Most marketers think they know what a lead costs.
Prove it. Guess the real 2026 benchmarks for your industry — from actual data on 13,000+ campaigns. Score high enough and you earn bragging rights. Score low and, well... maybe book that call.
Do you actually know what marketing costs in your industry?
Guess the real 2026 benchmarks — cost per click, cost per lead, conversion rates, response times. The closer your guess, the more points you score.
Pick your industry to start
Data: LocaliQ/WordStream 2026 benchmarks (13,000+ campaigns), MIT lead response research, and 2026 Meta lead ads studies.
Why a game?
Because most business owners are negotiating ad budgets, hiring agencies, and judging campaign results without knowing the market rates. If you don't know that a legal lead averages $131.63 or that 78% of customers buy from the first business to respond, you can't tell good performance from expensive guessing. Two minutes in this game fixes that.
Benchmark My Actual CampaignsFrequently asked questions
What is the Benchmark Challenge?
The Benchmark Challenge is a free 2-minute game where you guess real 2026 digital marketing benchmarks — cost per click, cost per lead, conversion rates, and lead response stats — for your industry. The closer your guesses, the higher your score.
Where does the benchmark data come from?
The data comes from published 2026 industry studies, including LocaliQ/WordStream search advertising benchmarks based on 13,000+ US campaigns, 2026 Facebook Lead Ads cost-per-lead studies, and the MIT/InsideSales.com lead response management research.
Which industries are covered?
Real estate, legal services, home services and home improvement, finance and insurance, and healthcare and dental. Each industry track uses benchmarks specific to that vertical.
What is the average Google Ads cost per lead in 2026?
The 2026 all-industry average cost per lead for Google Ads search campaigns is $66.69. It ranges widely by industry — from around $30 in restaurants to $131.63 for attorneys and legal services.