Forrester applied its search marketing review methodology to more than 150 paid search ads from the travel, consumer packaged goods (CPG), automotive, financial services, business services, and consumer electronics industries to create performance benchmarks for marketers related to paid search ads. Compared with our 2014 assessment results, most ads performed better overall. But two-fifths of ads still failed, and all industries have room for improvement. This report guides marketers to craft more effective search engine ads.