Google does not publish official average costs per click by country. Australian figures usually come from agencies and benchmark reports. This guide shows one published set, explains how to read it and helps you plan a starting budget in AUD.
Important: the AUD figures below are converted estimates. The source took WordStream’s 2026 US-dollar benchmarks (over 13,000 search campaigns) and converted them at roughly 1.40. They are not native Australian market data. Use them as a rough guide only.
Published Average CPC by Industry (AUD, converted)
| Industry | Average CPC (AUD) |
|---|---|
| Attorneys and legal services | $13.82 |
| Home and home improvement | $11.66 |
| Dentists and dental services | $11.20 |
| Health and fitness | $8.64 |
| Business services | $8.22 |
| Education and instruction | $6.73 |
| Physicians and surgeons | $6.66 |
| Beauty and personal care | $6.47 |
| Furniture | $5.56 |
| Finance and insurance | $4.75 |
| Real estate | $4.51 |
| Travel | $3.00 |
| Restaurants and food | $2.87 |
What Drives CPC?
- Competition for the keyword
- Intent of the search
- Quality Score and ad relevance. See Google Ads Quality Score.
- Location: Sydney and Melbourne may differ from regional areas
- Bidding strategy and match types
How to Plan a Starting Budget
- Decide how many leads or sales you want per month.
- Estimate how many clicks it takes to get one lead.
- Multiply by the expected CPC.
Illustrative example: 15 leads at 1 lead per 20 clicks means 300 clicks. At a CPC of $6, that is about $1,800. This is a maths example, not a prediction.
Ways to Lower Cost
- Remove irrelevant searches with negative keywords
- Match landing pages closely to ads
- Focus on the suburbs and times that convert
- Track real leads, not just clicks
Use our Google Ads audit checklist, and see advertising budget by industry. Health advertisers should also read healthcare marketing in Australia.
Frequently Asked Questions
Are these Australian prices?
They are converted from US benchmarks, so real Australian costs may differ.
Does CPC equal cost per lead?
No. See CPL vs CAC vs ROAS.
The Bottom Line
Use these figures only to start planning, then trust your own account data. Request a free Google Ads audit.
Source: Webapex: Google Ads CPC benchmarks (updated September 2026), based on WordStream data.
Disclaimer: This article is for general information only and is not legal, medical or compliance advice. Prices, features, policies, laws and results can change or may not apply to your situation, and we do not guarantee accuracy, outcomes or future performance. Please verify important details, including pricing, regulations and commitments, with the official source or website, or a qualified professional, before acting on them.