At a glance
4.8x
Avg ROAS, ecommerce Google Ads
Compare Shopping, Performance Max, Search, and Remarketing performance for ecommerce advertisers.
| Campaign Type | ROAS | CPC | CVR | CPA | Notes |
|---|---|---|---|---|---|
| Standard Shopping | 5.4x | $0.62 | 3.8% | $16.40 | Product-level bidding; high control |
| Performance Max | 4.6x | $0.84 | 3.1% | $27.10 | Full automation; best with product feed + customer list signals |
| Dynamic Search Ads | 3.8x | $0.72 | 2.8% | $25.70 | Great for large catalogs; less control over queries |
| Search (branded) | 8.4x | $0.42 | 6.4% | $6.60 | Protect brand terms; block competitor conquest |
| Search (non-brand) | 3.2x | $1.24 | 2.4% | $51.70 | Higher CPC; target high-intent product queries |
| Remarketing / RLSA | 7.2x | $0.44 | 5.8% | $7.60 | Best ROAS; segment by cart abandoners for top performance |
| Display Remarketing | 2.8x | $0.22 | 1.4% | $15.70 | Lower ROAS but strong for re-engaging window shoppers |
| YouTube (shopping intent) | 2.4x | $0.84 | 0.8% | $105.00 | Upper funnel; use for seasonal awareness |
| Category | ROAS | CPC | CVR | Avg AOV | CPA |
|---|---|---|---|---|---|
| Electronics & Gadgets | 3.8x | $0.98 | 2.4% | $284 | $40.80 |
| Fashion / Apparel | 4.4x | $0.72 | 2.8% | $84 | $25.70 |
| Beauty / Skincare | 5.2x | $0.64 | 3.8% | $64 | $16.80 |
| Home & Garden | 4.8x | $0.74 | 3.2% | $148 | $23.10 |
| Sports & Outdoor | 5.4x | $0.68 | 3.6% | $112 | $18.90 |
| Health & Supplements | 6.2x | $0.58 | 4.4% | $74 | $13.20 |
| Toys & Baby | 4.6x | $0.52 | 3.4% | $58 | $15.30 |
| Food & Beverage (DTC) | 5.8x | $0.48 | 4.8% | $68 | $10.00 |
| Jewelry & Accessories | 3.4x | $0.88 | 1.8% | $184 | $48.90 |
| Pet Products | 5.6x | $0.54 | 4.2% | $72 | $12.90 |
| Auto Parts & Accessories | 4.2x | $0.84 | 2.8% | $124 | $30.00 |
| Office / B2B Supplies | 4.8x | $0.78 | 3.4% | $96 | $22.90 |
Google Shopping ROAS is almost entirely determined by product feed quality. Titles should follow: Brand + Product Type + Key Attributes (size, color, material). Poor titles lower impression share 40–60% and increase CPC by 25–35%.
Separate high-margin from low-margin products into different campaigns with different ROAS targets. Chasing ROAS on $8 profit items at the same rate as $80 profit items destroys unit economics.
RLSA bid modifiers of +100–+200% for cart abandoners routinely produce 7–10x ROAS. This single audience segment often accounts for 30–40% of Google Ads revenue for mid-size ecommerce brands.
PMax with customer list signals (past purchasers, email subscribers) outperforms PMax without signals by average 1.8x ROAS. Don't launch PMax without at minimum 1,000 matched customers in your seed list.
These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyThe industry average is 4.8x, but the right target depends on your margins. Formula: Minimum ROAS = 1 ÷ gross margin %. At 25% margins, you need at least 4x ROAS to break even on ad spend. Target 5–7x ROAS for healthy profitability at typical ecommerce margins of 30–40%.
Ecommerce Industry Benchmarks
All-channel benchmarks for ecommerce
Google Shopping Benchmarks
Shopping-specific campaign benchmarks
Google Performance Max Benchmarks
PMax performance data
Meta Ads Ecommerce Benchmarks
Facebook & Instagram ecommerce benchmarks
ROAS Benchmarks
ROAS benchmarks by channel and industry
Average Order Value Benchmarks
AOV benchmarks by category and channel
Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.
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Written by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024