$1.55
Avg CPC
Similar to Shopify
2.7%
CTR
2.4%
Conv Rate
4.2x
Avg ROAS
Higher AOV drives better ROAS when optimized
$115
Avg AOV
$58
Avg CPA
Source: BigCommerce Partner Data 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 searches with category refinement
BigCommerce excels at B2B, capture this intent
B2B buyers searching for quantity deals
Direct purchase intent
Technical buyers, higher conversion
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Key Spec] + [Unit/Pack Size if B2B] 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:
Platform searches, not product buyers
Developer queries, not purchases
Often tire-kickers, especially B2B
Zero purchase intent
Research phase, low conversion
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,500-5,000/month
Fix feed issues, separate B2B/B2C tracking, establish baselines
Growth
$8,000-15,000/month
Scale Shopping, add B2B-specific campaigns, expand remarketing
Scale
$25,000+/month
Multi-storefront optimization, international expansion, offline conversion tracking