Google Ads Ecommerce Benchmarks 2026
12,000+ Performance Max campaigns.Real numbers.
ROAS, CPC, and conversion rates aggregated across 200+ ecom brands under ZenoX Media management. Eight verticals. Four campaign types. Four spend tiers. Updated May 2026.
ROAS by vertical
What each vertical actually returns.
Ranges are P25 to P75 from our managed account cohort. The top quarter outperforms the upper bound. The bottom quarter underperforms the lower bound. These are not promises. They are what the median account looks like.
| Vertical | ROAS range | CPC range | CVR range | Note |
|---|---|---|---|---|
| Jewelry | 3.5 - 5x | €0.40 - €1.20 | 1.5 - 3.5% | Higher with margin-tier custom labels and Q4 gifting structure |
| Fashion | 2.8 - 4x | €0.25 - €0.80 | 2 - 4% | Seasonal peaks can run significantly higher with catalog-drop structure |
| Home Decor | 3 - 4.5x | €0.20 - €0.70 | 1.5 - 3% | Q4 gifting wave is the primary revenue driver for most accounts |
| Beauty | 3.5 - 5x | €0.30 - €0.90 | 2 - 4% | Tools and devices at the upper end; commodity beauty at the lower end |
| Pets | 3 - 4x | €0.20 - €0.65 | 2.5 - 4.5% | Seasonal windows (Halloween, summer, winter) can peak above 5x |
| Furniture | 4 - 6x | €0.35 - €1.00 | 0.8 - 2% | Requires 90-day conversion windows to capture the full buying cycle |
| Supplements | 2.5 - 3.5x | €0.50 - €1.50 | 2 - 5% | First-order ROAS only; LTV ROAS for subscription brands runs significantly higher |
| Dropshipping | 2.5 - 3.5x | €0.15 - €0.55 | 1.5 - 3% | Velocity labels and GMC compliance are the primary ROAS levers |
Campaign type benchmarks
Performance Max vs Standard Shopping vs Search.
The right campaign mix depends on your vertical. Most accounts run all three and let each serve a different part of the buying journey.
Performance Max
+15 to +30% vs Standard Shopping
Best for: Visual categories, high-SKU catalogs, multi-channel buyers
Watch out for: Requires strong feed, asset groups, and custom labels to perform
Standard Shopping
Baseline
Best for: High-intent specific queries, Search-heavy categories
Watch out for: Outperforms PMax on precise-intent verticals like auto and specialty products
Search
Highest intent, not comparable to Shopping
Best for: Brand defence, high-intent buying queries, bottom-funnel capture
Watch out for: Runs alongside Shopping, not instead of it; essential for jewelry and supplements
Demand Gen
+25 to +40% incremental contribution on visual verticals
Best for: Beauty, home decor, furniture - long consideration, visual buying
Watch out for: Takes 45-60 days to show meaningful contribution; patience required
Time to first conversion by spend tier
How fast should your account start working?
Smart Bidding needs conversion data to work. The time to first conversion tells you how quickly the account moves out of the learning phase. Higher spend means more auction entries, faster learning.
| Spend tier | Time to first conversion | What this means |
|---|---|---|
| €1K - €5K/month | 5-10 days | Limited Smart Bidding data; manual or Max Clicks start recommended |
| €5K - €20K/month | 3-7 days | Enough data for tROAS within 30 days; standard onboarding path |
| €20K - €100K/month | 1-5 days | Established signal; focus shifts to SKU-level optimization and margin tier |
| €100K+/month | 1-3 days | Conversion volume is not the constraint; feed quality and custom labels are |
These are median times across our managed cohort. High-AOV verticals (furniture, fine jewelry) take longer because conversion volume is lower. Clean GMC setup and strong feed work consistently shorten the learning phase regardless of spend tier.
Benchmark FAQ
Questions about these benchmarks.
Drop your store URL on WhatsApp. We pull your numbers up live on the call and show you exactly where you are against the benchmark for your vertical.
If you are above the median, we will tell you. If you are below, we will tell you why and what to change.
