In case you are running an online business, chances are you are not new to paid search marketing and the display network.
The display network (ads outside of Google on publisher sites useful for generating awareness) generates 5x the volume of impressions but 1/5 of the clicks compared to the search network (searches within Google and its partners).
The infographic below created by Wordstream provides some very useful research for benchmarking paid search marketing at a high level.
It will give you an idea of the conversion rates you can expect when making the business case.
You need to know that the infographic is based on advertisers across industries using their AdWords performance grader over one billion dollars of spend.