Running successful Google Ads campaigns requires an understanding of industry-specific performance metrics.
In this guide, we’re outlining some of the Google Ads benchmark data for South Africa from real-life RESULTS from a top-performing South African Google Ads agency.
We will be covering metrics such as Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate (CVR), and Cost Per Action (CPA).
By leveraging this data, you can compare and see if your campaigns are running optimally and where you can achieve even better results.
If you need assistance running your Google Ads, or don’t know where you are going wrong, contact BaseCloud for a FREE Google Ads review.
How to use the Data In This Guide
- Benchmark Your Campaigns: Use Google Ads benchmark data to evaluate your campaign performance and identify areas for improvement.
- Localise Your Strategy: Leverage Google Trends and South African-specific data to refine your audience targeting and messaging.
- Optimise for Cost-Efficiency: Focus on high-performing keywords and adjust bids to reduce your cost per click and cost per action.
- Test and Iterate: Regularly A/B test your ads and landing pages to see how to improve click-through rates and conversion rates.
Are Your Campaigns Performing Above Or Below The Average?
Average Click-Through Rate (CTR) By Industry
The CTR measures how often people click on your ad after seeing it in their Google search. In Google Ads, a higher CTR indicates engaging ad copy and relevance to your audience.
| Industry | Average CTR (Search) |
|---|---|
| Law & Mediation | 9.94% |
| Auto Repairs & Services | 11.60% |
| B2B | 4.83% |
| Consumer Services | 10.00% |
| E-commerce | 2.01% |
| Education | 6.03% |
| IT Support & Repairs | 2.92% |
| Construction & Trades | 8.42% |
| Health & Medical | 18.04% |
| Franchising | 12.66% |
| Renewable Energy | 5.70% |
Average Cost Per Click (CPC) By Industry
The cost per click reflects how much you pay for each click on your ad. The higher your cost per click, the more competitive the keyword and industry.
| Industry | Average CPC (Search) |
|---|---|
| Law & Mediation | R 14.58 |
| Auto Repairs & Services | R 17.44 |
| B2B | R 9.46 |
| Consumer Services | R 12.42 |
| E-commerce | R 1.91 |
| Education | R 6.57 |
| IT Support & Repairs | R 21.34 |
| Construction & Trades | R 13.27 |
| Health & Medical | R 4.74 |
| Franchising | R 7.49 |
| Renewable Energy | R 19.96 |
Average Conversion Rate (CVR) By Industry
Conversion rate measures the percentage of users who complete a desired action after clicking your ad.
| Industry | Average CVR (Search) |
|---|---|
| Law & Mediation | 6.43% |
| Auto Repairs & Services | 23.90% |
| B2B | 6.77% |
| Consumer Services | 10.75% |
| E-commerce | 1.31% |
| Education | 22.23% |
| IT Support & Repairs | 0.74% |
| Construction & Trades | 7.54% |
| Health & Medical | 5.05% |
| Franchising | 1.20% |
| Renewable Energy | 11.86% |
You Can Only Improve What You Measure
Understanding Google Ads benchmarks is crucial for your business to optimise its performance.
By analysing cost per click, conversion rate, and other key metrics, South African businesses can optimise their strategies to achieve better results.
You just need to know how.
Run Your Ads With The Help Of Google Ads Experts
At BaseCloud, we specialise in creating effective Google Ads strategies for your business.
Contact us today to learn how we can help you achieve your marketing goals.
