Cost Per Click Statistics for 2026: Google Ads, Facebook, LinkedIn, Microsoft, Amazon, and Cross-Platform Benchmarks by Industry

Cost Per Click Statistics

In 2026, cost per click has become the most closely tracked metric in digital advertising, functioning simultaneously as a health indicator, a budget lever, and a proxy for competitive intensity across every ad platform and industry. The data reveals a market under sustained upward CPC pressure on search, modest stabilization on social, and dramatic divergence by industry, platform, and even season.

On Google Ads, the average CPC rose from USD 4.66 in 2024 to USD 5.26 in 2025, a 12.88% year-over-year increase and part of a five-year trend of unbroken cost escalation. CPCs increased for 86% of industries in 2024 and 87% in 2025, driven by growing advertiser competition, the expansion of broad match as Google’s default, AI Overview deployments reducing available click inventory, and continued post-pandemic digital budget increases. At the top of the cost range, Attorneys and Legal Services averaged USD 8.94 per click in 2024, rising further in 2025, while Arts and Entertainment remained the most affordable Google Ads vertical at USD 1.60 per click.

Social platforms tell a more complex story. Facebook’s global median CPC held remarkably steady throughout 2025 at approximately USD 1.11, based on Superads analysis of USD 3 billion in ad spend data, before resetting to USD 0.85 in January 2026. Microsoft Ads maintains a structural CPC advantage of approximately 40% below Google, averaging USD 1.54 per click, while delivering comparable or higher conversion rates in many verticals. LinkedIn’s average CPC ranges from USD 6 to USD 10, the highest of any major social platform, justified by audience quality: four in five users drive business decisions. Amazon Sponsored Products averaged USD 0.95 CPC with a 9.44% conversion rate. X (formerly Twitter) delivered the lowest CPC of any major platform at a median of USD 0.18.

This article compiles 75+ CPC statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data sources including WordStream’s Google Ads Benchmarks 2024 and 2025 (17,000+ and 16,446 U.S. campaigns respectively), WordStream’s Facebook Ads Benchmarks 2024 and 2025, Superads (USD 3 billion in Facebook ad data), Focus Digital, HockeyStack Labs, Coupler.io, and Vaizle. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

  • Includes only publicly available cost per click statistics relevant for 2026.
  • Based on the latest figures published within the last two years.
  • Sources include primary research, first-party platform data, institutional studies, and industry reports.
  • Each statistic is listed separately with its original source and study context.
  • No estimates, forecasts, interpretations, or recommendations are included.

Key CPC Statistics for 2026

  • The average CPC for Google Search Ads across all industries is USD 5.26 in 2025, up from USD 4.66 in 2024, based on analysis of 16,446 U.S.-based search advertising campaigns running from April 2024 through March 2025 by WordStream Google Ads Benchmarks 2025.
  • CPCs increased in 87% of industries in 2025 on Google Ads, with an overall average increase of 12.88% year-over-year, based on the 2025 Google Ads Benchmarks report by WordStream.
  • CPCs increased in 86% of industries in 2024, with an overall average year-over-year increase of approximately 10%, based on analysis of 17,000-plus U.S. campaigns by WordStream Google Ads Benchmarks 2024.
  • The global median Facebook Ads CPC averaged USD 1.11 across all industries and all countries over the 13-month period from January 2025 to January 2026, based on analysis of USD 3 billion in Facebook ad spend by Superads Facebook Ads CPC Benchmarks 2025.
  • The average CPC for Facebook Ads traffic campaigns across all industries is USD 0.70 in 2025, down from USD 0.77 in 2024, based on a sample of 554 U.S.-based campaigns running from April 2024 to June 2025 by WordStream Facebook Ads Benchmarks 2025.
  • The average CPC of Microsoft Bing Ads is approximately USD 1.54, around 40% lower than Google Ads, based on Bing Ads cost data compiled by Coupler.io PPC Statistics 2025.
  • LinkedIn’s average CPC ranges from USD 6 to USD 7 globally and USD 8 to USD 10 in the United States, based on LinkedIn Ads cost benchmark data cited in Electroiq LinkedIn Advertising Statistics.
  • Amazon Sponsored Products average CPC is USD 0.95 with an advertising conversion rate of 9.44%, based on Ad Badger analysis cited in Reboot Online PPC Statistics 2025.
  • The median CPC on X (formerly Twitter) was approximately USD 0.18, the lowest median CPC among all major social advertising platforms, based on Hootsuite 2025 benchmark data cited in Marketing LTB Twitter Ads Statistics 2025.
  • The average CPC for Google Display Ads across all industries is USD 0.63, compared to USD 5.26 for search, reflecting the fundamentally lower click intent of display placements, based on 2025 benchmark data by WordStream, cited in Coupler.io PPC Statistics 2025.
  • Search advertising CPCs have increased year-over-year for the last five consecutive years, based on longitudinal analysis of the WordStream benchmark dataset cited in WordStream Google Ads Benchmarks 2025.
  • B2B tech search ads averaged USD 8.86 CPC in 2024, 57% higher than an 8-year historical baseline, based on Firebrand’s analysis of eight years of B2B tech client data cited in Rockingweb Google Ads Benchmarks by Industry 2025.

