Use these benchmarks to assess the performance of your Google Ads campaigns against what well-managed service business campaigns actually deliver.
PPC benchmarks for service businesses differ significantly from ecommerce and B2B SaaS benchmarks. Service businesses typically have lower search volumes, higher purchase intent, and phone call conversions that many dashboards do not capture accurately.
The figures below reflect well-managed Google Search campaigns for UK service businesses. If your campaigns are significantly below these benchmarks, there is a specific, identifiable cause.
Well-optimised service ads in top positions typically achieve 8% to 15% CTR. Below 5% suggests relevance issues with keyword-ad match or poor ad copy. Above 15% often indicates very specific, low-competition keywords.
A dedicated service landing page receiving targeted PPC traffic should convert 5% to 12% of visitors. Below 5% indicates conversion problems on the page. Above 12% is excellent and usually reflects very high purchase intent keywords.
See How Your PPC Performance Compares Book a free PPC audit and we will benchmark your campaign performance against these standards and identify the specific improvements available.