Google Ads ROAS Benchmarks by Industry
ROAS benchmarks for Search, Display, YouTube, Shopping, Performance Max, and Demand Gen campaigns across 12 industries. Sourced from $62M in analyzed Google Ads spend.
Avg Search ROAS
Avg PMax ROAS
Avg Shopping ROAS
Ad Spend Analyzed
ROAS by Campaign Type
| Campaign Type | Avg ROAS | Avg CPC | Conv Rate | Best For |
|---|---|---|---|---|
| Search | 4.2x | $3.61 | 3.7% | High-intent buyers |
| Display | 1.4x | $0.67 | 0.8% | Awareness & retargeting |
| YouTube | 1.9x | $0.18 | 1.2% | Brand consideration |
| Performance Max | 3.1x | $1.42 | 2.9% | Full-funnel automation |
| Shopping | 5.6x | $0.89 | 4.4% | E-commerce products |
| Demand Gen | 2.3x | $0.94 | 1.8% | Discovery & social |
Search ROAS by Industry
| Industry | Search ROAS | Avg CPC | Conv Rate |
|---|---|---|---|
| E-commerce / Retail | 4.8x | $1.24 | 3.8% |
| SaaS / Technology | 3.6x | $4.67 | 2.1% |
| Finance & Insurance | 4.9x | $6.82 | 4.2% |
| Healthcare | 3.2x | $3.14 | 3.4% |
| Education | 3.9x | $2.48 | 4.6% |
| Real Estate | 4.1x | $2.91 | 2.8% |
| Legal Services | 7.1x | $8.94 | 3.1% |
| Home Services | 5.8x | $3.42 | 5.2% |
| Travel & Hospitality | 5.1x | $1.53 | 4.1% |
| Automotive | 5.2x | $2.78 | 3.6% |
| B2B Services | 3.4x | $5.21 | 2.4% |
| Fitness & Wellness | 3.7x | $2.12 | 4.8% |
Data based on analysis of $62M in Google Ads spend across 420+ accounts, 2025-2026.
Key Findings
Search still delivers highest intent
Search campaigns maintain the highest ROAS for bottom-funnel conversions at 4.2x average. Legal services lead at 7.1x due to high case values, while home services benefit from strong local intent at 5.8x.
Performance Max is closing the gap
PMax ROAS improved 18% year-over-year to 3.1x, narrowing the gap with Search. Advertisers using PMax alongside Search see 12% higher total conversion volume with only a 7% decrease in blended ROAS.
Shopping dominates e-commerce efficiency
Shopping campaigns deliver 5.6x average ROAS — the highest of any campaign type for product-based businesses. Feed optimization and merchant center quality directly correlate with ROAS (r=0.72).
YouTube as a measurement challenge
YouTube direct-click ROAS averages 1.9x, but brands running YouTube alongside Search see a 22% lift in branded search volume, suggesting significant unmeasured impact.
Frequently Asked Questions
What is a good ROAS for Google Search Ads?
The average ROAS for Google Search Ads across all industries is 4.2x. E-commerce averages 4.8x, while B2B services average 3.6x. A good ROAS for Search is typically above 3x for most businesses.
How does Performance Max ROAS compare to Search?
Performance Max campaigns average 3.1x ROAS across industries, compared to 4.2x for Search. However, PMax reaches incremental audiences and often drives higher total revenue volume at a slightly lower efficiency.
What is the average ROAS for YouTube Ads?
YouTube Ads average 1.9x ROAS when measured on direct conversions. However, view-through attribution can increase this to 2.8x. YouTube performs best as a mid-funnel awareness driver for brands with strong search presence.
Which industry has the highest Google Ads ROAS?
Legal services consistently report the highest Google Search ROAS at 7.1x, driven by extremely high customer values (average case values of $5,000-$50,000+). Home services and automotive also perform well at 5.8x and 5.2x respectively.
Is your Google Ads ROAS above or below benchmark?
Get a free audit with custom ROAS analysis for your industry and campaign types.
Get Your Growth Audit