$1.15
Avg CPC
Lower than average, high volume
2.8%
CTR
2.6%
Conv Rate
4.5x
Avg ROAS
Strong when optimized for repeat purchase
$52
Avg AOV
$42
Avg CPA
Source: Pet industry advertising 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 purchase intent
Subscription-seeking = high LTV
Breed-specific = qualified buyer
'Dog allergies food' = specific need
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Pet Type/Breed] + [Product Type] + [Size/Age Designation] 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:
Information seeking, not buying
Research phase, often buys elsewhere
Freebie seekers, no revenue
Worried owner, not product buyer
DIY, not purchasing
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$1,500-3,000/month
Product feed optimization, subscription landing pages, breed targeting
Growth
$5,000-10,000/month
Expand Shopping, breed-specific campaigns, subscription remarketing
Scale
$15,000+/month
YouTube for pet content, influencer/breed community targeting, auto-ship focus