If you’re trying to understand how Google Ads performance is changing right now, the most important comparison is:
What changed from 2024 to 2025?
This page breaks down real performance data across industries, comparing 2024 and 2025 using data from accounts we’ve worked with and analyzed, highlighting how costs, conversion rates, and efficiency have shifted.
Here’s how performance has trended over time:
| Industry | Accounts 2024 | Accounts 2025 | Spend 2024 | Spend 2025 | Spend YoY % | Clicks 2024 | Clicks 2025 | Conversions 2024 | Conversions 2025 | CPC 2024 | CPC 2025 | CPC YoY % | CVR 2024 | CVR 2025 | CVR YoY % | CPA 2024 | CPA 2025 | CPA YoY % |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Painting & Surface Coatings | 28 | 30 | $672,906.31 | $1,206,467.76 | 79.30% | 266,804 | 269,053 | 10254.8 | 12223.9 | $2.52 | $4.48 | 77.80% | 3.80% | 4.50% | 18.20% | $65.62 | $98.70 | 50.40% |
| Retail & Ecommerce | 10 | 11 | $414,198.16 | $888,431.77 | 114.50% | 449,188 | 832,540 | 27133.2 | 51676.4 | $0.92 | $1.07 | 15.70% | 6.00% | 6.20% | 2.80% | $15.27 | $17.19 | 12.60% |
| Health & Wellness | 5 | 5 | $572,531.16 | $690,412.45 | 20.60% | 331,052 | 423,256 | 21384.5 | 25279.4 | $1.73 | $1.63 | -5.70% | 6.50% | 6.00% | -7.50% | $26.77 | $27.31 | 2.00% |
| Windows / Doors / Garage | 14 | 14 | $546,744.69 | $569,009.77 | 4.10% | 111,334 | 107,061 | 7630.8 | 8335.1 | $4.91 | $5.31 | 8.20% | 6.90% | 7.80% | 13.60% | $71.65 | $68.27 | -4.70% |
| Home Services | 16 | 20 | $520,689.17 | $291,819.03 | -44.00% | 142,943 | 100,733 | 27707 | 32371.6 | $3.64 | $2.90 | -20.50% | 19.40% | 32.10% | 65.80% | $18.79 | $9.01 | -52.00% |
| Legal | 5 | 5 | $219,536.20 | $225,199.18 | 2.60% | 35,424 | 52,503 | 2911.6 | 4136 | $6.20 | $4.29 | -30.80% | 8.20% | 7.90% | -4.20% | $75.40 | $54.45 | -27.80% |
| Professional Services | 6 | 7 | $95,967.14 | $185,587.32 | 93.40% | 103,446 | 111,940 | 24163.8 | 10986.5 | $0.93 | $1.66 | 78.70% | 23.40% | 9.80% | -58.00% | $3.97 | $16.89 | 325.30% |
| Automotive / Transport | 2 | 5 | $52,475.50 | $138,986.47 | 164.90% | 23,694 | 27,736 | 527.5 | 4635.7 | $2.21 | $5.01 | 126.30% | 2.20% | 16.70% | 650.70% | $99.48 | $29.98 | -69.90% |
| Technology / SaaS | 4 | 4 | $96,923.66 | $97,658.44 | 0.80% | 32,185 | 29,541 | 2176 | 1250.5 | $3.01 | $3.31 | 9.80% | 6.80% | 4.20% | -37.40% | $44.54 | $78.10 | 75.30% |
| Healthcare | 6 | 7 | $93,530.52 | $81,158.68 | -13.20% | 62,146 | 31,340 | 17739.2 | 2173 | $1.51 | $2.59 | 72.10% | 28.50% | 6.90% | -75.70% | $5.27 | $37.35 | 608.40% |
| Roofing | 3 | 3 | $66,903.54 | $61,072.71 | -8.70% | 6,839 | 15,772 | 348.8 | 227.5 | $9.78 | $3.87 | -60.40% | 5.10% | 1.40% | -71.70% | $191.79 | $268.40 | 39.90% |
| Manufacturing / Industrial | 3 | 3 | $20,701.11 | $48,497.85 | 134.30% | 27,956 | 95,686 | 320 | 495.4 | $0.74 | $0.51 | -31.60% | 1.10% | 0.50% | -54.80% | $64.69 | $97.90 | 51.30% |
| Veterinary / Pet | 1 | 2 | $38,734.00 | $47,970.99 | 23.80% | 28,646 | 29,502 | 4393.5 | 5105 | $1.35 | $1.63 | 20.30% | 15.30% | 17.30% | 12.80% | $8.82 | $9.40 | 6.60% |
| Government / Nonprofit | 4 | 5 | $13,683.31 | $34,157.90 | 149.60% | 4,344 | 37,347 | 519 | 407 | $3.15 | $0.91 | -71.00% | 11.90% | 1.10% | -90.90% | $26.36 | $83.93 | 218.30% |
| Vision / Eye Care | 3 | 7 | $14,156.28 | $30,244.57 | 113.60% | 6,044 | 14,779 | 604 | 2399 | $2.34 | $2.05 | -12.60% | 10.00% | 16.20% | 62.40% | $23.44 | $12.61 | -46.20% |
| Education & Training | 3 | 3 | $21,408.24 | $27,017.39 | 26.20% | 8,740 | 4,520 | 192 | 226 | $2.45 | $5.98 | 144.00% | 2.20% | 5.00% | 127.60% | $111.50 | $119.55 | 7.20% |
| Insurance / Financial | 3 | 8 | $11,772.90 | $21,879.83 | 85.80% | 13,411 | 15,118 | 2764.5 | 1247.6 | $0.88 | $1.45 | 64.90% | 20.60% | 8.30% | -60.00% | $4.26 | $17.54 | 311.80% |
| Entertainment & Events | 3 | 3 | $30,286.89 | $16,067.99 | -46.90% | 22,871 | 15,074 | 639.1 | 494 | $1.32 | $1.07 | -19.50% | 2.80% | 3.30% | 17.30% | $47.39 | $32.53 | -31.40% |
| Restaurant / Hospitality | 1 | 2 | $22,036.50 | $7,349.21 | -66.60% | 30,890 | 9,275 | 20470.2 | 3833 | $0.71 | $0.79 | 11.10% | 66.30% | 41.30% | -37.60% | $1.08 | $1.92 | 78.10% |
One of the biggest takeaways:
This was especially noticeable in:
Across most industries:
This trend continues from previous years.
In 2025:
Across accounts:
If you’re running Google Ads in 2025:
You should expect:
You should focus on:
You should avoid:
Avoid:
We specialize in Google Ads for service-based businesses, including painting companies.
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