$1.85
Avg CPC
Higher due to mixed intent keywords
2.4%
CTR
2.1%
Conv Rate
3.8x
Avg ROAS
Understated if not including SaaS LTV
$95
Avg AOV
$68
Avg CPA
Source: Hybrid SaaS + 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, either product line
Bundle seekers
Problem-aware buyers
Tech-savvy buyers
Comparison shoppers
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product/Software Name] + [Key Benefit] + [Subscription/One-time] 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:
Unless you have a free tier, avoid freebie seekers
Don't want your software, want to do it themselves
May be looking to leave competitors, but often just comparing
Price-sensitive buyers have lower LTV
Won't pay for software
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Segmentation
$3,000-6,000/month
Separate campaigns, tracking, and attribution for each revenue stream
Optimization
$8,000-18,000/month
Scale each stream independently based on true LTV metrics
Cross-Sell Focus
$25,000+/month
Sophisticated subscriber exclusions and cross-sell campaigns
Common Mistakes
7 costly Google Ads mistakes for saas + physical products
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
SaaS + Physical Products Audit
Complete saas + physical products Google Ads guide