Display & Video Ads Benchmarks 2026: What the New WordStream Data Shows

# What this report covers

The report focuses on metrics that match how visual ads behave: click-through rate (CTR), cost per click (CPC), cost per lead (CPL), viewability, and video completion rate. It intentionally omits direct conversion rate as a primary metric because display formats often influence conversions indirectly through view-through conversions.

# Why these benchmarks matter

# Headline numbers and examples

• 74% of small businesses report being satisfied with display ad results, illustrating broad perceived value for the channel.
• Education & Instruction recorded the highest average CTR at 0.40% among the industries listed.
• Arts & Entertainment followed with a 0.27% CTR, reflecting the appeal of highly visual creative.

The report also provides CPC and CPL averages by industry. These figures help you judge whether your bidding and audience targeting are aligned with typical costs in your sector.

# How to read the metrics

• CTR: A basic signal of how clickable or compelling your creative is. Use it to iterate on visuals and calls to action.
• CPC and CPL: Cost metrics that reflect auction dynamics and audience competitiveness in each industry. Compare these to your target CAC to assess efficiency.
• Viewability and video completion: Important for video and rich formats where impressions and watch time drive downstream effects.

WordStream emphasizes that visual ad formats should not be measured by the same direct-conversion benchmarks applied to search campaigns. Display often performs as a top-of-funnel tactic that helps the rest of your marketing convert.

# Practical next steps for campaign managers

• Compare your CTR to the industry benchmark for your category. If you're underperforming, test new imagery, clearer CTAs, or different ad sizes.
• Use CPC and CPL benchmarks to validate bids and budget allocation. If your CPL is higher than the benchmark, tighten targeting or experiment with higher-converting landing pages.
• Track viewability and completion for video to ensure people actually see or watch your creative before judging its performance.
• Segment performance by format (standard display, high-impact, video, native) rather than lumping all visual ads together.

# Where this dataset is most useful Use these benchmarks for programmatic planning, cross-channel budgeting, and vendor negotiation. They're most applicable when you need a reality check on creative appeal, cost expectations, and format-specific performance across industries.