Google Display Network Benchmarks 2025
Google Display: 0.46% CTR, 0.57% CVR, $75.51 CPA. Use for retargeting and awareness, not direct response.
Google Ads · Display
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.46% |
| CPC | $0.63 |
| CVR | 0.57% |
| CPL / CPA | $75.51 |
What the numbers mean
Display Network metrics—0.46% CTR, 0.57% CVR, $75.51 CPA—look terrible compared to Search, but that's the wrong comparison. Display serves a different purpose: awareness, retargeting, and staying visible during consideration phases. Expecting Search-like direct response from Display is a strategic error. Display works best when used for remarketing (people who already know you) or brand building (people who should know you). Viewability and frequency matter more than clicks for awareness goals.
Year-over-year change
Awareness-focused: don't expect Search-like performance
How to act on this
Use Display primarily for retargeting website visitors—conversion rates jump significantly for known audiences. Set frequency caps at 5-7 impressions to avoid ad fatigue. Focus on viewability metrics over clicks for awareness campaigns. Consider Programmatic or DV360 for premium inventory if brand safety matters.
Source: Store Growers/WordStream · Historical aggregate · 2024