{
  "schemaVersion": 1,
  "reviewedOn": "2026-10-16",
  "purpose": "Contextual external observations, not performance guarantees or unified funnels.",
  "niches": [
    {
      "id": "addiction",
      "label": "Addiction treatment",
      "model": "leadgen"
    },
    {
      "id": "mental-health",
      "label": "Mental health",
      "model": "leadgen"
    },
    {
      "id": "legal",
      "label": "Legal services",
      "model": "leadgen"
    },
    {
      "id": "business-services",
      "label": "B2B & professional services",
      "model": "leadgen"
    },
    {
      "id": "dental",
      "label": "Dental services",
      "model": "leadgen"
    },
    {
      "id": "home-services",
      "label": "Home services & improvement",
      "model": "leadgen"
    },
    {
      "id": "beauty",
      "label": "Beauty & personal care services",
      "model": "leadgen"
    },
    {
      "id": "education",
      "label": "Education & training",
      "model": "leadgen"
    },
    {
      "id": "finance",
      "label": "Finance & insurance",
      "model": "leadgen"
    },
    {
      "id": "physicians",
      "label": "Physicians & surgeons",
      "model": "leadgen"
    },
    {
      "id": "ecommerce",
      "label": "Ecommerce & retail",
      "model": "ecommerce"
    },
    {
      "id": "skincare",
      "label": "Skincare & DTC beauty",
      "model": "ecommerce"
    },
    {
      "id": "fashion",
      "label": "Fashion & accessories",
      "model": "ecommerce"
    },
    {
      "id": "home-goods",
      "label": "Home goods & furniture",
      "model": "ecommerce"
    },
    {
      "id": "food",
      "label": "Food & consumer goods",
      "model": "ecommerce"
    },
    {
      "id": "saas",
      "label": "SaaS & subscriptions",
      "model": "subscription"
    },
    {
      "id": "manufacturing",
      "label": "Manufacturing",
      "model": "leadgen"
    },
    {
      "id": "staffing",
      "label": "Staffing & recruitment",
      "model": "leadgen"
    },
    {
      "id": "real-estate",
      "label": "Real estate",
      "model": "leadgen"
    },
    {
      "id": "travel",
      "label": "Travel & hospitality",
      "model": "leadgen"
    },
    {
      "id": "custom",
      "label": "Other / enter my own",
      "model": "leadgen"
    }
  ],
  "active": [
    {
      "id": "legal-cpc",
      "niche": "legal",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 9.87,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "legal-cpl",
      "niche": "legal",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 131.63,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "legal-leadRate",
      "niche": "legal",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 5.55,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "business-services-cpc",
      "niche": "business-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 5.87,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "business-services-cpl",
      "niche": "business-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 93.69,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "business-services-leadRate",
      "niche": "business-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 4.85,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "dental-cpc",
      "niche": "dental",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 8,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "dental-cpl",
      "niche": "dental",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 72.97,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "dental-leadRate",
      "niche": "dental",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 10.67,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "home-services-cpc",
      "niche": "home-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 8.33,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "home-services-cpl",
      "niche": "home-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 90.92,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "home-services-leadRate",
      "niche": "home-services",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 8.05,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "beauty-cpc",
      "niche": "beauty",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 4.62,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "beauty-cpl",
      "niche": "beauty",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 39.25,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "beauty-leadRate",
      "niche": "beauty",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 10.35,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "education-cpc",
      "niche": "education",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 4.81,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "education-cpl",
      "niche": "education",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 77.48,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "education-leadRate",
