Average Google Ads Cost per Click (CPC) for E-Commerce

For the DTC brands in our panel, the median Google Ads cost per click is €0.57 as of August 2026, up about 6 percent from €0.54 a year earlier, and the middle half of brands sits between €0.42 and €0.76. By industry, the median ranges from €0.53 in fashion & accessories to €0.74 in home & living. It is an account-level blend of Search, Shopping and Performance Max.

The median across our panel is €0.57. Widely quoted averages of several dollars per click describe Search campaigns across all industries, including expensive B2B and legal keywords. E-commerce accounts spend much of their budget on Shopping and Performance Max, where clicks are far cheaper, which is why the e-commerce figure sits well below them.

One below the value of a click. At the median shop conversion rate of 2.31 percent and the median basket of €78.25, a session is worth about €1.81 in revenue, or about €1.08 in gross profit at a 60 percent margin. Clicks costing more than that only pay off through repeat orders.

The panel's median moved from €0.41 in July 2022 to €0.57 in August 2026, with a peak of €0.68 in November 2025. More advertisers bid on the same shopping intent, automated bidding raises bids toward the conversion value it predicts, and Q4 adds a seasonal premium.

Improve the inputs Google rewards: relevant ads and landing pages, product feeds with complete titles and attributes for Shopping, and negative keywords that keep spend off searches that do not buy. Then check bidding targets: a tROAS or tCPA set without margin data will happily buy expensive clicks that never pay back.

It is aggregated from the connected ad accounts, first-party tracking and Shopify orders of a subset of adtribute customers, all direct-to-consumer brands. The panel is balanced, the same brands in every month since July 2022, so the line moves because the market moved, not because the panel changed. Only medians and quartile bands are published, never a single brand's value, and the series updates every month.