Want to track what really matters in paid advertising? This guide breaks down the most important PPC (pay-per-click) KPIs for 2024 and beyond, with a focus on search and display networks like Google Ads, Microsoft Ads, and Yahoo.
We’re not covering paid social metrics such as Facebook, Instagram, or LinkedIn ads. Instead, we’re diving into the core performance metrics that matter for search marketers: things like click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS).
Whether you’re managing campaigns in Google, Bing, or Yahoo, these are the KPIs you should be tracking. Each metric includes current benchmarks to help you compare, optimize, and improve the ROI of your PPC campaigns. These are not vanity metrics. They are essential measurements for campaign auditing, performance reporting, and long-term growth.
If you’ve been wondering what a good ROAS looks like in 2024, how your Google Ads CTR compares to industry averages, or which PPC benchmarks actually matter, you’re in the right place.
Top Paid Advertising KPIs (with 2024 Benchmarks)
| KPI | Benchmark (2024+) | Why It Matters |
|---|---|---|
| Click-Through Rate (CTR) | Search: ~6.6%, Display: ~0.6% | Measures ad relevance and engagement |
| Conversion Rate (CVR) | Search: ~7–8%, Display: <1% | Indicates post-click effectiveness |
| Cost Per Click (CPC) | Search: ~$5.26, Display: ~$0.60 | Reflects cost efficiency per click |
| Cost Per Acquisition (CPA) | Avg Lead CPA: ~$65–$70 | Shows acquisition cost per conversion |
| Return on Ad Spend (ROAS) | Avg: ~200%, Goal: 400%+ | Reveals campaign profitability |
| Quality Score | Avg: ~5, Goal: 7–10 | Impacts CPC and ad rank directly |
| Impression Share | Search Goal: 80–90%+ | Shows market share in your segment |
| Cost Per Mille (CPM) | Display: ~$3.12, Search: ~$38 | Measures cost per 1,000 views/impressions |
| Conversions (Volume) | Goal-dependent | Tracks raw business outcomes |
| Customer Lifetime Value (LTV) | Goal: 3:1 LTV:CAC ratio | Supports smarter budget and bidding decisions |
Sources and References
WordStream 2024 Google Ads Benchmarks
Halide AI: Google Ads Industry Averages 2024
Search Engine Land CPC Trends 2024
Instapage: How Quality Score Affects Ad Rank
Want to stay ahead in paid search? These KPIs are your roadmap. Revisit them quarterly, benchmark annually, and use them to build campaigns that scale with profit in mind.