$1.85
Avg CPC
15% higher than general ecommerce
3.2%
CTR
2.8%
Conv Rate
3.5x
Avg ROAS
Lower due to brand building costs
$85
Avg AOV
$65
Avg CPA
Source: Triple Whale D2C 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 shoppers with purchase intent
Problem-aware buyers comparing options
Quality-focused D2C buyers
High-LTV subscription seekers
Values-aligned D2C customers
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product] + [Key Differentiator] + [Size/Variant] 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:
Buyers want Amazon, not your D2C site
Margin killers seeking deals
Price-sensitive, not brand-loyal
Usually favors established competitor
Research phase, low conversion
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$3,000-5,000/month
Establish baseline CAC, separate brand vs non-brand, implement LTV tracking
Growth
$8,000-15,000/month
Scale non-brand winners, test new audience segments, expand product coverage
Scale
$20,000+/month
Geographic expansion, YouTube for brand lift, offline conversion tracking