Google Shopping Benchmarks for Apparel
Apparel Shopping: $19.29 CPA (lowest), 2.70% CVR. Visual format ideal for fashion. Image quality drives CTR.
Updated July 2026.
Data vintage warning: the benchmark figures below trace to WordStream studies from 2018–2019 — the most recent large public study of this channel. Treat them as historical reference points, not current market rates. For context, 2026 vendor-grade aggregates put Display CPC around ~$0.44 (vendor estimate).
Google Ads · Shopping
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.76% |
| CPC | $0.69 |
| CVR | 2.70% |
| CPL / CPA | $19.29 |
What the numbers mean
Apparel achieves Shopping's best CPA ($19.29) with strong 2.70% CVR. Fashion is inherently visual, and Shopping's image-forward format is ideal for showcasing products. The low CPA makes apparel Shopping highly profitable for most margins. Success depends heavily on image quality—lifestyle photography outperforms flat product shots. Feed optimization is particularly important: color, size, and style attributes help match searches.
Year-over-year change
Best CPA in Shopping—visual format perfect for fashion
How to act on this
Invest in high-quality lifestyle imagery—fashion performance correlates with image quality. Feed optimization critical: include color, size, style, and material attributes. Test Performance Max with fashion-specific creative assets. Segment by margin: promote high-margin items more aggressively.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only