$1.75
Avg CPC
Higher than Shopify due to speed issues
2.4%
CTR
1.9%
Conv Rate
3.6x
Avg ROAS
Higher AOV partially compensates for lower CVR
$135
Avg AOV
$72
Avg CPA
Source: Varos Enterprise Ecommerce Benchmarks 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 category intent
Magento stores often sell technical products
Many Magento stores serve B2B
Magento handles B2B pricing well
Industry-specific intent
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Key Spec] + [SKU 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:
Looking for Magento extensions/themes, not products
Developers, not buyers
Often means software, not physical products
Technical/implementation queries
Developer audience, not purchase intent
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$3,000-6,000/month
Fix speed, configure feed properly, verify tracking
Growth
$10,000-20,000/month
Expand category coverage, add B2B audience targeting
Scale
$30,000+/month
Multi-region expansion, offline conversion import for B2B