$1.45
Avg CPC
Moderate, varies by ingredient focus
2.5%
CTR
3.2%
Conv Rate
4.8x
Avg ROAS
Higher than average due to repurchase rates
$55
Avg AOV
$38
Avg CPA
Source: Varos Supplements 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, ready to purchase
Goal-oriented with purchase intent
Subscription seekers have high LTV
Higher AOV, educated buyer
Direct purchase intent
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Supplement Type] + [Key Ingredient] + [Dosage/Count] 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:
Medical claim, policy violation risk
Informational, not purchase intent
Concern/research phase
Medical comparison, compliance risk
Freebie seekers, no LTV
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-4,000/month
Establish compliant campaigns, build reviews, test subscription messaging
Growth
$6,000-12,000/month
Scale Shopping, add goal-based Search, expand remarketing
Scale
$18,000+/month
YouTube for education/brand, influencer targeting, international (compliance permitting)
Common Mistakes
7 costly Google Ads mistakes for supplements & vitamins
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
Supplements & Vitamins Audit
Complete supplements & vitamins Google Ads guide