$1.45
Avg CPC
10% lower than Shopify average
2.6%
CTR
2.1%
Conv Rate
3.8x
Avg ROAS
Variable due to setup quality differences
$78
Avg AOV
$52
Avg CPA
Source: Varos 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:
Direct purchase intent, ready to convert
High-intent, conversion-focused
Specific variant searches convert well
Local intent, but online fallback
Budget-defined, ready to buy
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Key Attribute] + [Variant] 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 plugins, not products
Won't purchase, wants to make their own
B2B intent unless you serve that market
Zero purchase intent
Information seeking, not buying
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$1,500-3,000/month
Fix feed issues, implement proper tracking, establish baselines
Growth
$5,000-10,000/month
Expand Shopping coverage, add non-brand search, test remarketing
Scale
$15,000+/month
Consider PMax (with clean feed), geographic expansion, audience expansion