Google Shopping Benchmarks 2025
Google Shopping: $0.66 CPC (87% cheaper than Search), 1.91% CVR, $38.87 CPA. Prioritize for e-commerce.
Google Ads · Shopping
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.86% |
| CPC | $0.66 |
| CVR | 1.91% |
| CPL / CPA | $38.87 |
What the numbers mean
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.
Year-over-year change
More efficient than Search for product queries
How to act on this
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.
Source: Store Growers · Historical aggregate · 2024