Vertical guide · 2026
Google Ads for Ecommerce
Google Ads for ecommerce rewards discipline. Shopping and Performance Max dominate the channel mix, but the advertisers who win are the ones who treat attribution rigorously and don't let branded search inflate acquisition metrics.
Indicative CPC range
$0.9 to $3
Conversion rate
1.5% to 4%
Typical budget
$2,000–$50,000/month
Key challenges
- 1.Performance Max campaigns are a black box — limited visibility into asset performance
- 2.Branded vs non-branded search cannibalization can inflate ROAS on paper
- 3.Cart abandonment is where the most is lost: remarketing is critical
- 4.Seasonality swings (Q4 doubles CPCs in most verticals)
Winning tactics
- Split branded search into its own campaign and don't include it in ROAS targets for acquisition
- Run Performance Max alongside traditional Shopping for A/B visibility
- Use audience signals in PMax (customer lists, in-market) to steer the algorithm
- Dynamic remarketing with product feed integration pulls abandoned carts back
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