ScaleyGoogle Ads Benchmarks for Ecom Stores: What ROAS Is Normal
A normal Google Ads ROAS for a store is about 2.19x to 2.43x, depending on niche. That is the median account in fashion, home decor and general stores, across 387 accounts run by ZenoX Media from 30 August to 2 November 2026. The middle half of fashion stores ran 1.72x to 2.50x. Blended across every account, ROAS was 2.45x.
Written and reviewed by Christopher Krassnig
- Blended ROAS across every account
- 2.45x
- Accounts in the study
- 462
- Days of data, ending 2 November 2026
- 65
- Niches big enough for their own row (10+ accounts)
- 3
Average ROAS for Google Ads by Niche
"Average" here means the typical store. We use the median, so one huge account cannot pull the number up or down. Each row is one niche. The dot is the median account: half the stores did better, half did worse. The bar is the middle half of stores, from the 25th to the 75th percentile.
- Median account
- Middle half of accounts (25th to 75th percentile)
| Niche | Accounts | 25th percentile | Median | 75th percentile | Margin to break even at the median |
|---|---|---|---|---|---|
| Fashion | 292 | 1.72x | 2.19x | 2.50x | 46% |
| Home Decor | 66 | 2.06x | 2.42x | 2.74x | 42% |
| General Store | 29 | 2.04x | 2.43x | 2.63x | 42% |
Fashion is the biggest group and has the lowest median, at 2.19x. A quarter of fashion accounts ran under 1.72x. Home decor and general stores sit close together, at 2.42x and 2.43x.
Look at the last column. It is the gross margin a store at the median needs just to break even on ad spend (1 divided by the ROAS). Check it against your own margin after product cost, shipping and fees. If yours is lower, a normal ROAS loses money.
Why is the blended 2.45x above every niche median? They are two different numbers. Blended ROAS adds up all conversion value and divides it by all spend, so each account counts as much as it spends. The median counts every store once. They also come from two different pulls: the blended figure covers all 462 accounts with 7 outlier account-days taken out, and the niche rows cover 387. So do not read the gap as "big accounts do better". Nothing here shows that. If you are a small store, the median is your fairer yardstick.
Google Ads ROAS Benchmarks by Niche and Country
This is a second cut, from a second pull of the agency's data. It splits stores by niche and by the market they sell in. Only pairs with 10 or more accounts made the cut. It does not add up to the niche table above, so read each table on its own.
- Median account
| Niche and country | Accounts | Median ROAS | Margin to break even |
|---|---|---|---|
| Fashion, United States | 92 | 2.33x | 43% |
| Fashion, United Kingdom | 38 | 2.25x | 45% |
| Fashion, Poland | 19 | 2.29x | 44% |
| Fashion, Sweden | 17 | 2.27x | 45% |
| Fashion, Netherlands + Belgium | 15 | 2.33x | 43% |
| Fashion, Netherlands | 12 | 2.30x | 44% |
| Home Decor, United Kingdom | 13 | 2.60x | 39% |
| Home Decor, Poland | 12 | 2.52x | 40% |
Fashion barely moves by country. Every fashion row sits between 2.25x and 2.33x. In our data the niche moves ROAS more than the market does.
Home decor ran above fashion in both markets where we have enough accounts: 2.60x in the UK and 2.52x in Poland.
The fashion-wide median (2.19x) sits below every fashion country row. That can happen because this table only holds 193 of the 292 fashion accounts. It leaves out 31 with no country set and every market with fewer than 10 accounts. The two tables also come from different pulls.
How We Got These Numbers
- Whose accounts
- Google Ads accounts run by ZenoX Media, the agency I founded. The study covers the 462 accounts our portfolio tool had Google Ads data for in the window. That is a different count from a different tool, so it is not our live client count.
- Window
- The blended figure covers 30 August to 2 November 2026 (65 days). That comes from its own day-by-day data. The niche and country tools do not say which days they cover. We pulled everything on 3 November 2026, so we show their rows next to the same dates, but we cannot prove they match.
- The metric
- ROAS as Google Ads reports it per account: conversion value divided by cost. Not profit, and not your store-wide revenue.
- Niche rows
- The median, 25th and 75th percentile of per-account ROAS. The niche is our own tag on the account. 387 of the 462 accounts land in a niche row. The rest sit in niches under 10 accounts, have no niche tag, or are not in that pull.
- Left out
- 7 outlier account-days with a ROAS of 20x to 1,263x, so one freak day cannot move the blended figure. Any group under 10 accounts, dropped and never estimated.
