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Study · 2026 Benchmark

The 2026 acquisition benchmark

Real benchmarks for cost per lead, conversion and ROAS by industry, to weigh your performance against your market.

Market benchmarks

How much does a lead cost in your industry?

What conversion rate to aim for, what ROAS is realistic, what share of revenue to invest? Here are our benchmarks, consolidated from 2025 advertising studies and from our own accounts. Use them to find where you stand, and see what serious management changes.

$77Median cost per lead, all industries
6.8 %Median lead to customer conversion rate
3.4×Typical observed ROAS
7.7 %of revenue invested in marketing (average)

The benchmarks, industry by industry

18 industries. 2025 Google advertising data, converted to euros.

Click a column to sort. The purple column applies our median result.

Auto repair, body shops & maintenance$26$16-38%14.7 %4.0×7 %Simulate
Hospitality & restaurants$28$17-38%7.1 %3.5×5 %Simulate
Automotive (dealerships & sales)$36$22-38%7.8 %3.5×8 %Simulate
E-commerce / online retail$44$27-38%3.8 %2.9×12 %Simulate
Healthcare & medical practices$52$32-38%11.6 %3.5×6 %Simulate
Beauty & wellness$55$34-38%7.8 %3.2×8 %Simulate
Events & weddings$60$37-38%6.0 %3.2×7 %Simulate
Travel & tourism$68$42-38%5.8 %3.5×6 %Simulate
Dental & orthodontics$77$48-38%9.1 %3.5×6 %Simulate
Finance, insurance & brokerage$77$48-38%2.6 %3.0×7 %Simulate
Manufacturing & industrial B2B$79$49-38%7.2 %3.0×9 %Simulate
Education & training$83$51-38%11.4 %3.5×8 %Simulate
Construction & skilled trades$84$52-38%7.3 %3.5×8 %Simulate
Energy, solar & home retrofits$90$56-38%6.5 %3.5×9 %Simulate
Real estate$92$57-38%3.3 %3.0×7 %Simulate
Fashion, jewellery & luxury$93$58-38%4.0 %2.6×12 %Simulate
B2B services & consulting$95$59-38%5.1 %3.0×8 %Simulate
Legal (lawyers, notaries)$121$75-38%5.1 %3.0×6 %Simulate
And with Eclixia managing it?

Market benchmarks are only a starting point

The "managed CPL" column applies what we achieve as a median on the accounts we manage. The same budget, better targeted and better tracked, moves all three levers at once.

-38%cost per lead
+38%conversion rate
1.38xROAS

Sources and method

  • Cost per lead, conversion and cost per click : WordStream and LocaliQ, Search Advertising Benchmarks 2025 (Google Ads), converted from US dollars to euros (about 0.92) and rounded.
  • Marketing budget : Gartner CMO Spend Survey 2025 (average of 7.7% of revenue), adjusted for growing SMBs.
  • ROAS : 2025 e-commerce and retail benchmarks (about 2.9 on average).
  • "Managed CPL" column : median of results observed on accounts managed by Eclixia.

These figures are indicative orders of magnitude. They do not replace real measurement of your account, but they give you a frame to find where you stand.

Where do you stand?Benchmark

Let's compare your numbers to your industry.

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