$1.65
Avg CPC
Higher than general ecommerce due to competition
2.8%
CTR
1.8%
Conv Rate
3.2x
Avg ROAS
Lower before return adjustment, higher after for quality brands
$95
Avg AOV
$58
Avg CPA
Source: Common Thread Collective Fashion 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 ready to buy
e.g., 'midi wrap dress' vs generic 'dress'
Wedding guest, work, date night = purchase intent
Quality-focused buyers: silk, linen, cashmere
Petite, plus size, tall = underserved niches
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Style] + [Product Type] + [Color] + [Material if premium] 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:
Pinterest-stage browsing, not buying
Race to bottom, attracts returns
Research phase, influencer-seeking
Looking for exact item they can't afford
Inspiration seeking, low purchase intent
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-4,000/month
Focus on bestsellers, fix feed quality, implement return-adjusted ROAS
Growth
$6,000-12,000/month
Expand to full in-season catalog, add occasion-based campaigns
Scale
$18,000+/month
Lifestyle-focused PMax, YouTube for brand awareness, influencer audience targeting
Common Mistakes
7 costly Google Ads mistakes for fashion & apparel
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
Fashion & Apparel Audit
Complete fashion & apparel Google Ads guide