2026 industry benchmark · Business Services
B2B & SaaS CPC in 2026
By Oliver Wakefield-Smith, Digital Signet. Updated July 2026.
The Business Services category averages $5.87 per search click in 2026 LocaliQ, 2026 data, above the $5.42 all-industry average. Figures are USD as sourced; the maths transfers to any currency.
The dataset row
The dataset's closest row is Business Services; there is no dedicated SaaS row, so this page uses that category and labels it.
Avg CPC
$5.87
vs $5.42 all-industry
Avg CTR
6.1%
vs 6.64% all-industry
Avg CVR
4.85%
vs 8.18% all-industry
Avg CPL
$93.69
vs $66.69 all-industry
All four figures: LocaliQ, 2026 data.
What drives the price
Business-services clicks price above the all-industry average because the customer on the other side signs contracts, not receipts: a single B2B deal can carry four or five figures of annual value, and buying committees search like consumers only at the very top of the funnel.
The strategic question for SaaS is not Google's price but Google versus LinkedIn. LinkedIn publishes no rate card and no reliable current-vintage public CPC benchmark exists, so this site prints no LinkedIn number; the crossover logic still works algebraically: the premium pays when targeting precision lifts deal size and close rate enough to clear it. The SaaS scenario works that decision with your own numbers.
The $1,500 worked strip here is deliberately half of the scenario's $3,000: the other half is the LinkedIn test lane, decided by the max-CPC calculator.
What $1,500 a month buys
Worked strip · category medians
Budgets in £ or € divide exactly the same way against your own measured CPC. Run your numbers, pre-filled with this category's median, in the find-your-CPC calculator.
Where the category sits
Full 24-row table on the benchmark board. Whether a premium CPC is affordable for you is a break-even question: what is a good CPC. Worked end to end in the $3,000/month saas scenario.