Google Ads Benchmarks for B2B SaaS
Benchmarks are useful for spotting outliers, not for setting targets. Here's what the numbers mean for a SaaS account.
Where do Google Ads benchmarks come from, and can you trust them?
Most published Google Ads benchmarks come from ad-tech vendors and agencies that average the accounts they manage. They mix industries, brand and non-brand searches, and very different offers, so an average for “B2B” or “technology” can be far from what a SaaS account should expect. Use them to spot outliers, never to set targets.
We don’t link to vendor benchmark reports on this site, for that reason. Google’s own tools give you better comparisons for your specific searches, and your own account history gives you the best one.
What is a good click-through rate for B2B SaaS?
A good click-through rate for B2B SaaS depends on the search: brand searches often get far higher CTR than category searches, and competitor searches usually get the lowest. Compare CTR within each intent tier over time rather than against one industry figure. A falling CTR in one tier is a better signal than any average.
Google also compares you with other advertisers directly. The expected clickthrough rate part of Quality Score shows whether your CTR is above average, average or below average for each keyword.
What is a normal cost per click?
A normal cost per click is whatever the auction charges for your specific searches in your markets, and Keyword Planner and auction insights show it better than any published average. Averages hide spreads of several times between brand, category and competitor terms, and between countries.
Auction insights shows who you compete with on each campaign and how often you appear above them. If your cost per click rises, it usually explains why: a new competitor, or an existing one bidding harder. The Google Ads cost guide explains what drives the price.
What conversion rate should you expect?
The conversion rate you should expect depends mainly on the offer: a demo request converts fewer visitors than a free trial, and a content download converts more than either. Compare conversion rates only between pages with the same offer and the same intent tier, or the comparison means nothing.
| Intent tier | CTR | Cost per click | Click to demo | Cost per SQL |
|---|---|---|---|---|
| Brand | 18% | $2.10 | 9.0% | $95 |
| Category | 5.5% | $11.40 | 2.6% | $1,460 |
| Competitor | 3.1% | $16.80 | 1.4% | $2,370 |
| Problem | 4.2% | $6.20 | 1.1% | $1,880 |
Your own trailing 90 days beats any industry average.
Averages mix brand and non-brand terms, SMB and enterprise, trial and demo. Set targets from your own funnel economics.
How should you use benchmarks?
Use your own trailing 90 days as the benchmark, split by intent tier and offer, and use industry figures only to ask whether something looks badly out of line. Rebuild the table every quarter so the comparison stays current and reflects your latest pages and prices.
If a number is far below where it should be, the diagnosis pages help: clicks but no demos for low conversion rates, and the Quality Score guide for low CTR on a keyword. The Google Ads calculator shows what your own rates add up to.
Frequently asked questions
What is a good CTR for B2B Google Ads?
It depends on the search. Brand terms get the highest CTR and competitor terms the lowest. Track CTR by intent tier and use the expected CTR rating in Quality Score as your comparison with other advertisers.
What is the average CPC for SaaS keywords?
There is no useful single average. Check Keyword Planner and your own account for your terms, because category and competitor searches can cost several times more than problem searches.
What conversion rate is good for a demo request?
Compare with your own demo pages for the same intent tier. A demo request converts fewer visitors than a trial or a download, so compare like with like.
Why are my Google Ads benchmarks lower than average?
Often because the average includes brand searches, other industries or easier offers. Check whether your figures are split the same way before worrying.
Do benchmarks differ between Canada and the US?
Yes. Click costs and competition differ by country, so build separate benchmarks for each market you advertise in.
How often do Google Ads benchmarks change?
Your own figures change whenever competitors, prices or pages change. Rebuild your benchmark table every quarter.
Sources & further reading
Platform settings and policies change. These sources let you check the current details directly.