Performance Max benchmarks for Ukrainian e-commerce 2026: real data from 41 stores
CTR 2.25%, CPA 101 UAH (~$2.53), ROAS 9.88× — these are the median values for a Ukrainian online store on Google Performance Max for the first 4.5 months of 2026. Below: full methodology, data from 41 real UPLIFY engagements, and interpretation — when your campaign performs normally, when it underperforms.
Update log (3 entries)
| Date | Change | Methodology |
|---|---|---|
| Initial publication. 41 projects, 129 PMax campaigns, data for January–May 2026. | v1.0 — no changes | |
| scheduled 2026-06-01 | Expected: +May data, median refresh, outlier-project review. | v1.0 — no changes |
| scheduled Q3 2026 | Expected: niche breakdowns (fashion, furniture, kids, electronics) for projects with n≥10. | v1.1 — per-niche medians added |
No prior values published yet. In future versions, when medians are revised, prior figures remain in this log for auditability.
- Data source: UPLIFY OS internal database —
ads_campaign_dailytable, synced with Google Ads API daily. - Filters: Performance Max campaigns, projects with ≥100 clicks AND ≥10 conversions for statistical relevance.
- Median vs mean: we report both, but focus on median — it shows the "typical" store, not skewed by a few top performers.
- Conversions: include all actions configured as Conversion in Google Ads (Purchase + AddToCart + Phone Call + Form Submit where applicable).
- Currency: all numbers in UAH. USD conversion at 40 UAH/USD: CPA 101 UAH ≈ $2.53.
- Anomalies: 1 outlier project with ROAS 600+× not excluded (it's a real engagement, not a data error). Median is unaffected.
How the median is computed: each of the 41 projects contributes one observation (its full-period aggregate). The median is taken across those 41 observations, not across the 11,967 daily rows. This eliminates outlier-day dominance and makes the number a "typical store" measure.
What counts as "conversion": all actions configured as Conversion in the Google Ads ad account. This is heterogeneous: some stores track only Purchase, others track Purchase + AddToCart + PhoneCall + FormSubmit. That's why the overall 16% conv-rate is higher than the industry purchase-only baseline of 1-3% — not an error, but a difference in conversion-action configuration. For apples-to-apples comparison with purchase-only benchmarks, use median CPA + ROAS (both rest on total_conversions_value, which still represents revenue).
1. What the data shows
| Metric | Overall (weighted) | Median (per project) | Industry baseline |
|---|---|---|---|
| CTR | 2.10% | 2.25% | 1.5–2.5% (PMax, e-commerce) |
| Avg CPC | 5.28 UAH | 4.13 UAH | 3–8 UAH (UA fashion / general) |
| Conv rate | 16.07%* | — | 1–3% (purchase only) / 10–20% (all events) |
| CPA | 32.87 UAH* | 101.46 UAH | $2–10 (UA fashion / general) |
| ROAS | 282×* | 9.88× | 4–12× (UA fashion / general) |
* "Overall" aggregates all 41 projects as one — outlier projects with large spend dominate. So these values overstate PMax for a typical store: the realistic benchmark is the per-project median.
2. PMax vs Search: which is more efficient?
| Channel | Projects | CTR | Avg CPC | Conv rate | ROAS |
|---|---|---|---|---|---|
| Performance Max | 41 | 2.10% | 5.28 UAH | 16.07% | 282× |
| Search | 10 | 6.71% | 6.40 UAH | 6.53% | 9.69× |
Takeaway: on UA e-commerce, PMax almost always beats Search on ROAS — the algorithm targets purchase-ready users better. Search wins on CTR (intent traffic), but loses on conv rate and CPA. At UPLIFY we typically split budget 70/30 PMax/Search for a typical store.
3. How to interpret your numbers
If your ROAS < 5×
This is a signal something's off. Most common causes from our 41 engagements:
- Product feed not optimized (missing title, GTIN, product_type — Google doesn't know what to advertise).
- Brand traffic dilutes analytics: PMax "eats" branded searches that would have converted anyway.
- Audience signals not configured — the algorithm learns slower.
- Creative not refreshed in 3+ months.
If your CPA > 200 UAH
That's 2× the median. Common causes:
- Small catalog (< 50 SKUs) with high niche competition.
