$1.12
Avg CPC
Moderate, varies by product category
2.9%
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 vastly different CPCs for ecommerce. Here's what to expect:
Product-focused ads with high purchase intent. Best for catalog-based advertising with visual products.
Blends Shopping, Search, Display, and YouTube. CPC varies widely based on where Google shows your ads.
Your brand name keywords. Cheap CPCs but don't let PMax cannibalize these—run separately for control.
Generic product keywords. High competition drives up CPCs. Only profitable with high AOV or strong conversion rates.
Retarget cart abandoners with specific products. Low CPC because you're targeting warm audiences.
Focus your budget on these high-converting keywords:
Brand-aware, ready to purchase
Problem-aware buyer with purchase intent
Variant-specific = ready to buy
Higher AOV bundle buyers
Solution seekers with purchase intent
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Shade/Variant] + [Skin Type/Concern if relevant] Well-structured titles improve Quality Score and lower Shopping CPCs by 15-25%.
Create separate campaigns for Winners (high ROAS), Potentials (volume), and low performers. Bid aggressively on winners, conservatively on the rest.
Run branded keywords in a separate Search campaign. This prevents PMax from claiming credit for cheap brand clicks and inflating your actual CPC.
Fix disapproved products, add GTINs, include all recommended attributes. Higher feed quality = better auction eligibility = lower CPCs.
These keywords drain your budget with low purchase intent:
Information seeking, extremely low conversion
Looking for cheaper options
Already owns product or watching content
Low AOV, negative margin risk
DIY/research phase
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-4,000/month
Hero products focus, fix shade targeting, establish concern-based campaigns
Growth
$6,000-12,000/month
Expand catalog coverage, add routine/set campaigns, scale remarketing
Scale
$18,000+/month
YouTube for brand awareness, influencer audience targeting, international
Common Mistakes
7 costly Google Ads mistakes for beauty & cosmetics
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Beauty & Cosmetics Audit
Complete beauty & cosmetics Google Ads guide