$1.35
Avg CPC
Moderate, spikes during gift seasons
2.4%
CTR
1.8%
Conv Rate
4.2x
Avg ROAS
Higher AOV enables strong ROAS when optimized
$145
Avg AOV
$68
Avg CPA
Source: Jewelry 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:
Gift buyers have urgency and budget
Brand-aware, purchase-ready
Anniversary, birthday, graduation = urgent
'Minimalist necklace,' 'vintage ring' = defined preference
'14k gold necklace' = budget-qualified
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Material] + [Product Type] + [Style Descriptor] 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:
Price-sensitive, quality-skeptical
Making their own, not buying
Research, not purchase
Different market segment
Already owns, not buying
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-4,000/month baseline
Quality photos, gift messaging, trust signals on site
Seasonal
3x baseline during gift seasons
November-December, Valentine's, Mother's Day scaled budgets
Scale
$15,000+/month peak
YouTube for brand awareness, influencer targeting, international gift markets
Common Mistakes
7 costly Google Ads mistakes for jewelry & accessories
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
Jewelry & Accessories Audit
Complete jewelry & accessories Google Ads guide