Whether you’re dialing in your digital strategy or aiming to boost return on ad spend, understanding how your paid efforts stack up against others in your space is crucial. That’s why we whipped up this 2024 eCommerce PPC industry benchmark report - built from actual campaign data across Google Ads and Analytics, and tailored to four of the most competitive eCommerce verticals:
We’re serving up the averages on CPC, CTR, and conversion rate so you can see how your performance compares and uncover opportunities to rise above the fold.
How We Mixed Up the Data
This report blends real-world data from across our client portfolio, focusing specifically on paid traffic insights from Google Ads and campaign performance tracked via GA4. The data reflects a full calendar year of activity (2024) and includes both B2C and DTC brands spanning four highly active industries.
Each figure represents an average across businesses within its vertical. And while no two brands are the same, these benchmarks are a helpful guidepost to understand what’s typical and what’s possible for PPC.
Average CPC By Industry
Definition: The average cost of an individual click on an ad.
Apparel & Accessories - This category had fairly average metrics at $0.88 cost per click. With the highly visual aspect of this industry, CPCs were much higher for Search campaigns, but Display and Video significantly reduced the industry averages.
Home Goods - This category reported the lowest CPCs overall until Q4, when holiday traffic caused a spike, doubling Q1 averages. Early planning and smart budget pacing were key to staying efficient during peak season.
Furniture & Home Decor - CPCs in this space stayed consistent throughout the year. While not as low as Home Goods in the off-season, steady costs made planning easier. Brands using strong visuals and retargeting tactics saw reliable performance.
Health & Wellness - This vertical had the highest CPCs, about $0.60 more than other industries. High competition drove up costs, making Quality Score, relevant keywords, and optimized landing pages essential for staying efficient.Average CTR By Industry
Definition: The rate at which users who view an ad click through to the website.
Apparel & Accessories - With a 1.4% average CTR, this category landed on the lower end. Heavy use of Display ads brought high impressions, but fewer clicks - a common tradeoff with visually driven campaigns.
Home Goods - CTR averaged 2.3% for this category. Results varied based on product complexity, but brands that used seasonal promotions in ad copy saw notable lifts in performance.
Furniture & Home Decor - Leading the pack with a 3.2% average CTR, this category benefited from consistent promotions throughout the year. Timely, sales-focused ad copy proved especially effective.
Health & Wellness - This vertical had the lowest CTR in 2024. With more cautious shoppers, clear and trustworthy ad copy made a big difference in driving engagement.Conversion Rate By Industry
Definition: The rate at which users who clicked an ad purchased on the website.
Apparel & Accessories - This category saw average conversion rates. While Search campaigns can underperform, Shopping and Performance Max campaigns helped balance the results.
Home Goods - With a 2.28% conversion rate, this category peaked during Q4. Holiday sales drove strong results, but conversions dipped during the off-season.
Furniture & Home Decor - Despite strong CTRs, this category had the lowest conversion rate. Higher-priced items often require longer decision cycles, slowing direct conversions.
Health & Wellness - This vertical led in conversion rate at 3.7%. Though fewer clicks, those who did engage were often persuaded by informative pages and strong testimonials.
How to Use Industry Benchmarking Against Your Data
Here’s how to turn these PPC insights into action:
- Spot performance gaps – Is your CPC way above average or your CTR lagging behind? It could signal issues with targeting, creative, or ad formats.
- Double down on wins – Getting great conversions but low impression share? It may be time to boost your budget or expand your campaign types.
- Set smarter goals – Use these benchmarks as a reality check when planning quarterly or annual PPC performance targets.
- Refine your strategy – If Home Goods thrives on seasonal promotions or Health & Wellness crushes conversions with strong landing pages, ask yourself: What’s working and what can I adapt to fit my own campaigns?
FAQs
Which PPC KPIs are most important for eCommerce?
Start with cost per click (CPC), clickthrough rate (CTR), and conversion rate. Together, they paint a clear picture of how visible your ads are to how efficiently they’re turning clicks into revenue.
What is benchmarking in PPC?
It’s the process of measuring your performance against industry standards. By comparing your results to category averages, you can identify gaps, uncover strengths, and make smarter optimizations.
How do my store’s PPC metrics compare to these benchmarks?
Pull your data from GA4 and Google Ads, then match it up against these benchmarks. Pinpoint where you’re falling short and where you’re excelling, then refine your strategy accordingly.
