Google Ads CPM Benchmarks for 2024 Explained

Leyla Ezgi Dinc

Leyla Ezgi Dinc

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8 Mins

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We'll break down what CPM means and how it impacts your ad spend. Explore industry benchmarks for 2024 to understand where you stand. But wait, there's more! We'll also delve into proven optimization strategies to help you potentially lower your CPM and reach your target audience more effectively.

Google Ads CPM Benchmarks for 2024 Explained

What Does CPM Mean?

Ever wondered how much it costs to get your ad seen online? That's the CPM. In the world of Google Ads, CPM stands for Cost Per Mille, which literally translates to "cost per thousand." For more technical details and CPM calculations, please check our previous article. As in this article, we will delve deeper and brainstorm on benchmarks.

Let's put on our thinking caps and get started. Imagine you're running an ad campaign for a new fitness app. You set a budget, and Google Ads charges you a small fee each time your ad is shown to 1,000 people searching for keywords like "weight loss program" or "home workout routine." That fee is your CPM.

Think of it like renting digital ad space in a virtual gym. The more crowded the section (think popular search terms), the more it might cost to display your ad there. But unlike a physical gym, with CPM you can target your ad to reach the perfect audience - people actively searching for ways to get fit, exactly who your app can help!

What Do CPM Benchmarks Tell Us?

CPM benchmarks are like a map for your Google Ads journey. They provide valuable insights that can help you, such as:

  1. Industry Trends
  2. Campaign Performance
  3. Competitor Comparison
  4. Budget Allocation
  5. Targeting Efficiency
  6. Device-Specific Performance
  7. Seasonal Fluctuations
  8. Ad Format Effectiveness
  9. Location Targeting
  10. Campaign A/B Testing, and more…

Just like estimating travel expenses, knowing average CPMs within your industry helps you set a realistic budget for your ad campaign. You'll have a better idea of how much it typically costs to reach your target audience with a certain number of impressions.

Benchmarks act as a baseline for your own campaign performance. If your CPM is significantly higher than the average, it might indicate room for improvement in your targeting, ad copy, or landing page.

Healthy competition is good for business! Benchmarks allow you to see how your CPM stacks up against competitors in your industry. This can help you assess your campaign's effectiveness and identify areas where you might be able to gain an edge.

In essence, CPM benchmarks give you a sense of the "advertising landscape" within your industry. While they won't tell you the exact cost for your specific campaign, they provide a valuable starting point for informed decision-making and campaign optimization.

10 Key Factors Affecting Google Ads CPM

The cost of getting your ad seen can vary depending on several factors. Here's a quick peek at some key influences:

  1. Industry

The level of competition within an industry significantly impacts CPMs in Google Ads. Highly competitive industries, like finance or travel, typically see higher CPMs due to a large pool of advertisers seeking the same ad space. This creates a situation where advertisers are willing to pay more per impression (CPM) to secure a coveted position on search engine results pages.

  1. Ad Format

Traditionally, text ads have been a more cost-effective option compared to image or video ads. This is partly due to the simplicity of creating text ads and the lower bandwidth required to display them. However, the landscape is evolving. While image and video ads often require more resources to produce, they can also be more visually engaging and potentially capture user attention more effectively. This can lead to higher click-through rates and positive user engagement, which might be rewarded by Google's algorithm with lower CPMs in the long run. Nevertheless, I - as a content writer - would like to say that the text ads will always have its place.


  1. Targeting

There's a delicate balance to be struck between targeting specificity and cost-efficiency in Google Ads. While highly specific targeting allows you to reach a more relevant audience, it can also lead to potentially higher CPMs. When your ads reach the right people, they are more likely to convert, leading to a higher return on investment (ROI). Even with a potentially higher CPM, a well-targeted campaign can ultimately be more cost-effective if it generates more sales or conversions.

