Metrics · Signup / Lead Capture
Visitor-to-Lead Rate
Percentage of website visitors who submit a lead form, email, or contact request. The primary top-of-funnel metric for B2B and lead-gen businesses. Highly variable by traffic source — cold paid traffic converts at 1-3%, targeted organic at 5-10%, high-intent branded search at 10-20%.
How to calculate it
(leads / unique_visitors) × 100Source quality varies significantly. WordStream benchmarks are based on 20k+ advertisers' Google Ads accounts. Organic traffic rates are higher; benchmark reports typically blend paid and organic. Use industry-specific tabs.
Per-industry distribution (11)
Each row shows the cited p25 / p50 / p75 for Visitor-to-Lead Rate in that industry. Click an industry to open the full benchmark page.
Swipe horizontally to see the study name and source details.
| Industry | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| B2B Services (Agencies, Consulting)Reported | 2.0% | 4.3% | 8.5% | WordStream 2024 |
| SaaS (B2B Software)Derived | 1.5% | 3.0% | 7.0% | WordStream 2024 (derived) |
| Ecommerce (D2C Retail)Reported | 1.0% | 2.6% | 5.0% | WordStream 2024 |
| Fintech (Consumer Finance)Reported | 2.0% | 5.0% | 9.0% | WordStream 2024 |
| HealthTech (Non-YMYL — appointment booking, telehealth)Reported | 1.5% | 3.4% | 6.5% | WordStream 2024 |
| Travel (Booking, Hotel, Airline)Reported | 1.5% | 3.6% | 7.0% | WordStream 2024 |
| Automotive (Dealers, Parts, Services)Reported | 3.0% | 6.0% | 11.0% | WordStream 2024 |
| Insurance (Consumer Aggregators, Quote Sites)Reported | 3.0% | 6.2% | 12.0% | WordStream 2024 |
| LegalTech (Legal Services Platforms)Reported | 1.0% | 2.1% | 4.5% | WordStream 2024 |
| EdTech (Online Courses, LMS)Derived | 1.5% | 3.0% | 6.0% | WordStream 2024 (Education category, derived for EdTech) |
| Non-profit (Donation, Volunteer signup)Derived | 1.0% | 2.0% | 4.5% | WordStream 2024 |
Primary source
Google Ads Benchmarks by Industry (2024) · WordStream / LocaliQ · 2024
Aggregated analysis of 20,000+ WordStream and LocaliQ client Google Ads accounts across 23 industry verticals. Reports click-through rate, cost-per-click, conversion rate, and cost-per-action by vertical. Conversion rate measured as landing page conversion events / clicks (visitor-to-lead metric). Updated annually.