What is a good conversion rate for Google Ads?
A good Google Ads landing page conversion rate is 5 to 10% for service businesses and 2 to 4% for e-commerce. Search campaigns on high-intent keywords often exceed 10% for trades and emergency services. Below 2% on branded or high-intent search usually indicates a landing page or offer problem, not a traffic problem.
Key facts
- •Services: 5–10% is healthy
- •E-commerce: 2–4% is healthy
- •Trades/emergency search: 10%+ is achievable
- •Under 2% on high-intent search signals a landing page issue
Last reviewed 2026-09-03
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