Google Ads Benchmarks 2026
What 200 ecom brandsactually returnon Google Ads.
Median ROAS, CPA and conversion-rate ranges aggregated across 200+ ecom accounts under ZenoX Media management. Last updated 2026-04-27. €200M+ in cumulative managed spend.
How to read these
Numbers are last-12-month medians, not averages. The range is P25 to P75 - the top quarter of accounts in each niche outperforms the upper bound; the bottom quarter underperforms the lower bound. ROAS = revenue / spend on Google Ads only; CPA is in EUR.
These are not promises. They are what the median account looks like in the cohort. Yours could be more or less. We will tell you on the strategy call.
Fashion
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU | €10-30K/mo | 3.4x | 2.6x - 4.2x | €28 | 1.9% |
| EU | €30-80K/mo | 4.1x | 3.2x - 5.4x | €24 | 2.3% |
| US | $20-60K/mo | 3.2x | 2.4x - 4.0x | €32 | 1.7% |
- EU €10-30K/mo: Q4 lifts ROAS by ~25% over the rest of the year.
- EU €30-80K/mo: Two-asset-group PMax becomes meaningful at this tier.
- US $20-60K/mo: US fashion CPCs run higher; expect lower median ROAS than EU.
Jewelry
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU | €5-30K/mo | 2.8x | 2.0x - 3.6x | €58 | 0.9% |
| EU | €30-100K/mo | 3.4x | 2.6x - 4.4x | €48 | 1.1% |
- EU €5-30K/mo: Engagement and bridal categories see longer consideration windows.
- EU €30-100K/mo: Title rewrites on top 80 SKUs typically lift ROAS 30-50% at flat spend.
Home Decor
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU | €10-50K/mo | 3.1x | 2.4x - 3.9x | €42 | 1.4% |
| US | $20-80K/mo | 2.9x | 2.2x - 3.7x | €48 | 1.3% |
- EU €10-50K/mo: Variant-heavy catalogues need item-group ID engineering.
- US $20-80K/mo: Two asset groups beat one PMax by ~17% ROAS at flat spend.
Dropshipping (Fashion)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU | €5-30K/mo | 2.9x | 2.0x - 3.8x | €22 | 2.1% |
- EU €5-30K/mo: Velocity labels surface viral SKUs into Champions inside 72 hours.
Dropshipping (Pets)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU/US | $3-25K/mo | 3.2x | 2.4x - 4.1x | €18 | 2.5% |
- EU/US $3-25K/mo: Q4 gifting windows compound seasonal ROAS.
Dropshipping (Kitchen)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU/US | $3-30K/mo | 3.0x | 2.2x - 3.9x | €20 | 2.3% |
- EU/US $3-30K/mo: November-December lifts CVR by ~40% over Q1.
Dropshipping (Beauty Tools)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU/US | $3-20K/mo | 2.7x | 2.0x - 3.5x | €25 | 1.8% |
- EU/US $3-20K/mo: Demand Gen alongside PMax lifts ROAS 30-40% in this niche.
Dropshipping (Fitness)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| EU/US | $3-25K/mo | 2.8x | 2.1x - 3.6x | €22 | 1.9% |
- EU/US $3-25K/mo: January wave is the spike; Q2-Q3 base buyer is the steady margin.
Travel & Experiential
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| US | $10-40K/mo | 2.7x | 2.0x - 3.4x | €38 | 1.6% |
- US $10-40K/mo: Long consideration windows; server-side tracking matters more here.
All ecom (Dubai)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| AE | AED 25-100K/mo | 2.6x | 1.9x - 3.5x | €52 | 1.5% |
- AE AED 25-100K/mo: CPCs run 2-3x EU equivalent; margin floors matter.
All ecom (Netherlands)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| NL | €5-50K/mo | 3.5x | 2.7x - 4.5x | €26 | 2.0% |
- NL €5-50K/mo: iDEAL conversions need server-side tracking to come through cleanly.
All ecom (Germany)
| Region | Spend tier | Median ROAS | P25 - P75 | CPA | CVR |
|---|---|---|---|---|---|
| DE | €10-80K/mo | 3.3x | 2.5x - 4.3x | €30 | 1.8% |
- DE €10-80K/mo: Klarna and Sofort tracking via webhooks lifts attributed conversion volume 25-35%.
Drop your store URL on WhatsApp. Thirty-minute call. We pull your numbers up live and show you where you sit against the median for your niche.
If you are above the median, we will tell you. If you are below, we will tell you why.
