Absolute PKR figures move with auction competition and season. Ratios like ROAS, CTR, and conversion rate are more stable and more useful for planning.
Benchmarks
Marketing benchmarks for Pakistani SMEs
Realistic, aggregated ranges for the metrics businesses ask about — CPC, CTR, conversion rate, CPL, and ROAS across Google Ads, Meta Ads, and SEO. Use them to plan, not to promise.
How to read these numbers: ranges are aggregated and illustrative, drawn from typical performance
we observe plus public industry data. Your actual results depend on your tracking, offer, creative, and market.
Google Ads (Search & Shopping)
PKR & ratios| Metric | Ecommerce | Services / Lead gen | Notes |
|---|---|---|---|
| Cost per click (CPC) | PKR 40–180 | PKR 60–350 | Higher for high-intent B2B/finance keywords |
| Click-through rate (CTR) | 2%–6% | 3%–8% | Shopping CTR skews higher on brand terms |
| Conversion rate (landing) | 1.5%–4% | 2%–8% | Lead forms convert higher than checkout |
| Cost per lead (CPL) | PKR 800–2,500 | PKR 1,000–4,500 | Varies sharply by vertical & geography |
| Target ROAS (ecommerce) | 3x–6x | — | Profitable only above your break-even ROAS |
Meta Ads (Facebook & Instagram)
PKR & ratios| Metric | Ecommerce | Services / Lead gen | Notes |
|---|---|---|---|
| Cost per 1,000 impressions (CPM) | PKR 250–900 | PKR 300–1,200 | Lower in Pakistan than Western markets |
| Click-through rate (CTR) | 0.8%–2.5% | 0.9%–2.5% | Driven almost entirely by creative quality |
| Cost per click (CPC) | PKR 15–80 | PKR 20–110 | Cheaper than Google for low-intent reach |
| Cost per lead (CPL) | PKR 300–1,200 | PKR 400–1,800 | Retargeting leads cost a fraction of cold |
| ROAS (ecommerce) | 2x–5x | — | Blended incl. retargeting & catalogue ads |
SEO & organic
Ratios & timelines| Metric | Ecommerce | Services / Lead gen | Notes |
|---|---|---|---|
| Time to first ranking movement | 2–4 months | 2–4 months | Technical + content fixes show fastest |
| Time to meaningful organic traffic | 4–9 months | 6–12 months | Depends on competition & domain history |
| Top-10 keyword conversion to traffic | 30%–60% | 30%–60% | Only for genuine commercial-intent terms |
| Organic conversion rate | 1%–3% | 2%–6% | Organic often converts above paid |
How to use benchmarks
Numbers without context mislead. Here is the context.
CPMs and CPCs in Pakistan are materially lower than in the UK or US, so the same budget buys more reach — but conversion-rate and creative quality still decide results.
A 'good' ROAS only matters relative to your margins. Calculate your break-even ROAS before setting targets so profitability, not vanity, drives decisions.
Every benchmark here assumes reliable tracking. Under-counted conversions make real performance look worse than it is — which is why we fix measurement first.
Benchmark your own accounts
See how your numbers compare — free.
We will audit your tracking, ads, and SEO and show you where you sit against these benchmarks, and what to fix first.