  1. Device

Ads displayed on mobile devices can sometimes have lower CPMs compared to desktops. This can be due to the higher volume of mobile searches. For a more detailed analysis of this topic, please refer to our previous blog post titled "Trends in Mobile vs. Desktop CTR: How User Behavior Shapes Ad Performance." While the focus of that post is on click-through rates, I believe the underlying principles will be a good guide for understanding the concept.

  1. Ad Quality & Relevance

High-quality, relevant ads that resonate with the target audience are more likely to capture user attention, leading to higher click-through rates (CTR) and positive user engagement. In recognition of these benefits, Google's algorithm might reward such campaigns with better ad placement in search results, potentially leading to lower CPMs. Conversely, irrelevant or poorly designed ads that fail to connect with users might see higher CPMs.

  1. Auction Dynamics

The number of advertisers competing for the same ad space at a given time significantly affects the cost per impression. When there's high competition, a phenomenon known as "bid inflation" can occur. This means advertisers are willing to pay more per impression to win the auction and have their ad displayed. This can lead to rising CPMs as the competition drives up the overall cost.

  1. Seasonality

Some industries experience seasonal fluctuations in CPMs. This is often tied to consumer behavior and buying patterns. For example, travel ads typically see a spike in cost during peak vacation times like summer holidays or spring break. Similarly, retail and e-commerce CPMs might surge around major shopping holidays like Black Friday or Cyber Monday.

  1. Campaign Performance

A well-optimized campaign with high click-through rates (CTR) might see lower CPMs over time as Google recognizes its effectiveness. This is because Google's algorithm recognizes these campaigns as delivering value to both users and advertisers, making them more likely to be displayed prominently at a lower cost. Conversely, a poorly performing campaign with low CTRs, irrelevant content, or negative user experiences might see higher CPMs. This could be due to Google prioritizing ads with a higher likelihood of success.

  1. Location Targeting

CPMs can vary depending on the geographic location you're targeting. Generally, more populated areas with higher competition might have higher costs per impression. This is because a larger pool of advertisers vies for the attention of a concentrated audience, driving up the bidding process. However, population density isn't the only factor. Wealthier regions with higher disposable income might also see inflated CPMs due to the perceived value of reaching these audiences.

  1. Bidding Strategy

The bidding strategy you choose in Google Ads can impact your CPM. For example, a "Maximize Clicks" strategy might prioritize getting as many clicks as possible, potentially leading to a higher CPM. Conversely, a "Target CPA" (cost-per-acquisition) strategy focuses on achieving conversions at a specific cost, potentially leading to a more controlled CPM.

Average CPMs by Industry (Highest to Lowest)

Here's a table to give you a general idea of average CPMs across different industries, but remember, these are just averages, and your actual costs may vary:

