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Advertising benchmarks, 2026
Real-world CPC and CPM across 11 platforms and 8 industries, refreshed quarterly. Last refresh 2026-07-01; next 2026-10-01.
Platforms11With published CPC or CPM
Industries8Cross-platform verticals
Last refresh2026-07-01USD · median
Next refresh2026-10-01Quarterly cadence
CPM ranking
Cheapest impressions
Platforms that publish CPM, lowest first. Amber is the cheapest.
CPC ranking
Cheapest clicks
Platforms that publish CPC, lowest first. Amber is the cheapest.
All platforms
All 9,750 comparisons →
Platform benchmarks
| Platform | CPC | CPM | Best for | Tier |
|---|---|---|---|---|
| Programmatic Display | $0.55 | $2.75 | Scale, Retargeting, Cost efficiency | Low |
| Google Display Network | $0.75 | $3.50 | Brand awareness, Remarketing, Visual products | Low |
| Meta Ads | $1.10 | $7.80 | Social engagement, Mobile users, Visual brands | Low |
| Bing Ads PPC | $2.71 | — | B2B audiences, Older demographics, Cost-conscious campaigns | Medium |
| Google Ads PPC | $5.42 | — | High intent searches, Local businesses, E-commerce | High |
| LinkedIn Ads | $6.50 | $36.00 | B2B marketing, Professional services, Enterprise sales | High |
| TikTok Ads | — | $9.00 | Gen Z, Viral content, Creative brands | Medium |
| YouTube Ads | — | $7.00 | Video tutorials, Product demos, Long-form content | Low |
| OTT (Over-The-Top) | — | $28.00 | Brand awareness, Premium audiences, Video storytelling | High |
| Streaming Audio | — | $18.00 | Commuters, Podcast listeners, Music fans | Medium |
| Pre-Roll Video | — | $15.00 | Video content, Brand storytelling, Engagement | Medium |
All industries
Industry benchmarks
| Industry | Avg CPA | Avg CPM | Avg CPC | Conversion rate | Competitiveness |
|---|---|---|---|---|---|
| Retail | $44.26 | $7.50 | $2.27 | 6.01% | High |
| E-commerce | $48.00 | $9.00 | $1.30 | 4.01% | High |
| Healthcare | $67.36 | $14.50 | $6.17 | 6.94% | Medium |
| Finance | $74.44 | $18.50 | $3.39 | 2.64% | High |
| Education | $77.48 | $12.50 | $4.81 | 13.14% | High |
| B2B | $93.69 | $16.00 | $5.87 | 4.85% | Medium |
| Tech/SaaS | $93.69 | $16.50 | $5.87 | 4.85% | High |
| Real Estate | $102.51 | $10.50 | $3.22 | 3.70% | Medium |
About the data
Weighted medians from ten named sources, refreshed every quarter.
Per-industry platform figures are estimates: baseline platform cost × (industry metric ÷ cross-industry average). Your account will differ — use these to set expectations, then check against your own reports.
Last refresh2026-07-01
Next refresh2026-10-01
- WordStream/LocaliQ 2026 Google Ads Benchmarks (May 2026, n=13,000 campaigns)
- LocaliQ 2026 Search Advertising Benchmarks
- WordStream Comprehensive Guide to Online Advertising Costs 2026
- WordStream Facebook Ads Benchmarks 2025 (2025 source)
- WordStream 2026 TikTok Ads Cost Guide
- LocaliQ 2026 YouTube Advertising Cost Guide
- WordStream LinkedIn Ads Cost Guide (2026)
- WordStream Microsoft (Bing) Ads Guide (2026)
- MarketingScoop OTT Advertising Strategies 2026
- EMARKETER Digital Media Commentary (Q2 2026)
Calculators