Google Ads CPC by Industry Statistics

  • Arts and Entertainment had the lowest average Google Ads CPC in 2025 at USD 1.60, the most affordable sector among 23 industries measured, based on 2025 benchmark data by WordStream Google Ads Benchmarks 2025.
  • Restaurants and Food had the second-lowest average Google Ads CPC in 2025 at USD 2.05, based on 2025 benchmark data by WordStream Google Ads Benchmarks 2025.
  • Travel, Real Estate, and Sports and Recreation all had relatively low Google Ads CPCs under USD 3 in 2025, based on 2025 benchmark data by LocaliQ Search Advertising Benchmarks 2025.
  • Attorneys and Legal Services had the highest average CPC on Google Ads in 2024 at USD 8.94, based on analysis of 17,000-plus U.S. campaigns by WordStream Google Ads Benchmarks 2024.
  • Home and Home Improvement had the second-highest Google Ads CPC in 2024 at USD 6.96, followed by Dentists and Dental Services at USD 6.82, based on WordStream Google Ads Benchmarks 2024.
  • Arts and Entertainment had the lowest Google Ads CPC in 2024 at USD 1.72, followed by Travel at USD 1.92 and Real Estate at USD 2.10, based on WordStream Google Ads Benchmarks 2024.
  • B2B SaaS search ads specifically commanded premium pricing with an average CPC in the USD 6 to USD 9 range, with AI and machine learning sectors achieving the highest CTR at 7.89% with a USD 6.91 search CPC, based on industry analysis cited in Rockingweb Google Ads Benchmarks by Industry 2025.
  • Display network CPC averages USD 0.59 to USD 0.63 for Google Ads, making display approximately 73% to 76% cheaper per click than search, based on cross-network cost analysis cited in Rockingweb Google Ads Benchmarks by Industry 2025.
  • Display campaigns for B2B SaaS show a USD 0.79 to USD 0.81 CPC with a 0.46% CTR and a USD 50.60 average CPM, based on B2B SaaS display benchmark data cited in Rockingweb Google Ads Benchmarks by Industry 2025.
  • Insurance-specific high-competition keywords such as “Best car insurance in North Carolina” can cost up to USD 220 per click, among the most expensive individual keywords on the Google Ads platform, based on industry keyword cost data cited in Rockingweb Google Ads Benchmarks by Industry 2025.
  • Retargeted users are 70% more likely to convert, with remarketing display campaigns delivering CPCs under USD 1.00 compared to USD 3.46 or more for cold traffic search campaigns, based on remarketing performance data cited in Rockingweb Google Ads Benchmarks by Industry 2025.

