Average CPL for Google Search Ads in All Industries
What is the average CPL for Google Search Ads in 2025?
Average CPL:
$66.69
According to our most recent findings, the average CPL for Google Search Ads in all industries is reported to be $66.69 as of March 2024.1
Why CPL Is the Metric That Ties to Revenue
Cost per lead (CPL) helps you understand how efficiently your ad spend is turning into actual business opportunities. It’s goes beyond just clicks and signals thatyou are getting the right people to take action. A high CPL compared to your industry’s average might mean your targeting is too broad, your landing page isn’t converting, or you’re attracting the wrong kind of traffic. Monitoring this stat helps keep your campaigns aligned with ROI goals.
How to Reduce Your CPL Without Sacrificing Lead Quality
To lower CPL, focus on tightening your funnel. Refine your keyword targeting to attract high-intent users, and make sure your ad messaging and landing page are aligned with a clear value proposition. Use conversion tracking to spot weak points and A/B test form length, CTAs, and layout. Sometimes the best CPL gains come not from cutting spend, but from improving what happens after the click.
1 This data point is sourced by Wordstream.
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