UK Search Market Intelligence
UK Google & Bing Search Ads Benchmarks
Curated from over 24 million search impressions across UK auction categories. Use these metrics to evaluate if your current search campaigns are outperforming or lagging behind your competitors.
| Industry Sector | Avg Google CPC | Avg Bing CPC | Bing Saving | Avg Search CTR | Avg Conv. Rate | Avg UK Cost/Lead |
|---|---|---|---|---|---|---|
| Legal & Solicitor Services | £7.80 | £4.95 | 36% | 4.8% | 4.2% | £85.00 |
| Finance & Accounting | £6.40 | £4.10 | 35% | 5.1% | 5.0% | £72.00 |
| B2B SaaS & Tech | £4.85 | £3.20 | 34% | 3.9% | 3.8% | £68.00 |
| Home & Trade Services (Plumbing, Roofing) | £3.90 | £2.50 | 36% | 6.8% | 9.2% | £28.00 |
| Private Healthcare & Aesthetic Clinics | £4.10 | £2.80 | 31% | 5.4% | 6.5% | £42.00 |
| E-Commerce & High-Ticket Retail | £1.65 | £1.10 | 33% | 3.4% | 2.9% | £24.00 (CPA) |
Key Finding: The Microsoft Advertising Arbitrage
In virtually every UK sector analyzed, Microsoft/Bing Search delivers between 31% and 36% lower CPCs than Google Ads for identical exact-match intent. Combining Google and Bing search is the single fastest way for UK brands to scale lead volume without increasing ad spend.