$1.65
Avg CPC
Higher due to competition and high AOV
2.1%
CTR
1.4%
Conv Rate
3.8x
Avg ROAS
Lower conversion rate offset by high AOV
$285
Avg AOV
$125
Avg CPA
Source: Home goods ecommerce analysis 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, past research phase
Direct online purchase intent
Specific size = knows their space
Shipping-aware, ready to buy
Defined style preference = committed
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Type] + [Style] + [Key Dimension if furniture] 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
Looking for local stores, not online
Wants in-person experience
Building themselves, not buying
Different price expectations
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$3,000-6,000/month
Lifestyle photos, shipping transparency, extended remarketing setup
Growth
$10,000-20,000/month
Expand Shopping, add brand campaigns, 60-day remarketing windows
Scale
$30,000+/month
YouTube for room inspiration, AR/visualization tools, offline conversion tracking
Common Mistakes
7 costly Google Ads mistakes for home & furniture
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
Home & Furniture Audit
Complete home & furniture Google Ads guide