How much do Google ads cost in 2026?

Google Ads has an average CPC of $2.69 across Search and Display networks. Search ads tend to be more expensive ($2-5 CPC) but have higher intent, while Display ads are cheaper ($0.50-2 CPC) with lower conversion rates. Shopping ads average $0.66 CPC.

What is a good ROAS for Google ads?

The average ROAS for Google Ads is around 2.0x. For Search campaigns, 3-4x is considered good. Shopping campaigns often achieve higher ROAS (4-8x) due to high purchase intent. Display and YouTube campaigns typically have lower ROAS but serve brand awareness goals.

What's the difference between Google Ads ROAS and target ROAS?

Your actual ROAS is the measured return from your campaigns. Target ROAS (tROAS) is a Smart Bidding strategy where you tell Google the ROAS you want to achieve, and Google's algorithm adjusts bids automatically. Start with a tROAS close to your current ROAS, then gradually increase it.

Which Google Ads campaign type has the best ROAS?

Shopping campaigns typically deliver the highest ROAS for e-commerce (4-8x), followed by branded Search (5-10x). Performance Max campaigns combine all Google networks and use AI to optimize across Search, Shopping, Display, YouTube, and Gmail for the best overall ROAS.

How can I improve my Google Ads ROAS?

Focus on high-intent keywords, use negative keywords aggressively, optimize Quality Score (aim for 7+), test responsive search ads, use Performance Max for e-commerce, implement enhanced conversions for better tracking, and regularly review search terms reports.

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Google Ads Optimization Tips

Use Performance Max campaigns for e-commerce — Google's AI optimization across all networks often outperforms manual campaign structures

Implement enhanced conversions to recover 5-15% of lost conversion data and improve Smart Bidding performance

Focus on Quality Score optimization — a score of 7+ reduces CPC by 50% and improves ad position

Use negative keywords aggressively — review search terms reports weekly and add irrelevant terms to negative lists

Set up tROAS bidding after accumulating 50+ conversions — start at your current ROAS and increase gradually by 10-20%

Ad Platform Benchmarks (2025-2026)

Based on 2025-2026 industry reports from WebFX, Triple Whale, and TrendTrack. Benchmarks in USD.

Platform CPC, CPM, CTR & ROAS Benchmarks

Platform	CPC	CPM	CTR	CVR	Avg. ROAS
Facebook Ads	$0.97	$7.19	0.9%	9.21%	2x
TikTok Ads	$1.00	$10.00	0.84%	1.1%	2.5x
Instagram Ads	$1.15	$7.91	0.58%	1.08%	1.8x
Google Ads	$2.69	$38.40	3.17%	3.75%	2x
LinkedIn Ads	$5.26	$33.80	0.65%	2.35%	1.5x
YouTube Ads	$0.02 (CPV)	$9.68	0.65%	1.4%	2.2x

Average ROAS by Industry

Industry	Avg. ROAS
E-commerce	2.5x
Retail	2.2x
DTC Brands	2.8x
B2B / SaaS	1.5x
Services	1.8x
Education	2x
Travel & Hospitality	2.3x

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