Analysis of 100+ managed accounts highlights cost increases, conversion patterns, and network performance shifts from 2023–2025
A new Google Ads benchmark report from McElligott Digital Marketing provides a detailed look at cost trends, conversion performance, and network-level insights across more than 100 actively managed accounts.
The report analyzes data from 2023 through 2025 across multiple industries, offering a real-world view of how Google Ads performance is evolving over time.
Unlike traditional benchmark reports based on one-time snapshots or third-party data, this analysis is built from campaigns actively managed and optimized on an ongoing basis.
Key Findings from the 2025 Benchmark Report
- Cost per click continues to rise across most industries, reflecting increased competition
- Google Search remains the primary driver of conversions across nearly all industries
- Display and YouTube contribute significantly to impressions but a smaller share of direct conversions
- Conversion rates vary widely by industry, with service-based businesses typically outperforming longer sales cycle industries
- Network diversification has increased from 2023 to 2025, with more accounts utilizing multiple campaign types
- A portion of accounts generated zero conversions despite spend, highlighting inefficiencies in campaign setup and tracking
Industry-Level Performance Insights
The report includes detailed benchmarks across industries such as:
- Home Services
- Legal
- Healthcare
- Retail & Ecommerce
- Technology & SaaS
- Manufacturing
- Insurance & Financial Services
Performance metrics analyzed include:
- Cost per click (CPC)
- Conversion rate (CVR)
- Cost per lead (CPA)
- Conversion value and efficiency
Network-Level Insights (Search vs Display vs YouTube)
In addition to overall benchmarks, the report includes a breakdown of performance by Google Ads network.
Across industries:
- Search consistently delivers the highest conversion volume and strongest efficiency
- Display and YouTube drive large-scale visibility and impressions
- Network usage has expanded over time, with more campaigns incorporating multiple networks
These insights provide a clearer understanding of how different campaign types contribute to overall performance.
Multi-Year Trends (2023–2025)
By analyzing three years of data, the report highlights:
- Increasing advertising costs across most industries
- Growing performance gaps between well-structured and poorly managed accounts
- A shift toward more diversified campaign strategies
Expert Commentary
“What we’re seeing is that performance is becoming more dependent on structure and optimization, not just budget,” said David McElligott, founder of McElligott Digital Marketing.
“Costs are rising, but accounts that are properly built and maintained are still able to perform efficiently.”
Methodology
The benchmark data is based on more than 100 Google Ads accounts that were actively managed, audited, or analyzed by McElligott Digital Marketing.
The dataset includes:
- Lead generation-focused campaigns
- Multiple industries and geographic markets across the United States
- Performance data tracked consistently from 2023 through 2025
Metrics are calculated using aggregated account performance to reflect real-world campaign behavior over time.
View the Full Report
The full 2025 Google Ads benchmark report, including industry breakdowns and network-level performance data, is available here:
https://mdmppc.com/google-ads-benchmarks/2025