- Privacy
- Totals only. No client names, account IDs or domains anywhere in the data.
- Not published
- CPA, spend and revenue wait on the currency. The totals come out in a converted currency we have not confirmed. CPC is not here because no tool we have gives it across accounts.
How to Compare Your Own Account
Pull the same number
In Google Ads, pick a recent 60 to 90 day stretch that leaves out Black Friday and Christmas. Add the "Conv. value / cost" column. That is the ROAS this study uses. Google shows ROAS as a percent when you set a Target ROAS, so 245% there is 2.45x here.
Find your row
Use your niche. If you sell in one of the markets in the country table, use that row too.
Work out your break-even
Break-even ROAS is 1 divided by your gross margin. The break-even ROAS calculator does it for you, with shipping and fees in.
Check the math on your own numbers
Put your revenue and ad spend into the ROAS calculator. It also tells you if you are above or below break-even.
Read where you sit
Use the table below. The benchmark tells you how you compare. Your break-even tells you if you make money. For how to set a target, read what a good ROAS is.
| Your ROAS vs your niche | What it usually means | Check first |
|---|---|---|
| Under the 25th percentile | Bottom quarter of similar stores. | Conversion tracking. Then search terms that spend and never sell. |
| Between the 25th percentile and the median | Below the typical store. | Products that eat spend with zero sales. |
| Between the median and the 75th percentile | Better than the typical store. | Your break-even. Better than typical is not the same as profitable. |
| Over the 75th percentile | Top quarter of similar stores. | Your budget. A very high ROAS can mean you only buy the cheapest, surest sales. |
A Normal Store That Loses Money
A fashion store runs at 2.19x ROAS. That is the exact median. Normal. Its gross margin is 40%.
- Break-even ROAS: 1 / 0.4 = 2.50x
- Actual ROAS: 2.19x
- Margin needed to break even at 2.19x: about 46%
This store matches the benchmark and still pays to sell.
Under the Median? Check These Five Things First
This is the order I would check an account in. Each one is cheap to look at and can move ROAS on its own. The free Google Ads audit walks you through all of them.
Tracking
Purchases missing or counted twice. Every ROAS number is wrong until this is right.
Search terms
Terms that got clicks and never sold. Block them with negative keywords.
Products
Products with clicks and zero sales, still getting budget every day.
Feed
Disapproved or limited products in Merchant Center, so your best sellers do not show.
Budget split
Most of the money on products that do not sell, while the winners are capped.
What This Data Cannot Tell You
- Mostly fashion. 75% of the accounts with a niche row are fashion stores. If you sell something else, the fashion row is not your yardstick.
- The country table is mostly outside the US. 58% of the accounts in it sell in the UK or the EU.
- Agency-run accounts are not average accounts. A team looks after them. This study cannot tell you how an account nobody looks after would do. Stores that stopped running ads before the window are not in here at all.
- One season. The blended figure covers late summer and autumn, before the Black Friday and Christmas peak. The niche and country tools do not say their dates. Q4 can look different, and we have not measured it here.
- Google's ROAS, not profit. It counts the sales Google tracked. Returns, refunds and sales from other channels are not in it. For store-wide numbers, see blended ROAS.
See Where Your Account Sits
Scaley Media Buyer connects to your Google Ads read-only. Ask it what your ROAS is by product and where the money leaks, then hold that up against these tables. It answers from your live account, right away. It never changes a setting.
Rather not connect anything? Scaley Consultant reads screenshots and CSVs of your reports and answers the same question. Want the fixes made too? Scaley Suite finds them and makes each change only after you say yes to that one change.
We build Scaley, and ZenoX Media runs the accounts in this study, so weigh that. Use the numbers however you like. Want a team to run the account for you instead? That is what an ecommerce Google Ads agency like ZenoX Media is for.
Read next
- What is a good ROAS?
- What is ROAS?
- Break-even ROAS calculator
- ROAS calculator
- Profitable niches for Google Ads Dropshipping
- Google Ads scaling rules for Shopping and PMax
Sources: ZenoX Media managed accounts, 30 August to 2 November 2026 (65 days); Google Ads Help: About Target ROAS bidding.
Questions People Ask
Two tests. First, find your niche row: under the 25th percentile is the bottom quarter, over the median beats the typical store. The median ran 2.19x to 2.43x, depending on niche. Second, check your break-even ROAS: 1 divided by your gross margin, so a 40% margin needs 2.50x. Beating the benchmark and making money are not the same thing.
Where does your account sit against these tables? Ask Scaley Media Buyer. It answers from your live account, right away.
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