Google Display Network benchmarks

Largest display network globally. Mostly used for ToF awareness and retargeting. CPMs low; placement-quality variance high. Manual placement exclusions still essential.

Where Google Display Network fits in your media plan

Largest display network globally. Mostly used for ToF awareness and retargeting. CPMs low; placement-quality variance high. Manual placement exclusions still essential. See the full 2026 benchmarks report for cross-platform CPM, CTR, CVR comparisons, and the Display channel page for category-level operating playbook.

Calculator for this platform: Try the CPM calculator and the CPA calculator to model how this channel fits your unit economics.

Get full platform data

RGM tracks 20+ ad platforms across 6 channels. For the full benchmark dataset including historical trends 2020–2026, see the 2026 Benchmarks Report.

How to read these benchmarks

Treat these Google Display Network figures as a diagnostic range, not a goal. a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.

How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.

Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.