Search benchmarks are useful, but they don’t measure user quality

WordStream’s 2026 Google Ads benchmark gives a clean snapshot of search performance across more than 13,000 campaigns: 6.64% click-through rate, $5.42 cost per click, 8.18% conversion rate, and $66.69 cost per lead.

Useful numbers.
But for fintech and Web3, CPC and CPL are only the start. A click matters less than what happens next – KYC completion, first deposit, first transaction, funded account, retention, and revenue per user.

CTR: 6.64%
CPC: $5.42
CVR: 8.18%
CPL: $66.69

So yes, search still captures intent. The real question is whether that intent turns into a real user.

Related read: 2026 Distribution Strategy for Fintech and Web3: The End of Fake Growth