---
title: Paid search channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/paid-search/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/paid-search/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · Paid search

### Channel snapshot

Brand CPC $0.40–2.20, non-brand $1.80–6.40 DTC / $8–45 B2B. Avg DTC CPA $45–125.

## How to operate this channel

### Operator playbook

1. Always separate brand and non-brand into different campaigns.
2. Use offline conversion imports for long sales cycles.
3. Audit search-term reports weekly; PMax masks query data.
4. Bid on commercial-intent queries less affected by AI Overview.
5. Pair Performance Max with a brand-only campaign to prevent cannibalization.

## Platforms in this channel

Keep going · Free training

### Paid Search Mastery

You've read about the mechanics. Now learn to operate them — RGM's paid search training walks you through real campaign builds, bid strategies, and account audits from scratch. Free, no signup, no email gate.

[Start the training →](/training/)

[**Google Search**Platform deep-dive](/tools/benchmarks/platforms/google-search/)[**Google Performance Max**Platform deep-dive](/tools/benchmarks/platforms/google-pmax/)[**Google Shopping**Platform deep-dive](/tools/benchmarks/platforms/google-shopping/)[**Microsoft Ads (Bing)**Platform deep-dive](/tools/benchmarks/platforms/microsoft-ads/)

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.