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How Much Do Google Ads Cost for Shopping, Collectibles & Gifts?

In 2026, Shopping, Collectibles & Gifts advertisers pay an average of $4.14 per click on Google Ads Search — that's 13% below the 23-industry average of $4.77. Below are the full 2026 benchmarks with year-over-year change vs 2025.

Real WordStream 2026 data, independently cross-validated
Avg. CPC
$4.14
▲ 19% vs 2025 ($3.49)
CTR
8.28%
▼ 7% vs 2025 (8.92%)
Conv. Rate
4.01%
▲ 5% vs 2025 (3.83%)
Cost / Lead
$49.40
▲ 3% vs 2025 ($47.94)

What these numbers mean for your budget

At $4.14 per click and a 4.01% conversion rate, a Shopping, Collectibles & Gifts advertiser needs roughly 25 clicks to generate one lead, landing cost per lead near $49.40 — 24% below the cross-industry average of $64.92. A $1,000/month budget would buy about 242 clicks and roughly 10 leads.

👉 Plug your own spend and revenue into the ROAS calculator, or estimate clicks and leads for any budget with the Google Ads cost calculator.

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Source: WordStream 2026 Google Ads Benchmarks · Data year 2026 (with 2025 YoY) · Google Ads Search · Updated 2026-07-05