Google Ads Benchmarks for B2B Services 2025
B2B Google Ads: $103.54 CPL, 5.14% CVR. Track through 211-day sales cycle to measure true ROI.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 5.65% |
| CPC | $5.58 |
| CVR | 5.14% |
| CPL / CPA | $103.54 |
What the numbers mean
B2B's 5.14% conversion rate and $103.54 CPL look expensive, but these metrics miss the bigger picture. B2B sales cycles average 211 days from first touch to revenue. The $103 CPL is just the beginning—what matters is pipeline influence and closed-won revenue. LinkedIn delivers 113% B2B ROAS versus Google's 78%, but Google captures active searchers while LinkedIn builds awareness. Most B2B advertisers need both: Google for intent capture, LinkedIn for account-based targeting.
Year-over-year change
Below-average CVR reflects complex B2B sales cycles
How to act on this
Track beyond CPL to SQL and closed-won revenue—a $200 lead closing at 20% beats a $50 lead closing at 2%. Implement offline conversion imports to feed sales data back to Google. Test LinkedIn for targeting by job title and company size. Use remarketing lists for search ads (RLSA) to bid higher on known accounts.
Source: WordStream/LocaliQ · 16,446 US campaigns · 2025-03