Report: E-commerce Advertising Click Costs (CPC) Up 15% Over the Past Year
The effectiveness of e-commerce advertising has significantly declined. A recent report states that Google Ads click costs increased by 15% over the past year, while advertising return on investment (ROAS) declined by over 40%, forcing merchants to seek more diversified customer acquisition channels.
What are the key facts?
- 1Google Ads click costs rose 15% year-over-year
- 2Advertising return on investment (ROAS) decreased by over 40%
- 3Data covers €1.38 billion in advertising spending
What happened?
A report by Channable analyzed over €10 billion in advertising spending in the European e-commerce market, finding that from June 2025 to June 2026, the average click cost on Google Ads rose by 15%, while the ROAS decreased by over 40%.
What does this mean for cross-border sellers?
The risk of over-relying on a single advertising channel is increasing; sellers must optimize ad targeting accuracy and explore diversified customer acquisition methods such as off-platform traffic generation.