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Conversion rate is the share of visitors who did what you wanted, such as buying, calling or filling in a form: conversions divided by visitors, times 100. Add your ad spend to get the cost per conversion as well. The median for Google Ads Search in the accounts I can see is 7.13%.
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Conversion rate = conversions / visitors x 100
500 clicks and 36 conversions is 36 / 500 x 100 = 7.2%. The cost per conversion uses the same conversions: $2,000 of spend / 36 = $55.56. If you know the conversion rate and the cost per click, the cost per conversion is the CPC divided by the conversion rate. A $4 click at 7.2% is $4 / 0.072 = $55.56.
Each account counts its own conversions. Some count calls and forms, some count sales, so treat these as a rough guide and compare yourself with your own last quarter first.
| Campaign type | Median conversion rate | Middle half |
|---|---|---|
| Search 53 accounts | 7.13% | 4.45% to 12.22% |
| Performance Max 31 accounts | 5.38% | 3.24% to 10.40% |
| Shopping 16 accounts | 5.36% | 3.40% to 6.92% |
| Demand Gen 11 accounts | 1.20% | 0.32% to 2.60% |
US accounts I can see through the Google Ads API that spent $1,000 or more on the campaign type and recorded a conversion, 30 May 2026 to 28 Aug 2026. The middle half is the 25th to the 75th percentile.
For benchmarks by industry, see my Google Ads conversion rates by industry and the three PPC averages people quote. Postclick audits the landing page behind an ad and lists the fixes in order.
Conversion rate = conversions / visitors x 100. In Google Ads, visitors are clicks, so 36 conversions from 500 clicks is 36 / 500 x 100 = 7.2%.
For Search, the median in the 53 US accounts I can see was 7.13%, and the middle half ran from 4.45% to 12.22%. What counts as a conversion changes the number a lot. An account that counts form starts converts higher than one that counts paid orders.
Use clicks for ad platform numbers and sessions for Google Analytics numbers. Do not mix them. Clicks and sessions rarely match, because one person can click twice in one session, or leave before the analytics tag loads.
Divide the ad spend by the number of conversions. $2,000 for 36 conversions is $55.56 per conversion.
Check three things in order. First, did the conversion tracking change or break? Second, did the search terms change, for example after a match type or bid strategy change? Third, did the landing page change, slow down or stop working on a phone?
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