If you’re running Google Ads for an ecommerce store, the biggest question is usually:
What kind of return should I actually expect?
This page breaks down real performance data from retail and ecommerce campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Retail & Ecommerce | 8 | $285,483.10 | 26,155,659.00 | 290,437.00 | 24,552.98 | 1.11% | 8.45% | $0.98 | $11.63 | $0.00 | 0 | 0 |
| 2024 | Retail & Ecommerce | 10 | $414,198.16 | 27,894,777 | 449,188 | 27133.2 | 1.60% | 6.00% | $0.92 | $15.27 | $2,295,334.43 | 554.16% | 1 |
| 2025 | Retail & Ecommerce | 11 | $888,431.77 | 36,832,449 | 832,540 | 51,676.42 | 2.30% | 6.20% | $1.07 | $17.19 | $10,481,011.82 | 1180% | 1 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Retail & Ecommerce | Cross-network | $126,623.50 | 102,389.00 | 11,478,025.00 | 1,878.10 | $380,566.50 | 0.89% | 1.83% | $1.24 | $67.42 |
| 2023 | Retail & Ecommerce | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Retail & Ecommerce | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Retail & Ecommerce | Google Display Network | $13,009.16 | 47,357.00 | 4,846,916.00 | 19,367.78 | $19,386.06 | 0.98% | 40.90% | $0.27 | $0.67 |
| 2023 | Retail & Ecommerce | Google Search | $142,519.70 | 135,414.00 | 9,055,871.00 | 3,299.10 | $236,695.20 | 1.50% | 2.44% | $1.05 | $43.20 |
| 2023 | Retail & Ecommerce | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Retail & Ecommerce | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Retail & Ecommerce | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Retail & Ecommerce | Search partners | $1,179.28 | 3,699.00 | 271,233.00 | 8.00 | $164.89 | 1.36% | 0.22% | $0.32 | $147.41 |
| 2023 | Retail & Ecommerce | YouTube | $2,151.49 | 1,578.00 | 503,614.00 | 0.00 | $0.00 | 0.31% | 0.00% | $1.36 | inf |
| 2024 | Retail & Ecommerce | Cross-network | $286,194.20 | 286,347.00 | 21,987,582.00 | 16,341.16 | $1,802,354.00 | 1.30% | 5.71% | $1.00 | $17.51 |
| 2024 | Retail & Ecommerce | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Retail & Ecommerce | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Retail & Ecommerce | Google Display Network | $7,637.37 | 39,667.00 | 3,458,909.00 | 6,793.00 | $6,789.00 | 1.15% | 17.13% | $0.19 | $1.12 |
| 2024 | Retail & Ecommerce | Google Search | $115,216.00 | 112,559.00 | 846,347.00 | 3,988.06 | $485,074.20 | 13.30% | 3.54% | $1.02 | $28.89 |
| 2024 | Retail & Ecommerce | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Retail & Ecommerce | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Retail & Ecommerce | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Retail & Ecommerce | Search partners | $2,192.16 | 4,869.00 | 239,408.00 | 11.00 | $1,116.95 | 2.03% | 0.23% | $0.45 | $199.29 |
| 2024 | Retail & Ecommerce | YouTube | $2,958.46 | 5,746.00 | 1,362,531.00 | 0.00 | $0.00 | 0.42% | 0.00% | $0.51 | inf |
| 2025 | Retail & Ecommerce | Cross-network | $630,798.10 | 609,824.00 | 31,016,472.00 | 38,675.78 | $8,353,175.38 | 1.97% | 6.34% | $1.03 | $16.31 |
| 2025 | Retail & Ecommerce | Discover | $195.37 | 315.00 | 13,833.00 | 1.34 | $305.55 | 2.28% | 0.43% | $0.62 | $145.80 |
| 2025 | Retail & Ecommerce | Gmail | $798.66 | 9,100.00 | 62,464.00 | 0.00 | $0.00 | 14.57% | 0.00% | $0.09 | inf |
| 2025 | Retail & Ecommerce | Google Display Network | $2,687.20 | 9,734.00 | 1,025,449.00 | 47.00 | $45.00 | 0.95% | 0.48% | $0.28 | $57.17 |
| 2025 | Retail & Ecommerce | Google Search | $250,187.20 | 189,715.00 | 4,259,347.00 | 12,912.30 | $2,120,771.18 | 4.45% | 6.81% | $1.32 | $19.38 |
| 2025 | Retail & Ecommerce | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Retail & Ecommerce | Google owned channels | $1,176.51 | 6,484.00 | 134,293.00 | 0.00 | $0.00 | 4.83% | 0.00% | $0.18 | inf |
| 2025 | Retail & Ecommerce | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Retail & Ecommerce | Search partners | $2,151.60 | 7,092.00 | 259,424.00 | 40.00 | $6,714.71 | 2.73% | 0.56% | $0.30 | $53.79 |
| 2025 | Retail & Ecommerce | YouTube | $437.21 | 276.00 | 61,167.00 | 0.00 | $0.00 | 0.45% | 0.00% | $1.58 | inf |
Retail and ecommerce campaigns rely on a mix of Search and broader networks, combining high-intent conversions with larger-scale visibility and product discovery.
Compared to service industries:
This leads to:
Retail campaigns often show:
However:
Compared to legal or home services:
Unlike service businesses:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
