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UCP changes everything: Navigate the agentic commerce shift.
The biggest moversMetric | Value | Trend | Context |
|---|---|---|---|
Standard Shopping CPC | 0.37€ | +5.7% | In May 2026, while Performance Max (PMax) CPCs held steady for a third consecutive month, costs elsewhere climbed. Standard Shopping and Search CPCs saw notable increases, rising by 5.7% and 2.4% respectively. |
Competitor Pressure Joybuy | 31.04% | +19% MoM | Our custom Competitor Pressure metric—which averages a rival's visibility, ad overlap, and outranking frequency—caught a sharp surge from Joybuy, jumping from 26% to 31% in just one month. |
PMax Click-Through Rate | 1.60% | +27% YoY | The trend of inflated year-over-year (YoY) CTR carried into May. The math behind it remains the same: overall impressions are down, while total clicks have flattened out near the 0% mark. For the first time in a long while, the YoY click trend for PMax reversed entirely, growing by +1.86%. |
Joybuy is increasing competition in May. Our Competitor Pressure metric caught a sharp surge to 31% in May. | Source: Google Ads Benchmarks PRO by smec
Industry watch Sporting Goods: +3.6%
Books / Office products: +4.3%
Electronics: -4.8%
