Google Search Ads B2B Cost Per Click (CPC) & Conversion Baselines
Ad performance across B2B software, IT services, and professional consultancy keywords.
📊 Conversion & Performance Metrics
| Metric | Target Baseline | Warning Threshold |
|---|---|---|
| Average High-Intent B2B CPC | $4.50 – $14.00 | > $25.00 |
| Search Ad Click-Through Rate (CTR) | 3.8% – 6.5% | < 2.2% |
| Search Ad Landing Page Conversion | 4.5% – 9.0% | < 2.5% |
| Average Cost Per Lead (CPL) | $65 – $180 | > $320 |
🛡️ Essential Rules of Thumb
- Use exact match and phrase match only; negative-match 'free', 'jobs', 'salary', 'template'.
- Align landing page H1 headline identically with the ad copy promise to maximize Quality Score.
- Send traffic directly to problem-specific landing pages rather than the generic homepage.