Optimal Google Ads allocation between Search and Shopping campaigns.
Inputs
Per-channel CPA
Search CPA
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Shopping CPA
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Recommendation
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Allocation scenarios
Split (Search/Shop)
Search Orders
Shop Orders
Total Revenue
Blended ROAS
About this calculator
Google Ads budgets typically split between Search (text ads on commercial queries) and Shopping (product-listing ads). The optimal split depends on your category — visual products favor Shopping; complex products favor Search. Most operators run a fixed split they set once and never revisit, leaving 15-30% of efficiency on the table.
This calculator compares per-channel CPA at your CPC and CR inputs, then recommends an allocation favoring the more efficient channel. The math: Shopping CPA = Shopping CPC ÷ (Shopping CR%). Search CPA = Search CPC ÷ (Search CR%). Whichever has the lower CPA at scaled volume is where additional budget should go.
The pattern most ecommerce categories show: Shopping wins on CPC (50-70% lower than Search) but loses on CR (mixed-intent clicks). The composite CPA usually still favors Shopping for visual products. Search wins on branded queries and high-AOV considered purchases where ad copy makes the sale.
Pair with the Google PMAX Budget Calculator (Performance Max sizing) and the CPM/CPC/CTR Benchmarks tool. For most ecommerce, 60/40 Shopping/Search is a defensible starting allocation; tune up or down based on your specific category economics.
Frequently asked questions
When does Search beat Shopping?
For high-intent commercial queries ("buy X online"), brand-defense ("[your brand]"), and unique product positioning where ad copy matters. Also for B2B and considered purchases where customer needs information before clicking through.
When does Shopping beat Search?
For visual products at all price points. The shopping format with product image + price + brand pulls qualified clicks at lower CPC than text Search. For commodity ecommerce (apparel, beauty, gift), Shopping should usually be 60-80% of Google budget.
What's a typical Shopping CPC vs Search CPC?
Shopping: $0.50-2 for non-competitive niches, $2-5 for competitive. Search: $1-4 typically, $5-15+ for competitive commercial queries. Shopping CPCs are usually 50-70% of equivalent Search CPCs but Shopping conversion rates are typically lower (mixed intent traffic).
How do I split when both perform equally well?
Run a 60/40 Shopping/Search test for 30 days. Compare cost-per-acquisition. Whichever wins on CPA gets the larger share. Don't assume balanced is best — usually one campaign type dominates for any given product category.
What about Performance Max?
PMax automates Shopping + Display + YouTube + Search Network in one campaign. It typically delivers similar economics to manual Shopping at the cost of less control. Most operators run PMax for shopping inventory and standard Search campaigns for branded keywords separately.