Calculate the return on investment from your Google Ads campaigns based on ad spend, cost per click, conversion rate, and average conversion value.
| Industry | Avg CPC (UK) | Avg CTR | Avg Conversion Rate | Avg Cost Per Conversion |
|---|---|---|---|---|
| Professional Services | £3.50 – £8.00 | 3.5% | 4.5% | £45 – £120 |
| E-commerce | £0.80 – £2.50 | 2.7% | 2.8% | £25 – £65 |
| Local Services | £2.00 – £6.00 | 4.5% | 5.5% | £30 – £80 |
| SaaS / Tech | £4.00 – £12.00 | 2.1% | 3.0% | £80 – £250 |
| Healthcare | £2.50 – £7.00 | 3.2% | 3.8% | £40 – £130 |
| Finance & Insurance | £5.00 – £15.00 | 2.9% | 4.0% | £60 – £200 |
| Education | £1.50 – £4.00 | 3.8% | 4.2% | £25 – £70 |
| Real Estate | £1.80 – £5.50 | 3.7% | 3.2% | £35 – £110 |
Benchmarks based on UK Google Ads averages (WordStream, Google Ads benchmarks). Actual performance varies by targeting, ad quality, and competition. View Cloudswitched Google Ads services
Try our other free Google Ads and digital marketing calculators.
ROI is calculated as (revenue generated minus ad spend) divided by ad spend, expressed as a percentage. You need reliable conversion tracking to know how many clicks turn into leads or sales, and the average value of each conversion, which this calculator uses alongside your CPC and conversion rate.
Average conversion rates across industries typically range from 2-5%, though this varies widely — e-commerce often sees 1-3% while lead generation for services can reach 5-10% with a well-optimised landing page. Rates below 1% usually signal a targeting or landing page problem worth investigating.
Cost per click varies enormously by industry and keyword competitiveness — local trades might pay £1-£3 per click, while competitive sectors like insurance, legal, or finance can see £10-£40+ per click. Search intent and Quality Score also significantly affect what you actually pay.
Many UK businesses target a return of at least 3-5x ad spend (a 300-500% ROI) to comfortably cover overheads and profit margin, though acceptable ROI varies by industry margin. Lower-margin businesses need a higher return multiple to stay profitable than high-margin service businesses.
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