Monthly market pulse
January 2026 Google Ads Market Benchmarks:
Highlighting the biggest KPI shift in the market.
The biggest movers
Highlighting the biggest KPI shift in the market last month.
Metric | Value | Trend | Context |
|---|---|---|---|
Standard Shopping CPC | 0.31€ | -9% | January slowdown of Shopping CPC (-9%) and PMax CPC (-5%); No change for Search CPC |
Percentage of advertisers facing Temu | 66% | +45% | After a drop in November in December, the % of advertisers facing Temu as competition in Europe increased |
PMax CTR | 1.53% | +17% | As the Year-over-Year impressions decline, the YoY CTR increases across PMax, Shopping (+10%) & Search (+20%) |
Percentage of advertisers facing Temu as competition | smec
Industry watch
January CPC per industry (Median data, Month-over-Month)
Books, Prints, Records, Office products: +8.3% Electronics: -9.1% Home / Garden: -9.7%