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Customer Acquisition Costs by Industry: What's a Good CAC?

by Jordan Ehrlich, on April 19, 2019

Knowing if you have a good customer acquisition cost can be hard. Here are a few CACs benchmarked across a variety of industries. (Source: Propeller)

  • Travel: $7
  • Retail: $10
  • Consumer Goods: $22
  • Manufacturing: $83
  • Transportation: $98
  • Marketing Agency: $141
  • Financial: $175
  • Technology (Hardware): $182
  • Real Estate: $213
  • Banking/Insurance: $303
  • Telecom: $315
  • Technology (Software): $395

Customer Acquisition Cost by Industry

See also:

Average Customer Acquisition Cost by Channel

CAC by Industry (Search & Display)

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Paid Search - Average CAC by Industry (2018)

Below are the median costs per acquisition within Google Paid Search Campaigns in 2018. Note: medians were calculated to omit campaigns that exclusively bid on branded terms or had unnaturally high/low CACs. (Source: ChatterBuzz)

Across All Industries: $49.86

  • Advocacy: $96.55
  • Auto: $33.52
  • B2B: $116.13
  • Consumer Services: $90.70
  • Dating & Personals: $76.76
  • e-Commerce: $45.27
  • Education: $72.70
  • Employment Services: $48.04
  • Finance & Insurance: $81.93
  • Health & Medical: $78.09
  • Home Goods: $87.13
  • Industrial Services: $79.28
  • Legal: $86.02
  • Real Estate: $116.61
  • Technology: $133.52
  • Travel & Hospitality: $44.73

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Display Advertising - Average CAC by Industry (2018)

Below are the median costs per acquisition within the Google Display Network (GDN) in 2018. Note: medians were calculated to omit campaigns with unnaturally high/low CACs. (Source: ChatterBuzz)

Across All Industries: $75.51

  • Advocacy: $70.69
  • Auto: $23.68
  • B2B: $130.36
  • Consumer Services: $60.48
  • Dating & Personals: $60.23
  • e-Commerce: $65.80
  • Education: $143.36
  • Employment Services: $59.47
  • Finance & Insurance: $56.76
  • Health & Medical: $72.58
  • Home Goods: $116.17
  • Industrial Services: $51.58
  • Legal: $39.52
  • Real Estate: $74.79
  • Technology: $103.60
  • Travel & Hospitality: $99.13 

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What is a good customer acquisition cost?

What is a good customer Acquisition Cost?

A Good Customer Acquisition Cost varies by the industry and tactics used. But a good way to benchmark your CAC is by comparing it to Customer Lifetime Value (also known as LTV). It is said that an ideal LTV to CAC ratio is 3:1

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