Google Ads guides
What clicks cost, what leads cost and how to track what closes.
Most ad reporting stops at the click, which is the least useful number in B2B. These guides go the other way: what a lead really costs by industry and practice area, how to send the closed sale back to Google so the campaigns learn from it, and what to sanity-check in any quote an agency gives you. The benchmarks are public and sourced; the account numbers are from campaigns I run.
All resources
Google Ads for Manufacturers: Track Quote Requests, Not Clicks
How manufacturers should track Google Ads: quote requests, micro-conversions and offline conversions from the CRM. With a real case: 19 quotes, 4 sales.
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How Much Does Google Ads Cost for Lawyers in 2026? Real Numbers
Lawyers paid $9.87 per click and $131.63 per lead on average in 2026. Costs by practice area, cost per signed case and a real employment law case.
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