- Asset Group switched to "reach marketing" rather than "sales".
- Competitor brand keywords not excluded in placement exclusions.
- Landing page slow (LCP > 3s) — Google penalizes quality score even for PMax.
If your CTR < 1.5%
Less critical than ROAS, but typically points to creative or relevance issues:
- Low-quality product images or not optimized for the feed.
- Product titles contain SKUs or technical artifacts instead of clear descriptions.
- Asset Group built from video when your niche needs more product cards.
4. What this data does NOT show
Limitations: 41 projects is a strong sample for UA e-commerce, but it:
- Doesn't differentiate by niche (fashion / furniture / electronics / kids combined).
- Doesn't differentiate by catalog size (20 SKUs to 20,000 SKUs).
- Only includes active UPLIFY engagements — these are stores already working with an agency, with Pixel/CAPI, GMC, GA4 set up. Stores without an agency typically show worse numbers.
- 4.5 months — doesn't cover full annual seasonality (April-May = spring/summer collection peak).
If your store is outside these parameters (a marketplace with 100,000 SKUs or pure B2B), our numbers may not be a relevant benchmark. For an audit specific to your case — request a free audit.
5. How we collect this data
UPLIFY OS — our internal platform — pulls data from the Google Ads API daily for all client accounts. The ads_campaign_daily table stores raw daily campaign metrics: impressions, clicks, cost_micros, conversions, conversions_value. The reports on this page are SQL aggregations for the period January 1 – May 23, 2026.
No numbers are made up, "scaled from ChatGPT", or borrowed from external reports. These are real performance data from our clients, published in aggregated form with their consent to anonymized publication. Calculation methodology is available on request — email hello@uplify.agency.
Details of our attribution, review, and publishing cycle — see Editorial Policy.
6. Upcoming benchmarks
In 2026 we plan to publish:
- Q3 2026: PMax breakdown by niche (fashion / furniture / kids / electronics) from the same database.
- Q3 2026: Meta Ads benchmarks (Pixel + CAPI coverage analysis).
- Q4 2026: GMC feed quality vs ROAS — how feed quality correlates with results.
Want to compare your account to our medians? Request a free audit — we'll measure the key metrics with the same framework and show where your store sits relative to the benchmarks.
Frequently asked questions
What's a good ROAS for a Ukrainian online store on PMax in 2026?
Across 41 stores managed by UPLIFY, median Google Performance Max ROAS was 9.88× in January–May 2026. If your ROAS < 5×, it's a signal you need an audit — typically feed missing title/GTIN, audience signals not set up, or PMax "eating" branded search traffic. ROAS 10–15× is normal for a well-tuned store; over 20× is rare, typically on high-margin product marketing.
How much does a click cost on Performance Max in Ukraine?
Median CPC is 4.13 UAH (~$0.10). Overall average is 5.28 UAH. CPC varies from ~3 UAH (general e-commerce) to 12+ UAH (high-competition niches: jewelry, premium fashion). If your CPC is over 8 UAH, check product feed quality and audience signals — Google reduces CPC for relevant campaigns.
How does PMax compare to Search campaigns on results?
On our data PMax wins on ROAS (282× overall vs 9.69× for Search) and CPA (32 vs 98 UAH), but loses on CTR (2.10% vs 6.71%). Expected: Search catches high-intent users (higher CTR), but PMax targets purchase-ready users (higher conv rate). UPLIFY's recommended strategy: 70/30 budget split between PMax/Search for a typical store.
Why is your overall conv-rate 16% when industry baseline is 1-3%?
Different conversion-action configuration. The industry "1-3%" usually refers to Purchase-only conversion rate. Our 16% includes all actions configured as Conversion in the account: Purchase + AddToCart + PhoneCall + FormSubmit where applicable. This is why reading methodology before comparison matters. For apples-to-apples comparison, use median CPA + ROAS, both based on conversions_value (revenue), not conversion count.
Will your benchmarks reflect results for my niche specifically?
Not fully. Our 41-project sample combines fashion, furniture, kids, electronics, sports, beauty, and other niches. We plan to publish a niche-by-niche breakdown in Q3 2026. For now — use our medians as a baseline, then adjust: high-margin fashion ROAS typically 7-10×; electronics 4-6×; furniture 8-12×; kids 6-10×.