understanding what not to do is just as important as knowing best practices.
Read more:
Optimise Your Website for Conversions
Even the best ad campaigns will fail if your website isn’t designed to convert traffic into leads or customers. Issues like slow page speed, confusing navigation, and weak call-to-actions can cripple your ROI. Your paid ads may be working—your website just isn’t doing its job.
Read more: Why Your Paid Ad Traffic Isn’t Converting on Your Website
Leverage Meta’s Ad Auction System to Lower CPA
Meta’s ad system rewards advertisers who create relevant, engaging ads by reducing their cost per acquisition (CPA).
Instead of just bidding higher, you can outsmart the competition by improving your ad relevance score and audience engagement.
You can actually learn how to use Meta’s ad auction system to reduce your CPAs and get better results.
Paid media success isn’t just about spending more—it’s about spending smarter. By improving lead quality, avoiding common pitfalls, optimising your website, and using platform algorithms to your advantage, you can drive better results while keeping costs under control.
Final Thoughts – Benchmarks Are a Guide, But Optimisation Is Key
Knowing how your paid media performance compares to industry benchmarks is valuable, but benchmarks alone won’t improve your results. They provide a starting point—a way to gauge whether your campaigns are on track or need adjustments.
If your numbers are below industry averages, it’s a sign to reassess your strategy, refine your targeting, or optimise your ad creatives and landing pages. If you’re exceeding benchmarks, don’t get complacent—continue testing and refining to stay ahead of the competition.
Paid media success isn’t about chasing averages; it’s about continuous optimisation. Use these benchmarks as a guide, but always focus on what works best for your audience, your business, and your goals.
So where can you get started? We’ve written a guide on how you can optimise your paid media campaigns using a specific creative strategy.
