Average CPC, CTR, conversion rate and cost per lead for the Travel industry in paid search — with every figure cited to its source.
| Industry | Avg. CPC | |
|---|---|---|
| Animals & Pets | $4.06 | |
| Apparel, Fashion & Jewelry | $4.44 | |
| Arts & Entertainment | $1.63 | |
| Attorneys & Legal Services | $9.87 | |
| Automotive — For Sale | $2.27 | |
| Automotive — Repair, Service & Parts | $4.35 | |
| Beauty & Personal Care | $4.62 | |
| Business Services | $5.87 | |
| Career & Employment | $5.81 | |
| Dentists & Dental Services | $8.00 | |
| Education & Instruction | $4.81 | |
| Finance & Insurance | $3.39 | |
| Furniture | $3.97 | |
| Health & Fitness | $6.17 | |
| Home & Home Improvement | $8.33 | |
| Industrial & Commercial | $5.87 | |
| Personal Services | $7.17 | |
| Physicians & Surgeons | $4.76 | |
| Real Estate | $3.22 | |
| Restaurants & Food | $2.05 | |
| Shopping, Collectibles & Gifts | $4.14 | |
| Sports & Recreation | $2.77 | |
| Travel | $2.14 |
The average cost per click for Travel in search advertising is $2.14, per LocaliQ Search Advertising Benchmarks (2026 report data). The all-industry average is $5.42.
The industry average conversion rate is 5.83% (LocaliQ Search Advertising Benchmarks). Beating that number puts a campaign above average for the vertical.
Average cost per lead is $44.70, vs $66.69 across all industries (LocaliQ Search Advertising Benchmarks, 2026 report data).
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