  • Technology - $6.40

  • Fitness - $3.85

  • Business Services - $3.75

  • Home Improvement - $3.70

  • Legal - $3.65

  • Consumer Services - $3.60

  • Automotive - $3.55

  • Travel & Hospitality - $3.50

  • Real Estate - $3.45

  • Education - $3.40

  • Health & Medical - $3.35

  • Finance & Insurance - $3.30

  • Arts & Entertainment - $3.25

  • Restaurants - $3.20

  • Pets & Animals - $3.15

  • Sports - $3.10

  • Hobbies & Interests - $3.05

  • Beauty & Personal Care - $3.00

  • Family & Parenting - $2.95

  • Food & Drink - $2.90

  • Careers - $2.85

  • Telecommunications - $2.80

  • Shopping - $2.75

  • News & Politics - $2.70

  • Jobs & Education - $2.65

  • Reference - $2.60

  • Computers & Electronics - $2.55

  • Games - $2.50

  • Society - $2.45

  • Books & Literature - $2.40

  • Sensitive Subjects - $2.35

  • Science - $2.30

  • Engineering & Construction - $2.25

  • Farming - $2.20

  • Manufacturing - $2.15

  • Utilities - $2.10

  • Industrial Services - $2.05

  • Wholesale - $2.00

  • Government - $1.95

  • Non-Profit & Activism - $1.90

  • Unclassified - $1.85

5 Key Insights from 2024 Google Ads CPM Benchmarks

  1. The tech industry leads the pack with the highest CPM. This reflects fierce competition among tech giants. This intense battle drives up costs as advertisers target specific groups of people with significant buying power. The high CPM reflects the value placed on reaching this valuable audience. Advertisers compete fiercely for the attention of those with significant spending power, a group with the ability to significantly impact a company's bottom line. The high CPM reflects the premium placed on influencing these "economic influencers."

  2. Several industries fall within the $3.50-$3.85 CPM range, indicating a competitive environment. This includes Business Services, Home Improvement, Legal Services, Consumer Services, and Automotive. Advertisers in these sectors likely target audiences who are actively considering buying a product or service, making them valuable and willing to pay a higher CPM to reach potential customers. This highlights the power dynamics of specific needs and the willingness to pay a premium to reach those with the means to fulfill them.

  3. Industries like Travel & Hospitality, Real Estate, Education, and Health & Medical fall within the $3.20-$3.50 CPM sweet spot. This range suggests a strategic balance between reaching a broader audience and maintaining a reasonable cost. They might target users at various stages in the buying journey, justifying reaching a larger audience at a moderate cost per impression. Here, advertisers might aim to shape brand perception and influence future choices.

  4. Food & Beverage, Careers, Telecommunications, Shopping, and News & Politics see CPMs hovering around the $2.70-$2.90 range. This indicates a focus on reaching a large audience base, with potentially lower purchase intent but higher overall volume. Advertisers in these sectors might prioritize building brand awareness and driving website traffic over immediate sales. This strategy focuses on building brand awareness and driving website traffic, hoping to cultivate future customers from a large pool.

  5. Government, Non-Profits, Utilities, and Manufacturing have CPMs below $2.15. This suggests targeting very specific audiences or potentially limited competition within these sectors. Here, advertisers might prioritize reaching a highly relevant audience even if the overall volume is lower. For example, a government agency promoting a public health program might target a specific demographic with a smaller overall reach but a high degree of relevance. This reflects a focus on specific demographics with specific needs, suggesting the importance of targeted messaging to achieve social goals.

Discover the Power of AI in CPM Management

Understanding CPM benchmarks is a starting point, but true mastery lies in AI-powered optimization. Here's how AI can empower you to achieve more with your Google Ads budget and potentially lower your CPM:

AI analyzes massive datasets, identifying hidden patterns and optimal audience segments you might miss. It then refines your targeting with laser precision, reaching the right people at the right time. This can lead to a higher chance of conversions, potentially lowering your CPM.

AI analyzes top-performing ad copy across industries, learning what resonates with different audiences. You can leverage this knowledge to craft high-converting headlines and descriptions, which can improve your click-through rate (CTR). A strong CTR is a positive signal to Google, potentially influencing your CPM in a positive way.

AI analyzes user behavior in real time, adjusting bids on the fly to maximize conversions within your budget. This ensures you're never overpaying for clicks, potentially leading to a lower overall CPM.

google ads cpm benchmarks for 2024 explained

Putting It All Together

This blog post explored the world of CPMs in Google Ads. We learned how understanding CPM benchmarks provides a valuable starting point for campaign planning. However, true optimization lies in applying those insights to reach your target audience more effectively. The analysis delved into strategies like laser-focused audience targeting, crafting compelling ad copy, and utilizing engaging visuals. We also explored the potential of AI as a powerful tool for maximizing campaign performance. AI can help refine targeting, optimize creative content, and implement dynamic bidding strategies that maximize conversions within your budget.

Remember, the key to success lies in experimentation and finding the best approach for your specific goals. Enhencer's team of AI-powered advertising specialists can be your partner in navigating the Google Ads landscape. Book a demo with Enhencer AI Ads!

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