Google Ads Benchmarks for E-commerce 2026
2026 Google Search benchmarks for e-commerce: CPC $4.14, CTR 8.28%, CVR 4.01%, CPL $49.40.
Updated July 2026.
Google Ads · Retail Ecommerce · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 8.28% |
| CPC | $4.14 |
| CVR | 4.01% |
| CPL / CPA | $49.40 |
What the numbers mean
E-commerce Search posts a strong 8.28% CTR but a lower 4.01% conversion rate — typical of browse-heavy shopping behavior. CPL sits at $49.40, below the cross-industry average.
Year-over-year change
High CTR; conversion rate in the lower band as expected for retail browsing.
What changed in 2026
Most retail budget continues shifting to Shopping and Performance Max. Triple Whale's 2026 e-commerce data shows a median Google ROAS of ~3.68 (down ~10% YoY) as CPMs rose.
How to act on this
Treat Search as one channel inside a PMax/Shopping mix and judge it on blended ROAS or MER rather than channel-level CPL. Keep your product feed pristine — it now drives most retail delivery.
Source: LocaliQ/WordStream 2026 report, updated June 1, 2026 · 13,000+ US campaigns across 23 industries (blends Google + Microsoft Ads; data Apr 2025–Mar 2026). Notably, average CPL fell year over year for the first time in five years.