Hong Kong paid-ads benchmark
What a click costs in Hong Kong by channel and industry
In the Hong Kong accounts we managed from August to October 2026, a non-brand Google Search click cost HK$8.37 at the median, and the middle 50% of accounts paid between HK$5.58 and HK$13.12. Below are CPC by industry and by channel, CTR, CPM and ROAS, and how to compare them with your own account.
Benchmarks for your industry
Type the non-brand Search CPC from last month's report to see where it sits.
Google Ads CPC by industry in Hong Kong
Median non-brand Search CPC in our accounts by industry, November 2025 to October 2026. Where we have fewer than two accounts in an industry, the bar is Keyword Planner's low suggested bid.
Average cost per click in Hong Kong by channel
CTR, CPM, cost per conversion and ROAS in Hong Kong
| Metric | Cell | Median |
|---|---|---|
| CTR | Non-brand Search | 4.98% |
| CTR | Brand Search | 23.6% |
| CTR | Performance Max | 2.69% |
| CTR | Meta, link clicks | 1.29% |
| CPM | Meta, Awareness | HK$9.11 |
| Cost per conversion | Google, ecommerce accounts | HK$104 |
| Cost per conversion | Google, enquiry accounts | HK$85 |
| ROAS | Google, ecommerce accounts | 9.56 |
| ROAS | Google, stores selling other companies' brands, 12 months | 13.47 |
| ROAS | Google, stores selling their own brand, 12 months | 3.08 |
ROAS here is the figure Google Ads reports: conversion value divided by cost, across all campaign types including brand Search and Performance Max. The ecommerce row covers September and October 2026; the two brand rows cover November 2025 to October 2026. Stores selling brands that shoppers already know report a median ROAS of 13.5 against 3.1 for stores selling their own brand, partly because shoppers already search for those brand names. The own-brand row has 4 accounts, one below our floor of 5.
What CPC, CPM, CTR and ROAS mean
- 1Sees the adCPMCost per 1,000 impressionsHK$9.11 Meta Awareness median
- 2ClicksCTRShare of viewers who click4.98% Non-brand Search median
- 3Pays per clickCPCCost of each clickHK$8.37 Non-brand Search median
- 4BuysROASRevenue divided by ad spend9.56 Google ecommerce median
How to compare these figures with your account
- 01
Compare like with like
Compare your non-brand Search CPC with the non-brand Search row, and your industry with its own row. Brand Search clicks cost far less (HK$1.93 median against HK$8.37 for non-brand), so an account-wide average mixes two different numbers.
- 02
Start from your own break-even ROAS
The ROAS your business needs depends on your gross margin: break-even ROAS is 1 divided by gross margin. A store with a 40% margin breaks even at 2.5, whatever the Hong Kong median is.
- 03
Platform ROAS is not store revenue
Google and Meta each count the sales they think their own ads drove, so both can count the same order. Compare platform ROAS with your store's actual revenue before you change the budget. See why Meta Ads ROAS is higher than Shopify sales.
- 04
Check cost per conversion as well as CPC
Cheap clicks only help if they turn into enquiries or sales. If your CPC is low but your cost per conversion is high, check the search terms and the landing page before changing bids.
Compare every campaign type in your account with these medians
No login needed. Send one month's Ads Manager export, or the monthly report your agency sends you, on WhatsApp. We place each campaign type against this release and reply with three numbered findings, each ending in a question you can take to your next agency meeting.
- 01Tell us your monthly spend band and who runs the account today.
- 02Send the export or the agency report as a file in the same chat.
- 03Read the three findings. Decide whether a 20-minute call is worth your time.
How these figures are calculated
- Pool
- Client accounts managed by Kick Ads, billed in Hong Kong dollars, active and not test accounts, with spend in the period. 40 accounts in this release: 35 Google Ads, 17 Meta, 12 on both.
- Period
- 1 August to 31 October 2026. Google channel type is stored from 10 September, so Demand Gen uses September and October only. Cost per conversion and ROAS use September and October, when conversion categories are available.
- Unit
- One account, one vote. Each cell is the median and the 25th and 75th percentile of account-level ratios, so one large account cannot move the number.
- Floors
- In the three-month tables, a median needs 5 accounts and a P25 to P75 band needs 8. If one account holds more than 40% of a cell's spend, the figure is not published. The 12-month industry CPC and own-brand ROAS rows use fewer accounts.
- Brand
- Brand and non-brand Search are split by campaign name, so some brand searches sit in the non-brand rows.
- Conversions
- Google cost per conversion is given only for accounts where one conversion category (purchase, or contact) holds at least 80% of conversions. Meta conversions are not comparable across accounts and are not reported. Conversions revise for up to 30 days after the snapshot.
- Industry CPC
- Median non-brand Search CPC per industry, November 2025 to October 2026. Most industries have fewer than 5 accounts. Industries with one account or none show Keyword Planner's low suggested bid.
- ROAS by brand type
- Google Ads ROAS from November 2025 to October 2026 for ecommerce accounts with at least 20 conversions, split by whether the store sells its own brand or brands made by other companies. Subscription and service accounts are left out.
- Industry bids
- Keyword Planner historical metrics, Hong Kong, Traditional Chinese and English keyword sets written by Kick Ads, pulled 3 November 2026. Property and accommodation also includes 40 new developments on sale, pulled 10 November 2026.
- Next release
- February 2027, covering November 2026 to January 2027. The query and the anonymised per-account table are kept with each release.
Source: Hong Kong-targeted accounts managed by Kick Ads, August to October 2026, and Google Keyword Planner.
Common questions
What is the average CPC for Google Ads in Hong Kong?
In the Hong Kong accounts we managed from August to October 2026, the median CPC for non-brand Google Search was HK$8.37, and the middle 50% of accounts paid between HK$5.58 and HK$13.12. With brand campaigns included, the median for all Search was HK$3.41.
Why is my CPC higher than these figures?
Usually the industry. Keyword Planner's low suggested bid for financial services is about nine times the ecommerce bid. If your CPC is still high for your industry, check match types and Quality Score first.
What is a good ROAS for ecommerce in Hong Kong?
It depends on your gross margin: break-even ROAS is 1 divided by gross margin. Over the past 12 months, stores in our accounts selling other companies' brands reported a median Google ROAS of 13.5, and stores selling their own brand 3.1.
How often is this page updated?
Every three months. The next update is in February 2027 and covers November 2026 to January 2027.