Facebook Ads CPC Statistics

  • The global median Facebook Ads CPC peaked at USD 1.32 in November 2025, representing a 19% premium above the full-period average, then reset to USD 0.85 in January 2026, a 24% decline year-over-year from January 2025, based on Superads analysis of USD 3 billion in Facebook ad spend by Superads Facebook Ads CPC Benchmarks 2025.
  • The global all-industry Facebook Ads CPC ranged within a tight USD 1.05 to USD 1.15 band for most of 2025 before the Q4 surge and January 2026 reset, based on the Superads analysis of USD 3 billion in ad spend across thousands of accounts by Superads Facebook Ads CPC Benchmarks 2025.
  • The average CPC for Facebook Lead Ads across all industries was USD 1.92 in 2024, based on analysis of 726 U.S.-based campaigns by WordStream Facebook Ads Benchmarks 2024.
  • CPC for Facebook Lead Ads objective campaigns increased for 80% of industries in 2024, following a similar trend to Google Ads where 86% of industries saw CPC increases, based on analysis of 726 U.S.-based campaigns by WordStream Facebook Ads Benchmarks 2024.
  • The industries with the highest average Facebook Ads traffic CPC in 2024 were Attorneys and Legal Services at USD 1.09, Apparel, Fashion and Jewelry and Dentists and Dental Services tied at USD 1.07, and Furniture at USD 1.06, based on WordStream Facebook Ads Benchmarks 2024.
  • The industries with the lowest Facebook Ads traffic CPC in 2024 were Travel at USD 0.42, Arts and Entertainment at USD 0.43, and Restaurants and Food at USD 0.72, based on WordStream Facebook Ads Benchmarks 2024.
  • Shopping, Collectibles, and Gifts saw the biggest decrease in Facebook Ads CPC in 2025 at minus 46%, followed by Sports and Recreation at minus 40%, and Beauty and Personal Care at minus 21%, based on WordStream Facebook Ads Benchmarks 2025.
  • Restaurants and Food saw the largest Facebook Ads CPC increase in 2025 at plus 44%, followed by Real Estate at plus 40% and Animals and Pets at plus 39%, based on WordStream Facebook Ads Benchmarks 2025.
  • European Facebook Ads CPC decreased 12.79% year-over-year from USD 1.35 in 2024 to USD 1.18 in 2025, based on regional performance data by Vaizle Facebook Ads Benchmarks 2025.
  • Facebook Ads CPC for the UAE market decreased 1.86% year-over-year from USD 1.08 in 2024 to USD 1.06 in 2025, while CPM increased 152.46% in the same period, based on regional data by Vaizle Facebook Ads Benchmarks 2025.

Microsoft Bing Ads CPC Statistics

  • The average CPC of Microsoft Bing Ads is USD 1.54, approximately 40% lower than Google Ads’ USD 5.26 average, based on platform cost data compiled by Coupler.io PPC Statistics 2025.
  • Microsoft Ads delivers a lower average CPA of USD 41.44 compared to Google Ads’ USD 48.96, while generally achieving higher CTRs and CVRs in several verticals, based on cross-platform benchmark data by Coupler.io PPC Statistics 2025.
  • Bing ad revenues totaled USD 12.58 billion in 2024, representing steady year-over-year growth since 2016, based on Statista data cited in Coupler.io PPC Statistics 2025.
  • The average shopping CPA for Bing Ads is USD 23.05, compared to USD 38.87 for Google Ads shopping campaigns, a 40.7% cost advantage, based on shopping ads benchmark data by WordStream Shopping Ads Benchmarks.
  • Microsoft Ads typically offers less competition and lower CPCs than Google for the same keywords, making it a cost-efficient complement in multi-platform search strategies, based on comparative platform analysis by Coupler.io PPC Statistics 2025.
  • The average CTR for Microsoft Bing Ads across all industries is 2.83%, higher than some Google Ads display benchmarks and reflecting Microsoft’s lower-competition ad environment, based on data by WordStream, cited in 99firms PPC Stats 2026.

