Jan 6, 2026
Google Shopping Benchmarks 2025
0.86%
CTR
$0.66
CPC
1.91%
CVR
$38.87
CPL/CPA
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Year-Over-Year Change
More efficient than Search for product queries
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Shopping delivers $0.66 CPC (87% cheaper than Search's $5.26) with better CVR for products (1.91% vs e-commerce Search at 3.83%). The efficiency comes from clearer intent: Shopping ads show price and image before click, so users who click are more qualified. For e-commerce, Shopping should be the primary campaign type for product queries, with Search reserved for branded terms and informational queries. Feed optimization determines Shopping success.
Prioritize Shopping over Search for product queries—87% cheaper CPC with comparable conversion. Feed quality determines performance: optimize titles, images, and product data. Use Search only for branded terms and informational queries. Segment Shopping by margin to bid profitably on different products.
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Data Source
Store Growers
Data Year & Month
2024
Sample Size
Historical aggregate