      "niche": "education",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 13.14,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "finance-cpc",
      "niche": "finance",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 3.39,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "finance-cpl",
      "niche": "finance",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 74.44,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "finance-leadRate",
      "niche": "finance",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 2.64,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "physicians-cpc",
      "niche": "physicians",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 4.76,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "physicians-cpl",
      "niche": "physicians",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 40.04,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "physicians-leadRate",
      "niche": "physicians",
      "source": "WordStream / LocaliQ 2026 search report",
      "sourceUrl": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "periodStart": "2025-04-01",
      "periodEnd": "2026-03-31",
      "sample": "13,474 US campaigns; at least 52 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 12.43,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "mental-health-cpc",
      "niche": "mental-health",
      "source": "LocaliQ healthcare search report",
      "sourceUrl": "https://localiq.com/blog/healthcare-search-advertising-benchmarks/",
      "periodStart": "2024-10-01",
      "periodEnd": "2025-09-30",
      "sample": "3,542 US healthcare campaigns; at least 43 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpc",
      "value": 4.22,
      "label": "Cost per click",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "clicks"
    },
    {
      "id": "mental-health-cpl",
      "niche": "mental-health",
      "source": "LocaliQ healthcare search report",
      "sourceUrl": "https://localiq.com/blog/healthcare-search-advertising-benchmarks/",
      "periodStart": "2024-10-01",
      "periodEnd": "2025-09-30",
      "sample": "3,542 US healthcare campaigns; at least 43 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "cpl",
      "value": 141.17,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "mental-health-leadRate",
      "niche": "mental-health",
      "source": "LocaliQ healthcare search report",
      "sourceUrl": "https://localiq.com/blog/healthcare-search-advertising-benchmarks/",
      "periodStart": "2024-10-01",
      "periodEnd": "2025-09-30",
      "sample": "3,542 US healthcare campaigns; at least 43 per category",
      "statistic": "median",
      "channelScope": "pooled-search",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Advertising spend; sales and overhead not established",
      "audienceScope": "Not broken out",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Google and Microsoft pooled. Independent medians; tracked conversions may differ. Context only, not a prediction.",
      "metric": "leadRate",
      "value": 1.85,
      "label": "Click-to-conversion rate",
      "unit": "percent",
      "numerator": "tracked conversions",
      "denominator": "ad clicks"
    },
    {
      "id": "addiction-cpl",
      "niche": "addiction",
      "source": "Webserv State of Rehab Marketing 2025",
      "sourceUrl": "https://webserv.io/resources/benchmarks/state-of-rehab-marketing-2025/",
      "periodStart": "2025-01-01",
      "periodEnd": "2025-12-31",
      "sample": "Active agency clients; 40,652 leads and 994 admissions",
      "statistic": "aggregate client portfolio",
      "channelScope": "mixed-ppc",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Publisher describes admission cost as fully loaded; cost reconciliation not provided",
      "audienceScope": "Mixed payer models and PPC channels",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Mixed-channel agency portfolio; not a Google or Microsoft benchmark. Admission cost scope is not directly comparable to media CAC. No automatic scenario targets.",
      "metric": "cpl",
      "value": 406,
      "label": "Cost per lead",
      "unit": "USD",
      "numerator": "ad spend",
      "denominator": "tracked leads/conversions"
    },
    {
      "id": "addiction-cpv",
      "niche": "addiction",
      "source": "Webserv State of Rehab Marketing 2025",
      "sourceUrl": "https://webserv.io/resources/benchmarks/state-of-rehab-marketing-2025/",
      "periodStart": "2025-01-01",
      "periodEnd": "2025-12-31",
      "sample": "Active agency clients; 40,652 leads and 994 admissions",
      "statistic": "aggregate client portfolio",
      "channelScope": "mixed-ppc",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Publisher describes admission cost as fully loaded; cost reconciliation not provided",
      "audienceScope": "Mixed payer models and PPC channels",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Mixed-channel agency portfolio; not a Google or Microsoft benchmark. Admission cost scope is not directly comparable to media CAC. No automatic scenario targets.",