LinkedIn Ads CPC Statistics

  • LinkedIn’s average CPC ranges from USD 6 to USD 7 globally and USD 8 to USD 10 for U.S. campaigns, the highest average CPC of any major social advertising platform, based on cost benchmark data cited in Electroiq LinkedIn Advertising Statistics.
  • Q3 delivers the highest average CPC on LinkedIn at USD 15.72, a 1.5x increase over Q1’s lowest average of USD 10.48, driven by increased campaign competition in the second half of the year, based on quarterly CPC analysis by HockeyStack Labs LinkedIn Ads Benchmark Report 2025.
  • Q1 has the lowest average CPC on LinkedIn at USD 10.48, making it the most cost-efficient quarter for budget deployment on the platform, based on quarterly data by HockeyStack Labs LinkedIn Ads Benchmark Report 2025.
  • LinkedIn Lead Gen Form ads maintain an average CPC of USD 5.70, delivering better ROI for conversion-focused campaigns than standard sponsored content, based on ad format cost data cited in SQ Magazine LinkedIn Advertising Statistics 2025.
  • CPCs are lowest for education and nonprofit sectors on LinkedIn, averaging around USD 3.90, while campaigns targeting executive-level job titles have the highest average CPC at USD 8.40, based on industry and targeting cost benchmarks cited in SQ Magazine LinkedIn Advertising Statistics 2025.
  • LinkedIn delivers a 28% lower cost per lead than Google Ads for B2B campaigns despite its higher CPC, due to higher lead quality and conversion rates, based on cross-platform cost-per-lead comparison data cited in SEO Design Chicago LinkedIn Advertising Statistics 2025.
  • LinkedIn CPCs are 5 to 10 times higher than Facebook’s but the resulting lead quality often produces a lower cost per acquisition for B2B campaigns, based on cost comparison data cited in SEO Design Chicago LinkedIn Advertising Statistics 2025.

Amazon Ads CPC Statistics

  • Amazon Sponsored Products average CPC is USD 0.95, with an advertising conversion rate of 9.44%, based on Ad Badger analysis cited in Reboot Online PPC Statistics 2025.
  • Amazon Sponsored Display ads have a lower average CPC than Sponsored Products, reflecting the difference in placement intent between search-based and audience-based ad types on the Amazon platform, based on platform cost data cited in Reboot Online PPC Statistics 2025.
  • Amazon now captures 22.3% of all U.S. search ad spending, making it the second-largest search advertising platform by spend share behind Google at 50.5%, based on search ad market share data cited in Digital Silk Top PPC Statistics 2025.
  • Amazon’s average advertising conversion rate of 9.44% on Sponsored Products is significantly higher than Google Ads’ 6.96% average, reflecting the platform’s high purchase-intent audience, based on platform conversion rate comparison data cited in Reboot Online PPC Statistics 2025.

Seasonal and Temporal CPC Trends

  • Facebook Ads CPC peaks in November at USD 1.32, representing a 19% premium over the full-year average, before resetting sharply to USD 0.85 in January, based on Superads analysis of USD 3 billion in ad spend by Superads Facebook Ads CPC Benchmarks 2025.
  • Black Friday and Cyber Monday drove CPC increases across all 12 Facebook Ads industries measured by Triple Whale, with Food and Beverage experiencing the highest increase at plus 69.44% and Sporting Goods the lowest at plus 19.10%, based on BFCM period analysis by Triple Whale Facebook Ad Benchmarks.
  • Every industry measured by Triple Whale experienced a rise in CPM during the BFCM and pre-Christmas period, reflecting the heightened competition for ad auction inventory during peak shopping season, based on seasonal analysis by Triple Whale Facebook Ad Benchmarks.
  • Quora CPMs and CPCs remain stable and lower than Facebook and Instagram during the Q4 holiday period and into Q1, based on Revealbot and Quora internal data from July 2023 through May 2024 published by Quora for Business, CPM Stability Article.
  • Google Ads CPCs have increased year-over-year for five consecutive years, with the 2024 increase of approximately 10% being higher than the 2% average of prior years, based on longitudinal data by WordStream Google Ads Benchmarks 2024.
  • Finance and Insurance saw the biggest CTR increase of 24.75% on Google Ads from 2023 to 2024, but also a 32.40% conversion rate decrease, with the average CPC in the sector rising 15.33% from USD 3.00 to USD 3.46, based on industry trend analysis cited in Rockingweb Google Ads Benchmarks by Industry 2025.

