Google Ads Conversion Benchmarks in 2025: B2B (SaaS, Fintech) vs B2C (E-commerce, Finance & More)

Why Benchmarks Matter

Google Ads is one of the most measurable and scalable ways to generate leads and sales. But without benchmarks, it’s hard to know if your campaigns are really performing well.

• A 2% conversion rate might be poor in SaaS but strong in retail.
• A high cost per lead might still be profitable if the lifetime value is huge.

That’s why industry benchmarks are crucial. They give B2B and B2C marketers a yardstick to measure their own campaigns against.

In this post, we’ll break down the latest Google Ads conversion, CTR, CPC, and CPA benchmarks across industries, with a deep focus on B2B (especially SaaS and fintech) but also covering e-commerce, finance, and retail.

👉 If you want to beat these benchmarks instead of just meeting them, check out our Google Ad Management services.

1. Overall Google Ads Conversion Rates (All Industries)

Before we dive into B2B specifics, it’s useful to see the broad averages.

• Search Ads: 3.75% average conversion rate
• Display Ads: 0.77% average conversion rate
• (WordStream)

🔎 What this means: If your B2B SaaS campaigns are converting at 2%, you’re slightly below the all-industry average but you may still be in line with realistic SaaS benchmarks (covered below).

2. General B2B Benchmarks

According to WordStream:

• Conversion Rate (Search): 3.04%
• Conversion Rate (Display): 0.80%
• CTR (Search): 2.41%
• CPC (Search): $3.33
• CPC (Display): $0.79

📌 Takeaway: B2B sits slightly below the all-industry conversion average but above average CPC. This reflects the longer buying cycles and more expensive click competition in B2B.

3. Conversion Rates by Industry

A more recent breakdown from FirstPageSage:

• SaaS: 2.4%
• Fintech: 2.8%
• Financial Services: 2.4%
• E-commerce (B2C): 2.8%
• Overall average across industries: 4.8%

📌 Takeaway: SaaS and fintech lag behind the overall average, reflecting complex B2B buying committees and longer decision-making processes. E-commerce performs closer to the average due to shorter buying cycles and direct purchase intent.

4. B2B Sector Benchmarks

Firebrand analysed hundreds of B2B startups and scaleups (Firebrand Marketing):

• All B2B sectors average conversion rate: 1.42%
• By vertical:
  • AI/ML: 4.18%
  • Cybersecurity: 1.78%
  • Fintech: 1.23%
  • HR Tech: 4.00%
  • SaaS: 1.89%
• Cost per conversion:
  • Fintech: $1,738
  • SaaS: $1,267

📌 Takeaway: Not all B2B is equal. AI/ML and HR tech convert above 4%, while fintech struggles with just 1.23%. The high CPAs highlight the importance of long-term LTV and CAC payback analysis when running B2B Google Ads. The jump in conversion rates tends to come from a smaller and more niche search query pool.

5. SaaS Benchmarks

AdLabz’s 2025 SaaS benchmarks (AdLabz):

• CTR:
  • Search: 3.2%
  • Display: 0.9%
• Conversion Rate:
  • Search: 4.7%
  • Display: 1.2%
• CPA:
  • Search: $95
  • Display: $70

📌 Takeaway: Well-optimised SaaS campaigns can outperform industry averages significantly, with conversion rates close to 5% but that efficiency requires tight targeting and strong landing pages and also depends on the amount of competition in your specific market.

6. SaaS CTR Detail

Varos’s April 2025 benchmarks show even stronger results for SaaS search ads (Varos):

• Median CTR (Search): 8.37%
• Range: 5.35–13.78%

📌 Takeaway: SaaS campaigns often generate high engagement if targeting and creative are right but high CTR doesn’t always equal high conversion. Marketers must balance traffic quality with volume.

7. Funnel Efficiency

Looking at funnel performance (HockeyStack):

• Pipeline ROI (Google Ads): 8.17×
• MQL → SQL conversion:
  • 21.7% (2023) → 25.8% (Q1 2024)
• SQL → Closed-Won: 16.3%

📌 Takeaway: Even if front-end conversion rates look low, B2B Google Ads can deliver strong ROI downstream if campaigns are aligned with lead scoring and sales processes.

8. B2C E-commerce Baselines

From StoreGrowers:

• Search Ads CVR: 2.81%
• Display Ads CVR: 0.59%

📌 Takeaway: Lower than SaaS on search, but often easier to scale due to high search volumes and shorter buyer journeys.

9. Shopping Ads (Retail & B2C)

From DemandSage:

• Conversion rate: 1.91%
• CTR: 0.86%
• CPC: $0.66

📌 Takeaway: Shopping ads thrive on product visibility and price comparison intent, making them cost-efficient but not always as high-converting as lead-gen-focused campaigns.

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Final Thoughts: How to Beat These Benchmarks

• B2B marketers should expect lower conversion rates but higher LTV—making optimisation around lead quality essential.
• SaaS and fintech campaigns need precise audience targeting and CRM integration to properly measure ROI.
• B2C marketers can win with scale and creative testing, especially in e-commerce and retail.

👉 Want to outperform the averages? Our Google Ad Management team specialises in B2B SaaS and fintech campaigns but also manage high-growth B2C accounts in the eCommerce sector. We optimise keywords, landing pages, and budgets to ensure your ad spend turns into real pipeline and revenue. Get your free proposal today.

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