Google Ads Benchmarks for E-commerce 2025
E-commerce Google Search: 8.92% CTR (highest), 3.83% CVR, $47.94 CPA. Shopping campaigns often more efficient.
Google Ads · Retail Ecommerce · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 8.92% |
| CPC | $3.49 |
| CVR | 3.83% |
| CPL / CPA | $47.94 |
What the numbers mean
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.
Year-over-year change
Highest CTR but moderate CVR—many browsers, fewer buyers
How to act on this
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.
Source: WordStream/LocaliQ · 16,446 US campaigns · 2025-03