CPC Quality Score and Optimization Statistics

  • Tightly aligning landing pages with keyword intent increases Quality Score, which in turn directly lowers CPC in Google Ads auctions, based on Quality Score optimization guidance published by WordStream Google Ads Benchmarks 2024.
  • A high CTR on any ad platform generally signals ad relevance, leading to better quality scores, lower CPCs, and better ad placement within the auction system, based on quality scoring principles published by Improvado Quora Ads Guide.
  • Dedicated PPC landing pages convert 65% better than standard website pages, making landing page optimization one of the most cost-efficient ways to reduce effective CPC through improved conversion rate, based on performance research cited in Digital Silk Top PPC Statistics 2025.
  • Ads with sitelink extensions experience a CTR lift of up to 20%, which can reduce effective CPC over time by improving ad rank without requiring a higher bid, based on ad extension performance data cited in WeCanTrack PPC Statistics 2025.
  • Using review extensions in ads can increase CTR by up to 10%, and displaying ad prices increases CTR and conversion rates by 25%, both reducing effective CPC through improved click efficiency, based on ad format performance data cited in WeCanTrack PPC Statistics 2025.
  • Brands using automated bidding tools on some platforms experienced a 7.4% decrease in average CPC in 2025, indicating that machine learning bidding optimization can offset manual CPC inflation, based on bidding performance data cited in SQ Magazine Social Media Advertising Statistics 2025.
  • Shifting even 10% of search spend from Google to Amazon or Bing can cut blended CPCs by 8% to 12%, based on cross-platform efficiency analysis cited in Digital Silk Top PPC Statistics 2025.

AI and Structural CPC Drivers

  • Google expanded its AI Overviews in May 2025, which reduce available click inventory by answering queries directly, creating supply-demand pressure that drives CPC higher for remaining ad placements, based on structural CPC analysis cited in Orange SEO Why Google Ads CPC Is Rising in 2025.
  • The phase-out of third-party cookies and introduction of Privacy Sandbox have reduced targeting precision, causing advertisers to cast wider audience nets, lowering efficiency and raising CPCs, based on structural analysis cited in Orange SEO Why Google Ads CPC Is Rising in 2025.
  • Marketers who ran AI-powered Demand Gen campaigns alongside Search and Performance Max campaigns saw a 14% increase in conversions on average, partially offsetting CPC increases through conversion volume gains, based on Google-published data cited in Coupler.io PPC Statistics 2025.
  • 76% of SMBs are satisfied with their current search strategies despite rising CPCs, with nearly half planning to increase their investment, based on a WordStream marketing trend survey cited in 360 OM Google Ads Benchmarks 2025.
  • The legal industry’s Google Ads CPC, among the highest of all verticals, is economically justified because conversions in this industry can be worth tens of thousands of dollars in client lifetime value, based on economic analysis cited in WordStream Google Ads Benchmarks 2024.
  • Google Ads has made broad match the default mode for match types, meaning ads may now match to searches with lower commercial intent, contributing to increased clicks at higher CPCs that do not necessarily translate to proportional conversion gains, based on algorithmic change analysis cited in WordStream Google Ads Benchmarks 2024.

Regional CPC Statistics

  • European Facebook Ads CPC decreased 12.79% from USD 1.35 in 2024 to USD 1.18 in 2025, while the European CPM declined slightly by 1.85%, suggesting lower competition in European ad auctions relative to the U.S. market, based on regional performance data by Vaizle Facebook Ads Benchmarks 2025.
  • UAE Facebook Ads CPC declined 1.86% year-over-year from USD 1.08 in 2024 to USD 1.06 in 2025, while CPM increased 152.46%, reflecting a rapidly growing advertiser base competing for impressions but not necessarily clicks, based on regional data by Vaizle Facebook Ads Benchmarks 2025.
  • North American LinkedIn campaigns have higher CPC and CPM price points than Asia-Pacific and Latin American markets, based on regional cost benchmark data cited in Marketing LTB Twitter Ads Statistics 2025.
  • The United States represents approximately 35% of total global PPC spend, meaning U.S. campaigns face the most competitive and highest-CPC auction environments globally, based on geographic spend data cited in WeCanTrack PPC Statistics 2025.
  • Focus Digital conducted a comprehensive analysis of Google Ads CPC performance across 23 major industry sectors from March 2024 to September 2025, compiling data from thousands of campaigns and millions in advertising spend, based on the research methodology published by Focus Digital Average Google Ads CPC by Industry 2025.
  • Industry-specific search CTRs range from 3.27% for law and government to 7.83% for travel and tourism in Google Ads, creating corresponding variation in effective CPC efficiency across verticals, based on industry CTR analysis cited in Rockingweb Google Ads Benchmarks by Industry 2025.

References

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