Google Ads Cost-per-Click by Industry

When planning a Google Ads budget, industry, geography, and competition directly determine cost-per-click (CPC). The Mizemedia Research Team aggregated anonymized performance data from 86 Google Ads accounts managed and audited between January and May 2026, comparing average CPC, conversion rate (CVR), and cost-per-acquisition (CPA) across 12 verticals. This report presents Google Ads costs by industry in the Turkey market and optimization opportunities.

Methodology

• 86 accounts — Combined monthly media spend 850,000 TRY+; Search, Performance Max, and Display/Remarketing campaigns included
• 12 verticals: Finance, legal, healthcare, e-commerce, construction, B2B industrial, logistics, education, travel, real estate, technology/SaaS, local services
• Metrics: Average CPC, median CPC, CVR, CPA, impression share loss (budget vs rank)
• Period: 2026 Q1–Q2; TRY-based; media spend ex-VAT

Data is reported as account-weighted averages. Not specific to a single agency or region.

Key findings

• Highest CPC: finance and legal verticals — Average CPC 18 – 42 TRY; high-intent queries like "loan", "lawyer", "insurance" can exceed 60 TRY.
• Remarketing advantage in B2B industrial queries — Search CPC averages 6 – 14 TRY vs remarketing 1.5 – 4 TRY; remarketing CPA 35–50% lower in B2B purchase cycles.
• Three sectors with strongest seasonality: E-commerce (November, Mother's/Father's Day), travel (April–August), education (June–September enrollment) — CPC can rise 40–80% at seasonal peaks.
• Performance Max share growing: PMax drives 30%+ of total conversions on 58% of accounts; unmonitored brand cannibalization adds ~12% cost on some accounts.

Average CPC by industry (2026 Q1–Q2)

Ranges below are Search-weighted averages. Broad match, brand campaigns, and long-tail queries widen the range.

• Finance (loans, investment, insurance): 18 – 42 TRY CPC | CPA 180 – 450 TRY
• Legal (lawyers, consulting): 22 – 55 TRY CPC | CPA 220 – 600 TRY
• Healthcare (clinics, aesthetic, dental): 8 – 28 TRY CPC | CPA 95 – 280 TRY
• E-commerce (general retail): 2 – 9 TRY CPC | CPA 35 – 120 TRY
• Construction / building materials: 6 – 18 TRY CPC | CPA 80 – 220 TRY
• B2B industrial / manufacturing: 5 – 14 TRY CPC | CPA 70 – 200 TRY
• Logistics / transport: 4 – 12 TRY CPC | CPA 55 – 160 TRY
• Education (courses, schools, certificates): 5 – 16 TRY CPC | CPA 60 – 180 TRY
• Travel / hotel / flights: 3 – 11 TRY CPC | CPA 40 – 130 TRY
• Real estate: 7 – 22 TRY CPC | CPA 90 – 350 TRY
• Technology / B2B SaaS: 6 – 20 TRY CPC | CPA 100 – 280 TRY
• Local services (cleaning, repair, moving): 3 – 10 TRY CPC | CPA 45 – 140 TRY

Finance and legal: what drives high CPC?

High CPC in finance and legal is not only competition; it reflects customer lifetime value (CLV) expectations. A single loan or legal retainer can yield high revenue, so advertisers bid aggressively.

• Brand searches inflate CPC if not excluded — brand/non-brand separation is essential
• Broad queries like "free consultation" burn budget with low CVR
• Enhanced Conversions and offline conversion import from CRM should feed bidding strategy

In high-CPC verticals, first-party data and accurate attribution are critical.

E-commerce: volume vs margin balance

E-commerce average CPC looks low but ROAS pressure is high. In reviewed accounts:

• Shopping / PMax: CPC 1.5 – 6 TRY; feed quality and Merchant Center errors affect ROAS by 20%+
• Brand vs non-brand: Brand campaigns 0.8 – 2 TRY CPC; competitor targeting 4 – 12 TRY
• Seasonal peak (November): CPC rises 55–80% on average; budget and inventory planning should start early
• Cart abandonment remarketing: CPA 40–60% below prospecting

B2B industrial: Search + Remarketing combination

B2B purchase cycles can run 3–9 months. Accounts relying on Search alone show inflated CPA; remarketing and LinkedIn/Meta support channels feed the funnel.

• Search (high intent): "X machine price", "Y supplier" — CPC 8 – 18 TRY
• Remarketing (site visitors): CPC 1.5 – 4 TRY; case study/catalog CTA for non-converters
• Customer Match: Retarget past quote requests from CRM — average 42% CPA reduction

Landing page conversion directly affects B2B CPA. See our Conversion Review of 100 B2B Websites report.

Seasonality: budget planning in 3 sectors

1. E-commerce

November (11.11, Black Friday), Mother's/Father's Day, year-end. CPC peaks late October – November. Recommendation: feed optimization in September, budget ramp-up in October, remarketing focus in December.

2. Travel

April–August demand peak; CPC drops after September but early booking campaigns in November–February can deliver advantageous CPA.

3. Education

June–September enrollment; CPC for "X course", "Y certificate" rises 45%+ in June. Brand awareness campaigns in January–March can build organic + paid synergy.

Performance Max vs Search: when to use which?

Most accounts use PMax in 2026, but it is not ideal for every vertical:

• PMax strong: E-commerce (rich feed), local services (location intent), large product catalogs
• Search should remain primary: B2B long sales cycles, legal/finance high-intent exact match, single-product SaaS demo requests
• Brand cannibalization: Protect brand searches in a separate Search campaign at low CPC; do not leave all traffic to PMax

Seven actionable steps to reduce CPC

1. Search terms report and negative keyword discipline — Weekly cleanup; smart bidding required with broad match
2. Quality Score improvement — Ad-copy-landing page alignment; landing speed via SEO
3. Conversion tracking accuracy — GA4 + GTM + Enhanced Conversions; wrong signals break smart bidding
4. Audience layering — Remarketing, Customer Match, in-market segments
5. Ad schedule and geo bid adjustment — Negative adjustments for low-CVR hours/regions
6. Asset group tests (RSA) — CTR gains indirectly lower CPC
7. Landing page A/B tests — CVR gains lower CPA; more conversions at the same CPC

Impression share loss: budget or rank?

On average, 34% of accounts lose impression share mainly due to budget, 28% due to Ad Rank (Quality Score + bid). High-CPC verticals often hit budget caps early; in lower CPC, rank improvement is usually the priority.

Mizemedia Google Ads approach

As a Google Partner certified team, we manage Search, Shopping, PMax, and remarketing end to end. Account analysis, conversion tracking audit, search terms optimization, and monthly ROAS/CPA reporting are standard in our process.

Learn about our Google Ads solutions and digital marketing services. For a free account analysis, fill out our quote form — industry-specific CPC/CPA benchmark summary within 48 hours.

Frequently asked questions

What is average Google Ads CPC in Turkey in 2026?

Ranges from 2 – 55 TRY by vertical. E-commerce and local services at the lower band; finance and legal at the upper band.

Should I track CPC or CPA?

Both. CPC reflects bid competition; CPA reflects business outcome. With Target CPA/ROAS strategies, CPC is optimized automatically.

Does remarketing work in every industry?

Meaningful when site traffic exceeds 1,000 visitors/month. Highest ROI in B2B and e-commerce; watch compliance and frequency caps in finance/legal.

Does Performance Max replace Search?

Not entirely. Search control and negative keyword management remain critical for high-intent B2B and professional service queries.