Jan 6, 2026
Google Ads Benchmarks for E-commerce 2025
8.92%
CTR
$3.49
CPC
3.83%
CVR
$47.94
CPL/CPA
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Year-Over-Year Change
Highest CTR but moderate CVR—many browsers, fewer buyers
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E-commerce sees Google's highest Search CTR (8.92%) but middling 3.83% CVR. High CTR with moderate conversion signals strong ad relevance but a gap between interest and purchase. Many searchers compare prices, read reviews, then buy elsewhere—or abandon carts. Shopping campaigns typically outperform Search for products with 1.91% CVR at $0.66 CPC versus $3.49. The key insight: use Search for branded and high-intent terms, Shopping for product discovery.
Shift budget from Search to Shopping campaigns for product queries—lower CPC ($0.66 vs $3.49) with higher CVR. Use Search for branded terms where you should capture 90%+ of clicks. Implement remarketing for cart abandoners. Feed optimization is critical for Shopping—titles and images determine CTR.
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Data Source
WordStream/LocaliQ
Data Year & Month
2025-03
Sample Size
16,446 US campaigns