Microsoft Ads benchmark data for 2026. Compare performance by channel, industry, and metric.
| Metric | Median | 25th percentile | 75th percentile | Elite |
|---|---|---|---|---|
| CTR (click-through rate) | 2.83% | 1.50% | 4.60% | 8%+ |
| CPC (cost per click) | $3.32 | $1.70 | $5.90 | <$1.20 |
| CVR (conversion rate) | 4.12% | 2.10% | 6.80% | 10%+ |
| CPA (cost per acquisition) | $41.44 | $22 | $74 | <$15 |
| CPM (cost per 1,000 impressions) | $18.20 | $10 | $30 | <$7 |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Home Services | 3.84% | 2.5% | 6.2% |
| Legal | 3.52% | 2.2% | 5.7% |
| Healthcare | 3.10% | 1.9% | 5.0% |
| Financial Services | 2.72% | 1.6% | 4.4% |
| Ecommerce | 2.48% | 1.4% | 4.0% |
| Education | 3.21% | 1.9% | 5.2% |
| Real Estate | 3.42% | 2.1% | 5.5% |
| SaaS | 1.96% | 1.0% | 3.2% |
| Automotive | 3.68% | 2.3% | 5.9% |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Automotive | $32.10 | $17 | $58 |
| Ecommerce | $34.20 | $18 | $62 |
| Home Services | $49.80 | $27 | $88 |
| Healthcare | $58.40 | $32 | $98 |
| Legal | $55.20 | $30 | $94 |
| Financial Services | $62.10 | $34 | $105 |
| Education | $54.60 | $29 | $92 |
| Real Estate | $88.40 | $48 | $148 |
| SaaS | $102.30 | $56 | $172 |
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), Benchmarketing Platform Data (2023–2024). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average for Microsoft Ads is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
Microsoft Ads typically shows lower CTR (2.83% vs 6.11%) but higher CVR (4.12% vs 7.04%) and lower CPC ($3.32 vs $4.22). The Bing audience skews older, higher-income, and more decision-maker-heavy - meaning fewer clicks but higher quality. Both metrics move together.
Yes, for most advertisers. Microsoft Ads reaches approximately 63 million searchers not on Google. With import tools that sync your Google campaigns in minutes, the incremental volume at lower CPC often delivers positive ROI with minimal management overhead.
Financial Services, Legal, Healthcare, and Real Estate tend to overperform on Microsoft/Bing vs. their Google benchmarks. The older, more affluent Bing demographic aligns well with high-LTV B2C and B2B buyers in these verticals.
The cross-industry average CPC on Microsoft Ads is $3.32 - roughly 21% lower than Google Ads. Legal ($5.20+) and Financial Services ($5.00+) are the most expensive, while Ecommerce and Nonprofit are the most affordable.