$2.15
Avg CPC
Higher due to B2B competition
1.8%
CTR
0.9%
Conv Rate
5.5x
Avg ROAS
Higher AOV enables strong ROAS despite low CVR
$850
Avg AOV
$180
Avg CPA
Source: B2B 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:
Explicit wholesale/bulk intent
Quantity purchasing intent
Business sourcing search
Commercial use context
Industry-specific B2B
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product] + [Wholesale/Bulk] + [Pack Quantity] 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:
Consumer intent primarily
Retail/consumer search
Price-focused consumer
Consumer use case
Individual purchase, not bulk
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-5,000/month
Quote tracking, B2B keyword focus, extended attribution
Growth
$8,000-15,000/month
Industry vertical expansion, offline conversion import
Scale
$25,000+/month
LinkedIn + Google Ads integration, trade show retargeting, account-based targeting