Benchmark Data by Segment
| Segment / Industry | CPC Range | Display / CPM | Note |
|---|---|---|---|
| Legal | £6–£18 | £0.30–0.80 | PI claims, solicitors |
| Finance / Insurance | £5–£14 | £0.25–0.70 | FCA-regulated market |
| Healthcare | £2–£5 | £0.15–0.40 | NHS + private split |
| B2B SaaS | £3–£8 | £0.20–0.55 | Enterprise vs SMB gap |
| eCommerce | £0.40–£1.20 | £0.10–0.30 | Shopping-heavy |
| Education | £1.50–£4 | £0.15–0.35 | UCAS cycle seasonality |
| Travel | £0.80–£2.50 | £0.10–0.30 | Strong booking intent |
| Real Estate | £1–£3.50 | £0.15–0.40 | Rightmove competition |
| Retail | £0.30–£1.20 | £0.08–0.25 | Shopping dominant |
| Automotive | £0.80–£2.50 | £0.12–0.35 | Dealer vs OEM |
UK vs US Google Ads CPC: The Real Gap
UK CPCs are roughly 55–70% of US equivalents in most verticals — not because UK inventory is cheaper, but because the US has 5× more advertisers competing per keyword. The gap is narrowest in Finance (FCA-regulated market = fewer advertisers, higher bids) and widest in eCommerce where US brands rarely compete in UK auctions.
UK advertisers using GA4 with a mix of paid and organic often see CPC reported differently than Google Ads dashboard. Always reconcile Ads CPC against GA4 session cost — discrepancies above 15% usually signal attribution issues, not campaign problems.
See also: UK average CPC across all platforms and Google Ads benchmark hub.
Frequently Asked Questions
What is the average Google Ads CPC in the UK?
Average UK Google Search CPC in 2026 is £1.50–£2.00 across all industries. Legal sits at £6–£18, Finance at £5–£14, eCommerce at £0.40–£1.20. UK CPCs are typically 55–70% of equivalent US bids.
Are UK Google Ads CPCs rising?
Yes. UK CPCs have increased 10–18% year-on-year in most verticals, driven by Smart Bidding adoption and rising minimum bids. The exception is pure-retail Shopping, where CPCs have been stable.
Should I use GBP or USD bidding in UK campaigns?
Always bid in GBP for UK campaigns — Google's currency conversion adds a small overhead. Ensure your Target CPA or ROAS targets are set in GBP reflecting your actual UK economics, not converted from a global target.