{
 "title": "Bytown Benchmarks — Microsoft Ads costs",
 "edition": "2026-10",
 "exported": "2026-10-17",
 "window": "Mar–Sep 2026",
 "source": "Pulled from the connected Google, Microsoft, Meta and LinkedIn ad accounts through Bytown",
 "consent": "Client contracts cover anonymised benchmarking",
 "method": "Per-account rates from summed raw counts; medians across accounts. Benchmark tier = 4+ businesses and no business above 50% of the cell's spend. Early reads (2-3 businesses, or 1 above 50%) and single-business readings are rounded and show no spend. Cost per lead counts leads, calls and bookings; purchase months are left out. Money is never mixed across currencies; conversion and click-through rates pool US and Canadian accounts.",
 "license": "CC BY 4.0 — free to reuse with attribution and a link",
 "cite_as": "Bytown Benchmarks, ad platform costs, 2026-10 edition, https://bytown.co/benchmarks",
 "cells": [
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "platform",
   "name": "All industries",
   "tier": "benchmark",
   "businesses": 10,
   "accounts": 10,
   "cost_per_click": "$2.08",
   "cost_per_lead": "$52",
   "conversion_rate": "3.84%",
   "click_through_rate": "4.78%",
   "cost_per_lead_tier": "benchmark",
   "median_monthly_spend": "$297"
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Accounting",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$2.00",
   "cost_per_lead": "≈$35",
   "conversion_rate": "≈6.0%",
   "click_through_rate": "≈5.5%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Automotive",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$1.00",
   "cost_per_lead": "≈$25",
   "conversion_rate": "≈4.0%",
   "click_through_rate": "≈7.0%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "B2B fintech",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$2.80",
   "cost_per_lead": "≈$160",
   "conversion_rate": "≈1.5%",
   "click_through_rate": "≈5.0%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "B2B SaaS",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$1.70",
   "cost_per_lead": "≈$60",
   "conversion_rate": "≈3.0%",
   "click_through_rate": "≈6.5%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Dental",
   "tier": "early",
   "businesses": 2,
   "accounts": 2,
   "cost_per_click": "$2.70–3.90",
   "cost_per_lead": "$30–50",
   "conversion_rate": "8.0–10.0%",
   "click_through_rate": "4.0–7.0%",
   "cost_per_lead_tier": "early",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Engineering",
   "tier": "early",
   "businesses": 2,
   "accounts": 2,
   "cost_per_click": "$1.30–2.00",
   "cost_per_lead": "$40–175",
   "conversion_rate": "1.0–3.0%",
   "click_through_rate": "2.5–3.0%",
   "cost_per_lead_tier": "early",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Insurance",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$3.00",
   "cost_per_lead": "≈$75",
   "conversion_rate": "≈4.0%",
   "click_through_rate": "≈4.5%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "industry",
   "name": "Landscaping",
   "tier": "single",
   "businesses": 1,
   "accounts": 1,
   "cost_per_click": "≈$2.10",
   "cost_per_lead": "≈$55",
   "conversion_rate": "≈4.0%",
   "click_through_rate": "≈2.0%",
   "cost_per_lead_tier": "single",
   "median_monthly_spend": ""
  },
  {
   "platform": "microsoft",
   "currency": "USD",
   "level": "group",
   "name": "Professional services",
   "tier": "benchmark",
   "businesses": 4,
   "accounts": 4,
   "cost_per_click": "$1.99",
   "cost_per_lead": "$58",
   "conversion_rate": "3.60%",
   "click_through_rate": "3.69%",
   "cost_per_lead_tier": "benchmark",
   "median_monthly_spend": "$221"
  }
 ]
}