$2.15
Avg CPC
Higher due to B2B competition
1.8%
Avg CTR
0.9%
Conv Rate
5.5x
Avg ROAS
Higher AOV enables strong ROAS despite low CVR
$850
Avg AOV
$180
Avg CPA
Source: B2B ecommerce benchmarks 2025
Different campaign types have very different performance profiles. Here's what to expect:
| Campaign Type | CPC | CTR | CVR | ROAS | Note |
|---|---|---|---|---|---|
| Brand Search | $0.75 | 3.2% | 1.8% | 13.8x | Highest ROAS, protect at all costs |
| Google Shopping | $1.72 | 2.2% | 0.9% | 5.5x | Core ecommerce campaign type |
| Performance Max | $2.04 | 1.6% | 0.8% | 5.2x | Variable - depends on segmentation |
| Dynamic Remarketing | $1.07 | 1.1% | 2.3% | 9.9x | Great for cart recovery |
| Non-Brand Search | $3.22 | 1.4% | 0.5% | 3.3x | High CPC - use selectively |
CPC and ROAS vary significantly by quarter. Plan your budget accordingly:
Avg CPC
$2.04
Avg ROAS
5.0x
Avg CPC
$1.98
Avg ROAS
5.5x
Avg CPC
$2.11
Avg ROAS
5.2x
Avg CPC
$2.69
Avg ROAS
6.3x
Our B2B Wholesale audit compares your metrics against these benchmarks across 6 key areas:
B2C Traffic Filtering
Eliminating consumer clicks from campaigns
Quote Attribution
Tracking quotes to closed deals
Sales Cycle Mapping
Understanding 30-90 day B2B cycles
Offline Conversion Setup
Connecting CRM data to Google Ads
MOQ Communication
Reducing abandonment from MOQ surprise
Decision-Maker Targeting
Reaching purchase-authorized contacts