$1.45
Avg CPC
Moderate, varies by ingredient focus
2.5%
Avg CTR
3.2%
Conv Rate
4.8x
Avg ROAS
Higher than average due to repurchase rates
$55
Avg AOV
$38
Avg CPA
Source: Varos Supplements Benchmarks 2025
Different campaign types have very different performance profiles. Here's what to expect:
| Campaign Type | CPC | CTR | CVR | ROAS | Note |
|---|---|---|---|---|---|
| Brand Search | $0.51 | 4.5% | 6.4% | 12.0x | Highest ROAS, protect at all costs |
| Google Shopping | $1.16 | 3.0% | 3.2% | 4.8x | Core ecommerce campaign type |
| Performance Max | $1.38 | 2.3% | 2.9% | 4.6x | Variable - depends on segmentation |
| Dynamic Remarketing | $0.72 | 1.5% | 8.0% | 8.6x | Great for cart recovery |
| Non-Brand Search | $2.17 | 2.0% | 1.9% | 2.9x | High CPC - use selectively |
CPC and ROAS vary significantly by quarter. Plan your budget accordingly:
Avg CPC
$1.38
Avg ROAS
4.3x
Avg CPC
$1.33
Avg ROAS
4.8x
Avg CPC
$1.42
Avg ROAS
4.6x
Avg CPC
$1.81
Avg ROAS
5.5x
Our Supplements & Vitamins audit compares your metrics against these benchmarks across 6 key areas:
Compliance Review
Identifying claim-based disapproval risks
Query Intent Classification
Separating buyer queries from health research
Subscription Optimization
Maximizing subscribe-and-save conversion
Stack/Bundle Performance
Identifying missed high-AOV opportunities
Trust Signal Impact
Measuring review count on conversion rates
Certification Highlighting
Testing third-party validation messaging