What does a click actually cost?
Median CPC by category across OpenAI Ads, Perplexity, and Gemini. Sourced from Cillex client accounts (anonymized) and public reporting. Updated monthly.
Updated: May 2026 · Source: Cillex Index Q2'26 preview · Geo: US
| Category | OpenAI Ads | Perplexity | Gemini |
|---|---|---|---|
| DTC apparel | $3.40 | $4.10 | $2.80 |
| DTC skincare | $4.20 | $5.60 | $3.40 |
| DTC supplements | $5.10 | $6.20 | $4.10 |
| B2B SaaS · devtools | $11.80 | $14.20 | $9.40 |
| B2B SaaS · vertical | $9.40 | $11.80 | $7.60 |
| FinServ · lending | $22.50 | $28.40 | $18.20 |
| FinServ · insurance | $18.40 | $22.10 | $15.30 |
| Health · telehealth | $8.20 | $9.40 | $6.80 |
| Local services · trades | $2.80 | $3.20 | $2.20 |
| Real estate · agent | $6.40 | $7.20 | $5.10 |
| Travel · OTA | $3.90 | $4.60 | $3.10 |
| Education · cohort | $7.10 | $8.40 | $5.80 |
Numbers are median observed CPC across Cillex-managed and partner-shared accounts, weighted by impression volume. Variance is high — the 90th percentile is typically 2–3× the median in competitive categories. Use these as a sanity-check baseline, not a forecast.
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