What is a good Google Ads conversion rate?

First, it makes sense to clarify what a ‘conversion’ is before we start debating what a good conversion rate is. A conversion is a positive ‘action’ by the website user, who is reaching out to engage further with your brand. They want to know more about what you offer. Some examples of a conversion are:

Business to Business

• A sale
• An enquiry form completion / A phone call
• A quote request
• An email
• A service / meeting booking

Business to Consumer

• A sale
• Newsletter sign-up
• To find out more before they buy

Looking to increase website conversions? Get in touch to find out how.

What does Google Ads consider to be a good conversion rate?

Google believes a good conversion rate in the UK is between 2-5%, with rates over 5% considered high-performing.

Conversion Tracking is also one of the ‘must implement’ elements for a Google Ads Grant account to retain its $10,000 free ad spend (for Charity and Not-For-Profit Google Ads Grant accounts). Yes, Google is somewhat charitable, but the accounts are restricted and need to perform, such as  5% (Click Through Rate) CTR.

To find out more about Google Ads Grant Accounts click here.

What does the internet consider to be a good Google Ads conversion rate?

According to Google’s ‘AI overview’ across all industries, an average conversion rate of 4.4% to 4.6% can be expected*. Below are what’s considered average conversion rates by industry:

Looking to boost conversions? Find out more about Google Ads

You need to know this – we’re talking about conversion rates as a Key Performance indicator (KPI). It needs to be said that when it comes to measuring success on Google Ads, it’s the conversion rate that matters. Are people actually contacting you? There are still agencies and internal staff that don’t even have conversion rate tracking set up, which in our eyes is not acceptable.

Additionally, the ‘quality’ of the lead is also important. You need to be getting the right kind of enquiry, poor enquiries will just suck your time. We also have a measure to monitor that we’re sending you the right kind of enquiry. For e-commerce it’s even easier, we’ll monitor Average Order Value (AOV).

Traffic is important, but on its own, its meaningless. Anyone can send you traffic. Getting the traffic to convert is where the real skill lies.

If you are interested in working with us, you should know that we will only work with clients that will:

• Allow us to set up conversion tracking
• Not clash with one of our current clients (by industry), to avoid a conflict of interests (if we work with you, your competitors become our strategic foe)

Wondering if Google Ads is a good fit for you? Get a FREE consultation today

*search term used; “what is an average conversion rate for google ads” 6/11/2025