Real CPL benchmarks across NDIS, healthcare, trades, real estate, legal and e-commerce — based on $3M+ of Australian Google Ads spend managed by ieven.
Most CPL benchmarks online are American, outdated, or both. Here's what we're actually seeing across Australian Google Ads accounts in 2025.
Service business CPL ranges (AUD)
- Plumbing & electrical (local): $25–$65 per lead
- NDIS providers: $30–$80 per qualified enquiry
- Allied health & dental: $40–$120 per booked appointment
- Real estate vendor leads: $20–$50 per appraisal lead
- Legal (family law, criminal): $80–$220 per consultation booking
- Mortgage broking: $60–$150 per qualified pre-approval enquiry
What drives the variance
Two accounts in the same vertical can have wildly different CPLs. The biggest drivers we see: account structure, conversion tracking accuracy, landing page conversion rate, and how aggressively negative keywords are managed.
What's changed in 2025
Performance Max now drives the majority of Google Ads spend for most accounts, but it punishes lazy setup more than any previous campaign type. Asset groups, audience signals and feed structure are no longer optional — they're the difference between PMax that converts and PMax that wastes budget.
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