$1.12
Avg CPC
Moderate, varies by product category
2.9%
Avg CTR
2.8%
Conv Rate
5.1x
Avg ROAS
Higher than general ecommerce due to repurchase rates
$65
Avg AOV
$42
Avg CPA
Source: Common Thread Collective Beauty Report 2025
Different campaign types have very different performance profiles. Here's what to expect:
| Campaign Type | CPC | CTR | CVR | ROAS | Note |
|---|---|---|---|---|---|
| Brand Search | $0.39 | 5.2% | 5.6% | 12.8x | Highest ROAS, protect at all costs |
| Google Shopping | $0.90 | 3.5% | 2.8% | 5.1x | Core ecommerce campaign type |
| Performance Max | $1.06 | 2.6% | 2.5% | 4.8x | Variable - depends on segmentation |
| Dynamic Remarketing | $0.56 | 1.7% | 7.0% | 9.2x | Great for cart recovery |
| Non-Brand Search | $1.68 | 2.3% | 1.7% | 3.1x | High CPC - use selectively |
CPC and ROAS vary significantly by quarter. Plan your budget accordingly:
Avg CPC
$1.06
Avg ROAS
4.6x
Avg CPC
$1.03
Avg ROAS
5.1x
Avg CPC
$1.10
Avg ROAS
4.8x
Avg CPC
$1.40
Avg ROAS
5.9x
Our Beauty & Cosmetics audit compares your metrics against these benchmarks across 6 key areas:
Shade/Variant Performance
Identifying which variants convert vs. waste budget
Ingredient Keyword ROI
Separating high-intent from informational searches
Influencer Spike Attribution
Measuring paid vs. organic during brand moments
Sample to Full-Size Tracking
Following sample buyers to subsequent purchases
Bundle/Set Optimization
Finding missed high-AOV opportunities
Skin Concern Mapping
Aligning product ads with concern-based searches