      "metric": "cpv",
      "value": 2552,
      "label": "Cost per completed VOB",
      "unit": "USD",
      "numerator": "reported spend",
      "denominator": "completed VOBs"
    },
    {
      "id": "addiction-cpq",
      "niche": "addiction",
      "source": "Webserv State of Rehab Marketing 2025",
      "sourceUrl": "https://webserv.io/resources/benchmarks/state-of-rehab-marketing-2025/",
      "periodStart": "2025-01-01",
      "periodEnd": "2025-12-31",
      "sample": "Active agency clients; 40,652 leads and 994 admissions",
      "statistic": "aggregate client portfolio",
      "channelScope": "mixed-ppc",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Publisher describes admission cost as fully loaded; cost reconciliation not provided",
      "audienceScope": "Mixed payer models and PPC channels",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Mixed-channel agency portfolio; not a Google or Microsoft benchmark. Admission cost scope is not directly comparable to media CAC. No automatic scenario targets.",
      "metric": "cpq",
      "value": 5959,
      "label": "Cost per viable VOB",
      "unit": "USD",
      "numerator": "reported spend",
      "denominator": "viable VOBs"
    },
    {
      "id": "addiction-admissionCost",
      "niche": "addiction",
      "source": "Webserv State of Rehab Marketing 2025",
      "sourceUrl": "https://webserv.io/resources/benchmarks/state-of-rehab-marketing-2025/",
      "periodStart": "2025-01-01",
      "periodEnd": "2025-12-31",
      "sample": "Active agency clients; 40,652 leads and 994 admissions",
      "statistic": "aggregate client portfolio",
      "channelScope": "mixed-ppc",
      "currency": "USD",
      "country": "US",
      "costCoverage": "Publisher describes admission cost as fully loaded; cost reconciliation not provided",
      "audienceScope": "Mixed payer models and PPC channels",
      "verifiedOn": "2026-10-16",
      "status": "verified-context",
      "note": "Mixed-channel agency portfolio; not a Google or Microsoft benchmark. Admission cost scope is not directly comparable to media CAC. No automatic scenario targets.",
      "metric": "admissionCost",
      "value": 16608,
      "label": "Reported cost per admission",
      "unit": "USD",
      "numerator": "reported acquisition spend",
      "denominator": "admissions"
    }
  ],
  "withheld": [
    {
      "category": "Microsoft standalone CPC/CVR/CPA",
      "status": "historical",
      "reason": "Supplied tuple traces to 2017. Not a current default.",
      "source": "https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks"
    },
    {
      "category": "B2B opportunity costs labeled CAC",
      "status": "definition-mismatch",
      "reason": "Cost per opportunity is not customer acquisition cost. Preserve event denominator; no automatic default."
    },
    {
      "category": "Meta-only B2B opportunity rate",
      "status": "scope-mismatch",
      "reason": "Supplied source aggregates Meta and LinkedIn; not Meta-only."
    },
    {
      "category": "Pinterest niche CPC/CVR/CPA tuples",
      "status": "pending-reconciliation",
      "reason": "Independent supplied figures do not form a coherent scenario and primary provenance is incomplete."
    },
    {
      "category": "TikTok supplied 2025 CPA/CVR",
      "status": "unverified-vintage",
      "reason": "Accessible publisher report has a different reporting window. No substitution of current ecommerce CPA into lead generation."
    },
    {
      "category": "First Page Sage B2B/B2C CAC",
      "status": "context-not-activated",
      "reason": "Selected agency campaign sample, high-ticket consumer skew and uncertain cost coverage; not matched niche/channel acquisition targets.",
      "source": "https://firstpagesage.com/marketing/cac-by-channel-fc/"
    },
    {
      "category": "Fixed channel LTV:CAC ratios",
      "status": "assumption-only",
      "reason": "Fixed revenue LTV is not channel-cohort contribution LTV. No profitability ranking or generic LTV default."
    },
    {
      "category": "Qualification, MQL, SQL, opportunity and close rates",
      "status": "user-entered",
      "reason": "Different definitions and study populations. Use observed nested stages or explicit targets."
    },
    {
      "category": "Email, SEO, referrals, ABM and direct mail",
      "status": "user-entered",
      "reason": "Audience maturity, attribution, cost scope and conversion event differ. Compare matched cohorts rather than raw cross-source averages."
    },
    {
      "category": "Billboard / OOH",
      "status": "measurement-required",
      "reason": "Use tracked responses descriptively and experiments for incremental outcomes; no fabricated direct CPL."
    },
    {
      "category": "Universal 3:1 health threshold and CAC correction percentages",
      "status": "not-a-rule",
      "reason": "Targets depend on contribution, payback and cash; no automatic generic correction factor."
    }
  ]
}