If you’re trying to understand how Google Ads performance changed over time, one of the most important comparisons is:
What changed from 2023 to 2024?
This page breaks down real performance data across industries, comparing 2023 and 2024 using data from accounts we’ve worked with and analyzed, highlighting how costs, conversion rates, and efficiency shifted.
Here’s how performance has trended over time:
| Industry | Accounts 2023 | Accounts 2024 | Spend 2023 | Spend 2024 | Spend YoY % | Clicks 2023 | Clicks 2024 | Conversions 2023 | Conversions 2024 | CPC 2023 | CPC 2024 | CPC YoY % | CVR 2023 | CVR 2024 | CVR YoY % | CPA 2023 | CPA 2024 | CPA YoY % |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Painting & Surface Coatings | 24 | 28 | $528,490.50 | $672,906.30 | 27.33% | 162,456.00 | 266,804.00 | 6,756.62 | 10,254.80 | $3.25 | $2.52 | -22.54% | 4.16% | 3.80% | -8.63% | $78.22 | $65.62 | -16.11% |
| Health & Wellness | 4 | 5 | $438,360.30 | $572,531.20 | 30.61% | 316,520.00 | 331,052.00 | 30,030.13 | 21,384.50 | $1.38 | $1.73 | 24.92% | 9.49% | 6.50% | -31.49% | $14.60 | $26.77 | 83.39% |
| Windows / Doors / Garage | 14 | 14 | $408,688.90 | $546,744.70 | 33.78% | 34,244.00 | 111,334.00 | 4,404.02 | 7,630.80 | $11.93 | $4.91 | -58.86% | 12.86% | 6.90% | -46.35% | $92.80 | $71.65 | -22.79% |
| Home Services | 12 | 16 | $439,676.30 | $520,689.20 | 18.43% | 84,492.00 | 142,943.00 | 12,619.42 | 27,707.00 | $5.20 | $3.64 | -30.05% | 14.94% | 19.40% | 29.89% | $34.84 | $18.79 | -46.07% |
| Retail & Ecommerce | 8 | 10 | $285,483.10 | $414,198.20 | 45.09% | 290,437.00 | 449,188.00 | 24,552.98 | 27,133.20 | $0.98 | $0.92 | -6.40% | 8.45% | 6.00% | -29.03% | $11.63 | $15.27 | 31.33% |
| Legal | 5 | 5 | $147,200.10 | $219,536.20 | 49.14% | 42,689.00 | 35,424.00 | 5,158.45 | 2,911.60 | $3.45 | $6.20 | 79.80% | 12.08% | 8.20% | -32.14% | $28.54 | $75.40 | 164.23% |
| Technology / SaaS | 3 | 4 | $121,731.30 | $96,923.66 | -20.38% | 47,651.00 | 32,185.00 | 5,627.97 | 2,176.00 | $2.55 | $3.01 | 17.82% | 11.81% | 6.80% | -42.43% | $21.63 | $44.54 | 105.92% |
| Professional Services | 4 | 6 | $44,239.55 | $95,967.14 | 116.93% | 38,080.00 | 103,446.00 | 8,398.63 | 24,163.80 | $1.16 | $0.93 | -19.95% | 22.06% | 23.40% | 6.10% | $5.27 | $3.97 | -24.63% |
| Healthcare | 6 | 6 | $47,440.50 | $93,530.52 | 97.15% | 17,155.00 | 62,146.00 | 1,798.51 | 17,739.20 | $2.77 | $1.51 | -45.40% | 10.48% | 28.50% | 171.85% | $26.38 | $5.27 | -80.02% |
| Roofing | 3 | 3 | $53,102.27 | $66,903.54 | 25.99% | 3,635.00 | 6,839.00 | 401.00 | 348.80 | $14.61 | $9.78 | -33.05% | 11.03% | 5.10% | -53.77% | $132.42 | $191.79 | 44.83% |
| Automotive / Transport | 2 | 2 | $53,045.75 | $52,475.50 | -1.08% | 52,167.00 | 23,694.00 | 617.73 | 527.50 | $1.02 | $2.21 | 117.34% | 1.18% | 2.20% | 85.80% | $85.87 | $99.48 | 15.85% |
| Veterinary / Pet | 1 | 1 | $14,537.67 | $38,734.00 | 166.44% | 14,669.00 | 28,646.00 | 3,282.00 | 4,393.50 | $0.99 | $1.35 | 36.22% | 22.37% | 15.30% | -31.62% | $4.43 | $8.82 | 99.12% |
| Entertainment & Events | 3 | 3 | $26,052.33 | $30,286.89 | 16.25% | 34,100.00 | 22,871.00 | 4,522.37 | 639.10 | $0.76 | $1.32 | 72.78% | 13.26% | 2.80% | -78.89% | $5.76 | $47.39 | 722.63% |
| Restaurant / Hospitality | 1 | 1 | $4,122.07 | $22,036.50 | 434.60% | 14,037.00 | 30,890.00 | 3,082.00 | 20,470.20 | $0.29 | $0.71 | 141.78% | 21.96% | 66.30% | 201.96% | $1.34 | $1.08 | -19.25% |
| Education & Training | 3 | 3 | $46,933.80 | $21,408.24 | -54.39% | 20,640.00 | 8,740.00 | 1,310.80 | 192.00 | $2.27 | $2.45 | 7.74% | 6.35% | 2.20% | -65.36% | $35.81 | $111.50 | 211.41% |
| Manufacturing / Industrial | 3 | 3 | $90,087.06 | $20,701.11 | -77.02% | 101,489.00 | 27,956.00 | 866.00 | 320.00 | $0.89 | $0.74 | -16.63% | 0.85% | 1.10% | 28.91% | $104.03 | $64.69 | -37.81% |
| Vision / Eye Care | 1 | 3 | $11,182.51 | $14,156.28 | 26.59% | 6,172.00 | 6,044.00 | 1,036.00 | 604.00 | $1.81 | $2.34 | 29.15% | 16.79% | 10.00% | -40.43% | $10.79 | $23.44 | 117.16% |
| Government / Nonprofit | 3 | 4 | $7,124.23 | $13,683.31 | 92.07% | 1,253.00 | 4,344.00 | 229.28 | 519.00 | $5.69 | $3.15 | -44.60% | 18.30% | 11.90% | -34.97% | $31.07 | $26.36 | -15.17% |
| Insurance / Financial | 2 | 3 | $10,409.30 | $11,772.90 | 13.10% | 8,722.00 | 13,411.00 | 1,308.92 | 2,764.50 | $1.19 | $0.88 | -26.26% | 15.01% | 20.60% | 37.27% | $7.95 | $4.26 | -46.43% |
From 2023 to 2024:
This trend was strongest in:
Compared to 2023:
As CPC rose:
Across the dataset:
If you experienced rising costs in 2024:
Moving forward, success depends on:
Avoid:
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