State of Ecommerce PPC: figures withdrawn
Withdrawn on 8 September 2026. Please do not cite the figures that used to be on this page.
This page carried monthly benchmark figures for UK ecommerce Google Ads: average cost per click, Performance Max share of spend, average ROAS, branded share of Performance Max conversions, a sector-by-sector POAS table and sector outlook notes built on the same numbers.
Those figures came from the same dataset as our Q1 2026 benchmark report. When we went back to check them, the source records were not there: no account list, no extract dates and no documented rule for which accounts were included. Nothing could be re-derived, so we removed it all, including the machine-readable dataset markup, rather than restate a number we cannot evidence.
What we will say instead
There is no universal healthy POAS, and no sector average that tells you what your account should be doing. The right target depends on your margin profile, your inventory position and what the spend is being asked to do. That is a per-business question, not a benchmark table.
Named client results, with their scope stated in full, remain on the case studies. The full withdrawal record is on the Q1 2026 benchmark notice, and the statistics page lists the agency figures we can evidence.
To work from your own numbers rather than an average, use the POAS calculator or the break-even ROAS calculator.
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