B2B average conversion rates?

[anagentile]

Hi guys,

I've been struggling trying to find average conversion rates for qualified traffic (e.g. PPC) for lead generation/phone calls in the B2B  services(non- SaaS) environment. I know that it varies depending on the industry, but having at least an idea would help us a lot.

Any information you can provide would be very valuable. Thanks a lot.

[troy.evans]

Hi Analia,

Thanks for asking this great question. Unfortunately, you are right, benchmark averages can vary quite a bit.

However, there is a recent post from the WordStream blog that has some data on industry averages. For B2B conversion rates they have seen 2.58% in search and 0.96% in display. There are also averages for other industries like 'Finance & Insurance' which might be closer to your specific business.

http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

I hope you find this post to be helpful!

[anagentile]

Thanks a lot Troy.